Amazon executive praises Vietnam as a rising player in the global supply chain
Vietnam is emerging as a key player in the global e-commerce supply chain, driven by its entrepreneurial spirit and manufacturing capabilities, according to an executive from Amazon, the U.S. e-commerce giant. Eric Broussard, Amazon’s Vice President of International Marketplaces and Retail, highlighted Vietnam’s potential to diversify its product offerings on the Amazon platform, leveraging its position as a new manufacturing hub and ability to provide a wide range of items.
Speaking at the Amazon Cross-border E-commerce Summit in Ho Chi Minh City, Broussard emphasized Vietnam’s entrepreneurial culture, which contributes to its growing presence in the global e-commerce supply chain. Over the past 12 months, Vietnamese companies have sold more than 17 million products on Amazon, marking a 50% increase compared to the previous year.
Bestselling categories include household, kitchen, personal healthcare, garments, and beauty items. Gijae Seong, Head of Amazon Global Selling Vietnam, noted that beauty products, such as false eyelashes, hair growth serum, and teeth whitening powder, have gained significant popularity, making it to the top five categories for the first time. The number of Vietnamese sellers on Amazon has also increased by 40%, with a majority being medium, small, or micro businesses. While Amazon did not disclose specific figures, it acknowledged the presence of thousands of Vietnamese sellers on its platform. Notable sellers include pottery manufacturer Minh Long, office supply distributor Thien Long, and furniture maker BeeFurni.
In a bid to further support Vietnamese sellers, Amazon recently established a training center in Ho Chi Minh City, equipped with a studio for producing and broadcasting cross-border e-commerce training materials. Additionally, Amazon plans to collaborate with a marine shipping partner to facilitate the distribution of Vietnamese products overseas, in addition to aviation channels. Access Partnership, a UK consultancy, predicts that Vietnam’s e-commerce exports, valued at VND 80 trillion last year, could reach VND 300 trillion by 2027 with the right support for businesses.