AI emerges as a core strategy for next-generation e-commerce

A view of the conference on technology application for developing digital trade database held on November 1, 2025. (Photo: VNA)

According to the event’s organiser, the Ministry of Industry and Trade’s Vietnam e-Commerce and Digital Economy Agency, the conference served as a key activity to raise awareness and enhance businesses' capabilities in applying new technologies in e-commerce, thus helping them understand how to build, utilise, and develop digital trade database.

Addressing the event, Lai Viet Anh, Deputy Director of the Vietnam e-Commerce and Digital Economy Agency, highlighted the role of artificial intelligence (AI) and Big Data, noting that not just a technological tool, AI is a core strategy for transforming huge data into a competitive advantage, and serves as a key to achieving exponential growth in the digital era.

Nguyen Huu Tuan, Director of the Centre for E-commerce and Digital Technology Development (eComDX) under the agency, noted that Vietnam’s e-commerce is entering a “golden” period, with infrastructure, consumer behaviour, and legal frameworks all ready. He highlighted “mobile commerce” as the current trend, with platforms like Shopee, TikTok Shop, and Lazada focusing on mobile, combined with “shoppertainment” – the blend of entertainment and shopping.

Do Thi Thanh Huong, head of the market research division at the Metric Data Science JSC (Metric), introduced Metric.vn, a leading platform for e-commerce data analysis.

According to Metric, applying Big Data analytics can boost direct revenue by up to 54% and increase the likelihood of doubling profits by an additional 25%, Huong said, adding that amid Vietnam’s e-commerce market reaching over 300 trillion VND (11.4 billion USD) in the first nine months of 2025, data is becoming the “core foundation” enabling businesses to establish their position and pursue sustainable growth in the digital era.

Nguyen Phi Nghi, Business Director of the MISA JSC, shared the firm’s new orientation in applying AI to its business operations.

Accordingly, MISA is rolling out its AI Sales Agent, a 24/7 “never-sleeping” assistant that manages the entire sales process – from customer data collection and product advice to order processing and delivery – learning from top staff to maintain long-term sales performance.

Highlighting AI’s role in turning individuals and businesses into global “content factories”, Truong Thi Minh Nguyet from ACCESSTRADE Vietnam noted that AI not only creates 24/7 “virtual staff” but also enables businesses to scale creativity at exceptional speed.

Looking ahead, ACCESSTRADE aims to establish a “Global AI Content Factory” in Vietnam, using AI to empower Vietnamese users to create content while safeguarding themselves in the digital era, she said.

The Vietnam e-Commerce and Digital Economy Agency stated that combining a technology forum with the trade fair opens new opportunities for Vietnamese businesses, allowing companies to showcase products and expand partnerships. They serve as a large-scale digital business space, giving direct access to the latest business models, technologies and e-commerce trends.

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