Vietnamese home decoration: Amazon business potential 2025

Vietnamese home decor, with sustainable materials and sophisticated designs imbued with local culture, is opening up great opportunities in the international market. In the strong development of "green consumption" trend, this is a golden time for Vietnamese products to reach out and affirm their position on Amazon.

1. Overview of the Amazon home decor market

The home decor industry is growing strongly thanks to the increasing demand for improving living and office space. According to eMarketer, retail e-commerce in the US reached 145.56 billion USD for the furniture and home decor group.

Internal data from Amazon shows that the home decor industry not only achieved impressive growth throughout 2023 and 2024, but also maintained its leading position in terms of market size on the platform. This opens up a potential opportunity for businesses considering participating in this industry on Amazon.

Chart of the top 6 best-selling home decoration products on Amazon (Source: Amazon Global Selling Vietnam)

Decorative products that are popular on Amazon not only need to ensure aesthetic factors but also need to be suitable for modern consumer trends. These trends include sustainability, environmental friendliness and long-term use value.

Learn more: Home Decor business on Amazon - New opportunities for Vietnamese businesses

2. Potential of Vietnamese home decoration

Vietnam has great potential in the field of home decoration on Amazon. Handicraft products, affordable prices and guaranteed quality are advantages that help Vietnamese brands conquer the international market.

2.1. Advantage of cultural identity

Vietnamese handicrafts and wooden products always have unique, different features that are difficult to find anywhere else in the world. Vietnamese handicrafts and wooden products bear a long historical imprint, closely associated with traditional craft villages here.

With sophisticated craftsmanship, artisans create products with traditional motifs such as lotus flowers, birds and folk patterns. The combination of modern design and traditional motifs creates a special appeal for Vietnamese home decoration products in the international market.

2.2. Trend of environmentally friendly products suitable for Vietnam's strengths

"Green consumption" is becoming a popular trend as consumers' awareness of environmental protection is increasing. This opens up great opportunities for environmentally friendly products, which are expected to explode in the near future.

Vietnamese home decoration products often use natural materials such as rattan, bamboo, and recycled wood, ensuring sustainability and reducing environmental impact. The manual process not only creates uniqueness but also limits energy consumption and emissions, contributing to protecting the ecosystem.

2.3. Affordable price

Abundant natural resources, skilled labor and reasonable production costs are golden advantages that help Vietnamese products conquer the Amazon market. Thanks to that, home decoration products not only have competitive prices but also stand out with sophisticated designs and superior quality, attracting global customers.

3. Challenges when bringing Vietnamese home decoration products to the international market

Along with the benefits, Vietnamese home decor products also face many obstacles on the path to international export. Factors such as brand, product standards, or logistics problems are major challenges that businesses need to overcome to affirm their position in the global market.

3.1. Lack of brand recognition

Many Vietnamese products are not widely known to international consumers, leading to difficulty in competing with established brands. To successfully build a brand on Amazon, businesses can refer to the following methods:

Protect your brand and optimize your content: Register for Amazon Brand Registry to protect your intellectual property rights and use brand support tools. Businesses can take advantage of Content A+ to upgrade their listing pages and tell their brand stories.

Some examples of Content A+ (Source: upwork)

Enhance visibility and engagement: Optimize listings with appropriate titles, descriptions and keywords. In addition, you can combine Amazon Ads to increase reach.

Analyze and adjust your strategy: Use analytics tools to track business performance, understand customer behavior and adjust your plans accordingly to optimize results.

3.2. Obstacles in transportation

The logistics problem is a difficult problem for exporting Vietnamese products. Customs regulations, cumbersome export procedures, and high shipping costs make it difficult for businesses to optimize processes and ensure business efficiency.

In addition, some special items such as ceramics and sophisticated handicraft products require special shipping processes. Therefore, ensuring smooth and efficient shipping operations is not simple.

To optimize logistics when doing business on Amazon, businesses can use Amazon FBA (Fulfillment by Amazon) to reduce operational burdens. Join Amazon SEND integrated on Seller Central to enjoy air freight services at reasonable costs, along with convenient payment and order tracking.

Learn more: Cross-border shipping solutions (SEND)

In addition, businesses should cooperate with reputable shipping partners, ensure standard packaging, effective warehouse management and compliance with customs regulations to minimize risks, save costs and promptly meet market demand.

3.3. Compete with international competitors

Vietnamese products face strong competition from countries with developed industries such as China, India, Thailand, etc. These competitors have advantages in large production scale and fast supply capacity.

The competitive prices that competitors bring are also a factor that puts great pressure on Vietnamese businesses. To stand out, businesses need to create differences in design, quality and price.

4. Exploiting the opportunity to sell home decoration items on Amazon

The Vietnamese home decoration industry is facing a great opportunity to develop on Amazon. With its advantages, Vietnamese businesses can strongly position their brands and make an impression on global customers.

Currently, Amazon FBA is the leading model to support businesses doing business on Amazon, helping to effectively solve problems such as transportation, warehousing and branding. Moreover, Amazon FBA provides powerful tools such as inventory management, order tracking and customer care, helping to optimize resources.

In addition, using Amazon FBA also helps businesses expand their brands comprehensively. With the Amazon Brand Registry feature, businesses can protect intellectual property rights, create attractive A+ content and build professional booths. This not only increases customer access but also affirms the position of Vietnamese brands in the global market.

5. Conclusion

Vietnam's home decoration industry is facing a great opportunity to reach the global market through Amazon. With the advantage of cultural identity, environmentally friendly materials and reasonable prices, Vietnamese businesses are fully capable of conquering this market.

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