Retail in Vietnam Mar 2025

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Overview:

Understand the latest market trends and future growth opportunities for the Retail industry in Vietnam with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Convenience Stores
  • Discounters
  • Hypermarkets
  • Supermarkets
  • Traditional Grocery Retailers
  • Apparel and Footwear Specialist Retailers
  • Electronics and Appliance Specialist Retailers
  • Health and Beauty Specialist Retailers
  • Home and Garden Specialist Retailers
  • Department Stores
  • Variety Stores
  • Warehouse Clubs
  • Direct Selling
  • Homeshopping
  • Vending

If you're in the Retail industry in Vietnam, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Retail in Vietnam report includes:
  • Analysis of key retail trends
  • Detailed segmentation of offline and online retail sales
  • Historic channel sizes (retail value sales, outlet counts, and selling space)
  • Company and brand market shares (retail value sales and outlet counts)
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country
This report answers:
  • What is the market size of Retail in Vietnam?
  • Which are the leading retailers in Retail in Vietnam?
  • How are products distributed in Retail in Vietnam?
  • How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
  • How significant are discounters and private label in Vietnam?
  • To what extent are sales shifting towards digital channels?​
  • What is the long-term outlook for bricks-and-mortar?
  • How is macroeconomic and political uncertainty affecting the retail industry?​
  • What types of retailers are seeing the fastest growth in digital sales?​
  • What is the future of retail?

Retail in Vietnam

EXECUTIVE SUMMARY
  • Retail in 2024: the big picture
  • New regulations for retail ecommerce
  • Retailers increase focus on Gen Z and younger generations
  • What next for retail?
OPERATING ENVIRONMENT
  • Informal retail
  • Opening hours for physical retail
  • Summary 1 Standard Opening Hours by Channel Type 2024
  • Seasonality
  • Vietnamese Lunar New Year (Tet)
  • Black Friday
  • Double Digit Sales Days
MARKET DATA
  • Table 1 Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2019-2024
  • Table 2 Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2019-2024
  • Table 3 Sales in Retail Offline by Channel: Value 2019-2024
  • Table 4 Sales in Retail Offline by Channel: % Value Growth 2019-2024
  • Table 5 Retail Offline Outlets by Channel: Units 2019-2024
  • Table 6 Retail Offline Outlets by Channel: % Unit Growth 2019-2024
  • Table 7 Sales in Retail E-Commerce by Product: Value 2019-2024
  • Table 8 Sales in Retail E-Commerce by Product: % Value Growth 2019-2024
  • Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2019-2024
  • Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2019-2024
  • Table 11 Sales in Grocery Retailers by Channel: Value 2019-2024
  • Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2019-2024
  • Table 13 Grocery Retailers Outlets by Channel: Units 2019-2024
  • Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2019-2024
  • Table 15 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2019-2024
  • Table 16 Non-Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2019-2024
  • Table 17 Sales in Non-Grocery Retailers by Channel: Value 2019-2024
  • Table 18 Sales in Non-Grocery Retailers by Channel: % Value Growth 2019-2024
  • Table 19 Non-Grocery Retailers Outlets by Channel: Units 2019-2024
  • Table 20 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2019-2024
  • Table 21 Retail GBO Company Shares: % Value 2020-2024
  • Table 22 Retail GBN Brand Shares: % Value 2021-2024
  • Table 23 Retail Offline GBO Company Shares: % Value 2020-2024
  • Table 24 Retail Offline GBN Brand Shares: % Value 2021-2024
  • Table 25 Retail Offline LBN Brand Shares: Outlets 2021-2024
  • Table 26 Retail E-Commerce GBO Company Shares: % Value 2020-2024
  • Table 27 Retail E-Commerce GBN Brand Shares: % Value 2021-2024
  • Table 28 Grocery Retailers GBO Company Shares: % Value 2020-2024
  • Table 29 Grocery Retailers GBN Brand Shares: % Value 2021-2024
  • Table 30 Grocery Retailers LBN Brand Shares: Outlets 2021-2024
  • Table 31 Non-Grocery Retailers GBO Company Shares: % Value 2020-2024
  • Table 32 Non-Grocery Retailers GBN Brand Shares: % Value 2021-2024
  • Table 33 Non-Grocery Retailers LBN Brand Shares: Outlets 2021-2024
  • Table 34 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2024-2029
  • Table 35 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2024-2029
  • Table 36 Forecast Sales in Retail Offline by Channel: Value 2024-2029
  • Table 37 Forecast Sales in Retail Offline by Channel: % Value Growth 2024-2029
  • Table 38 Forecast Retail Offline Outlets by Channel: Units 2024-2029
  • Table 39 Forecast Retail Offline Outlets by Channel: % Unit Growth 2024-2029
  • Table 40 Forecast Sales in Retail E-Commerce by Product: Value 2024-2029
  • Table 41 Forecast Sales in Retail E-Commerce by Product: % Value Growth 2024-2029
  • Table 42 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2024-2029
  • Table 43 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
  • Table 44 Forecast Sales in Grocery Retailers by Channel: Value 2024-2029
  • Table 45 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2024-2029
  • Table 46 Forecast Grocery Retailers Outlets by Channel: Units 2024-2029
  • Table 47 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2024-2029
  • Table 48 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2024-2029
  • Table 49 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
  • Table 50 Forecast Sales in Non-Grocery Retailers by Channel: Value 2024-2029
  • Table 51 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2024-2029
  • Table 52 Forecast Non-Grocery Retailers Outlets by Channel: Units 2024-2029
  • Table 53 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2024-2029
DISCLAIMER
SOURCES
  • Summary 2 Research Sources

Convenience Retailers in Vietnam

KEY DATA FINDINGS
2024 DEVELOPMENTS
  • Convenience stores sees continued growth in 2024
  • Investment in expansion and RTE offerings
  • Collaborations and mobile apps aim to attract more customers
PROSPECTS AND OPPORTUNITIES
  • Convenience stores will continue to rise
  • Competition set to intensify
  • Players will continue to target young consumers
CHANNEL DATA
  • Table 54 Convenience Retailers: Value Sales, Outlets and Selling Space 2019-2024
  • Table 55 Convenience Retailers: Value Sales, Outlets and Selling Space: % Growth 2019-2024
  • Table 56 Sales in Convenience Retailers by Channel: Value 2019-2024
  • Table 57 Sales in Convenience Retailers by Channel: % Value Growth 2019-2024
  • Table 58 Convenience Retailers GBO Company Shares: % Value 2020-2024
  • Table 59 Convenience Retailers GBN Brand Shares: % Value 2021-2024
  • Table 60 Convenience Retailers LBN Brand Shares: Outlets 2021-2024
  • Table 61 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space 2024-2029
  • Table 62 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
  • Table 63 Forecast Sales in Convenience Retailers by Channel: Value 2024-2029
  • Table 64 Forecast Sales in Convenience Retailers by Channel: % Value Growth 2024-2029

Supermarkets in Vietnam

KEY DATA FINDINGS
2024 DEVELOPMENTS
  • Robust growth for supermarkets continues in 2024
  • Masan Consumer and AEON pursue diversified expansion
  • Central Retail expands Mini go! concept
PROSPECTS AND OPPORTUNITIES
  • Supermarkets to see sustained growth
  • Further expansion into suburban and rural areas
  • Rising prevalence of supermarkets in mixed-use developments
CHANNEL DATA
  • Table 65 Supermarkets: Value Sales, Outlets and Selling Space 2019-2024
  • Table 66 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2019-2024
  • Table 67 Supermarkets GBO Company Shares: % Value 2020-2024
  • Table 68 Supermarkets GBN Brand Shares: % Value 2021-2024
  • Table 69 Supermarkets LBN Brand Shares: Outlets 2021-2024
  • Table 70 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2024-2029
  • Table 71 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029

Hypermarkets in Vietnam

KEY DATA FINDINGS
2024 DEVELOPMENTS
  • Hypermarkets shows robust gains in 2024
  • AEON expands amid strong competition
  • Integrated retail complexes drive channel appeal
PROSPECTS AND OPPORTUNITIES
  • Economic indicators support further growth for hypermarkets
  • Innovation shapes strategies for hypermarket players
  • Expansion into new areas underpins resilience
CHANNEL DATA
  • Table 72 Hypermarkets: Value Sales, Outlets and Selling Space 2019-2024
  • Table 73 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2019-2024
  • Table 74 Hypermarkets GBO Company Shares: % Value 2020-2024
  • Table 75 Hypermarkets GBN Brand Shares: % Value 2021-2024
  • Table 76 Hypermarkets LBN Brand Shares: Outlets 2021-2024
  • Table 77 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2024-2029
  • Table 78 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029

Small Local Grocers in Vietnam

KEY DATA FINDINGS
2024 DEVELOPMENTS
  • Modern retailers limit growth for small local grocers
  • Players pursue strategies to attract more customers
  • Online channels boost small local grocers’ sales
PROSPECTS AND OPPORTUNITIES
  • Steady performance faces slowing momentum
  • Innovation remains crucial for reaching broader audiences
  • Fragmentation persists amid independent ownership
CHANNEL DATA
  • Table 79 Small Local Grocers: Value Sales, Outlets and Selling Space 2019-2024
  • Table 80 Small Local Grocers: Value Sales, Outlets and Selling Space: % Growth 2019-2024
  • Table 81 Small Local Grocers GBO Company Shares: % Value 2020-2024
  • Table 82 Small Local Grocers GBN Brand Shares: % Value 2021-2024
  • Table 83 Small Local Grocers LBN Brand Shares: Outlets 2021-2024
  • Table 84 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space 2024-2029
  • Table 85 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029

General Merchandise Stores in Vietnam

KEY DATA FINDINGS
2024 DEVELOPMENTS
  • General merchandise stores sees sustained growth
  • AEON remains overall leader in 2024
  • Chained variety stores record strong performance
PROSPECTS AND OPPORTUNITIES
  • General merchandise stores anticipate a robust future
  • Increased investment in innovation
  • Retail e-commerce continues to challenge general merchandise stores
CHANNEL DATA
  • Table 86 General Merchandise Stores: Value Sales, Outlets and Selling Space 2019-2024
  • Table 87 General Merchandise Stores: Value Sales, Outlets and Selling Space: % Growth 2019-2024
  • Table 88 Sales in General Merchandise Stores by Channel: Value 2019-2024
  • Table 89 Sales in General Merchandise Stores by Channel: % Value Growth 2019-2024
  • Table 90 General Merchandise Stores GBO Company Shares: % Value 2020-2024
  • Table 91 General Merchandise Stores GBN Brand Shares: % Value 2021-2024
  • Table 92 General Merchandise Stores LBN Brand Shares: Outlets 2021-2024
  • Table 93 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space 2024-2029
  • Table 94 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
  • Table 95 Forecast Sales in General Merchandise Stores by Channel: Value 2024-2029
  • Table 96 Forecast Sales in General Merchandise Stores by Channel: % Value Growth 2024-2029

Apparel and Footwear Specialists in Vietnam

KEY DATA FINDINGS
2024 DEVELOPMENTS
  • Apparel and footwear specialists suffers slowed growth
  • International labels gain strength as local brands battle competition
  • Financial pressures force store closures and online pivots
PROSPECTS AND OPPORTUNITIES
  • Online sales and sustainability drive strategic approaches
  • Encouraging signs for recovery
  • Strengthening customer bonds in a digital era
CHANNEL DATA
  • Table 97 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space 2019-2024
  • Table 98 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space: % Growth 2019-2024
  • Table 99 Apparel and Footwear Specialists GBO Company Shares: % Value 2020-2024
  • Table 100 Apparel and Footwear Specialists GBN Brand Shares: % Value 2021-2024
  • Table 101 Apparel and Footwear Specialists LBN Brand Shares: Outlets 2021-2024
  • Table 102 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space 2024-2029
  • Table 103 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029

Appliances and Electronics Specialists in Vietnam

KEY DATA FINDINGS
2024 DEVELOPMENTS
  • A modest rebound for appliances and electronics specialists
  • Mobile World JSC continues its consolidation
  • FPT moves into consumer appliances and Nguyenkim focuses on store innovation
PROSPECTS AND OPPORTUNITIES
  • A path to recovery in a dynamic climate
  • Online sales to keep on gaining ground
  • Rising competition in an evolving market
CHANNEL DATA
  • Table 104 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space 2019-2024
  • Table 105 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space: % Growth 2019-2024
  • Table 106 Appliances and Electronics Specialists GBO Company Shares: % Value 2020-2024
  • Table 107 Appliances and Electronics Specialists GBN Brand Shares: % Value 2021-2024
  • Table 108 Appliances and Electronics Specialists LBN Brand Shares: Outlets 2021-2024
  • Table 109 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space 2024-2029
  • Table 110 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029

Home Products Specialists in Vietnam

KEY DATA FINDINGS
2024 DEVELOPMENTS
  • Steady demand seen under challenging conditions
  • Pet shops and superstores edge towards maturity
  • Growing appeal of second-hand goods
PROSPECTS AND OPPORTUNITIES
  • Positive outlook for home products specialists
  • A fragmented competitive landscape
  • E-commerce and omnichannel strategies gain traction
CHANNEL DATA
  • Table 111 Home Products Specialists: Value Sales, Outlets and Selling Space 2019-2024
  • Table 112 Home Products Specialists: Value Sales, Outlets and Selling Space: % Growth 2019-2024
  • Table 113 Sales in Home Products Specialists by Channel: Value 2019-2024
  • Table 114 Sales in Home Products Specialists by Channel: % Value Growth 2019-2024
  • Table 115 Home Products Specialists GBO Company Shares: % Value 2020-2024
  • Table 116 Home Products Specialists GBN Brand Shares: % Value 2021-2024
  • Table 117 Home Products Specialists LBN Brand Shares: Outlets 2021-2024
  • Table 118 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space 2024-2029
  • Table 119 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
  • Table 120 Forecast Sales in Home Products Specialists by Channel: Value 2024-2029
  • Table 121 Forecast Sales in Home Products Specialists by Channel: % Value Growth 2024-2029

Health and Beauty Specialists in Vietnam

KEY DATA FINDINGS
2024 DEVELOPMENTS
  • Positive performance from health and beauty specialists in 2024
  • FPT Corps broadens Long Chau’s presence nationwide
  • Gradual recovery in beauty specialists’ store numbers
PROSPECTS AND OPPORTUNITIES
  • Economic growth and tourism to boost future performance
  • E-commerce set to outpace store-based retail
  • Retailers emphasise innovation to woo consumers
CHANNEL DATA
  • Table 122 Health and Beauty Specialists: Value Sales, Outlets and Selling Space 2019-2024
  • Table 123 Health and Beauty Specialists: Value Sales, Outlets and Selling Space: % Growth 2019-2024
  • Table 124 Sales in Health and Beauty Specialists by Channel: Value 2019-2024
  • Table 125 Sales in Health and Beauty Specialists by Channel: % Value Growth 2019-2024
  • Table 126 Health and Beauty Specialists GBO Company Shares: % Value 2020-2024
  • Table 127 Health and Beauty Specialists GBN Brand Shares: % Value 2021-2024
  • Table 128 Health and Beauty Specialists LBN Brand Shares: Outlets 2021-2024
  • Table 129 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space 2024-2029
  • Table 130 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
  • Table 131 Forecast Sales in Health and Beauty Specialists by Channel: Value 2024-2029
  • Table 132 Forecast Sales in Health and Beauty Specialists by Channel: % Value Growth 2024-2029

Vending in Vietnam

2024 DEVELOPMENTS
  • Vending remains negligible in Vietnam
  • Rising popularity of vending machines in public places
  • PROSPECTS AND OPPORTUNITIES
  • Vending will start to grow though will remain negligible for the forecast period
CHANNEL DATA
  • Table 133 Vending by Product: Value 2019-2024
  • Table 134 Vending by Product: % Value Growth 2019-2024
  • Table 135 Vending GBO Company Shares: % Value 2020-2024
  • Table 136 Vending GBN Brand Shares: % Value 2021-2024
  • Table 137 Vending Forecasts by Product: Value 2024-2029
  • Table 138 Vending Forecasts by Product: % Value Growth 2024-2029

Direct Selling in Vietnam

KEY DATA FINDINGS
2024 DEVELOPMENTS
  • Rebound for direct selling in 2024
  • Herbalife retains overall leadership
  • Wider distribution channels and cancelled licences
PROSPECTS AND OPPORTUNITIES
  • Gradual recovery amid economic change
  • Government regulations bolster consumer trust
  • Heightened competition to test direct sellers
CHANNEL DATA
  • Table 139 Direct Selling by Product: Value 2019-2024
  • Table 140 Direct Selling by Product: % Value Growth 2019-2024
  • Table 141 Direct Selling GBO Company Shares: % Value 2020-2024
  • Table 142 Direct Selling GBN Brand Shares: % Value 2021-2024
  • Table 143 Direct Selling Forecasts by Product: Value 2024-2029
  • Table 144 Direct Selling Forecasts by Product: % Value Growth 2024-2029

Retail E-Commerce in Vietnam

KEY DATA FINDINGS
2024 DEVELOPMENTS
  • Retail e-commerce extends strong growth in 2024
  • TikTok secures foothold in Vietnam
  • New regulations shape 2024 retail ecommerce
PROSPECTS AND OPPORTUNITIES
  • Forecasts point to ongoing expansion
  • Stricter taxation and cross-border measures
  • Competitive strategies and AI adoption
CHANNEL DATA
  • Table 145 Retail E-Commerce by Channel: Value 2019-2024
  • Table 146 Retail E-Commerce by Channel: % Value Growth 2019-2024
  • Table 147 Retail E-Commerce by Product: Value 2019-2024
  • Table 148 Retail E-Commerce by Product: % Value Growth 2019-2024
  • Table 149 Retail E-Commerce GBO Company Shares: % Value 2020-2024
  • Table 150 Retail E-Commerce GBN Brand Shares: % Value 2021-2024
  • Table 151 Forecast Retail E-Commerce by Channel: Value 2024-2029
  • Table 152 Forecast Retail E-Commerce by Channel: % Value Growth 2024-2029
  • Table 153 Forecast Retail E-Commerce by Product: Value 2024-2029
  • Table 154 Forecast Retail E-Commerce by Product: % Value Growth 2024-2029

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