How To Find International Customers for Vietnamese Small Businesses in 2025 (Completed Guide)

1. Why Vietnamese Small Businesses Need to Find International Customers from 2025

The year 2025 is expected to see a boom in import /demand from Japan, the US, South Korea and ASEAN countries. This is a major opportunity for Vietnamese businesses to expand their markets, increase profit margins, and reduce dependence on the domestic market.

Why Vietnamese SMEs should start now?

The “China+1” trend opens big opportunities for Vietnamese suppliers

Over the past five years, Japanese, American, Korean and EU corporations have been implementing the “China+1” strategy – reducing part of their reliance on China and finding additional suppliers in Southeast Asia.

At the same time, Vietnam is gradually becoming a priority destination for international buyers because of:

• Competitive labor costs
• Rapidly improving manufacturing capacity
• Political stability
• Geographic proximity to China, making it easier to source raw materials

This means international buyers are proactively looking for suppliers in Vietnam. Vietnamese businesses simply need to appear in the right place at the right time.

International buyers now prioritise supply diversification

The pandemic and trade tensions have completely changed how many buyers think about global sourcing and risk:

• They no longer want to buy from only one country
• They no longer want to rely on only one supplier

Instead, what they want is:

• More options
• Lower risk of supply chain disruption
• New products at more competitive prices

This can be considered a “golden time” for Vietnamese businesses to try entering global markets, even if they are not yet well known or established internationally.

Many free B2B platforms help businesses reach global markets faster

Instead of spending tens or even hundreds of millions of VND to join international trade fairs as sponsors or to rent booths, there is now another way to find international customers: operating on B2B platforms.

In 2025, B2B platforms are growing strongly. They help businesses remove many traditional barriers and connect with partners from multiple countries, simply by:

• Creating a business profile
• Listing products or services
• Receiving purchasing or quotation requests (inquiries)
• Chatting directly with buyers

Even better, many B2B platforms currently allow businesses to register and use basic functions completely free of charge. This is extremely valuable for start-ups and Vietnamese SMEs that want to seek international opportunities but do not have large budgets.

In particular, platforms like GMAJOR support Vietnamese language and can translate content into major global languages. This helps SMEs approach Japanese and ASEAN markets much faster and more efficiently.

Vietnamese SMEs are being strongly supported by the government and trade promotion programs

Many export support programs are being expanded:

• The Ministry of Industry and Trade organizes trade promotion fairs almost monthly
• Organizations such as JETRO, KOTRA, and ITC support Vietnamese companies in connecting with international buyers
• Various digital transformation funds help SMEs bring their products onto digital and B2B platforms

These programs help businesses to:

• Join programs with minimal or no participation fees
• Showcase and introduce their products
• Be invited to meet buyers directly in Vietnam
• Receive guidance on preparing export documentation and profiles

⇒ The earlier a business starts, the easier it is to take full advantage of these incentives.

Therefore, finding international customers is no longer just a “nice-to-have” option – it is becoming a survival strategy for Vietnamese businesses in the new era.

2. What are the biggest barriers that make it hard for Vietnamese companies to access overseas markets?

Not knowing which market is suitable (Japan? US? ASEAN? EU?)

Each market has its own standards and buying habits:

• Japan: prioritises quality, stability, and clear standards
• US/EU: requires certifications and robust quality management systems
• ASEAN: easier to approach but requires fast and flexible logistics

Many Vietnamese businesses choose the wrong target market, send quotations, and then receive no response from buyers.

Lack of English/Japanese materials to present products

Many companies only have:

• Low-quality, unclear product photos
• Self-made catalogues with missing technical details
• Websites or landing pages without English or Japanese versions

All of this creates an impression of unprofessionalism in the eyes of international partners, even when the products themselves are actually very good.

No reliable channels to approach buyers

In the past, to meet Japanese or US buyers, a company typically had to:

• Join international trade fairs and exhibitions
• Work with matching agencies or brokers/third parties to reach potential customers or partners – which costs a lot, yet carries high risk regarding effectiveness and lead quality
• Rely on trade offices, trade promotion organizations, or government-related programs

These actions often forced start-ups and SMEs to spend heavily without guaranteed results. Many companies simply do not know where to find international buyers, so they cannot expand their export activities.

Lack of experience in negotiation and export standards

Common mistakes Vietnamese companies often make include:

• Sending quotations without clearly stating MOQ
• Not understanding Incoterms
• Not knowing proper export packaging standards
• Responding slowly to emails
• Failing to follow up during the negotiation process

International buyers highly value professionalism. Businesses with weak processes and little export experience are easily filtered out.

“Competing on price only” instead of building proper product documentation

Many Vietnamese businesses try to win deals by offering the lowest price, which makes buyers see them merely as backup options.

In reality, serious buyers care more about:

• Stability of the supplier and product quality
• Manufacturing processes
• Clear quality specifications
• Professional product images and documentation

This is why you must standardise your company and product profile before trying to find international customers.

3. B2B platforms that help Vietnamese businesses find international customers effectively in 2025

1. GMAJOR – The most powerful platform connecting Vietnamese businesses with Japanese & ASEAN buyers

Visit now: https://www.gmajor.biz/

GMAJOR is a B2B platform designed specifically for Vietnamese companies that want to access Japanese buyers and other international markets.

What does GMAJOR do for Vietnamese businesses?

Free registration and product listing GMAJOR does not charge:

• No membership fee to join
• No posting fee to list products
  
  

Users only need to:

• Create a free company profile
• List their products or services on GMAJOR
• Either wait for buyers to contact them, or proactively search and respond to buyers’ purchase/quotation requests

→ This is very suitable for businesses that are just starting to export and want to find international customers with low risk and low cost.

Real Japanese buyers are actively looking for suppliers in Vietnam

GMAJOR’s biggest strength:

• Around 70% focus on the Japanese and ASEAN markets
• Local teams in both Vietnam and Japan to help screen partners and leads
• Buyers’ information is verified to increase transparency and trust during transactions

→ This helps Vietnamese businesses connect with real, high-quality buyers instead of spam or low-intent leads.

Three-language communication: Vietnamese – Japanese – English

The platform allows chatting in three languages:

• Vietnamese businesses can type in Vietnamese
• Japanese buyers receive messages in Japanese
• Other international buyers can receive them in English

→ This reduces 100% of the language barrier, which is one of the biggest obstacles for Vietnamese companies when they try to find international customers effectively.

Hands-On Service – Support to find buyers & close meetings

GMAJOR Hands-On Service has support services for the Japanese and Vietnamese markets:

• Optimize your business profile
• Find buyers suitable for the industry
• Send catalogs/ brochures/ proposals
• Arrange online meetings
• Support negotiations
• Legal support and export standards

This is something Alibaba, Global Sources and EC21 do not have.

Designed specifically for Vietnamese SMEs

Unlike large global platforms, GMAJOR:

• Has a Vietnamese support team working directly with local businesses
• Offers a user-friendly, easy-to-learn interface
• Does not require overly complicated documentation to start
• Does not limit industries or business models

⇒ Vietnamese SMEs that are just starting out can still use GMAJOR effectively.

2. Alibaba – The world’s largest global B2B platform

Visit: https://www.alibaba.com/

Alibaba is suitable for:

• Businesses that want to sell in large volumes
• Companies that can invest in a Gold Supplier membership
• Teams that have staff dedicated to replying to customers 24/7

Advantages:

• Huge number of buyers
• Many different industries
• Strong advertising and promotion tools

Disadvantages:

• Very high competition
• Membership and advertising can be expensive
• No Vietnamese language support

3. Global Sources – Strong B2B platform for US & Hong Kong buyers

Visit: https://www.globalsources.com/

Suitable for:

• Businesses with standardized products
• Electronics, home appliances, lifestyle goods, and similar categories

Advantages:

• High-quality buyers, especially from the US and developed markets
• Easy link-up with Global Sources trade shows

Disadvantages:

• Requires detailed, well-prepared product documentation
• Less friendly for SMEs that are just starting out

4. EC21 – Korea-based B2B platform

Visit: https://www.ec21.com/

Advantages:

• Buyers are mostly from South Korea and the Middle East
• Easy product listing process
• Low cost

Disadvantages:

• Smaller buyer base compared to Alibaba
• Less suitable for targeting the Japanese market
• No direct, localised support for Vietnamese companies

How Vietnamese Businesses Can Successfully Reach International Customers

If Vietnamese companies want to find international customers in a structured way, they need a clear roadmap instead of just “posting products and hoping for luck”. You can think of this journey as seven connected steps. Doing each step well makes the next step easier.

1. Choose the right market before choosing the customer

The first step is not sending emails or rushing onto Alibaba. It is understanding who you should sell to, and in which market. Each market has its own “personality”.

Japan values stability, precision, and long-term relationships. If your business can maintain consistent quality, deliver on time, and has clear, traceable production processes, this can be a very promising market. On the other hand, if your product is still in “trial mode” or you frequently change designs, Japan will be much more challenging.

The US and EU focus heavily on standards and certifications. They want to know which regulations your product complies with, and whether you have certificates related to safety, environment, or social responsibility. If your company already operates under systems such as ISO, HACCP, BRC, etc., reaching these markets will be far easier.

In the ASEAN region, requirements are often slightly more flexible. Pricing, delivery speed, manufacturing flexibility, and the ability to customize products according to buyers’ needs are key factors. This makes ASEAN a great entry point for many Vietnamese SMEs who are just beginning to learn how to find international customers: easier to test, easier to adjust, and easier to learn.

Once a business understands its “market persona” like this, it becomes much easier to choose the right approach channels, positioning message, and communication style – instead of doing a lot but receiving no real response.

2. Standardize your company profile before going global

International buyers do not meet you in person first. They look at your documents, website, catalogue and emails. That means their first impression of your company is almost entirely decided by your profile.

A basic export-ready profile should include: a company profile in English (or Japanese if you target Japan) describing your history, production capability, scale, equipment, and certifications. You also need a set of high-quality product photos taken from multiple angles to show material, finish, and quality. A PDF catalogue helps buyers easily save, review and share internally. Finally, a simple but professional website with an English/Japanese version, showcasing your core products and clear contact information, is essential.

If these assets are not ready, it is nearly impossible to find international customers effectively, because buyers will constantly compare you with other suppliers whose profiles are more polished.

3. Put your business on the right B2B platforms

Once you have a reasonably complete profile, then it’s time to think about: where should we appear? B2B platforms are essentially “markets” where buyers actively search for suppliers.

For Vietnamese businesses, especially SMEs, choosing platforms that support Vietnamese language and understand the local context is a huge advantage. GMAJOR is a great example: it focuses on connecting Vietnamese businesses with Japanese and ASEAN buyers, has Vietnamese staff supporting users, offers a user-friendly interface, and allows free registration and product listing. This dramatically lowers the barrier to entry for new exporters.

In parallel, companies can still expand into major global platforms such as Alibaba, Global Sources, and EC21. But it’s important to understand that in these “big markets”, competition is more intense, visibility may cost more, and you almost always need someone dedicated to managing the account. A smart strategy is: use GMAJOR as a launchpad for Japan and the region, while gradually learning how to operate on the larger global platforms.

4. Optimize B2B keywords so buyers can find you

Even on B2B platforms, buyers still use search boxes just like on Google. They type in phrases like “Vietnam coffee beans supplier”, “OEM food factory Vietnam” or “export seafood Vietnam”. If your product titles and descriptions don’t include these phrases, your chances of being found are very low.

So, when listing products, your product names and descriptions should use the phrases that buyers are likely to type. Instead of just writing “Wooden table and chair”, use “Vietnam wooden furniture supplier for export”. Instead of “Frozen food factory”, write “OEM frozen food factory in Vietnam for Japanese market”.

This is where SEO and B2B intersect: using the right keywords puts your products in front of the right people at the right time, turning “trying to find international customers” into “letting international customers find you.”

5. Communicate with buyers clearly, briefly, and promptly

Once you receive an inquiry, the way you respond has a huge impact on whether the conversation continues or ends.

A simple rule is: short but complete. A good reply often has three parts: thanking the buyer for their interest, a short introduction of your company and relevant products, and then concrete information such as catalogue, indicative pricing, MOQ or clarifying questions about their needs. Response time is just as important: replying within 24 hours signals that you take the opportunity seriously.

International buyers are very sensitive to delays. If they wait several days with no answer, they will simply move on to another supplier. Many Vietnamese businesses lose potential customers not because their products are bad, but because they respond too slowly.

6. Invest in product samples – your “exam” before the real score

In many cases, buyers will request samples before placing a big order. This step is critical. Samples are not just a few random items – they represent your entire production capability behind the scenes.

If the samples look good, match your descriptions, are properly packed, and come with clear notes, buyers will feel much more confident. On the other hand, if the samples differ from the photos in your catalogue or show inconsistent quality, the opportunity is almost lost.

So, treat sampling as a serious investment: pick your best batch, pack carefully, and attach detailed descriptions. Sometimes, a well-prepared sample set is worth more than an hour-long presentation.

7. Negotiate transparently and professionally from the beginning

Once buyers are satisfied with your samples, they will care about very practical questions: What is the price? What is the minimum order quantity? What are the delivery terms? How do we pay? Which certifications do you have?

If your company has already prepared these details in advance, negotiations will go much more smoothly.

Clearly defining your MOQ, whether your prices are based on FOB or EXW, accepted payment terms (T/T, L/C, etc.), lead times, and existing certifications helps buyers see you as a professional partner. If everything is “to be decided later”, they will feel the risk is too high.

Negotiation doesn’t always mean “winning at all costs”. It is about finding a balance so both sides can work together long term. A buyer may not purchase at the best possible terms for you in the first order, but if they return again and again, the overall value will be much higher than a single “quick win”.

Conclusion: 2025 – the Golden Time for Vietnamese Businesses to Proactively Go Global

Overall, the journey to find international customers is no longer as distant as it was 5–10 years ago. Companies no longer need to fly to every trade fair, hire large marketing teams, or spend massive budgets. With a standardized profile and a few carefully chosen B2B channels – especially Vietnam-friendly platforms like GMAJOR – you can already appear in front of buyers in Japan, ASEAN and other markets.

The biggest change is not the tools, but the mindset: instead of only focusing on “selling safely at home”, businesses dare to set goals for overseas markets, dare to invest time in learning how to work with foreign buyers, and dare to adjust products to meet new standards. Once that mindset shifts, finding international customers effectively becomes a matter of time, not luck.

If a business consistently follows the right process – choosing the right markets, standardizing documentation, appearing on suitable B2B platforms, optimizing how products are presented, communicating professionally and negotiating transparently – then getting the first international customer within 30–90 days is completely realistic.

Put simply: the opportunity is here, the platforms are available, and buyers are actively looking for new suppliers. The only question is:

Will your business wait a few more years, or will you start today?