Originally trained in engineering and never considering himself a salesperson, Henry Nguyen, CEO & Founder of Zonone, has achieved remarkable success in the field of online exports.

Zonone’s food products first appeared on Amazon in Q4 2024, generating only around $1,000 in monthly revenue. But by July 2025 - just 10 months later - its revenue had soared into the seven-figure range.

Henry Nguyen shared his journey at the roundtable "Export Breakthrough - Elevating the Value of Vietnamese Brands," held on July 25 in Ho Chi Minh City. His story has inspired many Vietnamese exporters venturing into global e-commerce.

In another success story, Sao Lonsdale, CEO of LixiBox, said one of their product lines earned the titles "Overall Pick" and "Best Seller" on Amazon during the Mother’s Day campaign in May - an accolade any global seller on the platform would covet.

Transforming traditional trade through e-commerce

The rise of e-commerce is rapidly reshaping how Vietnamese businesses export, shifting from the traditional supply chain model - producer to exporter, then importer, distributor, and finally the consumer - to a direct-to-consumer approach via online platforms.

According to Amazon, the number of products sold by Vietnamese partners has increased by 300% over the past five years. Meanwhile, Vietnamese sellers registering trademarks on Amazon have multiplied more than 35 times. The five fastest-growing product categories include personal care, home goods, kitchenware, apparel, and beauty.

Nguyen Trung Dung, CEO of Dh Foods, noted that attending international trade shows can cost businesses between $8,000 and $20,000 per event, adding up to hundreds of thousands of dollars annually. In contrast, selling on Amazon allows companies to receive immediate consumer feedback and make real-time product adjustments.

"When budgets no longer allow for traditional trade promotion, Amazon is the gateway to 300 million consumers in the U.S. - including 30 million Asian Americans and 3 million Vietnamese Americans," he said. "Many Vietnamese agricultural products outperform those from Thailand or South Korea and should fully leverage online sales channels."

'Why not stand on our own feet?'

While the growth numbers are promising, succeeding on e-commerce platforms is far from easy.

"Price is important, but product quality is what retains customers and builds long-term value," said Truong Nguyen Diep Anh, Head of Marketing and Sales at Hoang Thong Wood Co., Ltd.

She described how her team initially listed small shipments on Amazon to gather customer reviews. Even one-star ratings were seen as opportunities to better understand international consumer preferences and refine product designs.

Since debuting on Amazon in March 2025, Hoang Thong has fulfilled thousands of orders across U.S. states - despite selling bulky items like beds, wardrobes, and bookshelves. Products are now packed for easy self-assembly, requiring less than 20 minutes and weighing under 100 pounds. For heavier shipments, a QR code provides assembly video instructions.

"We even install the furniture ourselves as if we were the customers," said Diep Anh. "Our designs minimize the number of parts and tools needed. For instance, assembling a bed can be done without any additional tools."

This innovation targets users aged 25–45 - young families who frequently relocate. The furniture can be disassembled, moved, and reused with ease, reducing waste and saving costs.

"A brand isn't what we say about ourselves - it's what end-users say about us," she emphasized.

Tran Lam Son, Founder of Thien Minh Furniture, said that over 85% of his wooden furniture products are now localized. Vietnamese furniture is becoming more independent in the global supply chain.

He recalled that two years ago, Chinese buyers approached his company seeking products to sell on Amazon. That prompted a pivotal question: "Why not stand on our own feet - manufacture and export directly?"

"That moment is now. It's time to increase the value of Vietnam’s furniture industry," Son concluded.

Tran Chung