Global partnership formed between Amazon and Vietnam, aimed at enhancing local brands' visibility on international marketplaces.
The Vietnamese business landscape is set to undergo a significant transformation with the launch of the 'V-Brands Go Global with Amazon' initiative. This strategic three-year partnership, announced in July 2025, is a joint venture between the Vietnam Trade Promotion Agency (Vietrade) and Amazon Global Selling Vietnam.
The core objective of this initiative is to help Vietnamese enterprises expand their presence in global e-commerce markets and increase export value via digital channels. The partnership, spanning from 2025 to 2027, aims to support approximately 1,000 Vietnamese enterprises and 30 national brands.
Details of the Initiative
The initiative will unfold in two main phases, starting with an "Online Export Promotion Training" offering 20 specialized courses for businesses. The comprehensive training and online export certification provided will boost the professional skills of online exporting among Vietnamese businesses.
In addition to training, technical assistance and knowledge sharing will be provided to help companies innovate their export value chains and build strong international brands.
Objectives
The 'V-Brands Go Global' programme aims to enable Vietnamese manufacturers and exporters to seize growing cross-border e-commerce opportunities. It also promotes digital transformation within Vietnamese enterprises to adapt and compete in international markets.
The initiative also seeks to enhance the global competitiveness and brand recognition of Vietnamese products, support companies in increasing export value and innovation in export product lines, and establish a launchpad for Vietnamese brands in the global e-commerce ecosystem, particularly through Amazon's platform.
Impact on Vietnamese E-commerce Enterprises
The initiative provides critical training and e-commerce expertise, helping businesses adapt to digital sales channels that are key growth drivers in Vietnam's export strategy. It also facilitates access to Amazon’s global marketplace, giving Vietnamese brands a platform to reach international consumers and scale exports.
The partnership encourages innovation and digital operation transformation among Vietnamese enterprises, allowing them to compete globally in a more sophisticated and tech-enabled market environment. It also strengthens cooperation between government entities (Vietrade) and private sector (Amazon), creating a supportive ecosystem for export growth and sustainable development of Vietnamese brands.
Larry Hu, general manager of Amazon Global Selling Southeast Asia, stated that the partnership is a transformative period for Vietnam's digital trade. Over the past five years, the number of Vietnamese products sold on Amazon has increased by more than 300%.
eHerbal's General Director Lê Thị Duyên mentioned that e-commerce has enabled her company's brand to reach global consumers, combining Vietnam's traditional values with modern technology.
The event was attended by Vietrade Director General Vũ Bá Phú, who spoke about the importance of proactively promoting trade in the digital environment. The 'V-Brands Go Global with Amazon' programme marks a new step in the cooperation between Vietrade and Amazon Global Selling Vietnam.
Amazon plans to support major industrial clusters in both northern and southern Vietnam, leveraging regional strengths to help turn the 'Made-in-our website' brand into a global symbol of innovation and quality.
In summary, the V-Brands Go Global initiative is a transformative program aiming to elevate Vietnamese small and medium enterprises into international markets by leveraging training, technology, and e-commerce channels through Amazon, fostering sustainable export growth and brand development from 2025 through 2027.
- The 'V-Brands Go Global' program aims to promote digital transformation within Vietnamese enterprises, enabling them to seize growing cross-border e-commerce opportunities and adapt to international markets.
- The initiative, driven by Amazon's partnership with Vietrade, will provide technical assistance and knowledge sharing to help companies innovate their export value chains and build strong international brands.
- The partnership will also provide e-commerce expertise to help businesses adapt to digital sales channels, facilitating access to Amazon’s global marketplace for Vietnamese brands to reach international consumers and scale exports.
- Amazon, through this initiative, plans to leverage regional strengths to support major industrial clusters in both northern and southern Vietnam, aiming to turn the 'Made-in-our website' brand into a global symbol of innovation and quality.
