Brand Experience (BX) Expert is a special column initiated by Novaon Digital in collaboration with experts from various brands, aiming to deliver in-depth and practical analyses of brand-building and brand-strengthening strategies. Each article explores key experiences, lessons, and trends to help businesses adapt and create sustainable value.

* Hello Emily and Jennie. To better understand your career journeys in the e-commerce and cross-border business sectors, could you share a bit about your backgrounds?

Ms. Emily: 

I’ve always had a passion for international business. My first job was in the supply chain field, as a Management Trainee at a company with a presence in over 200 countries. That experience helped me gain a deeper understanding of how global trade operates and further fueled my passion for this field.

After a few years working in supply chain and B2B business, I transitioned to Amazon, where I had the opportunity to engage with cross-border e-commerce from a holistic perspective. Over six years there helped me gain deep insights into how businesses scale globally and optimize their operations on marketplaces.

At WorldFirst, I’ve continued completing the cross-border e-commerce picture from a financial and payment solutions standpoint.

Throughout my journey, not only have I shifted industries, but I’ve also worked with companies from various cultures—Swiss, German, American, and Chinese—giving me a more multidimensional view of how global commerce functions.

Ms. Jennie:

I had a memorable time working at Tiki Global, focusing on developing the platform’s international sales arm. In 2018–2019, when the wave of international sellers began entering Vietnam, I was in charge of business development—sourcing and partnering with quality sellers from China to diversify Tiki’s product offerings.

After that, I spent over four years at Amazon Global Selling Vietnam, supporting Vietnamese brands and manufacturers in expanding to international markets and advising on revenue growth through cross-border sales.

Currently, at WorldFirst, my team and I are focused on providing cross-border payment solutions to help Vietnamese businesses optimize cash flow while operating in global markets.

*  Based on your observations, how are Vietnamese businesses expanding internationally?

Ms. Emily: There are certain questions that most Vietnamese e-commerce businesses start asking themselves once they reach a certain threshold:
“Why is my revenue no longer growing as fast?”
“How can I scale without being confined to a small market?”

And when they look beyond Vietnam, they realize that cross-border e-commerce is no longer a choice—but an inevitable path to achieve sustainable growth.

Emily’s comments on the role of cross-border e-commerce today

Competition in the domestic market is becoming increasingly intense. Vietnam is one of the fastest-growing e-commerce markets in Southeast Asia, but this also means the number of sellers is rising rapidly, products are easily copied, and profit margins are gradually eroded over time.

In addition, the global supply chain is undergoing rapid changes. In the past, exporting goods was often constrained by multiple layers of intermediaries. But today, factories and suppliers are increasingly open to working directly with e-commerce businesses, enabling them to access better product sources and optimize costs.
At the same time, sellers also need to take a more proactive approach in developing suitable supply chain strategies, avoiding dependency on a single source to reduce risks in the face of unexpected market fluctuations.

It’s not only Vietnamese businesses—sellers from China, Thailand, and India are also taking advantage of e-commerce to expand globally. As geographical barriers are gradually removed, the market is no longer confined by national borders—any business can reach global customers, as long as it has a well-thought-out strategy.

Ms. Jennie:
One crucial factor businesses need to consider is market size. Although Vietnam has a population of nearly 100 million, compared to giant markets like the U.S. and Europe—both in terms of population and purchasing power—there remains a significant gap.
When expanding into larger markets, businesses not only gain access to a broader customer base but also have the opportunity to increase product value. There are products in Vietnam that only sell for a few hundred thousand VND, but when brought to the U.S. or Europe, they can be priced much higher because customers there are willing to pay for quality and unique design.

And most importantly, expanding into international markets is not just about increasing revenue—it also creates the opportunity to build a globally recognized brand.
When Vietnamese businesses begin thinking beyond the domestic scope, they’ll realize that the world is much larger—and so are the opportunities.

* In the context of 2025, what cross-border e-commerce trends would you recommend to business owners?

Ms. Emily:
When it comes to cross-border e-commerce, most people immediately think about how to sell as many products as possible. But at some point, sellers will come to realize that high sales volume doesn’t necessarily equate to sustainable growth.

I’ve met many sellers in Vietnam who achieved great sales in the early stages, but after a short time, a wave of competitors started importing the exact same product and offering it at prices 20–30% lower.
Without a brand, without clear differentiation, customers simply go for the cheaper option.
And at that point, no matter how efficient your sales system is, the business still gets caught in a race to the bottom—with no clear way out.

One of the reasons why businesses choose BrandCommerce.

That’s why many sellers are gradually shifting their focus from purely driving sales to building a brand.
They want customers to remember them not just for price, but for the distinctiveness of their products, the quality they offer, and the overall experience.
When you have a strong brand, customers won’t just buy once—they’ll come back.
They’re willing to pay a higher price because they trust in the quality and the story your brand represents.

Ms. Jennie:
This trend is also tied to how businesses approach sales channels.
In the past, many sellers relied entirely on major platforms like TikTok Shop, Walmart, or Wayfair—where customer traffic and support systems were readily available.
But as sellers become more serious about developing their businesses, they no longer want to be dependent on platforms they don’t own.

Competition in cross-border e-commerce is increasingly fierce, not just in terms of price but also in how quickly products get copied.
A product might sell well today, but just a few weeks later, the market could be flooded with similar versions at lower prices.
Without a strong brand, a business is easily replaced—and pulled into a price war.

The current shift among e-commerce businesses

More and more businesses are choosing to build their own websites, expand into omnichannel sales, invest in marketing, and craft a distinct brand identity.
This gives them greater control over customer engagement, access to valuable data, and the ability to optimize long-term business strategies.
Once a brand is established, companies no longer have to compete purely on price—they can build loyal customer communities, thereby increasing business value and optimizing profit margins.

* When going cross-border, businesses face many challenges in receiving payments, managing cash flow, and optimizing operational costs. Can you share how they can tackle these issues?

Ms. Emily:
There are several key areas businesses must consider when expanding into cross-border e-commerce—especially supply chain, payment management, and cash flow.
These are complex challenges, but with the right strategy, businesses can significantly optimize performance and reduce risk.

First is the Supply chain optimization and risk mitigation

When building a supply chain, businesses must consider multiple factors:
What’s the most efficient source of raw materials? Which regions specialize in these materials? And how can the sourcing process be integrated into production most effectively?

These decisions impact not just cost, but also product quality and stability.
Another critical question is: Should you produce in-house or outsource?
In-house gives you more control but requires significant investment.
Outsourcing to external factories allows you to streamline processes, but exposes you to geopolitical risks, trade wars, or unexpected disruptions like the COVID-19 pandemic.
For example, if your primary supply source is from one country—like China—any sudden disruption there could halt your entire supply chain.
That’s why businesses need to have diversified supply plans and ensure backup solutions are in place.

Businesses are at risk of facing unexpected events such as the COVID-19 pandemic.

Second is the managing multi-currency payments and cash flow

When selling in global markets like the U.S. or Europe, businesses receive payments in various currencies—USD, EUR, GBP, etc.
This raises several important questions:

• How can you collect payments from multiple platforms without losing value in currency conversions?
  
• How do you pay international suppliers while managing exchange rate fluctuations?
  
• Which banks or payment wallets offer the most competitive fees?
  

A business might receive payment today, but if the supplier’s payment terms are 60 days later, the exchange rate could shift significantly during that time.
Without proper financial planning, these shifts could impact actual revenue and cause businesses to lose control over financial forecasting.

A solution I’d recommend is the One World Account provided by WorldFirst, which helps businesses collect payments from multiple platforms and manage multi-currency operations flexibly.
With over 20 years of experience, WorldFirst offers a global partner ecosystem—especially in China, which holds the largest share of cross-border e-commerce.
We not only support cash flow management but also assist businesses in optimizing supply chains, sourcing products, and diversifying production.

* Regarding BrandCommerce, could you share a real story or case study of a Vietnamese brand that succeeded in brand-building and international expansion?

Ms. Emily:
One story that really stuck with me is about a Vietnamese seller who started with just a small store but successfully expanded to multiple international markets by seizing the right cross-border e-commerce opportunity.

Initially, this was just someone who loved board games and hand-crafted wooden sets with creative designs.
Their products were quite popular with international tourists visiting Vietnam, but the business remained confined to a small store.

One day, a group of American tourists visited the shop. They loved the products and asked “Why aren’t you selling this on Amazon? We can’t find anything like this in the U.S.!”  That question got the founder thinking: If Americans like it, could other markets also be interested?

They decided to test the waters on Amazon, starting with a small batch.
Gradually, sales grew, and international customers embraced the product.
Now, from what was once just a small shop in Vietnam, this brand is available across major global e-commerce platforms, reaching markets in the U.S., Europe, Australia, and Japan.

Some details are confidential, but what I took away from this story is:

• Opportunities often come from customer feedback.
  
• You don’t need to start big—just have a good product and find the right market.
  
• Cross-border e-commerce opens unexpected doors, and what matters most is having the courage to try and continuously improve.
  

Ms. Jennie:
I’m particularly impressed by a successful Vietnamese home appliance brand that expanded into the U.S. market: SUNHOUSE.
It’s a well-known name in Vietnam’s home appliance industry and has leveraged cross-border e-commerce to launch on Amazon and reach global customers.

What’s interesting is—they didn’t just list their existing products for international sale.
They thoroughly researched market demand.

When entering the U.S. market, the SUNHOUSE team observed that German and Japanese brands dominated the high-end appliance category on Amazon, while standard cookware like pots and pans was already saturated.

So they asked: What niche should we enter, and how do we position ourselves?
Rather than following the traditional route, they collaborated closely with the platform to identify low-competition yet high-potential niches.

Thanks to their strengths in mass production, product R&D, and competitive pricing, their main challenge was brand-building—especially on Amazon:

• How should they design their landing page to attract and retain customers?
  
• How do they convey their brand story effectively?
  

They then enhanced product descriptions, upgraded their packaging design, and implemented a more professional marketing strategy.
As a result, many of SUNHOUSE’s launches became best-sellers on Amazon U.S., generating significant revenue and affirming the power of a Vietnamese brand on the global stage.

SUNHOUSE successfully used cross-border e-commerce to bring Vietnamese products to international markets.
Source: Upbase, 2024

* If a cross-border business wants to start building its brand, Ms. Emily, with your experience, what advice would you give them?

Ms. Emily:
I believe the first and most important thing is to define your brand identity.
When you enter the global market, you’re not just a seller—you’re competing with thousands of brands worldwide.
If your product lacks uniqueness and a clear story, it will easily be overlooked or replaced.

Second, make sure your brand experience is consistent from start to finish.
A strong brand isn’t just about a logo or attractive packaging. It includes product quality, customer communication, and after-sales service.
Whether you sell on Amazon or Shopify, customer reviews are critical—one bad experience can damage your entire brand.

Finally, truly understand your customers and build an emotional connection with them.
Today’s consumers don’t just buy for good prices—they buy because they trust your brand, because they feel it fits their lifestyle.
Once you understand this and shape your brand accordingly, you’ll gain a significant competitive edge.

* When going cross-border, businesses face many challenges in receiving payments, managing cash flow, and optimizing operational costs. Can you share how they can tackle these issues?

 Thank you both for this insightful and valuable conversation!

*Source: Brandsvietnam