Vietnam’s retail and services market reached a five-year high in 2025, prompting Thailand’s Department of International Trade Promotion (DITP) to call on Thai exporters to move quickly to capture demand in the fast-modernising consumer economy. Combined retail-market value and service-sector revenue totalled 7,000 trillion Vietnamese dong, or US$268.5 billion, up 9.2% year on year. DITP said the surge reflects rising incomes, expanding infrastructure and rapid digital adoption.

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In a report posted on the DITP website, the Thai Trade Center in Hanoi cited Vietnam’s Directorate of Market Surveillance under the Ministry of Industry and Trade as the source of the data. Retail revenue increased 8% from the previous year, while services expanded 20.2%. Revenue from accommodation and food services rose 14.6%, supported by major events, strong foreign tourist arrivals and improving living standards.

DITP highlighted e-commerce as a key growth engine, driven by high smartphone and internet penetration. Vietnam’s e-commerce market was valued at US$32 billion in 2025, accounting for 12% of nationwide retail revenue from goods and services, with annual growth averaging more than 20%, the second-highest rate in Southeast Asia. The agency noted growing investment in digital tools, including inventory systems, cashless payments, online platforms and livestream selling, as brands adopt omni-channel strategies blending in-store and online shopping.

Retail infrastructure has also expanded nationwide. Vietnam now has 1,293 supermarkets, 276 shopping malls and more than 8,274 traditional markets, signalling a gradual shift towards modern trade. According to the Vietnam Retail Store Modern Trade Trends 2025 report by Q&Me Vietnam Market Research, convenience stores and mini-supermarkets increased from 7,362 outlets in 2024 to 7,806 in 2025.

WinCommerce’s WinMart and WinMart+ network accounted for 4,592 outlets, or 58.8% of the total. The company opened 764 new stores in 2025, including 602 WinMart+ outlets in rural areas, representing 80% of new openings and underscoring a rural expansion strategy.

DITP said the five-year peak highlights both income growth and the impact of broader domestic trade infrastructure. With retailers accelerating expansion beyond major cities, particularly into rural provinces, the department described the trend as a significant opportunity for consumer-goods distributors and Thai exporters.

The report also cited constraints including administrative hurdles, land costs, human-resource quality and gaps in transport, payment and telecoms connectivity, especially in rural areas. Exchange-rate volatility, external inflation pressures and employment concerns linked to rapid automation and AI were also flagged.

The Nation reported that despite these challenges, DITP said Vietnam’s large, youthful population and rising per-capita income could position it to become Southeast Asia’s largest retail market between 2026 and 2030. E-commerce is projected to reach US$50 billion by 2030.

Key Takeaways

• Vietnam’s retail and services market reached US$268.5 billion in 2025, up 9.2% year on year.

• E-commerce was valued at US$32 billion in 2025 and is projected to hit US$50 billion by 2030.

• DITP urges Thai exporters to act early as modern trade expands, particularly in rural areas.

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Adapted by ASEAN Now Nation 23 Feb 2026

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While the DITP makes it sound easy, the reality of getting Thai products into Vietnam is a logistical nightmare compared to China's.

China’s direct land border and high-capacity rail links already allow for rapid, low-cost turnaround that Thailand simply cannot match.

Currently, the only options for Thai exporters wanting to send goods to Vietnam are through sea routes or via a Laos transit, which are both slower, pricier, and buried in paperwork.

Even the Laos-China Railway primarily funnels Chinese goods south, rather than helping Thai goods move north.

For many Thai exporters then you could say the horse has already bolted. Comepeting with China’s established market dominance and logistical advantage is certain to be a massive uphill battle.