The initiative is being launched as Viet Nam steps up the development of e-commerce under the National E-commerce Development Master Plan for 2026-2030 period of the Ministry of Industry and Trade.
The plan aims to enhance the competitiveness of Viet Nam’s e-commerce sector, increase the domestic and overseas consumption of Vietnamese products and goods through e-commerce, while also promoting cross-border e-commerce transactions and trade.
According to the direction, “Beyond Viet Nam – Vietnamese Goods Taking Flight” will help Vietnamese businesses strengthen their digital export capabilities, reach international consumers and gradually expand their presence in global markets.
The programme’s long-term orientation is to support Vietnamese businesses in participating more deeply in global e-commerce and taking advantage of new forms of commerce to reach consumers directly in various markets.
In the initial phase, TikTok Shop and its ecosystem partners will focus on helping businesses expand their operations in the US and China — two markets with large e-commerce scale and highly developed shopping ecosystems.
The programme will then expand opportunities to other markets across the Asia-Pacific (APAC) region.
A key distinguishing feature of “Beyond Viet Nam – Vietnamese Goods Taking Flight” is its application of discovery commerce, in which short video content and livestreaming, content creators and communities serve as drivers enabling international consumers to discover Vietnamese products and brands.
“There is still considerable room for Vietnamese businesses to leverage commerce to reach international consumers,” said Le Hoang Oanh, Head of the Viet Nam E-commerce and Digital Economy Agency under the Ministry of Industry and Trade.
“Against this backdrop, TikTok Shop and the discovery commerce have introduced and continue to offer a notable new way of accessing markets. Businesses can proactively create demand, tell their brand stories and reach new customer groups through content. We expect businesses to make full use of the advantages of this model to promote online exports and improve the presence of Vietnamese brands in global markets,” she added.
“The way a brand can enter international markets is changing,” said Tran Thi Tan, Director of Social Responsibility and Strategic Partnerships of TikTok Shop and Director of the “Beyond Viet Nam – Vietnamese Goods Taking Flight” project.
“E-commerce in general has already changed part of the structure of traditional exports. Discovery commerce is creating another significant shift,” she added.
In 2026, “Beyond Viet Nam – Vietnamese Goods Taking Flight” aims to provide digital export training and capacity-building for around 500 Vietnamese businesses; offer in-depth consultancy and support to 50 businesses with a high level of export readiness; and help at least 10 businesses achieve their first 1,000 orders through discovery commerce in international markets.
