This annual comprehensive report reflects the strong growth momentum and success stories of Vietnamese enterprises participating in global e-commerce.
The report records impressive growth across multiple indicators—from the number of registered brands and exported products to the rising number of million-dollar sellers—affirming Viet Nam’s emerging position as a dynamic and export-driven entrepreneurial hub in Southeast Asia.
The data point to a transformative turning point for Viet Nam’s e-commerce exports. Over the 12 months ending July 31, 2025, not only did the number of products sold by Vietnamese selling partners on Amazon increase significantly, but revenue from branded products surged by more than 40%. This signals a strategic shift from volume-based exports to value creation through branding. Notably, the number of Vietnamese sellers achieving annual sales exceeding 1 million USD on Amazon rose by 60% in 2025, underscoring the growing global competitiveness of Vietnamese enterprises.
According to the report, thousands of Vietnamese enterprises are exporting globally through Amazon, with the number of products sold increasing by 35% year-on-year. Notably, revenue from branded products sold by Vietnamese partners grew by more than 40%, demonstrating that investment in branding delivers clear and direct business results.
The main driving force behind this success lies in a strategic focus on empowering Vietnamese manufacturers and brand owners to move up the global value chain through product innovation and brand development. This reflects a fundamental shift in the mindset of Viet Nam’s export enterprises—from original equipment manufacturing (OEM) to building independent global brands. By leveraging tools such as Brand Stores, Brand Analytics, Brand Tailoured Promotions, and powerful advertising solutions, Vietnamese entrepreneurs are crafting compelling brand narratives that resonate with consumers worldwide.
According to Larry Hu, Director, Head of Amazon Global Selling ASEAN, the report serves as a tribute to Vietnamese entrepreneurs—those driven by ambition, creativity, and an innovative spirit.
