Driven by supportive government policies and a thriving production environment, Vietnam stands on the brink of a major shift in online exports. Despite these favorable conditions, a crucial challenge remains: the international market’s limited recognition of Vietnamese brands.
Products like cashew nuts, black pepper, and various spices often appear on global e-commerce platforms under foreign labels, effectively masking their Vietnamese origins. This practice not only diminishes the visibility of Vietnam’s unique offerings but also curtails the opportunities for local enterprises to assert their value on the global stage, according to industry experts.
Addressing this challenge head-on, Organic Viet Food (OVF) has embarked on a mission to elevate Vietnamese products within the international marketplace. The company has launched Newbam, a premium cashew brand, targeting consumers in the United States and Canada via Amazon. By investing heavily in packaging, design, and compliance with Amazon’s rigorous standards, OVF seeks to forge a distinct brand identity that proudly showcases its Vietnamese heritage.
Ta Hoang Linh, who leads the Ministry of Industry and Trade’s European and American Market Department, underscores the transformative potential of e-commerce for expanding the reach of Vietnamese businesses. He highlights that the convergence of free trade agreements with the expanding digital economy offers unprecedented opportunities for growth and market penetration.
To catalyze this momentum, the Centre for Information Technology and Digital Technology, operating under the Vietnam E-commerce and Digital Economy Agency, has introduced the Go Export program. This strategic initiative, developed in collaboration with leading global e-commerce platforms, equips Vietnamese companies with essential tools, training, and resources necessary to establish strong international brands and achieve global competitiveness.
Nguyen Van Thanh, Director of the Centre, notes the rapid acceleration of online retail e-commerce, which has consistently posted growth rates between 16% and 30% over recent years. With Vietnam now ranking third in Southeast Asia in online retail value—surpassing all but Indonesia and Thailand—the country’s digital economy is positioned for remarkable expansion.
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