Recently, in Ho Chi Minh City, the Department of E-commerce and Digital Economy (Ministry of Industry and Trade) in coordination with TikTok Shop, with the companionship of the Foreign Market Development Department, announced the initiative "Beyond Vietnam - Vietnamese goods take off".
The initiative aims to improve online export capacity for Vietnamese businesses, helping businesses directly reach international consumers through the Discovery e-commerce model.
The program is implemented in the context of Vietnam promoting e-commerce in the 2026-2030 period, aiming to help businesses participate more deeply in global e-commerce, expand markets and reduce dependence on traditional distribution channels.
From "waiting to be found" to proactively approaching customers
The difference of "Beyond Vietnam - Vietnamese goods take off" is the discovery e-commerce application. Instead of waiting for consumers to search for products, Vietnamese goods and brands can appear in customers' discovery journey through short videos, livestreams, content creators and the local user community.
Ms. Le Hoang Oanh - Director of the Department of E-commerce and Digital Economy - said that exports are facing many challenges from demand fluctuations, increased costs to higher requirements for quality, traceability and green standards. These difficulties strongly impact small and medium-sized enterprises, cooperatives, and production facilities with limited resources.
According to Ms. Oanh, Vietnam has many good products, rich in identity such as agricultural products, food, handicrafts, craft village products and regional specialties. However, many products are still limited in their ability to convey the story and brand value to international consumers.
In the first phase, the program will support businesses to expand business in some large-scale e-commerce markets, then gradually expand to other markets in Asia - Pacific and the world.
Strong product groups such as agricultural products, seafood, processed foods, textiles, footwear, handicrafts are assessed to have the potential to exploit cross-border e-commerce if supported in terms of content, creators, booth operation, logistics and brand building.
Ms. Tran Thi Tan - Project Director of "Beyond Vietnam - Vietnamese goods take off" - said that e-commerce discovery is creating new ways for brands to access the international market. Many Vietnamese businesses have accumulated capacity to build content, livestream and cooperate with creators. The program aims to turn these capabilities into advantages when businesses enter foreign markets.
Supporting 500 businesses in 2026
In 2026, the initiative aims to train and improve digital export capacity for about 500 businesses; provide in-depth consulting, 1:1 companionship with 50 businesses with high export readiness; support at least 10 businesses to achieve the first 1,000 orders in the international market.
By 2028, the program aims to train 2,000 businesses, and at the same time form a group of Vietnamese businesses capable of operating e-commerce and sustainable exploration abroad.
According to the Ministry of Industry and Trade, the initiative contributes to connecting e-commerce development policies with the task of expanding and diversifying export markets. Training, consulting and market connection activities will continue to be implemented to help Vietnamese goods reach international consumers more proactively and sustainably.
