A newly released report of Amazon Global Selling showed that Vietnam’s goods export turnover via the platform has soared by 50 percent just over the last year, while the number of Vietnamese businesses selling on Amazon increased by 40 percent in 2023 over the year before.

The figures show rapid increases in Vietnam’s exports, both in quantity and quality. Vietnam’s businesses have gradually learned how to build their brands and better apply the general standards of the exchange.

The report also showed that the top 5 Vietnamese best selling products via the platform are home furnishing, kitchenware, health care products, apparel and beauty care products.

Vietnam is well known as the world’s leading wooden furniture exporter. Interior decor products are among the top products in terms of export value on Amazon.

In addition, Vietnam’s beauty care products, such as eyelashes, cosmetics and skin care products for women are also favored by foreign consumers. The products have been added to the top five products with high online export value.

With the retail e-commerce model, businesses don’t have to rely on wholesale buyers. Businesses can undertake the work of selling, branding, packaging and shipping products themselves. They also can see comments from consumers to help fine-tune their products.

However, farm produce is absent on the list of best selling products on Amazon. Vietnam has advantages in agricultural production with many well-known farm produce in the international market.

In the world of digital transformation, Vietnamese farmers and farm produce exporters need to quickly adapt to the new circumstances.

Gijae Seong, CEO of Amazon Global Selling Vietnam, said businesses can step up the online export of tea, coffee and cashew nuts. These are dry and processed produce which can last a long time, thereby suitable for long-distance transport.

In Singapore, which has to import fresh water, there are still businesses succeeding in exporting consumer goods and farm produce, especially matcha. Gijae Seong said Vietnam also has similar produce, however, while Singapore can sell produce very well on Amazon, Vietnam still cannot. The difference is that Singaporean businesses are good at branding.

Tam An