,On 11 February 2026 by VietQ.vn (Vietnam Quality Newspaper), Vietnam's textile and garment industry, facing rising pressures from costs, market demands, and the need for faster innovation, is increasingly relying on digital business model innovation to boost overall productivity beyond just the production stage- extending to sales, distribution, and customer engagement. A practical case in the second half of 2025 involved collaboration between Hanoi University of Industry and Commerce (HITU) and the Vinatex Fashion Business and Product Development Center (Vinatex PD&B), a unit under the Vietnam Textile and Garment Group responsible for product development, domestic market sales, and branding of Vinatex fashion products. Previously dependent on traditional physical stores, agents, and intermediary channels, the center struggled with limited market reach, lack of direct customer data control, and heavy reliance on manual processes amid booming online shopping trends. The transformation focused on building and operating an independent e-commerce platform (store.vinatex.com), shifting to an omnichannel approach combining offline and online sales. This standardized order processing, payments, delivery tracking, and product presentation while reducing dependence on intermediaries. Key Results from the Pilot: A. Average consultation time per order decreased from ~18 minutes to ~13 minutes, improving sales productivity by about 28%. B. Content creation time for promotional media sets dropped from 7-14 days to ~40 minutes using AI tools, boosting productivity by 60–80%. C. Reduced repetitive manual tasks, allowing staff to focus on higher-value activities such as customer care, market analysis, and product improvement. D. Social media post reach increased from ~2,000 to ~2,600 views, and interactions rose from ~85 to ~120 per post, improving engagement efficiency by 15–25%. E. Enhanced brand consistency, centralized data for better governance, and expanded market access without proportional increases in physical infrastructure or personnel costs. The initiative demonstrates that digital business model innovation- through e-commerce, omnichannel integration, standardization, and AI-supported tools- serves as a powerful lever to improve labor productivity, optimize resources, enhance transparency, and strengthen market adaptability in Vietnam's textile and garment sector. This approach is seen as a replicable model for other enterprises, particularly those focused on domestic sales, to support sustainable growth and competitiveness in the digital economy.
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