Vietnam and Japan Promote Cross-Border E-Commerce Cooperation in the Digital Era
Osaka, June 2, 2026 — The Osaka Trade Office under the Consulate General of Viet Nam in Osaka, in coordination with the Department of E-Commerce and Digital Economy under Viet Nam’s Ministry of Industry and Trade, held a seminar titled “Promoting Vietnam–Japan Cross-Border E-Commerce: Connecting Markets and Unlocking the Potential for Sustainable Export Expansion.”
The event brought together more than 50 participants, including representatives from government agencies, trade promotion organizations, business associations, enterprises from Viet Nam and Japan, and service providers in the fields of e-commerce, logistics, digital payments, and export support.
The seminar served as a platform to update participants on the latest trends in e-commerce, share practical experience in market access, and promote cooperation in the digital economy between Viet Nam and Japan.
In his opening remarks, Mr. Nguyen Truong Son, Consul General of Viet Nam in Osaka, highlighted the strong development of the Viet Nam–Japan Comprehensive Strategic Partnership, particularly in trade, investment, and economic cooperation. He noted that as the global economy continues to shift toward digital models, cross-border e-commerce has become an effective channel for market access, creating new opportunities for enterprises of both countries, especially small and medium-sized enterprises.
The Consul General emphasized that Japan is a major market with high standards for product quality, safety, origin, and sustainability. While these requirements pose challenges, they also create opportunities for Vietnamese products, including agricultural produce, processed foods, garments, handicrafts, and environmentally friendly products, to expand their presence in Japan. The Consulate General of Viet Nam in Osaka and the Osaka Trade Office reaffirmed their commitment to serving as a bridge and supporting businesses from both countries in digital transformation and export expansion.
At the seminar, a representative of the Department of E-Commerce and Digital Economy presented an overview of Viet Nam’s e-commerce development, emerging trends in the digital economy, online consumer behavior, and cooperation opportunities for enterprises from both countries. Viet Nam continues to be regarded as one of Southeast Asia’s dynamic e-commerce markets, driven by a young consumer base, increasing technology adoption, and a steadily improving ecosystem of digital payments, logistics, and digital platforms.
The representative also introduced key points of the 2025 Law on E-Commerce and Viet Nam’s ongoing efforts to improve the legal framework for the sector. These efforts focus on clarifying the responsibilities of digital platforms, strengthening consumer protection, enhancing transaction transparency, and promoting the safe, reliable, and sustainable development of the e-commerce market.
A representative of the Viet Nam Trade Office Branch in Osaka also delivered a presentation on consumer trends and standards for imported goods entering the Japanese market through e-commerce channels such as Amazon, Rakuten, TikTok Shop, and livestreaming platforms. The presentation noted that Japan is a market with strong purchasing power and stable demand, but also strict requirements regarding product quality, origin, packaging, Japanese-language labeling, logistics, and after-sales services. Vietnamese enterprises were encouraged to invest more seriously in Japanese-language content, product standard management, and cooperation with local partners.
The seminar also featured practical insights from Vietnamese enterprises operating in Japan. Matsuyoshi World shared its experience in importing goods from Viet Nam and selling them on Japan’s Rakuten platform. Fone House introduced solutions for bringing Vietnamese products into Japan’s e-commerce ecosystem, drawing on its experience in operating a sales application in the Japanese market. These presentations provided concrete perspectives on platform access, online store management, logistics operations, and the development of suitable sales channels.
Japanese enterprises actively joined the discussions. In addition to exploring opportunities to import goods from Viet Nam, they also expressed strong interest in bringing Japanese products, brands, and services to the Vietnamese market through e-commerce. Discussions focused on the size and potential of Viet Nam’s consumer market, online shopping trends, B2B and B2C market access models, legal regulations, logistics, payment solutions, and distribution channels.
The strong interest from Japanese businesses showed that Viet Nam is not only seen as a promising production and export base, but also as an increasingly attractive digital consumer market.
Discussions at the seminar underscored the growing role of cross-border e-commerce as a new infrastructure for international trade. By narrowing market distances, reducing customer access costs, and enabling businesses to participate more deeply in global value chains, e-commerce is opening new prospects for bilateral economic cooperation.
The successful seminar in Osaka highlighted the strong potential for further Viet Nam–Japan cooperation in e-commerce and the digital economy, while contributing to the continued deepening of the Comprehensive Strategic Partnership between the two countries in the digital era.