The cross-border e-commerce promotion program “Beyond
Vietnam – Vietnamese Goods Take Off,” has been officially launched at
the Vietnam International Sourcing Expo 2026 (VIS), which took place in Ho Chi Minh City between September 3-5,
according to a report by the Government News.
The program is a collaborative initiative between the
Vietnam eCommerce and Digital Economy Agency (iDEA), the Foreign Market
Development Department (under the Ministry of Industry and Trade), and TikTok
Shop.
It aims to support Vietnamese enterprises with high
export readiness in enhancing their capacity, reaching international consumers,
and integrating more deeply into global e-commerce through training, intensive
consulting, and market development partnerships.
In its initial phase, the program will focus on assisting
businesses in expanding their operations into several major e-commerce markets
before gradually tapping into other suitable markets within the Asia-Pacific
region and globally. In 2026, the program expects to provide training for 500
enterprises and offer 1-on-1 intensive coaching to 50 businesses with high
export potential.
The key differentiator of “Beyond Vietnam” is the
application of “discovery-based e-commerce.” Instead of
consumers actively searching for items for which they already have a need,
Vietnamese products and brands can appear organically during the user’s
discovery journey through short videos, livestreams, content creators, and
local user communities.
Speaking at the launch ceremony, iDEA Director General, Ms. Le
Hoang Anh, emphasized that the global economic context is presenting many
challenges for exports—from fluctuating demand and rising costs to increasingly
stringent requirements regarding quality, traceability, and green standards.
These difficulties have a more pronounced impact on small and medium-sized
enterprises (SMEs), cooperatives, and production facilities with limited
resources.
“Vietnam has many excellent products with unique identities
and stories, ranging from agricultural goods and food to handicrafts and
regional specialties. What many products lack is not necessarily value, but
rather the ability to tell the story of that value to the world,” she said.
