Vietnam retail market ramps up digital-first strategies

Collaboration between traditional and modern retail formats is seen as crucial.

Vietnam’s retail sector is undergoing a period of rapid transformation, driven by digitalisation, shifting consumer behavior, and evolving business models. These themes took center stage at the Retail Asia Summit 2025 in Vietnam, where industry leaders and decision-makers gathered to discuss the country’s retail evolution.

Anh Duc Nguyen, group CEO of Saigon Co.op and chairman of the Association of Vietnam Retailers, opened the event by highlighting the ongoing digital shift in Vietnam’s retail landscape and the importance of collaboration between traditional and modern retail formats.

Luan Nguyen, principal at Boston Consulting Group, identified growth areas in Vietnam’s retail sector, including increased digital adoption and the integration of online and offline operations.

"Vietnamese consumers are now a lot more savvy, they research more online, which means that for a lot of us, we need to be very focused on the digital experience,” he said.

In the CEO Fireside Chat, Tezuka Daisuke, executive officer of AEON Japan and general director of AEON Vietnam, shared insights on the company's modernisation journey, noting the importance of scale, consistency, and digital integration in transforming legacy retail businesses.

Executives from SonKim Retail, AEON Vietnam, and Mapple Mitra Adiperkasa Vietnam also discussed trends, opportunities, and the ongoing path toward digitalisation in Vietnam’s retail environment.

"Although it's difficult to directly dollarise what AI is bringing to you, it's going to be a very required component moving forward,” said Kershek. “You cannot underinvest right now, and you need to prioritise your spending to continue pushing it forward."

Throughout the day, speakers addressed different facets of retail innovation. Peter Christou, general manager at Kantar Vietnam, Worldpanel Division, explored sourcing and growth in a shifting landscape. Alex Luu, regional director of Philippines & Vietnam Centric Software, focused on strategy and market adaptability, whilst Ruby Hoang Thi Minh Ngoc, chief growth officer of Cho Tot, emphasised the role of technology in building trust and liquidity in online marketplaces. Additionally, Mai Vo, country manager of Vietnam & Cambodia CleverTap presented on mastering customer retention in an increasingly competitive landscape.

“Technology and AI is in the end, is still the tool and the approach. It's not the ultimate outcome,” noted Minh Ngoc.

The second panel session focused on how retail spaces are adapting to meet the needs of today’s digital-first consumers.  Le Van Duy, chief technology officer at  YODY Fashion JSC and Tatiana Masalska-Laska, chief experience officer at
TGM Research, shared their approaches to experience-driven retail transformation.

Morever, Yuichi Ota of YCP offered a global view of Vietnam’s retail potential, whilst Naree Nguyen of TikTok Vietnam spoke about branding in the age of digital commerce. Ngan Ly of Ipsos also discussed how shifting consumer expectations are shaping new retail strategies.

The final panel looked at how technology is driving customer-centric innovation. Industry leaders  Tuan Anh Vo (TA), customer delight leader at Decathlon Vietnam, and Nghia Hoang, head of business strategy at LOTTE Mart Vietnam discussed the practical use of AI and machine learning to enhance engagement, streamline operations, and deliver personalised retail experiences.