Vietnam retail trends show that the retail landscape is undergoing transformative change. Cimigo’s<\/a> Vietnam retail trends report provides a data-rich analysis of shifting consumer behaviours, the rise of digital commerce, and structural retail evolutions. With retail goods and services accounting for 55% of the country’s GDP, these insights are critical for CMOs, brand leaders, and shopper marketers navigating the Vietnamese market.<\/p>\n The report synthesises data from the Cimigo consumer intelligence platform<\/a> to offer an executive-level perspective. This article delivers a deep dive into key sections of the report and concludes with actionable strategic insights and recommendations.<\/p>\n You may watch the presnetaton here<\/a>.<\/p>\n Traditional trade dropped from 100% of retail share in 2000 to just 62% in 2024, marking its first absolute decline in sales. Meanwhile, modern trade expanded significantly (+16% outlets), led by players like WinMart+ and FPT Long Chau. E-commerce now accounts for 11% of retail goods sales, demanding urgent strategic reallocation for brands.<\/p>\n Vietnam\u2019s internet economy is now worth US$36 billion (8% of GDP), up from US$3B in 2015. Yet consumer sentiment remains below 2019 levels, with a rise in savings and value-seeking behaviour. Brands must balance innovation with affordability and tangible value.<\/p>\n Rural shoppers buy online more frequently (10.03x\/month) than urban consumers, driven by convenience and access to broader assortments. Hanoi residents shop online more frequently than HCMC but spend less per transaction. Tailored targeting by geography and behaviour is essential.<\/p>\n Vietnamese consumers shop online almost 10 times per month on average. Millennials (aged 29\u201344) are the highest spenders and shop more frequently than Gen Z. Peak times are weekends and evenings, highlighting the importance of timed promotions and content drops.<\/p>\n 63% of consumers engage in livestream shopping, while 53% use shoppable videos. Shopee and TikTok dominate here. This growing trend presents an opportunity for brands to drive real-time conversion through influencer-led, interactive experiences that blend entertainment and commerce.<\/p>\n Millennials (aged 29\u201344) are Vietnam\u2019s most valuable online shoppers, spending significantly more than Gen Z and driving evening and weekend peaks. Unlike Gen Z, they are more influenced by brand-generated content than influencers. Brands should focus on visually rich, informative media, especially video, and deploy campaigns during high-traffic times to capitalise on this group\u2019s spending power.<\/p>\n Shopping is no longer transactional; it\u2019s entertainment. The most compelling content formats are fashion try-ons, tutorials, influencer reviews, and before-after comparisons. Videos around 1.5\u20132 minutes are ideal. Campaigns should be optimised for emotion, engagement, and speed.<\/p>\n Baby care shoppers operate in a dual-channel model: 91% shop offline, but 71% also shop online, especially on brand e-commerce sites. Retailers like Con Cung and Kids Plaza are leaders. Brands must integrate in-store and online experiences to ensure convenience and trust.<\/p>\n Vietnam’s economy continues to grow, with GDP reaching US$431 billion in 2024 (7.1% growth), and a digital economy now worth US$36 billion (8% of GDP). However, consumer sentiment remains cautious. Retail sales of goods and services grew by 7% in USD terms YTD to September 2025. Notably, retail services grew by 11% while goods rose by only 6%, highlighting a significant shift toward experience-based spending, supported by the rebound of both domestic and inbound tourism.<\/p>\n The household savings rate has climbed to 10%, up from 8.5% in 2019, indicating restrained discretionary spending. Consumers continue to rebuild savings post-Covid, delay high-ticket purchases, and reduce discretionary entertainment outlays, yet experiences remain in demand.<\/p>\n Vietnamese consumers are undergoing a behavioural reset, heavily impacting Vietnam retail trends:<\/p>\n For brand and shopper marketers, this means reframing propositions to align with cautious yet digitally connected consumers who prioritise convenience, trust, and value.<\/p>\n Visit AskCimigo<\/strong> <\/a>and interrogate the report with our AI assistant.<\/p>\n Eight key Vietnam retail trends<\/h2>\n
1. Traditional trade is in decline; modern and digital channels surge<\/h3>\n
2. Digital economy powers growth, but consumers remain price-conscious<\/h3>\n
3. Rural and northern markets are e-commerce future growth engines<\/h3>\n
4. Online shopping has become ritualistic, especially among millennials<\/h3>\n
5. Live commerce is reshaping consumer engagement<\/h3>\n
6. Millennials are the power spenders; engage them with video content demonstrating brand authority<\/h3>\n
7. Shoppertainment is the path to purchase<\/h3>\n
8. Channel addition is critical; look to the baby care example<\/a><\/h3>\n
Vietnam’s economy and consumer sentiment<\/h2>\n
Vietnam is shifting consumer spending behaviours.<\/h2>\n
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