Vietnamese firms take brands global through Amazon, Alibaba

According to Tuoi Tre (Youth) online newspaper's observations at the 2026 Vietnam International Sourcing (VIS) Expo, Vietnamese suppliers are increasingly establishing their brands in the eyes of international buyers, driven by businesses' proactive efforts to keep up with market trends and compete with greater confidence.

Vietnamese goods head straight to global markets 

Nguyen Dinh Hung, director of Minh Anh International Manufacturing and Trading Co., said the company exports cooling products, air conditioners, heaters and neck fans to the US, Europe, Dubai and other markets.

For neck fans alone, Minh Anh has shipped an order of 400,000 units to a US partner. 

The product is also among the company's best-selling items on Amazon. Its heaters have likewise performed well through direct business-to-customer (B2C) sales on Amazon.

Hung said Vietnamese businesses should take a more proactive approach to building their own brands and selling directly to overseas consumers through e-commerce platforms, allowing them to retain a greater share of the value generated by their products.

"With e-commerce platforms such as TikTok Shop and Amazon, we can take control of the technology, build our own brands and sell directly to markets with strong purchasing power, which gives us better profit margins," he said.

Taking a similar approach, Thao, a representative of VinaBedding, said the company is building an international brand around its bedroom furniture products, with natural rubber mattresses as its main offering.

VinaBedding has registered its brand in 18 countries and is the first Vietnamese natural rubber mattress brand to enter the B2C market on Amazon in the US. 

The company is also expanding into Asian markets and selling through Alibaba.

According to a VinaBedding representative, US consumers once largely preferred spring mattresses but are now increasingly turning to 100 percent natural rubber mattresses. 

This presents an opportunity for Vietnamese businesses, given the country's strong rubber supply and relatively competitive labor costs.

Competing directly with products from Thailand and China, Vietnamese natural rubber mattresses are positioned to compete on quality rather than price.

"We position our products in the mid-range segment, with prices that reflect the quality. Customers have given us very positive feedback," Thao said.

Vietnamese businesses proactively anticipate market demand

Vietnamese businesses attending VIS 2026 are not only looking for orders but also seeking to understand new demands and requirements in international markets.

Jessica, owner of US-based Js5 Global Trade, said that when sourcing products from Vietnam, she pays particular attention to the required certifications before discussing prices.

"What certifications do you currently have for these products?" Jessica asked as she approached a business's booth. 

She said international buyers are increasingly imposing new requirements on Vietnamese suppliers, including for air conditioners and cooling products.

Hung said Minh Anh is well positioned to meet the demands and standards of buyers such as Js5 Global Trade. 

However, he believes Vietnamese businesses need to take a more proactive approach to bringing their brands to international markets.

"Rather than simply manufacturing and selling what we already have, we want international buyers to come to us, place orders and tell us about new market demands and designs. We are ready to adapt," Hung said.

VIS 2026 brought together around 580 international distribution and sourcing groups from 60 countries and territories and 600 Vietnamese businesses. Around 13,000 direct B2B meetings were held at the exhibition booths.

According to Phan Thi Thang, Deputy Minister of Industry and Trade, VIS is not simply a platform for Vietnamese businesses to pitch their products. 

It also helps them keep up with emerging trends, access new technologies and technical solutions, and explore technology-transfer opportunities to strengthen their deep-processing capabilities.

Colm, a buyer from Ireland, said his company works with multiple partners to source a diverse range of products from Vietnam. 

He said the networking activities help businesses find suppliers with the right capabilities and build long-term partnerships.

"I think Vietnam is in a very good position to embrace the opportunities that are coming," Colm said.