The number of Vietnamese products sold on Amazon surged by 300% over the past five years, reaching 17 million in 2023.

The value of goods exported through the U.S. e-commerce platform increased by 50% during this period, according to Trinh Khac Toan, northern regional director of Amazon Global Selling Vietnam, which supports sellers. He shared this information at a forum on Thursday.

The number of Vietnamese sellers with annual sales of $1 million grew tenfold between 2019 and 2023, while those who have legitimized their brands through the Amazon Brand Registry program increased 35 times. These figures highlight the remarkable potential of cross-border e-commerce, he said.

Amazon Global Selling predicts that cross-border e-commerce in Vietnam and Southeast Asia will grow at an annual rate of 20% until 2026.

Bui Trung Kien, vice chairman of the Vietnam E-Commerce Association, emphasized that developing cross-border e-commerce is essential for boosting Vietnam’s exports.

However, he warned that the country’s legal framework for businesses could pose challenges.

In Vietnam, Amazon has partnered with the E-commerce and Digital Economy Agency to train 10,000 individuals for the cross-border e-commerce industry.