Vietnam’s fashion industry is poised for a new phase of growth as e-commerce adoption accelerates, though businesses must overcome challenges in branding, sustainability and digital transformation to fully capture the opportunity.

Vietnam’s cross-border e-commerce sector is expanding rapidly but still represents a small fraction of the country’s total trade, highlighting untapped potential for export growth, experts say.

Analysts identify rising operational costs as the key factor behind the exodus. In 2025, platforms simultaneously rolled out fee hikes ranging from 10–15%, significantly increasing the financial burden on merchants.

With Vietnam’s total foreign trade turnover projected to near 920 billion USD in 2025, the role of e-commerce in supporting exports is no longer theoretical.

Improving digital business capacity is fundamental to give each speciality product a digital brand, enabling e-commerce to become a viable tool for livelihoods, value creation, and the promotion of regional cultural identity.

Lacking qualified workers as well as knowledge about import/export policies is the biggest barrier for Vietnamese enterprises. But e-commerce platforms are expected to help boost exports of these businesses.