Creating new growth for e-commerce from AI

At the forum "Application of technology to develop digital commerce database" with the theme: AI e-Commerce - Creating a new generation of growth on November 1 in Hanoi, Ms. Lai Viet Anh - Deputy Director of the Department of E-Commerce and Digital Economy, Ministry of Industry and Trade emphasized that e-commerce has become a new growth pillar of the digital economy. To create a generation of outstanding growth, the role of AI and big data is indispensable.

"AI is not only a tool but also a core strategy to transform huge data into competitive advantage, the key to achieving exponential growth," said Ms. Viet Anh.

According to the AI in eCommerce Statistics 2025 Report, more than 80% of online retailers have applied AI, with the global AI eCommerce market size forecast to reach 8.65 billion USD. In Vietnam, 66% of businesses have used AI in communication and 63% use AI to find new customers.

Ms. Lai Viet Anh - Deputy Director of the Department of E-commerce and Digital Economy (Ministry of Industry and Trade).

Mr. Nguyen Huu Tuan - Director of eComDX Center (Ministry of Industry and Trade) assessed that AI is becoming an indispensable "digital assistant", bringing benefits to both buyers and sellers. For buyers, AI helps suggest suitable products, summarize reviews and personalize offers. For sellers, AI supports 24/7 automatic customer care, optimizes images, videos and schedules effective livestreams.

Analyzing in depth the practical applications of AI in automating business operations, Mr. Nguyen Phi Nghi - Director of Business Division of MISA Joint Stock Company, said that the trend of AI Sales Agent is considered as "sales staff who never sleep" because this solution can advise, answer, and close orders automatically 24/7. At the same time, analyze user behavior to become smarter, helping businesses increase conversion rates and reduce operating costs.

In the field of marketing, Ms. Truong Thi Minh Nguyet - Director of Products and Solutions, AccessTrade Vietnam pointed out the power of AI in large-scale content creation.

"A normal marketer can produce 1 video/day, but with AI, they can create 1,000 videos/day on dozens of channels while still ensuring quality, thanks to automating the entire process from product search, video production to posting and customer care," Ms. Nguyet shared.

Meanwhile, Mr. Nguyen Trung Thanh - Co-founder of NextGenAI emphasized the role of AI Automation and Zalo Chatbot AI. He said that this combination not only helps automate repetitive tasks such as order processing, but also interacts directly with customers 24/7 on the Zalo platform, providing a seamless and highly personalized experience.

Not only stopping at automation, AI is also the foundation for new business models. Mr. Kieu Tien Anh - Director of F2C platform Hi1 Thuan Viet, introduced the F2C model (Factory to Consumer) - manufacturers sell directly to consumers.

He said that AI is the “key” to making this model operate effectively at low cost by helping to forecast demand, optimize production, and automate customer care. “The F2C model applying AI will pave the way for Vietnamese goods to reach consumers at better prices, with more transparency and create sustainable advantages for businesses,” Mr. Tien Anh affirmed.

Ms. Do Thanh Huong - Head of Market Research Department of Metri.

Referring to the role of big data, Ms. Do Thanh Huong - Head of Market Research at Metric said that exploiting big data is no longer an option but has become a mandatory requirement. Based on data from 4 major e-commerce platforms, Metric recorded total sales in the first 9 months of 2025 reaching 305.9 trillion VND.

The market landscape has clearly changed: Shopee still leads with 56% market share in the third quarter, but TikTok Shop is chasing fiercely, expanding its market share to 41% with an impressive growth rate of 69% compared to the same period last year. Notably, although genuine stores (Mall) only account for 2.36% of the number of shops, they contribute up to 32.39% of total sales, showing the key role of reputable sales channels.

According to Ms. Huong, combining market research and big data can help businesses increase their revenue by 54% and double their profits by 25%, thanks to timely understanding of consumer trends and behaviors.

Minh Thu

Source: https://doanhnghiepvn.vn/chuyen-doi-so/kien-tao-tang-truong-moi-cho-thuong-mai-dien-tu-tu-ai/20251101030150242