On September 10, 2026, as part of the E-commerce Management course for CH32A graduate students at Foreign Trade University, the thematic session “Cross-Border E-commerce: Opportunities and Challenges” provided practical perspectives on digital business and the managerial capabilities required to enter international markets.
The session featured Mr. Pham The Quyen, Director of BlueStars Vietnam International Trading Company Limited. Drawing on his direct experience in conducting business on Amazon, the speaker shared insights into the development of cross-border e-commerce operations, covering product and market selection, sourcing, operational organization, and practical lessons from business expansion.
From International Market Opportunities to Execution Capabilities
The session examined the relationship between opportunities to reach international customers and the specific capabilities required of businesses. Through practical examples of market research, competitor analysis, sourcing, and the implementation of Fulfillment by Amazon (FBA), students gained a clearer understanding of the connection between business model selection and execution capabilities.
Listing products on an e-commerce platform represents only one step in the broader business process. Effective operations require coordination across multiple functions, including marketing, supply chain management, finance, and customer service.
Managing Business Performance and Cash Flow
A key focus of the session was business performance in cross-border e-commerce. Discussions on product costs, shipping expenses, platform fees, advertising costs, and warehousing expenses highlighted the importance of evaluating the overall cost structure and profitability of individual products.
Maintaining appropriate inventory levels, planning replenishment, and managing cash flow also present important managerial requirements as businesses expand into international markets. Through practical cases, students were able to further examine the relationship between revenue growth, profitability, and the long-term sustainability of business operations.
Proactive Risk Management in Business Expansion
The speaker also addressed challenges commonly encountered when operating on international e-commerce platforms, including account-related risks, changes in platform policies, competitive pressure, and inventory management. Practical cases highlighted the importance of proactively identifying risks, developing response plans, and managing a business’s level of dependence on individual platforms.
In addition, data analysis, team building, process standardization, and brand development were discussed in relation to the requirements of business expansion. These capabilities are essential to maintaining operational stability as businesses scale in international markets.
Bridging Classroom Knowledge with Business Practice
The thematic session enriched the E-commerce Management course with practical insights, giving students an opportunity to connect their knowledge of strategy, business models, and operations management with concrete business decisions.
The experience shared during the session provided students with a more comprehensive perspective on cross-border e-commerce, extending beyond market potential to encompass organizational resources, operational capabilities, risk management, and the responsibilities of managers in developing sustainable business activities in international markets.
