Experts recommend solutions for enterprises exporting to U.S market

With more than 330 million high-income consumers and as the world’s largest economy, the United States has remained a central hub in global supply chains and Vietnam's leading trade partner for many years.

Wood is one of the industries with a large share of exports to the US. In the photo: Businesses participating in an international wood furniture exhibition in Ho Chi Minh City in 2025. Photo: Vuong The

In recent times, the US has implemented a series of stringent tariff policies, including measures to tax imported goods. Therefore, to continue effectively exploiting this key market and seizing opportunities, experts say businesses need to stay close to the market and remain highly responsive. In addition, it is necessary to research joint venture and linkage solutions, shifting from pure export to investment cooperation...

Large market, prone to policy fluctuations

Vietnam’s primary export market is the US, accounting for more than 32% of Vietnam’s export turnover. In 2025, despite rising tariff barriers, exports to this market still set a record of over 153 billion USD. The challenge lies not only in the recent high tariff rates but also in Vietnam's high degree of economic openness. When successive new policies shake the US market, the pressure will flow back to Vietnam’s export businesses, as they cannot find a market of equivalent scale.

Experts also warned that export growth may not be sustainable because the FDI sector accounts for a large share, and the practice of transshipping goods and falsely declaring Vietnam as the origin to avoid taxes has emerged as a significant challenge. In addition, Vietnam’s trade surplus with the US in 2025 was nearly 134 billion USD (according to the General Statistics Office), which is also one of the issues that has drawn the attention of the US government and could potentially lead to the imposition of tariff measures.

For agricultural and food products, experts recommend that businesses focus on deep processing to increase export value; comply with US safety standards (FDA) and hygiene requirements; and develop organic and sustainable product lines...

Moreover, as the global economy continues to face significant volatility, US trade policies are being adjusted to increase requirements for standards, origin, transparency, and sustainable development.

Therefore, for the business community, it is necessary to be especially proactive and flexible. For example, in the wood industry, one of the sectors with high export value, wood exports to the US account for more than 50% of Vietnam's total wood exports. Businesses must proactively monitor market developments and trade policies to adopt flexible, adaptive solutions.

According to Nguyen Phuong, Vice Chairman of the Dong Nai Wood and Handicraft Association (DOWA), export businesses also need to pursue creativity and breakthroughs in building brands in the international market. A sustainable solution is to make a professional design and marketing team so that businesses can sell directly under their own brands. Once goods have effectively penetrated the US market, there will be opportunities to tap into many other markets, easing pressure on businesses and the broader economy.

Shifting from pure export to linkage and investment cooperation

In a demanding market like the US and amid tariff policies, businesses must shift away from a traditional pure export model.

Speaking at the Investment Forum in the Southern Key Economic Region, held in early February 2026, Hoang Anh Tuan, Consul General of Vietnam in San Francisco (the USA), stated that to maintain market share, Vietnamese businesses need to pay taxes to remain competitive proactively. At the same time, they need to build brands and secure market share across multiple segments, as Vietnam is benefiting from supply chain shifts.

Hoang Anh Tuan also said businesses should form alliances with partners and US businesses for strategic cooperation, leveraging distribution networks and understanding the domestic market. Priority areas for collaboration with Vietnamese firms include technology, semiconductors, and AI; deeper participation in the global component supply chain; research and development (R&D) collaboration with US corporations; and taking advantage of the wave of high-tech manufacturing shifts.

In particular, to bring manufacturing back to the US, businesses need to focus on collaboration and open branches and manufacturing plants in this market. Products manufactured in the US or linked with the US businesses can avoid tariff risks, enjoy corporate income tax incentives and low energy costs, and directly access the world’s largest consumer market. Tuan shared: "Instead of manufacturing in Vietnam and then exporting according to the traditional model, it is necessary to shift the strategy from exporting to mutually beneficial cooperation and investment."

This initiative also provides small and medium-sized enterprises with a solution to build brands, enter the US market directly, and sustainably. A coffee business owner in Dong Nai once shared that to tap this market, his business opened a branch in the US and a store to introduce its products and beverages, allowing customers to experience Vietnamese coffee right in the host country.

Alongside their own efforts, the business community hopes that state and diplomatic agencies will provide timely information on new US decrees and changes in trade policy, and support businesses in verifying the reputations, financial capacities, and legal standings of partners to help prevent disputes.

By Vuong The – Translated by Mai Nga, Minho