Vietnam Market Development

If you're a global brand eager to enter high-potential Asian markets and considering Vietnam as your first step, but unsure who to approach for professional and commercial guidance — Primelink Trade is your trusted partner

Unlock Vietnam’s Fast-Growing Retail Market with PrimeLink Trade

With a population of over 100 million and one of the fastest-growing middle classes in Southeast Asia, Vietnam is rapidly becoming a critical growth market for FMCG and consumer brands. However, navigating fragmented channels, regulatory hurdles, and price-sensitive consumers requires a trusted local partner. PrimeLink Trade offers comprehensive brand representation and market execution tailored for global brands seeking to launch, localize, and scale in Vietnam.

Vietnam's retail sector is powered by:

A young, tech-savvy population with increasing purchasing power
Strong growth in modern retail (supermarkets, hypermarkets) and e-commerce
Traditional trade still dominates ~65% of sales in 2024, particularly in rural and tier-2 cities
A dynamic shift in consumer preferences, with more openness to foreign and premium brands

Retail Breakdown 2024 (Euromonitor & Tổng cục Thống kê):

Traditional Trade (TT): 65%
Modern Trade (MT): 28%
E-Commerce: 7.8%
Retail CAGR (2019–2024): ~8.4%

(Source: YCP, Euromonitor)

⚠️ Challenges persist:

Regulatory complexity & registration
Fragmented distribution
Price-sensitive consumers & limited brand loyalty in early-stage markets
Rising logistics and rental costs in tier-1 cities

✅ Opportunities:

Growth in household income and urbanization
Strong mobile penetration: Vietnam ranks among the top globally in smartphone usage
High receptiveness to Western-format shopping, KOLs/KOCs, and experiential retail

Vietnam's retail sector benefits from:

A large, youthful, and consumption-driven population
Well-established urban retail infrastructure
A growing base of middle-income consumers willing to trade up

9.3% CAGR (2022–2027), outpacing neighbors such as Malaysia, Thailand, and South Korea.

(Source: YCP Market Context Slide)

To overcome entry barriers, international brands should adopt:

A "test-and-learn" strategy, starting with smaller pilots or pop-ups
Collaboration with local partners to bridge regulatory, cultural, and retail ecosystem gaps
A localized marketing approach with Vietnamese language, cultural insight, and tailored influencer marketing
ASEAN-wide mindset: Vietnam can be a launchpad for broader SEA expansion

As your Brand Representative in Vietnam, we provide:

1. Market Intelligence

Real-time competitor analysis
Retail channel mapping & consumer insight
Market visit coordination

2. Distributor & RTM Management

Sales & promotion planning
Distributor relations & supply chain support
Trade budget execution & reporting

3. Brand Development

Distributor/buyer search & negotiation
Trade show participation
Contract preparation & brand registration advisory

4. Marketing Execution

Full online & offline marketing: Facebook, TikTok, KOLs
Content & video production, event planning

5. Logistics & Procurement

Import operations, warehousing, and last-mile delivery

6. Strategic Planning

Annual market calendar, budgeting, resource planning

We are not just a service provider—we act as your local business extension. With in-depth understanding of Vietnam’s regulatory, cultural, and retail landscape, and a proven track record launching international brands, PrimeLink Trade is your trusted growth partner in Vietnam.

https://retailasia.com/e-commerce/event-news/vietnam-retail-market-ramps-digital-first-strategies

https://www.kantarworldpanel.com/vn/news/FMCG-Monitor-Q1-2025

https://ycp.com/lp/vietnam-consulting