Vietnam’s e-commerce sector is on the rise, with an expected export value of approximately 145.2 trillion VND (around 5.8 billion USD) by 2028, yet this growth comes with significant environmental challenges. A recent report from Access Partnership highlights the pivotal role that micro, small, and medium-sized enterprises (MSMEs) will play in this growth, anticipating they will contribute 25% of the e-commerce export value.

Surge in E-commerce Exports

The Vietnamese e-commerce export landscape has seen a remarkable shift, particularly in international markets. Data from Amazon reveals that the volume of Vietnamese products exported via its platform has surged by 300% over the past five years. This unprecedented growth is opening up new international opportunities for Vietnamese businesses.

In addition to Amazon, social media platforms like Facebook, TikTok, and Instagram are becoming popular shopping channels, enabling businesses to reach consumers directly. The rise of modern payment methods, including e-wallets and QR codes, has further enhanced the shopping experience, making transactions more convenient and secure.

Vu Ba Phu, Director of the Vietnam Trade Promotion Agency, expressed optimism about the e-commerce landscape. He stated, “Vietnamese e-commerce has grown remarkably in recent years, particularly in export promotion. E-commerce has opened an important channel for small and medium-sized enterprises, even those with limited financial capacity, to directly access consumers in demanding markets such as the EU, the US, and Japan.”

The Environmental Toll of E-commerce Growth

Despite these opportunities, the rapid growth of e-commerce export in Vietnam poses serious challenges related to sustainability. A 2024 survey by the Vietnam E-Commerce Association highlights the environmental impacts, indicating that exporting goods worth just 1 billion USD is expected to result in 7,600 tonnes of plastic waste. Additionally, online fast-food delivery services could generate approximately 18,600 tonnes of plastic waste due to packaging.

Looking ahead, forecasts suggest that if e-commerce reaches a value of 100 billion USD by 2030, it could culminate in over 800,000 tonnes of plastic waste, presenting a significant environmental challenge.

Hoang Ninh, Head of the Digital Government Division at the Ministry of Industry and Trade, stressed the importance of aligning e-commerce export development with sustainability. “E-commerce is a pioneering field in the digital economy. Its development must go hand in hand with sustainability… balancing economic growth, social equity, and environmental protection,” he said.

Ninh articulated the need for a national set of criteria for sustainable e-commerce export to guide businesses toward eco-friendly practices. He stated, “Our goal is to have 60% of e-commerce businesses comply with sustainability criteria, while reducing consumer rights violations to only 5%–10% of total websites.”

Necessary Policy Changes

To address these issues effectively, Ninh suggests that the government needs to implement policies that promote green products and services, incentivizing businesses and consumers to reduce plastic waste. This initiative would include promotional programs and specific support measures to encourage eco-conscious choices.

Strengthening oversight and evaluating the performance of e-commerce platforms will be critical as they grow. Monitoring compliance with sustainability criteria will help ensure that the burgeoning e-commerce sector does not exacerbate environmental issues.

Green Initiatives in E-commerce

Amidst the challenges, some Vietnamese enterprises are taking the lead by integrating sustainable practices into their business models. For instance, one company has begun to convert eggshell by-products into organic calcium powder and create alkaline water from citrus peels, minimizing environmental waste.

Nguyen Phuong Mai, Head of Communications and Marketing at DDA Investment Company, highlighted their eco-friendly efforts. “We implement a model of collecting by-products to create valuable organic products, reducing waste discharged into the environment while contributing to community health. At the same time, DDA cooperates with e-commerce platforms to bring its green products to consumers,” she shared.

Surveys indicate a growing interest among consumers in green products, with 59% expressing a willingness to choose eco-friendly options in 2024, signaling a shift towards sustainable consumption.

Collaborations for Sustainable Growth

In a significant step forward, the Trade Promotion Agency signed a memorandum of understanding with Hi1 Vietnam JSC on September 23 to develop the F2C (Factory to Customer) model. This initiative aims to facilitate direct sales from factories to consumers, promoting green enterprises and sustainable products at reasonable prices on domestic e-commerce platforms.

Earlier, on July 1, the Green Trade Forum 2025 saw the launch of the EcoHub green B2B exchange platform, alongside a 3D digital exhibition titled “No-Carbon City.” Deputy Minister of Industry and Trade, Phan Thi Thang, asserted that green e-commerce is becoming an essential pillar of Vietnam’s green economic development strategy.

The National Master Plan for E-Commerce Development outlines ambitious targets through 2030, such as reducing the use of plastic packaging to 45%, ensuring that 50% of packaging is recycled, and promoting clean energy across logistics enterprises.

Thang emphasized, “The emergence of green e-commerce platforms will help businesses gradually ‘green’ supply chains, meeting the increasingly stringent ESG standards of international markets.”

E-commerce exportas a Tool for Change

E-commerce export is not merely a sales channel; it also serves as a vehicle for promoting a green lifestyle, particularly among younger consumers. Major Vietnamese brands like VinFast and Cocoon have recognized this potential by leveraging e-commerce export to distribute their green and sustainable products, demonstrating corporate responsibility and enhancing brand value.

However, transitioning towards sustainable e-commerce export is not without hurdles. Nguyen Phuong Mai from DDA Vietnam notes that changing consumer perceptions presents a significant challenge. “Organic products are often more expensive, coupled with the problem of counterfeit and poor-quality goods shaking consumer trust. Researching organic extraction technology from by-products also requires significant financial resources and scientific manpower,” she explained.

Despite these challenges, Mai remains optimistic, seeing them as an impetus for businesses to innovate and pursue collaboration, both domestically and internationally, strengthening the ethos of “Purely Vietnamese Organics – Pure Life.”

The dual objectives of economic growth and environmental sustainability could play a pivotal role in shaping the future of e-commerce in Vietnam as it navigates the complexities of global markets and ecological responsibilities.

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