HANOI, VIETNAM – The ASEAN Online Sale Day (AOSD) 2025, a large-scale e-commerce event across Southeast Asia, officially launches today, August 8, and will run until August 10, 2025. This marks the sixth consecutive year of the event, highlighting the continuous efforts of ASEAN member states to promote intra-bloc consumption, develop the digital market, and expand cross-border e-commerce activities.
AOSD: An Initiative to Unite ASEAN in the Digital Age
First launched in 2020 to commemorate ASEAN Day (August 8), AOSD is a key initiative aimed at implementing the ASEAN Digital Integration Framework Action Plan. The initiative has received strong consensus from all 10 ASEAN member states and involves close coordination between the public and private sectors.
With a shared vision of a "digitally connected, deeply integrated, and comprehensively prosperous" ASEAN, the AOSD program not only stimulates trade but also serves as a crucial stepping stone to enhance the competitiveness of the region's micro, small, and medium enterprises (MSMEs). It also demonstrates the strong spirit of intra-bloc cooperation between ASEAN governments and the business community in harnessing opportunities from the digital economy.
Highlights of AOSD 2025
This year's AOSD is organized on a larger scale with more diverse content than in previous years. The 2025 program focuses on three main objectives:
Promoting intra-bloc consumption and exports through e-commerce.
Supporting local businesses, especially SMEs, in accessing the regional market.
Enhancing consumer awareness and trust in cross-border e-commerce.
A special feature of AOSD 2025 is the utilization of a centralized ASEAN digital platform developed by the ASEAN Secretariat. This platform allows consumers from all member countries to easily access online stores, products, and promotions from businesses across the region.
Member states such as Singapore, Thailand, Vietnam, and Indonesia are hosting robust communication campaigns, including livestream events, webinars, and region-wide promotional campaigns. Major e-commerce platforms like Shopee, Lazada, Tokopedia, Tiki, and Zalora, along with international logistics providers, are actively participating to support cross-border shipping, offer payment incentives, and provide direct discounts to consumers.
Vietnam's Active Participation
In Vietnam, the Vietnam E-commerce Association (VECOM) continues to lead the coordination and implementation of AOSD 2025. Leading e-commerce companies, particularly marketplaces like Shopee, Tiki, and Sendo, as well as manufacturing and export businesses, are actively participating with thousands of promotional products.
A new development this year is VECOM's collaboration with local authorities, industry associations, and domestic tech startups to create a network that facilitates easier access to cross-border e-commerce for local enterprises. Distinct regional products, such as processed agricultural goods, medicinal herbs, and handicrafts, are being showcased on regional e-commerce platforms with more professional branding and promotional content.
Additionally, VECOM is organizing a series of specialized webinars on logistics, electronic payments, and legal regulations for exporting within the ASEAN bloc. These sessions are designed to help small and medium-sized enterprises proactively seize opportunities and address challenges in international e-commerce.
Challenges and Opportunities in Cross-Border E-commerce
While AOSD creates opportunities for ASEAN businesses to access the regional market, challenges remain, including language barriers, differences in technical standards, tariffs, logistics costs, and a lack of understanding of local consumer behavior.
Therefore, AOSD is not just a shopping event but also an opportunity for stakeholders to evaluate, share experiences, and propose initiatives to improve the cross-border e-commerce environment within ASEAN. As part of AOSD 2025, technical meetings among ASEAN regulatory agencies have been held to establish mutual recognition mechanisms for e-commerce transactions, aiming to create maximum convenience for both businesses and consumers.