Vietnam is one of the fastest-growing e-commerce markets in Southeast Asia. The country has also become a major exporter of goods to the US, its largest trading partner. E-commerce offers an excellent opportunity for Vietnamese online sellers to expand their reach and sell to the US market, the world's largest and most lucrative e-commerce market, with a revenue of 1.03 trillion USD in 2022.
In this article, we will explore some factors that enable and facilitate cross-border e-commerce from Vietnam to the US and some of the challenges and opportunities that Vietnamese online sellers face.
Trade Agreements
The United States has a trade relationship with Vietnam, facilitating smoother cross-border transactions. The two countries signed a bilateral trade agreement in 2001, which eliminated tariffs and quotas on most goods and services and granted Vietnam the status of a normal trade partner. In October 2023, the two countries signed a Memorandum of Understanding on e-commerce cooperation to facilitate digital trade, enhance information sharing, capacity building, and technical assistance on e-commerce issues.

Rising Vietnamese E-commerce Platforms
Platforms like Tiki, Sendo, and Shopee have gained traction in Vietnam and are exploring international markets, including the US. These platforms have partnered with global e-commerce giants, such as Amazon, eBay, and Alibaba, to help Vietnamese online sellers reach more customers and increase their visibility in the US market.
Product Diversity
Vietnamese products, especially in sectors like textiles, electronics, and agriculture, have garnered attention in the US market due to their quality and competitive pricing. According to the US Census Bureau, some of the top products that Vietnam exported to the US in 2022 were electrical machinery, footwear, apparel, furniture, and coffee.
Technology and Infrastructure Development
Improvements in Logistics and technology have streamlined cross-border transactions, making it easier for Vietnamese online sellers to reach US consumers. Vietnam has invested in developing its transportation and communication infrastructure, such as roads, ports, airports, and broadband networks, to enhance its connectivity and efficiency in trade. The country has also adopted digital technologies, such as cloud computing, artificial intelligence, and blockchain, to improve its e-commerce operations and capabilities, such as data analysis, inventory management, and fraud prevention.
Consumer Demand
According to a report by eMarketer, US e-commerce shoppers are looking for authentic, sustainable, and personalised products and are willing to pay more for them. They also seek more variety and diversity in their online shopping options and are open to exploring new and emerging brands and products from different countries and regions.
Therefore, Vietnamese online sellers must collaborate with reliable and efficient Logistics and delivery service providers to ensure timely and safe delivery of their products to the US.
E-commerce is a promising and lucrative channel for Vietnamese online sellers to sell to the US market, which offers a large and growing customer base, a high demand for diverse and quality products, and a favourable trade relationship. However, Vietnamese online sellers face challenges and opportunities in cross-border e-commerce, such as Logistics and shipping.  
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