WHAT HAPPENED
Vietnamese small and medium-sized enterprises (SMEs) are actively expanding their digital capabilities, moving beyond simple online selling. This shift reflects a broader trend towards deep digital transformation in Southeast Asia. Shopee plays a key role in this process, actively supporting businesses through its “Shopee Enables SMEs” program, helping them develop digital skills, optimize operational activities, and ensure long-term growth.
Shopee’s initiative goes beyond providing a marketplace. It aims to create a comprehensive ecosystem where SMEs can gain knowledge and tools for effective e-commerce management. This includes training in marketing, logistics, data management, and the use of analytical tools, allowing companies not just to sell, but to build sustainable digital enterprises.
This approach contributes to the formation of a new generation of digital entrepreneurs in Vietnam, capable of not only competing locally but also entering regional and even global markets. This changes the e-commerce landscape, making SMEs more resilient and competitive in an ever-evolving digital market.
WHAT IT MEANS
For Russian e-commerce, the increased digitalization of Asian SMEs, especially with the active support of major marketplaces like Shopee, brings both challenges and opportunities. Firstly, it means intensified competition. If Asian sellers become more skilled in digital marketing, logistics, and customer service, they can offer more attractive terms and prices in the global market, including on platforms where Russian businesses are present.
Secondly, Shopee's model of “nurturing” SMEs can serve as a benchmark for Russian marketplaces. Developing support programs for local sellers aimed at improving their digital literacy and operational efficiency can significantly strengthen the position of domestic e-commerce. Ignoring this trend will lead to Russian sellers falling behind in adopting advanced practices.
Thirdly, it emphasizes the growing importance of omnichannel strategies and in-depth data analytics. SMEs trained by Shopee don’t just list products; they use data to optimize inventory, personalize offers, and increase customer loyalty. Russian entrepreneurs need to adopt this experience to remain relevant and competitive.
Finally, the emergence of stronger digital SMEs from Asia can create new opportunities for Russian companies in finding suppliers or partners. Collaboration with digitalized Asian enterprises can open access to new products and technologies, but for this, Russian businesses must be ready to interact at a corresponding technological level.
VIETSMART EXPERT COMMENTARY
Russian entrepreneurs in e-commerce need to realize that global competition is shifting from simple pricing to comprehensive digital superiority. If Shopee invests in training SMEs in Vietnam, it’s not just philanthropy, but a strategic step to strengthen its own ecosystem and, consequently, enhance regional and global influence. Russian sellers cannot afford to stand aside from these processes.
We would recommend Russian e-commerce entrepreneurs not to wait for marketplaces to “hold their hand,” but to actively invest in their own digital development. This includes employee training, implementation of CRM systems, data analytics tools, marketing, and logistics automation. They should actively study the experience of Asian colleagues and adapt best practices to Russian realities, not only to withstand competition but also to find new niches for growth.
CONCLUSIONS AND WHAT TO DO
- Invest in Digital Education: Russian SMEs should actively participate in educational programs offered by marketplaces, as well as seek external courses and training in digital marketing, data analytics, SEO/SEM, and process automation.
- Optimize Operational Activities: Implement modern inventory management, logistics, and customer relationship management (CRM) systems to increase efficiency and reduce costs. This will allow competition not only on price but also on service quality.
- Use Data for Decision Making: Actively collect and analyze data on customer behavior, sales, and advertising campaign effectiveness. Make strategic decisions based on this data, rather than intuition.
- Develop Omnichannel Presence: Do not limit yourself to one marketplace. Develop your own website, social media presence, and consider opportunities to enter international platforms where digital skills will be a key advantage.
- Monitor Global Trends: Regularly analyze the strategies of leading e-commerce players in Asia and other regions. Adapt best practices and new technologies for the Russian market to maintain competitiveness and find new growth points.
Source: VnExpress International — Business from August 8, 2026