Preference of retail channels in Vietnam 2020, by city

According to a consumer survey conducted in Vietnam in 2020, 53 percent of respondents from Ho Chi Minh City preferred modern trade channels such as supermarkets or mini markets, while 58 percent of respondents from Can Tho indicated that they preferred traditional channels. Meanwhile, the share of respondents who preferred e-commerce or online channels was the highest in Ha Noi, at 14 percent.

Retail landscape in urban areas in Vietnam

Traditional channels, such as street shops and wet markets, have been dominating the retail landscape in Vietnam, accounting for the majority share of retail value in urban areas. On the other hand, more modern retail outlets have been opened across the country, concentrating in the bigger cities. For instance, in 2021, the number of convenience stores and mini markets reached almost six thousand, with more than half of the outlets being in Ho Chi Minh City and Ha Noi. While modern retailers are known for their convenience and product variety, traditional retailers are still popular for small quantity purchases and their perceived affordability.

E-commerce in the retail sector

Parallel to the penetration rate of modern trade channels, e-commerce has an increasing share of total retail sales in Vietnam. During the COVID-19 pandemic, online shopping had the highest growth in usage among all retail outlets. Before the pandemic, spa and beauty services, and entertainment were the most popular e-commerce categories among consumers. Since the first COVID-19 outbreak, many Vietnamese are willing to purchase their groceries and other basic necessities online.