Asked about the possible impact of global retail e-commerce on countries joining cross-border supply chains, Broussard said there were major trends. 

First, the shift from an offline to online model. The tendency has been growing over the last 20-30 years and has been speeding up recently. Convenience, diverse options and reasonable prices will continue to promote the shift. 

Meanwhile, e-commerce still makes up a modest proportion of the global total retail capacity, which means there is still space for sellers from many countries, including Vietnam, to expand and approach clients all over the globe.

Traditionally, when you want to sell a product in the international market, you will have to give the right to control the product, price and strategies to intermediary parties. But with e-commerce, even small and micro businesses can build global brands of their own by using the infrastructure provided by parties like Amazon. 

In this way, manufacturers and brand owners have equal opportunities to access global clients. They not only can export commodities but can also export global brands.

The global retail e-commerce market has opened up more opportunities, creating a new movement for sellers from many countries, including Vietnam. The goods and service export value of Vietnam in 2022 was 91 percent of GDP, which Broussard said is "really amazing".

The world is witnessing a shift from traditional exports to global e-commerce, from B2B (business to business) to B2C (business to consumer) export, with brand owners controlling product quality and setting up business strategies themselves. The advantage of Vietnam is the experience and the capability built up over many years by enterprises that have been serving clients all over the world.

Vietnam is also asserting its position as an emerging production base in Asia and the world. With support from the government and rapid digital transformation, Vietnam can see positive growth potential in the field of B2C export. 

The senior executive from Amazon who paid a recent working visit to Vietnam said he could see the enthusiasm, excitement and energy from sellers in Vietnam, and could feel the dynamism of cross-border e-commerce.

He visited a factory of Sunhouse, a manufacturer which has built its brand in the domestic market with a wide range of products, and is expanding in the global market.

He said Amazon wants to turn Vietnam into an emerging link in the global supply chain. Vietnam would help bring more diverse options to hundreds of millions of Amazon’s client all over the globe. 

Amazon is pursuing a policy to bring even more choices for clients.

Amazon hopes Vietnam will emerge as a new production base in Asia, with the capability of manufacturing and supplying a wide range of products, from interior decoration, electronics, textiles and garments to consumer goods.

Amazon has hundreds of millions of clients globally, while Vietnam has the ability to make diverse products with competitive prices. 

Vietnam’s products, such as environmentally-friendly straw and recyclable plastic bags, have attracted developed markets, including the US.

The strong business spirit in Vietnam is also an attractive factor for Amazon. The energy and interest by Vietnamese sellers show their readiness to take on new opportunities and integrate more deeply into the global economy.

With Amazon, Vietnamese sellers have increased their presence globally and successfully attracted international customers. 

In 2023, Vietnam’s small and medium enterprises sold 17 million products via Amazon, from fine arts and interior decor products to organic cashew nuts

Regarding Amazon’s investment in Vietnam, he said Amazon Day-1, a training center, has been set up in Vietnam to help Vietnamese businesses unfamiliar with Amazon, discover all of its services and features. 

Amazon has 400 fulfillment centers worldwide which Vietnamese sellers can exploit to boost sales. With FBA (Fulfilment By Amazon), prime customers can receive deliveries within two days.

Thai Khang