This initiative was unveiled at the “E-commerce Development: Opportunities, Drivers, and Challenges” roundtable, organized by the Government Information Portal on August 14.

Tran Tuan Anh, CEO of Shopee Vietnam, emphasized the transformative potential of livestreaming in commerce, particularly for connecting sellers directly with a global audience. The forthcoming tool aims to integrate various platforms, enabling Vietnamese businesses to easily hire livestreamers in countries like Malaysia, thereby extending their market reach.

“This initiative is designed to democratize international selling, allowing even small businesses the capability to reach global markets without the need for extensive resources or overseas operations,” said Tuan Anh. He projected that by year’s end, about 1,000 Vietnamese sellers could be engaging international consumers through Shopee’s platform, with the potential to expand to 100,000 businesses shortly.

Nguyen Thi Thao, a local garment business owner, shared her enthusiasm for the potential impact on her business and community. "Partnering with Shopee could open up unprecedented opportunities for us to market our products internationally, something we hadn’t thought possible before," she stated.

Lai Viet Anh, Deputy Director of the E-commerce and Digital Economy Agency at the Ministry of Industry and Trade, highlighted the growing significance of cross-border e-commerce, which currently represents 20-22% of the global market. “Vietnam, with its strong export sectors such as textiles and agriculture, is ideally positioned to capitalize on this trend,” he noted.

The government is actively working to support this digital expansion. “Our focus over the next five years is to facilitate Vietnamese products in reaching global markets and enhancing their competitiveness,” said Dr. Tran Minh Tuan from the Ministry of Information and Communications.

However, challenges persist, especially in adapting local products to meet international consumer expectations, which increasingly lean towards green, safe, and personalized criteria. Economist Vo Tri Thanh pointed out the necessity for high standards in product quality and sustainability to succeed in international markets.

Binh Minh