베트남의 소매업

Retail in Vietnam demonstrated notable resilience and growth in 2025, outpacing much of the region with value sales reaching VND3,141 trillion and a 6% annual increase, buoyed by real GDP growth of 7% and stable inflation at 3%. This dynamic landscape is marked by intensifying rivalry from both domestic and international entrants, rapid adoption of digital commerce, and evolving regulatory requirements, all contributing to a highly competitive yet attractive environment for investment and expans...

Euromonitor International's Retail in Vietnam report offers insight into key trends and developments driving the industry. The report examines all retail channels to provide sector insight. Channels include hypermarkets, supermarkets, discounters, convenience stores, mixed retailers, health and beauty retailers, clothing and footwear retailers, furniture and furnishing stores, DIY and hardware stores, durable goods retailers, leisure and personal goods retailers. There are profiles of leading retailers, with analysis of their performance and the challenges they face. There is also analysis of non-store retailing: vending; homeshopping; internet retailing; direct selling, as available.

Product coverage: Retail E-Commerce, Retail Offline.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Retail market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market's major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.

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TABLE OF CONTENTS

List Of Contents And Tables

Executive Summary

As Competition Increases, Discount-Driven Strategies Reshape Perceptions of Value

Key Data Insights

Key Industry Trends

CHART 1 Key Industry Trends for Retail

Industry Performance

Bach Hoa Xanh'S Growth Outpaces That of Traditional Competitors in Terms of Value Increase

Dien May Cho Lon'S Livestream Mega-Sales Transform Electronics Shopping

CHART 2 Value Sales 2020-2030

CHART 3 Value Sales by Category 2025

What's Next?

Generation Z and Y Fuel the Growth of Modern Retail Outlets outside Urban Areas

Tax Reforms and Local Warehousing Reshape Competition and Profitability for Both Online and Offline Retailers

CHART 4 Forecast Value Sales 2020-2030

CHART 5 Forecast Value Sales by Category 2025-2030

Competitive Landscape

Shopee and Bytedance Expand, but Fragmentation Persists in Retail

CHART 6 Analyst Insight for Retail

Saigon Co.Op and Canifa Set New Benchmarks with Smart Retail Innovation

CHART 7 Ai-Powered Co.Opmart Th?ng Nh?t Smart Supermarket Featuring an In-Store Robot Assistant

CHART 8 Canifa C-Live: Pioneering Virtual Fashion Retail in Vietnam

CHART 9 Company Shares 2025

CHART 10 Brand Shares 2025

Operating Environment

Informal Retail

Opening Hours for Physical Retail

CHART 11 Standard Opening Hours by Channel Type 2025

Seasonality

Vietnamese Lunar New Year (Tet)

Black Friday

Double-Digit Sales Days

Economic Context

CHART 12 Economic Context for Retail

CHART 13 Real Gdp Growth 2020-2030

CHART 14 Inflation 2020-2030

Consumer Context

CHART 15 Consumer Context for Retail

CHART 16 Population 2020-2030

CHART 17 Population by Generation 2025

Country Reports Disclaimer

CONVENIENCE RETAILERS IN VIETNAM

• Key Data Insights
• 2025 Developments
• Gs25 and 7-Eleven Accelerate Urban Expansion to Win over City Dwellers
• Key Industry Trends
• CHART 18 Key Industry Trends for Convenience Retailers
• Industry Performance
• Gs25 Leverages Local Insight and Global Expertise to Redefine the Shopping Experience
• CHART 19 Store Expansion Is Fuelling Growth in the Convenience Retailers Channel
• 7-Eleven Sets New Food Trends to Win over Young Consumers Online and Offline
• CHART 20 7-Eleven Vietnam Sparks New Food Trends ?To Win over Young Audiences Online
• CHART 21 Value Sales 2020-2030
• CHART 22 Value Sales by Category 2025
• What's Next?
• 7-Eleven and Gs25 Expand Fast to Meet Youth-Driven Demand
• Convenience Stores Outpace Forecourt Retailers with Lifestyle-Led Growth
• CHART 23 Forecast Value Sales 2020-2030
• CHART 24 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Circle K Consolidates Leadership as Gs25 Drives Experience-Led Growth
• CHART 25 Analyst Insight for Convenience Retailers
• CHART 26 Company Shares 2025
• CHART 27 Brand Shares 2025
• Economic Context
• CHART 28 Economic Context for Convenience Retailers
• CHART 29 Real Gdp Growth 2020-2030
• CHART 30 Inflation 2020-2030
• Consumer Context
• CHART 31 Consumer Context for Convenience Retailers
• CHART 32 Population 2020-2030
• CHART 33 Population by Generation 2025
• Country Reports Disclaimer

HYPERMARKETS IN VIETNAM

• Key Data Insights
• 2025 Developments
• Central Retail Accelerates Store Expansion and Drives Outlet Growth
• Key Industry Trends
• CHART 34 Key Industry Trends for Hypermarkets
• Industry Performance
• CHART 35 Central Retail Accelerates Scale-Up in Vietnam
• Go! Introduces Self-Checkout Zones to Enhance Customer Experience
• CHART 36 Hypermarkets Invest in Digital Technology to Improve the Shopping Experience for Clients
• CHART 37 Value Sales 2020-2030
• What's Next?
• Central Retail and Aeon Target Provincial Expansion to Capture New Spending
• Go! and Lotte Integrate Technology and Sustainability to Boost Shopper Engagement
• Rising Gdp and Selective Retail Formats Underpin Long-Term Gains
• CHART 38 Forecast Value Sales 2020-2030

Competitive Landscape

• Central Retail and Aeon Expand Reach as Competition Intensifies
• CHART 39 Analyst Insight for Hypermarkets
• CHART 40 Company Shares 2025
• CHART 41 Brand Shares 2025
• Economic Context
• CHART 42 Economic Context for Hypermarkets
• CHART 43 Real Gdp Growth 2020-2030
• CHART 44 Inflation 2020-2030
• Consumer Context
• CHART 45 Consumer Context for Hypermarkets
• CHART 46 Population 2020-2030
• CHART 47 Population by Generation 2025
• Country Reports Disclaimer

SUPERMARKETS IN VIETNAM

• Key Data Insights
• 2025 Developments
• Winmart+ and Bach Hoa Xanh Accelerate Expansion as Shoppers Seek Modern Grocery Experiences
• Key Industry Trends
• CHART 48 Key Industry Trends for Supermarkets
• Industry Performance
• CHART 49 Bach Hoa Xanh Opens 400 New Outlets in the Central and Northern Regions
• Saigon Co-Op Introduces Ai-Powered Robots to Redefine In-Store Shopping
• CHART 50 Saigon Co-Op Officially Introduced an Ai-Powered Robot in Its Supermarket Store
• CHART 51 Value Sales 2020-2030
• What's Next?
• Bach Hoa Xanh and Winmart+ Target Underserved Areas to Drive Sustained Sales Growth
• Retailers Leverage Digital Channels and Private Label Innovation to Attract Value-Focused Consumers
• CHART 52 Forecast Value Sales 2020-2030

Competitive Landscape

• Bach Hoa Xanh Accelerates Store Expansion to Widen Sales Lead
• CHART 53 Competitive Landscape for Supermarkets
• Opportunities for Growth through Scale and Operational Efficiency
• CHART 54 Company Shares 2025
• CHART 55 Brand Shares 2025
• Economic Context
• CHART 56 Economic Context for Supermarkets
• CHART 57 Real Gdp Growth 2020-2030
• CHART 58 Inflation 2020-2030
• Consumer Context
• CHART 59 Consumer Context for Supermarkets
• CHART 60 Population 2020-2030
• CHART 61 Population by Generation 2025
• Country Reports Disclaimer

APPAREL AND FOOTWEAR SPECIALISTS IN VIETNAM

• Key Data Insights
• 2025 Developments
• Canifa Leverages Virtual Retail to Sustain Growth Amid Digital Disruption
• Key Industry Trends
• CHART 88 Key Industry Trends for Apparel and Footwear Specialists
• Industry Performance
• CHART 89 Canifa Offers Customers a Virtual Retail Experience
• Canifa'S Livestreams and Uniqlo'S New Events Redefine Engagement and Loyalty
• CHART 90 Uniqlo's Winter Collection Event in Hanoi
• Giordano Captures Growth by Blending Online and Offline Strategies
• CHART 91 Value Sales 2020-2030
• What's Next?
• Livestream Shopping and Digital Integration to Support Revenue Gains
• Chained Specialists to Leverage Brand Experience to Outpace Online Rivals
• CHART 92 Forecast Value Sales 2020-2030

Competitive Landscape

• Uniqlo Increases Customer Engagement through Weekly Promotions and In-Store Events
• CHART 93 Analyst Insight for Apparel and Footwear Specialists
• CHART 94 Company Shares 2025
• CHART 95 Brand Shares 2025
• Economic Context
• CHART 96 Economic Context for Apparel and Footwear Specialists
• CHART 97 Real Gdp Growth 2020-2030
• CHART 98 Inflation 2020-2030
• Consumer Context
• CHART 99 Consumer Context for Apparel and Footwear Specialists
• CHART 100 Population 2020-2030
• CHART 101 Population by Generation 2025
• Country Reports Disclaimer

APPLIANCES AND ELECTRONICS SPECIALISTS IN VIETNAM

• Key Data Insights
• 2025 Developments
• Mobile World Jsc and Peers Accelerate Shift to Digital as Physical Sales Weaken
• Key Industry Trends
• CHART 102 Key Industry Trends for Appliances and Electronics Specialists
• Industry Performance
• Dien May Cho Lon Boosts Sales through Regular Large-Discount Livestreams
• CHART 103 Mega Dien May Cho Lon Sale on Facebook Livestream
• Fpt Shop'S Ai-Powered Trade-In Programme Accelerates Upgrade Cycles and Loyalty
• CHART 104 Ai-Powered Trade-In Programme at Fpt Shop
• CHART 105 Value Sales 2020-2030
• What's Next?
• Mobile World Jsc and Fpt Prioritise Digitalisation to Drive Value Gains
• Mobile World Jsc and Fpt Embrace Ai and Omnichannel Strategies to Enhance Customer Experience
• CHART 106 Forecast Value Sales 2020-2030

Competitive Landscape

• Mobile World Jsc Leverages Brand Strength and Financial Solutions to Outpace Rivals
• CHART 107 Analyst Insight for Appliances and Electronics Specialists
• CHART 108 Company Shares 2025
• CHART 109 Brand Shares 2025
• Economic Context
• CHART 110 Economic Context for Appliances and Electronics Specialists
• CHART 111 Real Gdp Growth 2020-2030
• CHART 112 Inflation 2020-2030
• Consumer Context
• CHART 113 Consumer Context for Appliances and Electronics Specialists
• CHART 114 Population 2020-2030
• CHART 115 Population by Generation 2025
• Country Reports Disclaimer

HEALTH AND BEAUTY SPECIALISTS IN VIETNAM

• Key Data Insights
• 2025 Developments
• Resilient Growth through Integrated, Experience-Driven Retail
• Key Industry Trends
• CHART 116 Key Industry Trends for Health and Beauty Specialists
• Industry Performance
• Long Chau and Compliant Chains Consolidate Leadership as Regulation Reshapes the Health and Beauty Specialists' Channel
• CHART 117 Tightened Controls at Every Stage of Production and Distribution to Prevent Counterfeit Medicines
• Vietnam's Health and Beauty Specialists Transform into Trusted, Multi-Service Retail Hubs
• CHART 118 Hasaki Introduced the Hasaki Beauty Centre within Its Beauty Specialist Store
• CHART 119 Value Sales 2020-2030
• CHART 120 Value Sales by Category 2025
• What's Next?
• Long Chau, Hasaki and Watson to Expand Reach beyond Major Cities
• Pharmacies Set to Secure Leadership as Traditional Channels Lose Popularity
• Hasaki'S Interactive Formats and Digital Innovation to Redefine Retail Experience
• CHART 121 Forecast Value Sales 2020-2030
• CHART 122 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Long Chau Accelerates Digital Expansion as Hasaki Captures Growth with Investment
• CHART 123 Analyst Insight for Health and Beauty Specialists
• CHART 124 Company Shares 2025
• CHART 125 Brand Shares 2025
• Economic Context
• CHART 126 Economic Context for Health and Beauty Specialists
• CHART 127 Real Gdp Growth 2020-2030
• CHART 128 Inflation 2020-2030
• Consumer Context
• CHART 129 Consumer Context for Health and Beauty Specialists
• CHART 130 Population 2020-2030
• CHART 131 Population by Generation 2025
• Country Reports Disclaimer

HOME PRODUCTS SPECIALISTS IN VIETNAM

• Key Data Insights
• 2025 Developments
• Nha Xinh Promotes Value-Oriented Purchasing through Aggressive Discounts
• Key Industry Trends
• CHART 132 Key Industry Trends for Home Products Specialists
• Industry Performance
• CHART 133 Nha Xinh Launches Discount Campaign to Draw Customers
• Home Improvement and Gardening Stores Sustain Leadership as Pet Shops Accelerate
• CHART 134 Jysk Da N?ng Reopens with Nordic Store Concept 3.0 and an Enhanced Customer Experience
• Jysk Transforms Store Experience to Capture Young Shoppers' Attention
• CHART 135 Value Sales 2020-2030
• CHART 136 Value Sales by Category 2025
• What's Next?
• Nitori Speeds up Store Expansion as Urban Youth Drive Demand for Comfort
• Home Improvement Stores Consolidate Lead as Pet Shops Outpace Growth
• Omnichannel and Store Upgrades Redefine Consumer Engagement
• CHART 137 Forecast Value Sales 2020-2030
• CHART 138 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Aa Corp and Nitori Reinforce Their Dominance through Brand Investment and Rapid Expansion
• CHART 139 Analyst Insight for Home Products Specialists
• CHART 140 Company Shares 2025
• CHART 141 Brand Shares 2025
• Economic Context
• CHART 142 Economic Context for Home Products Specialists
• CHART 143 Real Gdp Growth 2020-2030
• CHART 144 Inflation 2020-2030
• Consumer Context
• CHART 145 Consumer Context for Home Products Specialists
• CHART 146 Population 2020-2030
• CHART 147 Population by Generation 2025
• Country Reports Disclaimer

DIRECT SELLING IN VIETNAM

• Key Data Insights
• 2025 Developments
• Regulatory Crackdowns Hit Sales at Herbalife and Amway
• Key Industry Trends
• CHART 148 Key Industry Trends for Direct Selling
• Industry Performance
• Consumer Caution and Enforcement Reshape Product Sales Hierarchy
• Police Interventions Expose Unlicensed Operators and Reduce Participation
• CHART 149 Vietnamese Government Intensifies Regulatory Oversight and Enforcement against Non-Compliant Operators
• CHART 150 Value Sales 2020-2030
• CHART 151 Value Sales by Category 2025
• What's Next?
• Oriflame Leverages Ai and Digital Tools to Reshape Advisor Engagement
• Amway Pivots to Wellness and Premium Cosmetics to Defend Growth
• Ministry Enforcement Restricts Dietary Supplement Launches and Drives Digital Adaptation
• CHART 152 Forecast Value Sales 2020-2030
• CHART 153 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Herbalife Builds Brand Loyalty through Nationwide Health Initiatives
• CHART 154 Analyst Insight for Direct Selling
• Oriflame Expands Digital Community to Drive Advisor Engagement
• CHART 155 Company Shares 2025
• CHART 156 Brand Shares 2025
• Economic Context
• CHART 157 Economic Context for Direct Selling
• CHART 158 Real Gdp Growth 2020-2030
• CHART 159 Inflation 2020-2030
• Consumer Context
• CHART 160 Consumer Context for Direct Selling
• CHART 161 Population 2020-2030
• CHART 162 Population by Generation 2025
• Country Reports Disclaimer

RETAIL E-COMMERCE IN VIETNAM

• Key Data Insights
• 2025 Developments
• Tiktok Shop Outpaces Traditional Rivals with Viral-Driven Sales
• Key Industry Trends
• CHART 163 Key Industry Trends for Retail E-Commerce
• Industry Performance
• Shein and Temu Lose Ground as Domestic Rules Reshape Shopping Habits
• CHART 164 New Regulations Eliminate Vat and Import Tax Exemptions for Low-Value Shipments under Vnd1 Millionpicture 1
• Rising Fees and Tax Changes Prompt Sellers to Rethink Pricing and Promotions
• CHART 165 Decree No. 117/2025/Nd-Cp Overhauled Tax Administration for Individuals and Household Businesses Trading on Digital Platformspicture 2
• CHART 166 Value Sales 2020-2030
• CHART 167 Value Sales by Category 2025
• What's Next?
• Tiktok, Instagram, and Youtube Shape Gen Z Purchasing with Livestream Shopping
• Marketplace E-Commerce Keeps Its Lead as Sellers Seek Alternative Platforms
• CHART 168 Forecast Value Sales 2020-2030
• CHART 169 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Shopee Raises Fees, and Tiktok Shop Captures Share with Shoppertainment
• CHART 170 Analyst Insight for Retail E-Commerce
• CHART 171 Company Shares 2025
• CHART 172 Brand Shares 2025
• Economic Context
• CHART 173 Economic Context for Retail E-Commerce
• CHART 174 Real Gdp Growth 2020-2030
• CHART 175 Inflation 2020-2030
• Consumer Context
• CHART 176 Consumer Context for Retail E-Commerce
• CHART 177 Population 2020-2030
• CHART 178 Population by Generation 2025
• Country Reports Disclaimer

SMALL LOCAL GROCERS IN VIETNAM

• Key Data Insights
• 2025 Developments
• The Shift of Urban Youth Towards Convenience Stores Is Leading to Store Closures
• Industry Performance
• Young Shoppers Abandon Traditional Stores for Modern Retail Experiences
• Community Grocers Adopt Digital Tools to Improve Resilience
• CHART 62 Value Sales 2020-2030
• What's Next?
• Community-Focused Grocers Will Embrace Digital Tools to Offset Closures
• New Tax Rules Squeeze Margins and Accelerate Modernisation
• Digitalisation and Urbanisation to Reshape Revenue and Store Presence
• CHART 63 Forecast Value Sales 2020-2030

Competitive Landscape

• Market Fragmentation among Small Local Grocers in Vietnam
• CHART 64 Company Shares 2025
• CHART 65 Brand Shares 2025
• Economic Context
• CHART 66 Economic Context for Small Local Grocers
• CHART 67 Real Gdp Growth 2020-2030
• CHART 68 Inflation 2020-2030
• Consumer Context
• CHART 69 Consumer Context for Small Local Grocers
• CHART 70 Population 2020-2030
• CHART 71 Population by Generation 2025
• Country Reports Disclaimer

GENERAL MERCHANDISE STORES IN VIETNAM

• Key Data Insights
• 2025 Developments
• Aeon and Chained Variety Stores Drive Growth with Tourism and New Store Concepts
• Key Industry Trends
• CHART 72 Key Industry Trends for General Merchandise Stores
• Industry Performance
• Aeon Strengthens Department Store Dominance as Variety Stores Accelerate
• Lotte and Aeon Reshape Shopping Habits through Retail-Tainment and Lifestyle Experiences, While Kkv and Miniso Accelerate Youth-Focused Variety Store Expansion
• CHART 73 Retail-Tainment Is on the Rise
• CHART 74 Kkv Promotes Strategic Cooperation in Vietnam
• CHART 75 Value Sales 2020-2030
• CHART 76 Value Sales by Category 2025
• What's Next?
• Miniso to Expand Footprint as Competition Intensifies Nationwide
• Livestreaming and Digital Campaigns to Boost Sales and Brand Engagement
• CHART 77 Forecast Value Sales 2020-2030
• CHART 78 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Aeon Expands with Lifestyle Malls and Digital Rewards to Extend Its Lead
• CHART 79 Analyst Insight for General Merchandise Stores
• CHART 80 Company Shares 2025
• CHART 81 Brand Shares 2025
• Economic Context
• CHART 82 Economic Context for General Merchandise Stores
• CHART 83 Real Gdp Growth 2020-2030
• CHART 84 Inflation 2020-2030
• Consumer Context
• CHART 85 Consumer Context for General Merchandise Stores
• CHART 86 Population 2020-2030
• CHART 87 Population by Generation 2025
• Country Reports Disclaimer