WHAT HAPPENED
Vietnam, a rapidly developing regional leader in e-commerce, continues to strengthen its position through targeted state support. The latest initiative, launched in the city of Da Nang, demonstrates a comprehensive approach to stimulating the local e-commerce sector. The program's goal is to provide sellers with extensive advisory support and organize online broadcasts to achieve breakthrough results in e-commerce.
The initiative unites the efforts of the Da Nang Department of Industry and Trade, the Vietnam E-commerce Association (VECOM), local authorities, and leading e-commerce platforms. The program focuses on improving the digital literacy and practical skills of local entrepreneurs, especially within the small and medium-sized business segment. Special attention is given to training in modern sales formats, such as livestreaming (sales via live broadcasts), which is one of the fastest-growing trends in Asian e-commerce.
Thanks to this project, Da Nang sellers gain access to knowledge and tools that enable them to effectively present their goods – from local delicacies and handicraft products to agricultural produce – to a broad audience, significantly expanding sales geography and increasing revenue volumes. This step underscores Vietnam's strategic vision for developing its digital economy and its commitment to ensuring the competitiveness of its producers in domestic and international markets.
WHAT IT MEANS
This initiative in Da Nang is a vivid example of how targeted state support can transform the regional e-commerce landscape. With Asian e-commerce markets showing sustained double-digit growth, Vietnam is actively investing in the infrastructure and competencies needed to capitalize on this trend. Programs like Da Nang's not only educate sellers but also lay the groundwork for strengthening their competitive positions long-term.
For Russian entrepreneurs, this implies several key points. Firstly, competition is intensifying. Vietnamese manufacturers, equipped with modern digital sales tools and knowledge, will be able to enter international markets more effectively, offering competitive products. This is especially relevant for segments where Russian and Vietnamese products overlap, such as textiles, agricultural products, or souvenirs. Russian companies need to be prepared for the emergence of new, more professional players.
Secondly, Vietnam's successful practices serve as an important benchmark. The focus on livestreaming as a key sales channel, along with comprehensive advisory support, demonstrates an understanding of modern e-commerce realities. Russian government bodies and business communities should study similar SME support models to adapt them to their own conditions. Investments in entrepreneurs' digital skills, especially in regions, can become a powerful growth driver for Russian e-commerce, which is also showing active development but often faces the challenge of a shortage of skilled personnel and access to advanced technologies.
Thirdly, this underscores the critical importance of continuous learning and adaptation. If Asian counterparts are actively mastering dynamic sales formats, such as online broadcasts, Russian entrepreneurs cannot afford to lag. The ability to quickly adopt new promotion and sales channels, understand digital analytics, and effectively interact with consumers online becomes not just an advantage, but a necessity for survival and growth in the global digital economy.
VIETSMART EXPERT COMMENTARY
Observing the dynamics of e-commerce development in Vietnam, we at VietSmart see a clear strategy aimed at capitalizing on the rapidly growing digital market. The initiative in Da Nang is not merely targeted assistance but a systemic approach to enhancing the competitiveness of local manufacturers. It enables them not only to survive but also to thrive in a globalized economy by actively utilizing modern sales methods, such as livestreaming commerce, which, by our estimates, will continue to develop actively and become one of the leading online trade channels in 2027-2028.
For a Russian entrepreneur, especially one working in niches where competition with Asian goods is already felt or may be felt, this is a call to action. There's no need to wait for similar comprehensive state support programs to become widespread in Russia. It's important to proactively seek learning opportunities, master new sales formats, and actively use all available platforms to expand one's presence. Initiative and a readiness for continuous education are key factors for success.
CONCLUSIONS AND WHAT TO DO
- Study and Adapt Best Practices: Russian entrepreneurs need to actively track successful cases in global e-commerce, especially from Southeast Asia, including the use of livestreaming commerce and interactive sales formats.
- Invest in Digital Skills: Prioritize training employees and oneself in modern e-commerce tools and strategies. This includes courses on working with marketplaces, data analytics, content marketing, and conducting effective online broadcasts.
- Seek Regional and Federal Support: Actively research and utilize existing programs in Russia for supporting small and medium-sized businesses, grants for digitalization, and educational initiatives that can help in developing online businesses.
- Focus on Product Uniqueness and Branding: In a growing competitive environment, stand out through high quality, unique product characteristics, effective branding, and a strong story that can be told online.
- Expand Sales Channels and Geography: Do not limit oneself to one or two platforms. Explore the possibilities of various domestic and international marketplaces, develop direct-to-consumer (DTC) sales channels, and consider export opportunities.
Source: Vietnam.vn dated July 14, 2026