In 2025, the Vietnamese retail landscape continues its rapid evolution—blending tradition with digital transformation in ways that are uniquely local. As market researchers on the ground, we’re seeing first-hand how consumers choose where to shop, and how those choices are shaped by age, geography, product category, and digital access.
Traditional wet markets are still thriving in lower-tier cities and among older generations, especially for fresh produce, meat, and fish. These markets offer something no app can match: daily interaction, bargaining, and the confidence that comes from knowing the seller. However, this behavior is fading among younger urbanites who increasingly opt for cleanliness, convenience, and variety over familiarity and haggling.
In urban centers like Ho Chi Minh City, Hanoi, and Da Nang, supermarkets and mini-marts have become the new norm for grocery shopping. Brands like WinMart, Co.opmart, Bách Hóa Xanh, and Circle K dominate in accessibility. The rise of convenience stores is particularly notable—they’re not just stores but lifestyle hubs where Gen Z can grab a snack, pay bills, or even chill for an hour with free Wi-Fi. The store is part of their daily rhythm, not just a place to buy things.
Meanwhile, e-commerce continues to make inroads, but not equally across categories. Platforms like Shopee and Lazada dominate in packaged goods, fashion, cosmetics, and tech accessories. However, trust is still a barrier. Many shoppers double-check product reviews, request COD (cash on delivery), or use chat functions to confirm quality before placing orders. For perishables and high-value items, many consumers still prefer offline shopping where they can touch, feel, and verify.
Social commerce—especially live selling on TikTok Shop and Facebook—has also surged, driven by trust in creators and influencers. It’s emotional, impulsive, and highly engaging. Products that do well here are usually low-ticket, visual, and fast-moving. Our recent interviews show that even middle-aged housewives are now scrolling through livestreams in the evening to spot “today-only” deals.
The channel choice also depends heavily on the product. Milk, diapers, and medicine? Trust and expiry dates drive shoppers toward trusted chains and pharmacies. Snacks, tea, and small gifts? Impulse buys happen across all platforms—offline and online. For big-ticket items like electronics or home appliances, a hybrid model dominates: research online, buy offline.
Rural areas tell a different story. Mom-and-pop stores (tạp hóa) remain king, deeply embedded in the community fabric. They offer credit, personal rapport, and convenience. But even here, change is coming. As more rural consumers use smartphones, awareness of prices and brands is rising, putting pressure on traditional outlets to stay competitive. Younger store owners are even starting to adopt basic digital tools for stock management or promotion.
At the same time, loyalty is getting harder to earn. Vietnamese consumers today are more informed, more promotional-driven, and more experimental. They don’t shop where they always shopped—they shop where the best deal is. Loyalty programs, instant cashback, and free shipping are far more influential than brand history.
In 2025, the Vietnamese shopper is hybrid. She walks to her local tạp hóa, orders on Shopee, browses TikTok Shop, and still stops by a WinMart for “real” groceries. The real challenge for brands? Being present, relevant, and trusted across all those moments.
