In October 2024, members of the Ho Chi Minh City Department of Industry and Trade joined Cohort 3 of the Momentum Works Ecommerce & Live Commerce Immersion in Hangzhou.
The trip was not just a learning experience but also an opportunity to build lasting partnerships – following the immersion, Momentum Works and the Department of Industry and Trade have continued to strengthen our collaboration.
A testament to this growing partnership, on 28 Mar 2025, Momentum Works, in collaboration with the Ho Chi Minh City Department of Industry and Trade, hosted the Global E-commerce & Digital Trade Summit as part of HCM City Export 2025, Vietnam Outstanding Export Products Fair.
The summit brought together over 200+ participants including a 60-member Momentum Works delegation from 7 countries, attending as part of Cohort 2 of the Momentum Works Vietnam E-commerce & Retail Immersion.
Here are a few highlights of the event:
- Jianggan Li, CEO of Momentum Works, opened the summit by delivering an overview called “Will Vietnam Continue to Lead”.
He pointed out that Vietnam’s ecommerce growth is real – highest in the region at 52.9% – but uneven, and its success won’t come from copying China’s playbook. Instead, local businesses need to build supply chain strength, embrace AI automation, and deeply understand platform algorithms to stay ahead.
- Francis Yang, Vice President of Best Express Vietnam presented their journey of transforming traditional logistics in Southeast Asia with technologies. With deep expertise in real-time logistics operations, Best Express has pioneered intelligent warehousing, predictive analytics, and paperless logistics systems across Vietnam and beyond.
3. He shared two case studies: one focused on smart warehouse and distribution solutions for a leading automotive OEM, which resulted in a 12% reduction in procurement costs and $1.8 million in annual savings; the other showcased how blockchain-powered paperless logistics improved identity verification, streamlined handovers, and minimized legal and operational risks across transport links.
- Jensen Wu, CEO of TopviewAI, highlighted how AI-native video creation is redefining e-commerce storytelling. With a team of ex-Alibaba veterans, TopviewAI enables brands to create hyper-personalized livestreams and product videos without shooting or editing.
- He also introduced Product Avatar 2.0—an AI-generated video and livestream solution that helps brands showcase products across various scenarios without filming, using auto-generated assets and avatars. Tín Lê, CEO of Adtek Growth Marketing, shared his front-line observations from working with hundreds of Vietnamese SMEs navigating the rapidly evolving e-commerce landscape.
Having led brand strategy and performance growth across platforms like Shopee and TikTok Shop, his core insight is that while platform fees and cross-border competition are rising, Vietnamese sellers still have a unique opportunity: to shift from price-led growth to brand-led commerce.
After the talks, the four speakers joined a panel to discuss key challenges for Vietnamese SME exporters and retailers. Audience members raised concerns about rising platform fees, cross-border logistics inefficiencies, and global competition — concerns echoed by Chinese participants.
The panelists emphasized that SMEs must rethink strategies across several fronts:
Product and experience: Is your product good enough to attract and retain customers? A strong customer experience is crucial for sustainable growth.
Positioning: Competing solely on price is no longer viable. SMEs should work on their brand story and value proposition.
Channel diversification: Reduce reliance on platforms by exploring multi-channel strategies and building their own channels (e.g. direct-to-consumer, offline integration).
AI as an enabler to help your business: Use AI to automate content (e.g. videos, livestreams), enhance customer service, logistics, and personalize marketing with data insights.
When asked what’s unique about Vietnam, Jianggan noted the country’s energy reminded him of China 15 years ago — a period of intense iinnovation. Francis added that Vietnam’s geography and economy position it well for global trade growth.
We’ve been truly inspired by the participants’ energy and eagerness to build meaningful business connections. At its core, the Momentum Works Immersions series is about more than just knowledge-sharing—it’s about creating real cross-cultural opportunities for collaboration and growth.
We’re excited to bring more of these gatherings to Southeast Asia and other fast-growing markets in the near future. Speaking of which, Momentum Works and a few key Vietnamese exporters will be at the FHA-Food & Beverage Singapore 2025 at Singapore Expo next week — let us know if you’d like to meet!
The post Vietnam’s E-commerce Evolution: From Learning in Hangzhou to Leading in Ho Chi Minh City first appeared on The Low Down - Momentum Works.
