E-commerce – Key pillar driving digital economy

Dong Nai City's e-commerce market has significant potential and advantages for development and continues to expand. At the same time, the city needs to adopt concrete measures to overcome challenges and promote sustainable e-commerce development.

Nguyen Huu Tuan, Director of the Center for E-Commerce and Digital Technology Development (eComDX) under the Vietnam E-Commerce Agency, Ministry of Industry and Trade, spoke with a reporter from Dong Nai Newspaper and Radio, Television about current e-commerce trends and the opportunities and challenges facing Dong Nai as it promotes e-commerce development in a new context.

E-commerce expands amid diversifying trends

Nguyen Huu Tuan, Director of eComDX under the Department of E-Commerce, Ministry of Industry and Trade.

* E-commerce is expanding rapidly and has become an important driver of digital economic growth in Vietnam in general and in localities, including Dong Nai City, in particular. In your opinion, what are the most prominent trends in e-commerce development today?

- E-commerce has continued to grow strongly in recent years, with increasingly diverse product categories, reinforcing its role as a key sales channel in the digital economy. In the first half of 2026, Vietnam's e-commerce market maintained its strong growth momentum, with total sales on e-commerce platforms reaching VND291.6 trillion, up more than 44%. This indicates that e-commerce platforms in particular and online retail channels in general have grown at a significantly faster rate than traditional retail.

One of the notable e-commerce trends is "shoppertainment," which combines shopping with entertainment. This trend is taking increasingly diverse forms, including livestream sales, shopping experiences incorporating virtualization and gamification technologies, and shopping through online content discovery. Consumers may discover products through short videos or livestreams before developing an intention to purchase, changing the way businesses reach customers.

The integration of artificial intelligence (AI) into e-commerce operations is also becoming increasingly widespread, attracting considerable interest from domestic enterprises seeking to improve their marketing and operational efficiency in digital environments. Notably, affiliate marketing has become a popular model among key opinion leaders (KOLs), key opinion consumers (KOCs), and digital content creators. These developments have contributed to changes in consumer behavior and preferences across digital platforms and e-commerce channels. Businesses, particularly local businesses, need to closely monitor and adapt to emerging trends to enhance their competitiveness in the digital marketplace.

* Dong Nai has a dynamic and rapidly growing economy. According to the Vietnam E-commerce Business Index (EBI) Report 2026, Dong Nai City ranked sixth nationwide. What opportunities and strategic advantages should Dong Nai capitalize on to promote sustainable e-commerce development?

- Dong Nai occupies a strategic location in the southern key economic zone, close to Ho Chi Minh City. This geographical position offers significant advantages in connectivity and freight transportation, facilitating regional integration and improving the quality of logistics and e-commerce services. In addition, Dong Nai benefits from a well-developed multimodal transportation infrastructure network, particularly as Long Thanh International Airport begins commercial operations. These advantages provide an important foundation for the city to develop a diverse and sustainable e-commerce ecosystem.

The Law on E-commerce, which was passed by the National Assembly on December 10, 2025 and took effect on July 1, 2026, marks an important milestone in improving the institutional framework for e-commerce to meet the requirements of the digital economy. It also lays the foundation for developing a transparent, safe, and healthy e-commerce business environment.

Following administrative mergers and boundary adjustments, Dong Nai now has a wider range of distinctive One Commune One Product (OCOP) products, including Binh Phuoc cashews, Tan Trieu pomelos, durians, and jackfruits. These products have considerable potential for promotion and distribution through e-commerce platforms. Therefore, the city needs to strengthen supply-demand connections, intensify digital trade promotion, and expand cross-border e-commerce to increase market access and explore new markets for its distinctive OCOP products.

Supporting businesses in achieving sustainable e-commerce growth

* Alongside these opportunities and potential, what should businesses in Dong Nai pay attention to ensure sustainable e-commerce development in the current context?

- The city needs to strengthen communication and outreach activities while implementing targeted support measures to help businesses and OCOP producers improve their awareness and develop appropriate e-commerce strategies. At the same time, strict compliance with legal regulations is essential to creating a fair and sustainable business environment.

E-commerce is developing rapidly, but competition is becoming increasingly fierce. Consumer trends and preferences are also constantly evolving. Consumers are increasingly prioritizing high-quality products and showing a clear willingness to spend through e-commerce channels. In fact, reputable sellers and official brand stores, commonly known as "malls," account for less than 3% of all stores but generate approximately 35% of total sales on e-commerce platforms. This further demonstrates that online shoppers are placing growing importance on product quality and origin.

Nguyen Huu Tuan, Director of eComDX, delivers a presentation at an e-commerce development training program for businesses and OCOP entities in Dong Nai in October 2026.

Accordingly, local enterprises need to prioritize product quality and origin while ensuring accurate and transparent product information. They should also improve customer service policies and enhance operational efficiency to build strong brand credibility across e-commerce channels.

* What strategic directions and plans will eComDX implement to coordinate with and support Dong Nai in promoting sustainable e-commerce development?

- In the coming period, eComDX will strengthen coordination with local authorities, including Dong Nai, to expand communication activities, training programs, and practical guidance aimed at raising awareness of regulatory compliance among businesses and household businesses. We will also focus on supporting localities in organizing large-scale sales livestreams known as "Megalive" or "mega-livestream" sessions on e-commerce platforms and social media networks to effectively promote local specialty products and OCOP products and connect them with consumers.

In addition to ensuring the quality and origin of products listed on e-commerce platforms, local enterprises and OCOP producers need to accelerate digital transformation and integrate technology and AI into their business operations. Specifically, local businesses should proactively explore and appropriately apply AI tools to business planning, marketing, product descriptions and promotion in line with SEO standards (optimized information and content help articles and websites achieve high rankings in search results), among other activities. These efforts will help businesses develop roadmaps for their business operations and product development on e-commerce channels in a professional and sustainable manner.

Nguyen Huu Tuan, Director of eComDX

In particular, eComDX will coordinate with localities to introduce and implement the "E-Commerce Commune" model, thereby improving the effectiveness of e-commerce activities at the grassroots level and strengthening e-commerce as a sustainable foundation of the digital economy.

By Hai Quan – Translated by Minh Hong, Minho