{"id":607,"date":"2026-03-20T15:10:48","date_gmt":"2026-03-20T06:10:48","guid":{"rendered":"https:\/\/vietnam-agri.com\/vietnam-agri\/vietnam-agri-ec\/"},"modified":"2026-06-10T00:36:15","modified_gmt":"2026-06-09T15:36:15","slug":"vietnam-agri-ec","status":"publish","type":"post","link":"https:\/\/vietnam-agri.com\/en\/vietnam-agri\/vietnam-agri-ec\/","title":{"rendered":"E-commerce sales strategy for Vietnamese produce: a complete guide to domestic and cross-border selling"},"content":{"rendered":"<p>Want to sell Vietnamese produce but unsure which e-commerce platform to choose? Many people in agriculture and importing struggle to decide whether to sell domestically or expand through cross-border e-commerce to Japan and overseas.<\/p>\n<p>This article explains concrete methods, from sales strategies on domestic Vietnamese e-commerce platforms (Shopee and Tiki) to cross-border expansion using Amazon and Rakuten.<\/p>\n<h2 id=\"ec\">The current state and growth of domestic e-commerce in Vietnam<\/h2>\n<p>Vietnam's e-commerce market is expanding rapidly. In 2023 the market exceeded about US$20 billion, boasting one of the highest growth rates in Southeast Asia. Smartphone penetration has passed 80%, and online shopping has become routine, especially among the younger generation.<\/p>\n<p>E-commerce sales of produce are no exception. Fresh vegetables, fruit, and processed foods are sold online, and the farmer-to-consumer direct-sales model is spreading.<\/p>\n<table>\n<thead>\n<tr>\n<th>Indicator<\/th>\n<th>Figure<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Vietnam e-commerce market size (2023)<\/td>\n<td>About US$20 billion<\/td>\n<\/tr>\n<tr>\n<td>Annual growth rate<\/td>\n<td>About 25%<\/td>\n<\/tr>\n<tr>\n<td>Smartphone penetration rate<\/td>\n<td>Over 80%<\/td>\n<\/tr>\n<tr>\n<td>Number of major platforms<\/td>\n<td>Five major platforms<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>However, because produce is perishable, logistics and quality control are challenges. You need to build your strategy with an understanding of each platform's characteristics.<\/p>\n<h2 id=\"shopee\">A produce-sales strategy on Shopee<\/h2>\n<p>Shopee is Vietnam's largest e-commerce platform. It has more than 30 million monthly active users, and the produce category is very active.<\/p>\n<h3 id=\"shopee_1\">Shopee's strengths and features<\/h3>\n<p>Shopee's 'flash sale' feature is powerful. By selling at discounted prices during specific time slots, you can boost unit sales all at once. For produce, sales timed to the harvest season are especially effective.<\/p>\n<p>You can also use the Shopee Live livestream-commerce feature. By selling while livestreaming scenes from the farm, you can win consumers' trust.<\/p>\n<h3 id=\"shopee_2\">Points for listing on Shopee<\/h3>\n<p>The most important thing is that product photos be bright and convey freshness. Post several photos showing the just-harvested state.<\/p>\n<ul>\n<li>Put keywords in the product title (origin name, variety, use)<\/li>\n<li>State the delivery time clearly (especially important for perishables)<\/li>\n<li>Build up review counts early (the first 20 shape the purchase rate)<\/li>\n<li>Encourage repeat purchases with Shopee Coins (points)<\/li>\n<\/ul>\n<h3 id=\"_1\">How to think about pricing<\/h3>\n<p>On Shopee, it is easy to fall into price competition. For that reason, it is important to put the origin's story and quality differentiators front and center. A specific origin appeal like 'fully ripe mangoes from the Mekong Delta' is effective.<\/p>\n<h2 id=\"tiki\">A sales approach that differentiates on Tiki<\/h2>\n<p>Tiki is a home-grown Vietnamese e-commerce platform. Its users tend to be relatively high-income, with many quality-focused consumers. An approach different from Shopee's works well.<\/p>\n<h3 id=\"tikinow\">Making use of TikiNOW (same-day delivery)<\/h3>\n<p>Tiki's biggest strength is 'TikiNOW,' a same-day and next-day delivery service. If you sell on the freshness of produce, registering for this service is indispensable.<\/p>\n<p>In Ho Chi Minh City and Hanoi, a system is in place to deliver within a few hours of ordering. It is especially advantageous for leafy vegetables and fresh fruit, where freshness is demanded.<\/p>\n<h3 id=\"tiki_1\">A branding strategy on Tiki<\/h3>\n<p>Tiki users value quality and reliability. Featuring farm certifications (such as VietGAP and GlobalGAP) and <a href=\"https:\/\/vietnam-agri.com\/en\/vietnam-agri\/vietnam-eco-farming\/\">organic cultivation<\/a> proof prominently is effective.<\/p>\n<table>\n<thead>\n<tr>\n<th>Platform<\/th>\n<th>Main user base<\/th>\n<th>Strengths<\/th>\n<th>Categories suited to produce<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Shopee<\/td>\n<td>A broad base (mainly young people)<\/td>\n<td>Price competitiveness and livestream commerce<\/td>\n<td>Processed foods and dried vegetables<\/td>\n<\/tr>\n<tr>\n<td>Tiki<\/td>\n<td>Middle- and high-income earners<\/td>\n<td>Same-day delivery and a focus on quality<\/td>\n<td>Fresh vegetables and premium fruit<\/td>\n<\/tr>\n<tr>\n<td>Lazada<\/td>\n<td>Those in their 30s and older<\/td>\n<td>Overseas brands and variety<\/td>\n<td>Processed foods and spices<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h2 id=\"ecamazon\">Going global with cross-border e-commerce (Amazon and Rakuten)<\/h2>\n<p>Beyond domestic sales, cross-border e-commerce to Japan and overseas is also a big opportunity for selling produce. Demand for Vietnamese produce in the Japanese market in particular is rising.<\/p>\n<h3 id=\"amazon\">Expanding on Amazon (for Japan)<\/h3>\n<p>Using FBA (Fulfillment by Amazon) on Amazon is the first step in cross-border e-commerce. You deliver goods that have cleared import\/export regulations and quarantine to a warehouse in Japan, and Amazon handles shipping on your behalf.<\/p>\n<p>Vietnamese produce popular in the Japanese market includes rice paper (banh trang), pho, dried fruit, and <a href=\"https:\/\/vietnam-agri.com\/en\/vietnam-agri\/vietnam-cashew-production\/\">Cashew nuts<\/a> and other processed goods. Because fresh items face a high quarantine barrier, it is realistic to start with processed and dried goods.<\/p>\n<p><strong>Steps to enter Amazon<\/strong><\/p>\n<ol>\n<li>Obtain a Japanese Amazon seller account<\/li>\n<li>Clear the permits and quarantine needed for food imports<\/li>\n<li>Deliver goods to the FBA warehouse<\/li>\n<li>Optimize the Japanese-language product page (SEO)<\/li>\n<li>Gain initial exposure with sponsored ads<\/li>\n<\/ol>\n<p>On Amazon Japan, trust is what clinches a purchase. Describe ingredients, origin, and manufacturer information in detail, and if you have JAS certification or organic certification, promote it actively.<\/p>\n<h3 id=\"_2\">Expanding on Rakuten Ichiba<\/h3>\n<p>Rakuten Ichiba is one of Japan's largest e-commerce malls, and the food category in particular is very active. Compared with Amazon, it offers an environment where it is easier to tell a brand story.<\/p>\n<p>On Rakuten, promotions timed to big sales such as the 'Rakuten Super Sale' and 'Shopping Marathon' are effective. Locking in customers through email newsletters and point settings is also a Rakuten strength.<\/p>\n<table>\n<thead>\n<tr>\n<th>Cross-border e-commerce<\/th>\n<th>Characteristics<\/th>\n<th>Initial cost<\/th>\n<th>Suitable products<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Amazon JP<\/td>\n<td>Streamlined logistics with FBA<\/td>\n<td>Moderate<\/td>\n<td>Processed foods and snacks<\/td>\n<\/tr>\n<tr>\n<td>Rakuten Ichiba<\/td>\n<td>Easy to make a brand appeal<\/td>\n<td>Higher<\/td>\n<td>High unit price and gift use<\/td>\n<\/tr>\n<tr>\n<td>Shopee international edition<\/td>\n<td>Southeast Asia expansion<\/td>\n<td>Lower<\/td>\n<td>Areas adjacent to producing countries<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h2 id=\"_3\">Common strategies for success<\/h2>\n<p>Whether domestic or cross-border e-commerce, there are common points for succeeding in produce sales.<\/p>\n<h3 id=\"_4\">Integrated management of quality and logistics<\/h3>\n<p>The greatest risk with produce is quality deterioration. Building a system of consistent temperature control and quality checks from harvest to delivery is essential. If returns and complaints rise, your platform rating falls and you lose sales opportunities.<\/p>\n<h3 id=\"snsec\">Linking social media with e-commerce<\/h3>\n<p>There are limits to drawing customers through e-commerce alone. It is effective to share daily farm life and harvest scenes on Facebook and TikTok and guide those followers to your e-commerce store.<\/p>\n<p>The approach of linking TikTok Live with Shopee's livestream commerce in particular is spreading among young farmers. Some farmers are starting to post monthly sales of over one million yen.<\/p>\n<h3 id=\"pdca\">Running a PDCA cycle with data analysis<\/h3>\n<p>Make use of each platform's analytics tools. Regularly check which products sell, at what times, and the attributes of your users, and adjust your product mix and pricing. Checking the data weekly is the basis of improving sales.<\/p>\n<h2 id=\"_5\">Summary<\/h2>\n<p>E-commerce sales of Vietnamese produce yield very different results depending on your choice of platform and strategy.<\/p>\n<ul>\n<li><strong>Shopee<\/strong>: aim to grow sales through a broad user base and livestream commerce<\/li>\n<li><strong>Tiki<\/strong>: raise brand value through a focus on quality and same-day delivery<\/li>\n<li><strong>Amazon and Rakuten<\/strong>: achieve high-unit-price sales through cross-border e-commerce to the Japanese market<\/li>\n<\/ul>\n<p>Building a base on one or two domestic e-commerce platforms first, then expanding into cross-border e-commerce once things are stable, is a risk-limited step. By nailing the three points of logistics, quality control, and social-media integration, you can expect sustained sales growth.<\/p>\n<p>At VN AGRI, we share the latest information on Vietnamese agriculture.<\/p>\n<h2>You May Also Like<\/h2>\n<ul>\n<li><a href=\"https:\/\/vietnam-agri.com\/en\/vietnam-fermented-foods\/\">Vietnamese Fermented Foods and Agriculture: The Full Process of Nuoc Mam, Pickles, and Fermented Tea<\/a><\/li>\n<li><a href=\"https:\/\/vietnam-agri.com\/en\/vietnam-herb-agriculture\/\">A Guide to the Crops Behind Vietnamese Cuisine: The Growing Regions and Agricultural Background of Herbs and Seasonings<\/a><\/li>\n<li><a href=\"https:\/\/vietnam-agri.com\/en\/vietnam-superfood-export\/\">The Complete Guide to Vietnamese Superfoods 2026<\/a><\/li>\n<\/ul>","protected":false},"excerpt":{"rendered":"<p>\u30d9\u30c8\u30ca\u30e0\u8fb2\u7523\u7269\u3092\u30aa\u30f3\u30e9\u30a4\u30f3\u3067\u8ca9\u58f2\u3057\u305f\u3044\u8fb2\u696d\u95a2\u4fc2\u8005\u30fb\u98df\u54c1\u8f38\u5165\u696d\u8005\u306e\u65b9\u3078\u3002Shopee\u30fbTiki\u306a\u3069\u306e\u30d9\u30c8\u30ca\u30e0EC\u30d7\u30e9\u30c3\u30c8\u30d5\u30a9\u30fc\u30e0\u3067\u306e\u8ca9\u58f2\u6226\u7565\u304b\u3089\u3001Amazon\u3084Rakuten\u3092\u6d3b\u7528\u3057\u305f\u65e5\u672c\u5411\u3051\u8d8a\u5883EC\u5c55\u958b\u307e\u3067\u3001\u5177\u4f53\u7684\u304b\u3064\u5b9f\u8df5\u7684\u306a\u624b\u6cd5\u3092\u5fb9\u5e95\u89e3\u8aac\u3057\u307e\u3059\u3002<\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"swell_btn_cv_data":"","ssp_meta_title":"\u30d9\u30c8\u30ca\u30e0\u8fb2\u7523\u7269\u306fEC\u3067\u58f2\u308c\u308b\uff1f\u56fd\u5185\u30fb\u8d8a\u5883\u306e\u8ca9\u58f2\u6226\u7565","ssp_meta_description":"\u30d9\u30c8\u30ca\u30e0\u8fb2\u7523\u7269\u306eEC\u8ca9\u58f2\u306b\u3064\u3044\u3066\u3001\u56fd\u5185\u306eShopee\u3084Tiki\u3067\u306e\u6226\u7565\u304b\u3089\u3001Amazon\u3084\u697d\u5929\u3092\u4f7f\u3063\u305f\u8d8a\u5883EC\u5c55\u958b\u307e\u3067\u6574\u7406\u3057\u307e\u3057\u305f\u3002\u56fd\u5185\u5411\u3051\u3068\u6d77\u5916\u5411\u3051\u306e\u9078\u3073\u65b9\u3084\u5171\u901a\u6226\u7565\u3092\u3001\u5b9f\u52d9\u76ee\u7dda\u3067\u89e3\u8aac\u3057\u307e\u3059\u3002","footnotes":""},"categories":[1,3],"tags":[6,8],"crop_category":[],"harvest_season":[],"class_list":["post-607","post","type-post","status-publish","format-standard","hentry","category-vietnam-agri","category-agriculture","tag-vietnam","tag-agriculture"],"acf":[],"_links":{"self":[{"href":"https:\/\/vietnam-agri.com\/en\/wp-json\/wp\/v2\/posts\/607","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/vietnam-agri.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/vietnam-agri.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/vietnam-agri.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/vietnam-agri.com\/en\/wp-json\/wp\/v2\/comments?post=607"}],"version-history":[{"count":2,"href":"https:\/\/vietnam-agri.com\/en\/wp-json\/wp\/v2\/posts\/607\/revisions"}],"predecessor-version":[{"id":807,"href":"https:\/\/vietnam-agri.com\/en\/wp-json\/wp\/v2\/posts\/607\/revisions\/807"}],"wp:attachment":[{"href":"https:\/\/vietnam-agri.com\/en\/wp-json\/wp\/v2\/media?parent=607"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/vietnam-agri.com\/en\/wp-json\/wp\/v2\/categories?post=607"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/vietnam-agri.com\/en\/wp-json\/wp\/v2\/tags?post=607"},{"taxonomy":"crop_category","embeddable":true,"href":"https:\/\/vietnam-agri.com\/en\/wp-json\/wp\/v2\/crop_category?post=607"},{"taxonomy":"harvest_season","embeddable":true,"href":"https:\/\/vietnam-agri.com\/en\/wp-json\/wp\/v2\/harvest_season?post=607"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}