What Are International Buyers Looking for in Vietnamese Goods?

Price may open the door for Vietnamese goods, but international buyers want much more before they place an order. At VIS 2026 in Ho Chi Minh City, business meetings focused on traceability, compliance and the ability to maintain quality across the supply chain.

Hoang Danh Huu, founder of the Miss Ede brand, said supply-chain exhibitions had helped his company find U.S. buyers in 2024, with exports to that market continuing to gain momentum. He said buyers always examine prices first, but they also demand transparency and integrity from producers.

For coffee, that means identifying where the product was grown, which farmers supplied it, what certificates it holds and which organizations issued those certificates. “Buyers will make very strict demands about a supplier’s ability to comply with regulations,” Huu said.

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Buyers will make very strict demands about a supplier’s ability to comply with regulations.

A representative of the Liverpool Trade Office in Australia said Vietnamese products were competitive, but had to meet Australian market requirements. Michael, who works for the office, said it came to the exhibition to find Vietnamese products because demand in Australia was high. As prices rise there, companies offering good prices and meeting all required standards will have strong opportunities. “As long as your goods are well-priced and meet all of Australia’s standards, everything becomes easier afterward,” he said.

Nguyen Dang Khoa, international sales director at Tan Phu Vietnam JSC, advised Vietnamese small and medium-sized businesses to move from simply “receiving orders” to proactively building the capacity to meet global standards. In textiles and fashion, Faslink Vietnam CEO Tran Hoang Phu Xuan said production capacity and rapid adaptation were essential as geopolitical tensions and new tariff policies continued to disrupt markets. VIS 2026 also drew groups seeking Vietnamese partners for solutions that could help exporters meet sustainability standards.

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As long as your goods are well-priced and meet all of Australia’s standards, everything becomes easier afterward.