The surge signals the recovery of purchasing power and rising consumer confidence, boosted by the long-standing "Vietnamese Prioritise Vietnamese Goods" campaign, encouraging support for local products. E-commerce stood out as a major success, reaching 32 billion USD, and claiming nearly 12% of the country’s retail sales. Consumption remains anchored in essentials, with food and foodstuffs at 34.1% of retail goods sales, highlighting the priority of basic needs. Services spending, covering accommodation, dining and tourism, outpaced goods, rising 12-14% annually, aligning with trends in more mature economies where consumers favour experiences and quality-of-life enhancements. A population topping 100 million, youthful demographics and rising incomes position Vietnam as one of Southeast Asia's largest retail markets.

Source: VietNamNet News December 31, 2025 12:56 UTC