Sustainable Cross-Border E-commerce Growth Strategy in Da Nang

On the afternoon of March 24, 2026, in Da Nang, Sliner partnered with Airwallex for Vietnam Connect 2026 :“Think Big, Grow Sustainably”, bringing together over 80 sellers and ecosystem partners from Central Vietnam’s cross-border ecommerce community. Alongside Airwallex, the event featured partners including Sellerwix, Meowcart, Innovark, Amazon Global Selling Vietnam, and Danny Nguyen. Sliner Consulting was honored to be one of the event’s official partners.

More than just a knowledge-sharing session, the event provided an opportunity for Sliner to connect directly with the seller community, listen to real-world challenges, and gain deeper insights into how the market is evolving as it enters a more advanced stage of growth.

One of the key themes throughout the event was a clear shift in business mindset.

While growth used to focus on expanding channels, optimizing ads, and increasing revenue, sellers are now asking a more strategic question:

How can businesses scale globally while maintaining a strong financial foundation?

In the opening session, Mr. Lê Nghiệp, Vietnam Senior Manager at Airwallex, shared insights into cross-border payment infrastructure and the company’s strategic direction in Vietnam. As demand for expansion into markets like the US, EU, UK, and APAC continues to rise, challenges such as banking access, FX rates, transfer fees, and payout timelines remain significant barriers.

From Sliner’s perspective, this shift signals a maturing market - one where efficiency and sustainability are becoming just as important as growth speed.

Discussions around webstores, particularly Shopify, highlighted a crucial insight: traffic alone is no longer enough.

Many businesses reported strong traffic performance but struggled with conversion. Common bottlenecks include:

+ Low trust in product pages

+ Suboptimal checkout experiences

+ Payment costs impacting profit margins

Real-world cases demonstrated that by optimizing payment systems and the checkout journey, businesses can significantly improve performance without increasing marketing spend. More importantly, a well-structured webstore becomes a scalable foundation for entering new international markets.

In contrast, Amazon-related discussions emphasized the importance of long-term strategy.

Success on Amazon is not driven solely by ads or listing optimization, but by a combination of factors:

+ Selecting the right product niche

+ Building a strong brand story

+ Managing reviews and customer experience

+ Maintaining strong account health

A key takeaway is that as businesses scale, financial operations become a limiting factor. Without proper control over cash flow, costs, and profitability across markets, expansion can quickly turn into operational pressure rather than sustainable growth.

From all the insights shared, Sliner identified a common thread: the growing importance of the “back-end” in determining business success.

As sellers expand across platforms like Shopify, Amazon, and TikTok, operational complexity increases:

+ Cash flow becomes fragmented across multiple platforms

+ Costs arise across multiple layers (payments, FX, operations)

+ Tracking real business performance becomes more challenging

This is why “thinking big and growing sustainably” cannot be separated from building a solid financial foundation. Businesses need clear visibility into their cash flow, costs, and profitability to make informed decisions and minimize risks when scaling.

Airwallex Vietnam Connect 2026 in Da Nang not only delivered practical insights but also reflected a clear shift within Vietnam’s cross-border ecommerce community—from rapid growth to controlled, sustainable expansion.

For Sliner, the journey of “Think Big, Grow Sustainably” does not begin with adding more channels or entering new markets. It begins with building a strong foundation that supports every growth decision. When financial and operational systems are set up correctly, businesses are not only able to scale globally - but to do so in a way that is both resilient and sustainable in the long run.