From AI to a Holistic Vision: What Did FinFan See After VOBF 2025?

Vietnam Online Business Forum 2025 (VOBF) has concluded with dynamic discussions, valuable partnerships, and a wave of groundbreaking ideas centered around the theme “Winning in the Age of AI.” What remains is not just the spotlight on advanced technology trends, but a strategic vision for sustainable transformation in digital commerce amid global integration: The future of Vietnam’s digital commerce lies not only in the application of AI or modern digital platforms, but in the ability to achieve seamless connections—breaking down barriers of geography, systems, and finance to enable sustainable growth and global scale.

From Consumer Behavior to the AI Wave: Businesses Are Entering a New Era of Growth Mindset Restructuring

Consumer behavior in Vietnam is undergoing a profound transformation, driven by the synergy of digital technology and rising market expectations. According to the latest NielsenIQ data, consumers are no longer just buyers—they are digital users who are proactive, informed, and make decisions based on personalized experiences, speed, and transparency. In this context, businesses can no longer operate with a linear mindset. As Mr. Phan Thanh Ha, Solutions Architect at Google Cloud Vietnam, emphasized at VOBF 2025: “AI is no longer just a support tool—it has become the core architecture in modern business operations.” From internal management systems, supply chains, to marketing and customer experience, AI is unlocking a new operating model where adaptability and data-driven decision-making define competitive advantage. Platforms like TikTok and Meta have proven this: businesses can achieve exponential growth by leveraging AI to automate content personalization, shorten customer journeys, and optimize conversion costs. But more importantly, AI is compelling businesses to redefine what it means to “understand customers”—moving away from instinct toward real-time behavior analysis and predictive insights. Businesses now face a decisive turning point: either proactively upgrading their data and technology capabilities as a long-term advantage—or risk being left behind by ever-smarter customer expectations.

The E-Commerce Map Is Being Redrawn—And Businesses Are Entering a New Era of Global Integration

Insights from TikTok’s “Ecom Playbook 2.0” and the rise of Omnichannel & Social Commerce on Meta reflect more than just tactical sales strategies—they signal a strategic shift: e-commerce is accelerating toward integration, where every business can go global—if they have the right tools. Opportunities have never been closer. But for that same reason, operational barriers are now replacing technological barriers as the biggest challenge. As businesses begin expanding beyond domestic markets, a series of strategic questions arise:

• How can they connect cash flows seamlessly across markets without losing cost control?
• How can they facilitate cross-border payments transparently, in line with financial regulations and multi-national compliance?
• How can they build a flexible financial ecosystem that enables both agility and sustainability at scale? It is precisely at this intersection of technology, finance, and market that FinFan defines its role: “To become an open, intelligent, and trustworthy financial platform for Vietnamese businesses on their journey to expand into regional and global markets.”

How Can Cross-Border E-Commerce Succeed?

To truly succeed in cross-border e-commerce, businesses need a solid and globally-aligned financial solution. That’s where FinFan can become a strategic partner for Vietnamese SMEs. FinFan provides a comprehensive embedded finance platform that enables businesses to connect global cash flows easily using blockchain technology. By integrating quickly with e-commerce platforms, CRM systems, and internal operations, FinFan helps businesses:

• Collect payments from international customers quickly and transparently: FinFan’s solution allows businesses to receive payments from customers anywhere in the world, saving time and reducing risks in global transactions.
• Transfer funds back to Vietnam legally and securely: FinFan ensures that fund transfers from overseas to Vietnam are seamless and legally compliant, securing financial flows for businesses.
• Optimize financial operations through a global partner network: With connections to over 50 international financial partners like Remitly, Thunes, Wing, Ria, Moneygram, and more, FinFan enables fast and efficient cross-border transactions.

Leveraging AI and Blockchain for Sustainable Growth

Alongside the powerful rise of AI in e-commerce, FinFan is not only providing a financial platform—it’s helping businesses turn commercial value into real cash flow. AI enables companies to optimize their marketing strategies and processes, boosting revenue. Meanwhile, FinFan supports businesses in managing cross-border cash flows, creating a closed-loop from marketing and sales to finance. “AI helps you accelerate your business. FinFan helps you turn business value into real cash flow.” Looking ahead, FinFan is actively applying AI to its own platform—from intelligent cash flow forecasting, optimizing foreign exchange rates, to automating reconciliation and compliance processes—to deliver a truly “intelligent” financial solution for SMEs. More than just a connector, FinFan is evolving into a digital financial assistant—a strategic partner accompanying Vietnamese businesses on their journey to go global.