Vietnam was the key architect of the AOSD, having proposed the initiative during its ASEAN Chairmanship in 2020. The inaugural event on August 8, 2020, brought together around 150 regional businesses for the first-ever bloc-wide online shopping event.
Since then, the participation of Vietnamese companies has surged. In 2022, when Vietnam co-chaired the event, an impressive 185 of the more than 300 participating businesses were from Vietnam, underscoring their central role in the program. These businesses are well-positioned for success, with their key export categories—such as electronics, computers, textiles, handicrafts, and processed foods—aligning perfectly with the most popular product demands across the ASEAN market.
This strong participation is buoyed by Vietnam's booming domestic e-commerce market, which is projected to reach between
$25 billion and $45 billion by 2025, placing it among the top three largest e-commerce markets in Southeast Asia.
Reaping the Digital Dividends
Participation in AOSD provides tangible benefits for Vietnamese firms, especially Small and Medium Enterprises (SMEs).
· Market Expansion: The event is a highly effective platform for Vietnamese businesses to introduce their products to the vast ASEAN consumer base, which is known for frequent online shopping and higher spending during major sales events.
· Digital Transformation and Competitiveness: AOSD encourages businesses to adopt digital technologies to boost growth. Major platforms like
Shopee Vietnam actively support this through large-scale training initiatives. These programs have helped tens of thousands of SMEs enhance their online business skills, with some traditional villages and local suppliers reporting
revenue increases of up to 20 times.
· Building Trust: By participating in an event organized and supervised by ASEAN governments, Vietnamese businesses can significantly enhance their credibility and build consumer trust across the region.
· Regional Integration: The event fosters collaboration between governments, business associations, and consumers, contributing to a more cohesive ASEAN economic community and serving as a forum to explore new policies for cross-border e-commerce.
Navigating Challenges and Seizing Opportunities
While the outlook is bright, Vietnamese businesses face several challenges. Stricter government oversight on taxes and product quality, while necessary, has increased pressure and compliance costs. This, along with rising platform fees, has led some smaller sellers to exit the market. Furthermore, significant hurdles remain in logistics, payment infrastructure, and data security. A critical
shortage of skilled labor is also a major constraint, with only an estimated 30% of the e-commerce workforce meeting job requirements.
However, these challenges are matched by powerful opportunities:
· Explosive Market Growth: Vietnam is one of the world's fastest-growing retail e-commerce markets, and the overall ASEAN market is projected to triple by 2025.
· Government Commitment: The Vietnamese government is actively promoting e-commerce through its upcoming "National E-commerce Development Master Plan (2026-2030)" and participation in regional pacts like the ASEAN E-commerce Agreement and the DEFA negotiations, which aim to ease cross-border trade.
· Private Sector Support: Crucial support from platforms like Shopee, which aims to train 100,000 SMEs in 2025, is key to equipping businesses with the skills needed to succeed online.
From Planting the Flag to Defending It
For Vietnamese enterprises, the ASEAN Online Sale Day is more than an annual promotion. It is a critical arena to test their competitiveness, build their brand, and integrate into the regional supply chain. While challenges in regulations, infrastructure, and human capital persist, the immense potential of the market provides a powerful incentive. The ultimate goal for Vietnamese businesses, fostered by events like AOSD, is not just to "plant the flag" in the international market, but to build the capacity and resilience to "protect the flag," securing a sustainable and prosperous future in the global digital economy.