Vietnam Retail Market 2026 — Size, Modern Trade & Players
Reviewed July 2026 Each figure below is labelled with its source year; we use the latest publicly available data.
Key numbers
Overview
Vietnam's retail market covers the sale of consumer goods and services through both traditional trade (wet markets, family-run stores) and modern trade (supermarkets, minimarkets, convenience stores, and e-commerce). Total retail sales of goods and consumer services reached an estimated VND 7,009 trillion (~$270 billion) in 2025, up about 10% year on year — among the fastest growth in five years. Retail of goods accounted for roughly 76% (~$206 billion), with services the rest.
Market composition (2025)
View the data as a table
| Type | Share of total |
|---|---|
| Goods | 76.2% |
| Services (food, travel, other) | 23.8% |
Modern vs traditional trade
- Traditional trade still holds the majority of grocery spend — ~8,274 wet/traditional markets plus family-run shops, convenient, cash-friendly, and deeply local.
- Modern trade is roughly 35–40% of retail in cities and 15–20% in rural areas (Kantar, 2025) and rising, spanning ~1,293 supermarkets, 276 shopping malls and ~7,500 convenience stores and minimarts (SHS Research, 2025), against nearly 1.4 million traditional grocery stores (NielsenIQ).
- Domestic chains lead modern grocery and are gaining share through M&A and rapid minimart rollouts.
- Rural expansion is the biggest runway: modern trade is still only about 15–20% of retail in rural areas (Kantar, 2025), where most of the population lives.
- E-commerce is the fastest-growing channel at about 10% of total retail (~US$31bn, +25.5% YoY, MoIT) and rising.
View the data as a table
| Area | Low | High |
|---|---|---|
| Cities | 35% | 40% |
| Rural areas | 15% | 20% |
View the data as a table
| Format | Count |
|---|---|
| Traditional markets | 8,274 |
| Convenience stores / minimarts | ~7,500 |
| Supermarkets | ~1,293 |
| Shopping malls | 276 |
| Traditional grocery stores | ~1.4 million |
Major players
Grocery & general retail
- WinCommerce — WinMart / WinMart+ (Masan); ~4,600 stores by end-2025, expanding in the North and rural areas, targeting 1,000–1,500 new stores in 2026
- Bach Hoa Xanh — fresh-food minimarts of Mobile World Group (MWG); ~VND 46.9tn revenue in 2025 (+14%), strongest in the South
- Saigon Co.op — Co.opmart, a leading domestic cooperative
- Central Retail — GO! / Big C / Tops (Thai-owned)
- AEON, MM Mega Market, Lotte Mart — foreign hypermarket / wholesale operators
Convenience
- Circle K, GS25, Ministop, 7-Eleven — urban convenience networks
Why this matters
- Retail is a large share of GDP and a direct read on domestic consumption.
- The online–offline blend means retail, e-commerce, payments, and logistics strategies must be planned together.
- Modern-trade expansion and domestic-chain consolidation are reshaping route-to-market for brands.
- Government targets 11–11.5% average annual retail growth through 2030, with e-commerce reaching 15–20% of the total (~$50bn by 2030).
Sources
- General Statistics Office / National Statistics Office of Vietnam — retail sales of goods and services, 2025
- Ministry of Industry and Trade — Vietnam Domestic Market Report 2025 (store-format counts, targets)
- Kantar Worldpanel — modern vs traditional trade shares
- Company disclosures — Masan/WinCommerce, MWG/Bach Hoa Xanh; The Investor, VietnamPlus, VnExpress coverage
Recent retail & commerce developments
| Week ending | Mentions |
|---|---|
| 25 Sep | 5 |
| 2 Oct | 1 |
| 9 Oct | 6 |
| 16 Oct | 8 |
| 23 Oct | 6 |
| 30 Oct | 10 |
| 6 Nov | 4 |
| 13 Nov | 15 |
Counted from the daily news pipeline; weeks end 13 Nov. Volume shows how much is being written, not whether it is good or bad news.
Auto-summarized from public news sources. Neutral, factual, not investment advice.
- Thaco Agri, the agricultural company of Trần Bá Dương, has secured banana export orders for 2027 totaling over 680,000 tonnes valued at approximately 498 million USD. The export volume of 37,000 containers exceeds the combined output of the previous three years. The orders were confirmed at a strategic partnership conference on November 12.
- Vietnam's shrimp exports reached $4.22 billion in the first 10 months of 2026, up 9% year-on-year, but with mixed performance across segments—tiger shrimp only grew 4% while blue lobster accounted for about 62% of the overall shrimp group's growth. Shrimp exports to the United States declined 19.1% during the same period. Competition with Ecuador emerged as a central concern at Vietnam Seafood Summit 2026's opening session held by VASEP in Can Tho on November 11.
- Online shopping through livestream events and promotional campaigns has become a common practice among millions of Vietnamese consumers. Customers can purchase various items including food, clothing, cosmetics, household goods, and electronics via smartphones with home delivery. The e-commerce market has experienced fluctuations, particularly related to counterfeit and fake product issues.
- The Can Tho City People's Committee announced the 2nd Vietnam International Rice Festival scheduled for November 22-25, 2026 at Hau River Park in District 1. The festival will feature over 500 booths displaying rice-related products and services including machinery, production technology, specialty products, cuisine, and tourism. The event will include competitions and demonstrations of advanced rice cultivation equipment.
Updated November 13, 2026
Frequently Asked Questions
How big is Vietnam's retail market?
Total retail sales of consumer goods and services reached an estimated VND 7,009 trillion (about US$270 billion) in 2025, up roughly 10% year on year — among the fastest growth in five years. Retail of goods made up about 76% (~US$206 billion), with services the remainder.
What is the split between modern and traditional trade in Vietnam?
Traditional trade — wet markets and family-run shops — still accounts for the majority of grocery sales, but modern trade (supermarkets, minimarkets, convenience stores, and e-commerce) is growing faster, especially in cities. Domestic chains have been gaining share, including through M&A.
Who are the largest retailers in Vietnam?
Major grocery and general retailers include WinCommerce (WinMart / WinMart+), Bach Hoa Xanh (Mobile World Group), Saigon Co.op (Co.opmart), Central Retail (GO! / Big C), AEON, MM Mega Market, and Lotte Mart. Convenience leaders include Circle K, GS25, Ministop, and 7-Eleven.
What share of Vietnam retail is modern trade vs traditional?
Traditional trade (wet markets, family shops) still holds the majority of grocery spend, but modern trade — supermarkets, minimarts, malls and convenience stores — is roughly 35–40% of retail in urban areas and 15–20% in rural areas (Kantar Worldpanel, 2025), and rising. The country has about 1,293 supermarkets, 276 shopping malls, ~7,500 convenience stores and minimarts (SHS Research, 2025), 8,274 traditional markets and nearly 1.4 million traditional grocery stores (NielsenIQ).
How does e-commerce fit into Vietnam retail?
E-commerce is the fastest-growing retail channel, at about 10% of retail sales of goods and consumer services in 2025 (about US$31 billion, up 25.5% year on year, per the Ministry of Industry and Trade) and rising. Many shoppers blend online and offline — discovering on social and livestream, then buying via marketplaces or in store.
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Vietnam Retail Market 2026 — Size, Modern Trade & Players. Vietnam Market Insights. July 2026. https://vnmarketinsights.com/retail/ "Vietnam Retail Market 2026 — Size, Modern Trade & Players." Vietnam Market Insights, July 2026, https://vnmarketinsights.com/retail/.