The projection comes as Vietnamese businesses increasingly turn to digital platforms to access global consumers, opening up new growth pathways beyond traditional export channels.

On April 8, Amazon Global Selling Vietnam joined an industry seminar organized by the Vietnam E-commerce Association (VECOM), focusing on opportunities for Vietnamese enterprises in cross-border e-commerce exports.

The event brought together representatives from government agencies, industry associations, service providers and export-oriented businesses to discuss key findings from a new report, while exploring practical strategies to accelerate Vietnam’s digital export growth.

According to the report, titled “E-commerce exports: A new growth engine for Vietnam’s furniture and fashion industries”, the two sectors could generate a combined export value of US$110 billion by 2029.

Within this, business-to-consumer (B2C) e-commerce exports are expected to grow significantly faster than traditional channels. Furniture exports via e-commerce are forecast to expand by 20% annually, while fashion could grow by 26% each year.

Research by Access Partnership shows that 97% of surveyed micro, small and medium-sized enterprises (MSMEs) in these sectors view e-commerce exports as essential to their future growth. Meanwhile, 96% say adopting e-commerce enhances their global competitiveness.

In the furniture sector, exports are projected to rise from VND343 trillion (US$14 billion) in 2024 to VND540 trillion (US$22 billion) by 2029. Notably, B2C e-commerce exports are expected to grow at twice the pace of traditional export channels.

For fashion, export value is forecast to reach VND2,137 trillion (US$88 billion) by 2029, with e-commerce growing five times faster than conventional methods.

The report also highlights Vietnam’s strong manufacturing foundation as a critical driver. As one of the world’s leading exporters of wooden furniture, alongside a well-developed textile and garment industry, the country is well positioned to scale exports through digital channels.

These findings align with Amazon’s own data on the growth of Vietnamese sellers on its platform.

In the 12 months ending July 31, 2025, the number of products sold by Vietnamese partners on Amazon increased by 35% year-on-year. Key categories included Home, Kitchen, Health & Personal Care, Fashion and Beauty - closely reflecting Vietnam’s manufacturing strengths outlined in the report.

However, the report also identifies four major barriers limiting the expansion of e-commerce exports among MSMEs: high costs, regulatory complexity, knowledge gaps, and operational capacity constraints, particularly in supply chains and logistics.

At the seminar, participants stressed the need for coordinated efforts between public institutions and the private sector to address these challenges.

Larry Hu, Director of Amazon Global Selling Southeast Asia, said the report provides an independent and realistic view of both the opportunities and obstacles facing Vietnamese businesses.

“Amazon Global Selling’s initiatives in Vietnam are designed to directly tackle these barriers,” he said, citing a three-year partnership with VIETRADE to train 1,000 businesses, the rollout of Amazon Global Logistics from Vietnam to the US, and comprehensive training programs for sellers.

“These efforts focus on addressing cost, knowledge and operational challenges - the key constraints identified by MSMEs.”

Tran Trong Tuyen, Vice Chairman of VECOM, emphasized that e-commerce exports represent a transformative opportunity for Vietnamese SMEs to access global markets directly.

“VECOM is committed to supporting the business community through knowledge sharing, fostering industry collaboration and developing policy recommendations to facilitate the growth of e-commerce exports,” he said.

“The discussion today, along with the release of the Access Partnership report, reflects strong engagement from regulators, businesses and stakeholders in building a practical roadmap for Vietnamese enterprises.”

Across the country, businesses are increasingly leveraging e-commerce to reach international customers, particularly in sectors such as furniture and fashion.

Companies like Coolmate in apparel, or furniture manufacturers such as Green Mekong with eco-friendly, space-optimized designs, are bringing “Made in Vietnam” products to global consumers while building distinctive brand identities.

These shifts mirror a broader trend highlighted in the report - the growing importance of digital channels in shaping Vietnam’s export landscape.

Thai Khang