The explosion of new e-commerce trends and the problem of sustainable development

From AI Commerce to 30-Minute Delivery

In the last weeks of September 2025, the global e-commerce landscape witnessed important turning points. OpenAI officially launched the "AI Commerce" era by allowing users to shop directly in conversations with GPTPro, creating a formidable competitor to TikTok Shop, Amazon and Meta.

Meanwhile, TikTok Shop is testing a model that combines short videos and livestreams in Japan – the world's fourth-largest e-commerce market, a strategic move to penetrate deeper into developed countries.

In China, giants like Meituan and Pinduoduo are promoting the Instant Commerce model, committing to delivering essential goods in just 30 minutes – a trend that is expected to soon spread to Vietnam.

In line with the global trend, Vietnam’s e-commerce has also recorded impressive numbers. The Ministry of Industry and Trade has raised its forecast for B2C e-commerce growth in 2025 to 25.5%, with a total transaction value of 26–28 billion USD. This breakthrough mainly comes from large platforms such as Shopee, TikTok Shop and Lazada, thanks to the strong attraction of the video shopping trend.

Vietnam's e-commerce market is entering a period of explosive growth.

However, the market is also facing great pressure. The new draft Law on E-commerce tightens management by requiring seller identification via VNeID and increases the responsibility of platforms in controlling counterfeit goods. According to data from Metric, in the first 6 months of 2025 alone, about 80,000 stores had to leave the platform due to rising costs and fierce competition. The Ministry of Finance 's proposal to remove tax exemption for orders under 1 million VND is also creating more pressure but promises a fairer playing field.

Faced with these fluctuations, the Government and the Ministry of Industry and Trade have identified promoting cross-border e-commerce as a national strategy for the 2026-2030 period, aiming to turn Vietnam into a digital service export center similar to India.

Which direction is sustainable for Vietnam?

The domestic market is the stage of fierce competition between Shopee, TikTok Shop and the rise of other video platforms such as Facebook and YouTube. TikTok Shop has quickly captured nearly 39% of the market share, significantly narrowing the gap with Shopee. Meanwhile, YouTube and Facebook are not left out when joining hands with Shopee to deploy affiliate and YouTube Shopping models, creating more direct competitive pressure.

In the context of rapid growth accompanied by many challenges and limited human resources, finding a sustainable direction is an urgent requirement. To solve this problem, the Center for E-commerce and Digital Technology Development (eComDX) under the Department of E-commerce and Digital Economy (Ministry of Industry and Trade) has built and deployed the "4 Go" solution set. This is considered the "key" to help businesses and business households improve their capacity and quickly adapt to new trends.

The "4 Go" solution suite includes:

GoRight: Disseminate legal knowledge, help businesses operate in accordance with the law and minimize risks.

GoOnline: Improve online sales skills, especially livestreaming and product promotion skills.

GoExport: Open the door to cross-border e-commerce, equipping you with the knowledge to bring Vietnamese products to international markets.

GoAI: Supports artificial intelligence applications to analyze data, optimize processes, enhance customer experience and monitor business operations.

According to Mr. Nguyen Huu Tuan - Director of eComDX, the synchronous implementation of the "4 Go" solution not only helps businesses overcome difficulties but also creates a strong e-commerce ecosystem, affirming Vietnam's pioneering role. This is an important foundation to help Vietnamese e-commerce develop sustainably, going further on the regional and world digital economic map.

Thu An

Source: https://doanhnghiepvn.vn/chuyen-doi-so/bung-no-xu-huong-thuong-mai-dien-tu-moi-va-bai-toan-phat-trien-ben-vung/20250930051405456