Amazon's Vietnam Push To Turbocharge SE Asia's E-Boom

2025-11-11 02:01:20

(MENAFN- Asia Times) Amazon's plan to turn Vietnam into its e-commerce export hub for Southeast Asia by 2026 marks an important step in the country's transition from a manufacturing powerhouse to a digitally integrated trading economy.

This development reinforces Hanoi's long-term goals of upgrading export sophistication, expanding small business participation in global trade and embedding the economy more deeply in cross-border digital commerce.

Since joining the WTO in 2007, Vietnam has transformed into one of Asia's most export-dependent economies. In the first ten months of 2025, total exports reached US$391 billion, up 16% year-on-year. The foreign-invested sector accounted for 76% of that total, showing deep integration into global production chains, particularly in electronics, machinery and textiles.

While the scale is impressive, most exports remain in low-margin manufacturing or assembly, where value is captured offshore. The challenge for Vietnam has been to move beyond contract production toward a model that rewards innovation, branding and digital market access.

The country's e-commerce growth offers a pathway in that direction. Vietnam's domestic online retail market is expanding rapidly, valued at $25–32 billion in 2025 and growing at nearly 20% annually.

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