Vietnamese goods popular in global market thanks to e-commerce, live streams
Vietnamese goods popular in global market thanks to e-commerce, live streams
Many Vietnamese enterprises have achieved remarkable growth in propelling Vietnamese products into international markets thanks to live-stream sessions and e-commerce platforms, in addition to their high-quality products, competitive prices, clear strategies, and keen sense of market trends.
A consumer chooses products from Erosska, a Vietnamese footwear brand. Photo: Ngoc Huong |
Over the past five years, thousands of Vietnamese businesses have expanded globally through Amazon.
The number of products sold by Vietnamese sellers on Amazon has skyrocketed by more than 300 percent, and the number of Vietnamese businesses generating US$1 million each in annual sales on the platform has surged tenfold.
Booming thanks to live streams
Duy Tan Plastic, a brand with nearly 40 years of experience and a nationwide network of over 60,000 stores, decided in July 2023 to join the TikTok Shop e-commerce platform to reach more customers and stimulate growth.
In just over a year, the company saw a 300-percent increase in sales, becoming the fastest-growing brand in the home and lifestyle category on TikTok Shop in the third quarter of 2024.
Nguyen Ngoc Thanh, marketing director at Duy Tan Plastic, said that the company regularly collaborates with prominent content creators in the home and lifestyle sector to produce engaging videos and live streams through which key opinion consumers (KOCs) demonstrate product durability and quality.
Duy Tan Plastic consistently holds two live-stream sessions daily, plus five to ten special live streams each month, while closely tracking audience preferences and engagement.
Duy Tan has successfully converted thousands of views into sales, said Thanh.
He added that Duy Tan plans to continue investing in online channels to triple its current e-commerce revenue within the next three to five years.
Local fashion brand Nocturnal has also demonstrated agility and quick adoption of new technologies by entering e-commerce in October 2022.
Vy Nguyen, CEO of Nocturnal, explained that fashion brands need to stay on top of trends quickly and utilize platform data. The company has gained real-time insights into consumer trends and market demand, allowing it to adapt its product offerings accordingly.
The company has maintained its core products while developing new items to keep up with the trends, Vy said, adding that live-stream sales now account for nearly 60 percent of the brand’s total revenue, with live-stream revenue growing by 251 percent.
In the first half of 2024, Nocturnal’s sales on one e-commerce platform grew 175 percent.
Expanding into new markets through e-commerce
Kunjek, a Vietnamese company originally focused on business-to-business (B2B) sales of household metal goods, transitioned in 2020 to a business-to-customer (B2C) model via online platforms.
Leveraging their B2B production expertise, nearly 100 percent of Kunjek's products sold on Amazon are manufactured in Southeast Asia, primarily Vietnam.
This gives the company control over production quality and cost, allowing it to offer competitive prices and quality that appeal to buyers.
In four years, Kunjek has become well known in the global consumer market.
Thyoi, a company specializing in products made from acacia wood, also shifted from B2B to B2C through Amazon.
After just seven months on the platform from early 2024, Thyoi's acacia wood floor mats became one of the best-selling products on Amazon, making Thyoi a 2024 seller of the year.
“We see this as just the beginning. We will continue striving to bring more ‘made in Vietnam’ products to the world and expand Vietnam’s footprint in global trade,” said Quynh Giang, a representative from Thyoi.
Similarly, Trung Nguyen Legend, a famous Vietnamese coffee brand, used data from Amazon to understand U.S. consumer preferences.
This allowed the firm to focus on marketable products and expand its coffee range, including ground and capsule coffee products, to build the reputation of 'Vietnamese coffee' internationally.
Nguyen Hung Tuan, co-founder of Erosska, a Vietnamese footwear brand, shared that excellent after-sales services, local production control, and a steady supply of materials have allowed the brand to avoid risks associated with imports and currency fluctuations, especially during peak seasons like the Lunar New Year holiday.
Erosska saw an eightfold increase in sales during the November 11 sales event and a 21-percent rise in overall revenue on Shopee in 2024 compared to the previous year.
With over 1.2 million followers on Shopee, the brand has consistently ranked among the top five footwear brands in major sales campaigns for three consecutive years, from 2022 to 2024.
Its motto is to follow platform trends, and when Shopee introduced new features like Shopee Live and Shopee Video, Erosska quickly adapted and maximized the opportunities these tools provided.
Tony Lee, vice-president of global business development at Kunjek, remarks 'made in Vietnam' products are gaining wider acceptance on Amazon due to verified quality, reasonable prices, and efficient shipping processes.
Echoing this sentiment, Ee-Hui Tan from FedEx Vietnam and Cambodia, stated that Indonesia, Thailand, Malaysia, and Vietnam have emerged as new manufacturing hubs, offering competitive labor costs, skilled workforces, and attractive investment policies.
With its strong economic growth and progressive trade policies, Vietnam is positioned to become a key player in global trade.
As intra-Asian trade accelerates and global supply chains diversify, Vietnam’s role will continue to expand, particularly in hi-tech sectors like semiconductors, textiles, and fashion.
Vietnam is poised to be a driving force in regional economic growth, according to Tan.
