On the afternoon of October 28, within the framework of the First Autumn Fair 2025, the Department of Domestic Market Management and Development (Ministry of Industry and Trade) organized the “Forum on Domestic Trade Development Policy.” The event served as a platform for policymakers, experts, and enterprises to discuss directions and solutions to enhance the efficiency of domestic trade in the new context, aiming toward sustainability and adaptability amid global uncertainties.

In his remarks at the forum, Mr. Bùi Nguyễn Anh Tuấn, Deputy Director General of the Department of Domestic Market Management and Development, emphasized: “Amid the world’s growing instability, domestic demand remains the driving force that helps Vietnam sustain economic growth, ensure social welfare, and strengthen consumer confidence.” He underlined that domestic trade not only acts as a key growth engine but also provides the foundation for the Vietnamese economy to adapt and thrive amid global market fluctuations.

CONSUMER TRENDS UNDERGO SIGNIFICANT TRANSFORMATION

According to the Vietnam Retailers Association, Vietnam’s modern trade infrastructure has witnessed rapid and robust development. The country currently has around 1,270 supermarkets, 270 shopping malls, and nearly 250,000 convenience stores operating nationwide. The proportion of retail sales through modern distribution channels now accounts for over 40% of total retail revenue and continues to rise each year, reaffirming the inevitable trend toward a modern and civilized retail ecosystem.

Economic experts forecast that during the 2025–2030 period, Vietnam could maintain an average GDP growth rate of around 8% per year, which would drive the total retail sales of goods and service revenues to grow by more than 12% annually. These projections reflect the strong vitality of the domestic market as it deepens integration into the global economy.

Along with economic growth, Vietnamese consumer behavior has undergone major shifts. Consumers are increasingly prioritizing high-quality, health-safe, environmentally friendly products with clear origins and trustworthy brands. Many are willing to pay a premium for products that align with sustainable consumption values.

A PwC Vietnam survey revealed that 74% of Vietnamese consumers are willing to pay up to 20% more for products made from recycled or sustainable materials. This demonstrates that green and sustainable consumption is no longer a passing trend but a defining standard in modern consumer culture.

This shift is evident across multiple product categories:

• Household goods are increasingly designed for smart functionality, convenience, and energy efficiency, with a focus on environmental friendliness.

• Gift products emphasize unique designs and cultural storytelling, catering to aesthetic and emotional value.

• Agricultural products are benefiting from the rise of “green consumption”, with growing demand for organic, clean, and traceable produce certified under standards such as VietGAP and GlobalGAP.

The campaign “Vietnamese People Prioritize Using Vietnamese Goods” has evolved beyond a slogan—it has become a natural and conscious consumer choice, reflecting both national pride and confidence in domestically produced goods. This shift has significantly contributed to stimulating domestic production, expanding distribution networks, and enhancing the competitiveness of Vietnamese enterprises in both local and global markets.

The ongoing transformation of domestic trade is not only seen in its expanding scale and revenue but also in its quality of growth, with a strong focus on sustainability, innovation, and social inclusion. To seize opportunities in the sustainable development era, policymakers and businesses must continue to improve regulatory frameworks, upgrade trade infrastructure, accelerate digital transformation, and promote responsible consumption.

With robust domestic demand, a modern trade network, and an increasingly sustainability-oriented consumer mindset, Vietnam’s domestic trade sector is poised for a new phase of dynamic growth, affirming its pivotal role as a pillar of the national economy and paving the way for a prosperous, inclusive, and sustainable future.

Source: VnEconomy