Cross-Border E-Commerce in Vietnam: Opportunities and Challenges for 2025

Vietnam’s e-commerce market is booming—but the biggest growth might not come from inside the country. As cross-border e-commerce becomes more popular, businesses now have the chance to sell beyond borders and reach global buyers. This blog explores how Vietnam is positioned for cross-border success and what lessons we can learn from China’s giants like Taobao and Pinduoduo.

 

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1. Vietnam’s Cross-Border E-Commerce Landscape in 2025

 

Key Market Trends and Growth Drivers

 

In 2025, cross-border e-commerce in Vietnam is expected to grow faster than domestic sales. This shift is driven by strong internet access, a young and mobile-first population, and increasing consumer demand for international goods. Vietnamese buyers today are more open to global products, especially from nearby markets like China, Korea, and Japan.

 

Policies also support this trend. Trade agreements like RCEP and CPTPP have reduced taxes and customs barriers. These changes make it easier for businesses in Vietnam to export and import goods. Platforms such as Shopee International, LazGlobal, and Alibaba have become the bridge for small sellers to go global.

 

 

China’s Influence on Vietnam’s Market

 

China’s platforms have already shaped Vietnam’s online shopping habits. Many Vietnamese consumers are familiar with Taobao, Tmall, and JD.com through resellers or gray-market channels. These platforms offer competitive prices, unique items, and deep product variety—features that local sellers still struggle to match.

 

Pinduoduo also plays a special role. It popularized social commerce and group buying, where users invite friends to get lower prices. This model fits well with Vietnam’s culture of sharing and mobile-based social behavior. Sellers in Vietnam can learn a lot from how Chinese brands use gamification and community to drive engagement.

 

2. Opportunities and Challenges for Vietnamese Businesses

 

Opportunities to Expand Internationally

 

For Vietnamese sellers, cross-border e-commerce is no longer just for big companies. Thanks to platforms like Shopee International and Lazada Global, even small businesses can now reach customers across Southeast Asia, China, and beyond. This opens up new revenue channels and helps diversify customer bases.

 

Another key advantage is niche targeting. Many Vietnamese products—such as handicrafts, wellness items, and eco-friendly goods—appeal to global buyers who want something unique. Sellers who understand their value can stand out in the crowded market. Cross-border sales also encourage local businesses to improve their standards, from packaging to product quality.

 

 

Key Barriers to Entry

 

Cross-border e-commerce brings great opportunities, but also serious challenges. First, logistics is still a weak point for many Vietnamese sellers. International shipping costs are high, and customs processes can be complex and slow. This creates delays and increases the risk of customer complaints.

 

Another issue is payments and compliance. Not all sellers understand foreign exchange rules or tax regulations in other countries. Without clear invoices and trusted payment methods, buyers may hesitate to complete their orders. These technical issues require training, tech support, and sometimes, trusted local partners.

 

Common Mistakes Local Sellers Make

 

Many Vietnamese sellers jump into cross-border e-commerce without a plan. They often ignore international packaging standards or ship products that are not allowed in certain countries. These mistakes can lead to lost goods, refunds, or account bans.

 

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Another mistake is weak customer service. In cross-border trade, buyers expect clear return policies, fast responses, and local-language support. Sellers who skip this part may lose repeat customers—even if their product is good. Finally, not doing market research is risky. What works in Vietnam may not work abroad.

 

 

3. Strategies to Compete and Win in Cross-Border E-Commerce

 

Learnings from Taobao and Pinduoduo

 

Taobao and Pinduoduo have changed how people shop in China—and their models offer big lessons for Vietnam. Both platforms focus not just on selling, but also on making shopping fun. Taobao uses livestreams and user reviews to create trust, while Pinduoduo uses group buying and games to lower prices.

 

These platforms also win because they deeply localize their services. From language to payment methods, they make it easy for people across China to shop online—even in small cities. Vietnamese sellers can adopt this mindset: focus on community, simplicity, and real user value.

 

What Vietnamese Sellers Can Do

 

First, focus on what makes your product unique—then tell that story. Global buyers love cultural details, handmade items, and sustainable packaging. Invest in better photos, simple videos, and honest descriptions that build trust.

 

Second, don’t go alone. Use cross-border enablers like 3PL (third-party logistics), local payment tools, and marketplaces that offer end-to-end support. These platforms often handle taxes, warehousing, and returns so you can focus on sales. Examples include Alibaba, Shopee International, and TikTok Shop Global.

 

 

Tech-Enabled Cross-Border Readiness

 

To succeed across borders, tech is key. A smart order management system (OMS) helps you track orders from multiple platforms in one place. A warehouse management system (WMS) keeps your stock accurate and avoids delays. When these systems connect in real time, your team works faster and customers get a better experience.

 

Tools like SellnShip offer AI-powered automation to sync inventory, predict demand, and manage deliveries. They reduce manual work and help you focus on growth. Even small teams can now run like big companies—if they use the right tools.