Vietnamese businesses have made the most of Amazon to enhance their reputation and penetrate domestic and foreign markets. However, local and global markets are two completely different challenges. The number of Vietnamese vendors on Amazon has quadrupled since Amazon was launched in Vietnam five years ago. Notably, the number of sellers with annual sales of over US$1 million has increased tenfold. For e-commerce businesses, achieving success in both domestic and international markets is a complex and demanding endeavor. Brand building on Amazon In 2021, Kada International Company, a backpack and handbag producer based in HCMC, opened an account on Amazon during the Covid-19 outbreak. After nearly two years, in April 2024, Kada completed its brand registration in the United States. Kada director Le Van Hoang said with confidence that their products would perform well on Amazon. The products are made from recycled nylon yarns, and their design and sewing team has been trained in Japan. Additionally, the company has sub-contracted for well-known brands like Carhartt, The North Face, and LeSportsac. Transitioning from being a sub-contractor, even for internationally known brands, to owning a brand registered and selling on a global e-commerce platform is a long journey. Le Thi Khanh Ha, […]