Vietnam agricultural and commercial e-commerce expansion

Vietnamese agricultural and commercial producers are increasingly adopting digital platforms to expand their market reach. Initially, local producers in regions such as Hanoi, Hung Yen, and Lam Dong utilized livestreaming and e-commerce to sell specialty products like lotus tea and longan fruit. In Lam Dong, the transition toward digital platforms is being treated as a long-term investment, with hundreds of business entities supporting thousands of products on digital platforms.

Building on this domestic digital shift, the Ministry of Industry and Trade of Vietnam and TikTok Shop launched the ‘Beyond Vietnam - Hàng Việt Cất Cánh’ initiative. This program focuses on ‘discovery e-commerce’—using short videos and content creators to help brands move from being merely ‘found’ to being ‘discovered.’ The initiative aims to support Vietnamese enterprises in boosting online exports, with an initial focus on expanding into the United States and China markets before broadening reach across the Asia-Pacific region.

Recent developments show a continued reliance on social media and livestreaming via platforms such as TikTok Shop, Facebook, and Shopee to connect farms directly with consumers. In regions like Hanoi and Thai Nguyen, livestreams involving local officials and content creators have successfully moved large quantities of goods, including eggs, tea, melons, and longan.

To facilitate international trade, the VNFruitVegMarket (Vietnam Agri Wholesale Platform) has announced a new online wholesale platform scheduled for launch by late September 2026. This platform aims to enable large-scale transactions between Vietnamese producers and buyers in Singapore, including retailers and food service businesses. The project intends to integrate artificial intelligence and advanced logistics, such as storage infrastructure in Singapore, to address international distribution and supply chain challenges.