Director of the Department of E-commerce and Digital Economy Le Hoang Oanh
In his opening speech, Director of the Department of E-commerce and Digital Economy Le Hoang Oanh said that e-commerce continues to play a driving role in the digital economy and is one of the important pillars in the digital transformation strategy of the Industry and Trade sector. In 2025, the Ministry of Industry and Trade completed two fundamental documents including the National E-commerce Development Master Plan for the period 2026-2030 with a pioneering - green - inclusive orientation and the Draft Law on E-commerce with policies on platform model classification, cross-border entity management, foreign investment, e-commerce support services and legal framework for electronic contracts. The management agency assessed that the rapid expansion of the market is posing requirements for sustainable development, greening, enhancing trust and strengthening human resources. On that basis, the topic focused on analyzing four main groups of contents: new e-commerce trends and models; building a healthy e-commerce market; promoting green e-commerce and sustainable logistics; along with bridging the digital divide through supporting small businesses and improving local digital skills.
Following the orientation, Ms. Le Thi Ha - Head of the Department of E-commerce Management, Department of E-commerce and Digital Economy presented new points in the e-commerce management policy framework, focusing on the requirements for data standardization, cross-border e-commerce management and increased control of new business models such as livestream and influencer commerce. Ms. Ha said that the E-commerce Law Project (07 chapters, 41 articles) will classify and manage according to four groups of models; at the same time, increase the responsibility of large platforms in receiving and handling feedback, protecting consumers and controlling product content. These orientations aim to ensure that the e-commerce market develops transparently, complies with the law and keeps up with the pace of technological innovation.
Ms. Le Thi Ha - Head of E-commerce Management Department, Department of E-commerce and Digital Economy
From a market data perspective, Ms. Do Thanh Huong - Head of Market Research, Metric.vn provided an updated picture of e-commerce activities in 2025. According to data from the third quarter of 2025, total sales on the four major platforms reached 103.6 trillion VND, up 2.6% over the previous quarter; Shopee continued to lead with 56% market share, while TikTok Shop maintained a growth rate of 69%, expanding its market share to 41%. Three prominent product categories include Beauty, Home - Living and Women's Fashion , while the health and children's fashion product group recorded outstanding growth. Ms. Huong commented that big data is becoming a key tool to help businesses optimize business strategies, improve advertising effectiveness and forecast consumer trends.
In the cross-border e-commerce sector, Mr. Doan Quoc Tam - Head of the Cooperation Department, Vietnam E-commerce Association (VECOM) said that the trend of exporting via digital platforms is opening up new opportunities for small and medium enterprises. Cross-border e-commerce helps Vietnamese products access larger markets, reduce marketing and logistics costs and increase the ability to build online brands, in line with the global digital consumption context.
Along with the expansion in scale, the topic also emphasized the trend of “green e-commerce”, through the sharing of Ms. Dang Thuy Trang – Director of External Relations of Grab Vietnam. According to Ms. Trang, urban delivery activities need to be shifted to a low-emission model, combining vehicle electrification, optimizing delivery routes and applying data in order coordination. This is the solution to help e-commerce develop strongly while meeting the goal of reducing emissions.
Contributing to clarifying the role of digital platforms in local economic development, Mr. Nguyen Lam Thanh - General Director of TikTok Vietnam introduced a program to promote the consumption of regional products through e-commerce, especially through livestream and creative content. TikTok representative said that the livestream model combined with creative content is contributing to significantly increasing the economic value of agricultural products and handicrafts.
In the operational solutions group, Ms. Le Thi Nga - Director of Social Commerce & Shipping, Sapo presented how businesses are digitally transforming their sales processes through the OmniAI solution suite. Ms. Nga said that Sapo is supporting businesses to optimize advertising with tools such as Conversion API and Value Optimization, and applying AI chatbots to increase the closing rate. In addition, the FulfillMaster solution helps automate order processing, reduce errors and speed up operations - important factors in the fast-growing e-commerce environment.
Next, Ms. Pham Thi Bien - Deputy Director of Enterprise Division, VNPAY emphasized the role of the digital payment ecosystem in multi-channel e-commerce. Solutions such as SmartPOS, PhonePOS, VNPAY-INVOICE electronic invoice and VNPAY-CA digital signature are designed to increase transaction security, reduce risks and ensure the legality of e-commerce transactions.
At the seminar, the “Development of E-commerce” brought together experts from management agencies, industry associations, platform businesses and digital technology solution providers. The discussion focused on new points in the e-commerce policy framework, cross-border trading trends, low-emission logistics models and solutions to support businesses in transforming operations.
Opinions at the seminar showed the consensus that for the Vietnamese e-commerce market to develop sustainably, businesses need to simultaneously improve operational capacity, optimize logistics chains and standardize data to increase transparency and management efficiency. Compliance with environmental standards and emission reduction in e-commerce activities are identified as increasingly important requirements in the 2025-2030 period. In addition, delegates emphasized the need to support small businesses, business households and strengthen regional linkages, creating conditions for entities in the e-commerce ecosystem to access equal development opportunities.
The analysis and sharing in the topic contributed to clarifying the role of data, technology and innovation in building a transparent, safe and highly competitive e-commerce market, in line with the sustainable development orientation of Vietnam's digital economy.
Source: https://moit.gov.vn/tin-tuc/thuong-mai-dien-tu-trong-ky-nguyen-so-dinh-huong-phat-trien-ben-vung-giai-doan-2025-2030.html
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