Building Vietnamese brands in digital space

In the context of increasingly digitalized global trade, positioning Vietnamese brands on e-commerce is not only an inevitable trend but also a vital path for businesses to affirm their position and develop sustainably. To truly make a breakthrough, product brands are a commitment to the reputation of businesses to consumers.

When bringing products to cyberspace, businesses need to focus on building their brand to maintain their reputation.

Digital space - launch pad for Vietnamese products

Ms. Lai Viet Anh - Deputy Director of the Department of E-commerce and Digital Economy ( Ministry of Industry and Trade ) said: "In 2024, Vietnam's e-commerce will officially reach the milestone of over 25 billion USD, entering the top 3 largest markets in Southeast Asia. These impressive numbers show the strong resilience of business in the digital space".

The figure of over 25 billion USD announced by the Ministry of Industry and Trade is not only a new record, but also a milestone in positioning Vietnam on the global e-commerce map. With a growth rate of over 20% compared to the previous year and accounting for 9% of the total retail sales of goods and services nationwide, e-commerce is becoming an important driving force of the economy . E-commerce not only spreads in domestic consumption but also connects cross-border trade.

According to statistics, on a global scale, cross-border e-commerce will reach nearly 800 billion USD in 2024 and maintain a growth rate of more than 30% per year. It is no longer a trend but has become the main axis of world trade. Experts say that Vietnam has the conditions to make a breakthrough in e-commerce when it has many advantages such as: geographical location in the center of the region, diverse raw materials, young workforce and the ability to quickly transform digitally.

More and more local products are being brought to the online market.

Not only playing the role of a logistics "gateway" for Southeast Asia, Vietnam also has the opportunity to build a digital industry associated with products with its own brand, instead of processing for foreign partners. Therefore, in the digital age, the brand is the "passport" for Vietnamese products to reach out to the world. Ms. Nguyen Thi Hoai An - Vice President of the Global Cross-Border E-Commerce Alliance (ACBC Global), President of ACBC Vietnam emphasized: "To develop in the digital space, businesses cannot just stop at processing or manufacturing according to orders. It is necessary to build their own brands, affirming their own values ​​and position". Experience from China is also worth referring to. Mr. Xiao Qiuli - General Director of GGBingo said that in 2024 alone, China's cross-border e-commerce will reach 2.71 trillion yuan thanks to strong investment in logistics, bonded warehouses and modern technology. The multi-channel model, combining sales on Amazon, JD.com, TikTok Shop or Shopee, has helped Chinese products spread around the world. According to Mr. Xiao Qiuli, Vietnam can absolutely follow this path on the condition that it soon shifts from processing to selling directly to consumers and affirms the “Made in Vietnam” brand.

Obviously, in traditional commerce, quality products are the key factor. However, in the digital space, quality is only a necessary condition, while brand is the sufficient condition for Vietnamese products to "take off". According to Mr. Tran Xuan Thuy - Director of Amazon Global Selling in the Southern region, successful business in the digital space is like a "triangle" consisting of customers, products and brands. If one side is missing, the model will be unbalanced and not very effective.

Brand "passport"

Currently, from textiles, wood, agricultural products to retail... experts all agree that brand is a "passport". Not only to overcome technical barriers or tariff barriers, brand also helps Vietnamese products conquer international consumers with trust and unique identity. "Switching to brand building is an important strategic step, helping businesses maintain competitiveness, moreover, can expand the scope of product consumption on international e-commerce platforms" - Mr. Truong Van Cam, Vice President of Vietnam Textile and Apparel Association emphasized and pointed out, to succeed in the digital space, businesses must invest synchronously in technology, design and strategy to build their own identity.

Representing the wood industry, Ms. Duong Thi Minh Tue - Vice President of the Handicraft and Wood Processing Association of Ho Chi Minh City (HAWA) shared that although the global market has many fluctuations, the business and export of enterprises in the industry are still growing and stable. However, Ms. Tue believes that if you want to create more "boost", the most effective solution is to promote online trade. "The final problem here is the problem of brand building. In the past, customers ordered whatever they wanted, but when they have a brand, businesses must know where to position themselves and which segment to target," Ms. Tue said.

Wood businesses focus on exporting via e-commerce platforms.

Believing that positioning Vietnamese brands in the digital space is very important, Mr. Lu Nguyen Xuan Vu - Chairman of the Saigon Business Association, General Director of Xuan Nguyen Group said: "Consumers today often use their phones to search for products when they want to buy. Not only big brands, but also retail systems need to position Vietnamese brands in the digital space."

Synchronize from supply chain to policy

Doing business in the digital space is becoming a new trend, but to truly make a breakthrough, the product brand is a commitment to consumers and trust in the market. In particular, if businesses know how to take advantage of e-commerce combined with a methodical, transparent and unique brand building strategy, Vietnamese products will not only be present but also be able to conquer the world. To do that, it is necessary to synchronize from the enterprise level to macro policies. At the enterprise level, Mr. Tran Lam Son - founder of Green Mekong pointed out the advantage of online markets, which is the ability to connect directly with consumers and receive instant feedback. But to maintain long-term, businesses must invest in an efficient, flexible supply chain that adapts to market fluctuations. "A brand is not just a name, but the crystallization of all efforts from product quality to communication messages. This is the tool to maintain position and expand market share" - Mr. Son affirmed.

The digital space opens up opportunities but also poses great challenges. Mr. Nguyen Anh Duc - Deputy Director of the Department of Industry and Trade of Ho Chi Minh City, Chairman of the Vietnam Retailers Association said: "The opportunities are huge, but if businesses only manage on their own, it will be difficult to compete fairly. The State, associations and businesses must coordinate closely, from brand management, technological capacity to a transparent legal policy system". Mr. Duc also emphasized the importance of long-term planning, in which Ho Chi Minh City needs to be chosen as the center for e-commerce development and digital branding of the whole country. Because this is a dynamic market, a gateway for international trade and has a strong creative startup ecosystem. At the policy level, the requirement is to standardize, create a transparent playground, and support businesses in building brands associated with national prestige. The digital space is not only for sales, but also a "facade" to affirm the image of Vietnam in the global value chain.

Economist - Dr. Dinh The Hien

Economist - Dr. Dinh The Hien:

AI supports branding in digital space

E-commerce emerged as a bright spot when sales accounted for about 10% of total retail sales, led by the fashion, beauty, home appliances, technology and packaged food industries... Specifically, e-commerce sales reached about 492 trillion VND in 2023, increasing to 598 trillion VND in 2024 and reaching about 202 trillion VND in the first 6 months of 2025. Consumers tend to spend more on high-value products and demand a rich shopping experience. Data shows that the growth rate of e-commerce is much stronger than traditional retail, with an average of 20% per year. Notably, imported goods currently account for about 15% of sales and continue to increase. In terms of branding, Vietnamese businesses have begun to focus more on building brand stories, improving product quality and creating emotional connections with customers, especially young consumers. However, the major limitations are the lack of strong brands in the mid- and high-end segments, weak international marketing and the lack of a systematic positioning strategy in the digital space.

To develop a sustainable brand in the digital space, Vietnamese businesses need to upgrade their digital tools and at the same time shift to a digital brand model that can compete in the region and resist the pressure from cheap goods. One of the key solutions is to apply artificial intelligence in the customer journey such as: customer relationship management, AI chatbot, etc. This strategy helps increase conversion rates, retain customers, and optimize costs. In addition, it can turn customer data into personalized experiences, making the brand more approachable, intelligent, and trustworthy in the eyes of consumers.

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