A Must-Read for Foreign Trade Professionals! Vietnam Market Overview and Development Strategies (2025 Edition)

As ASEAN's fastest-growing manufacturing and export hub, Vietnam is poised for significant growth in e-commerce by 2025, with a 41% e-commerce growth rate. Consumer behavior is shifting from simply pursuing low prices to prioritizing service reliability. This presents new opportunities for sellers willing to invest in quality and experience. This article provides a detailed guide to developing the Vietnamese market, packed with practical information—just save it! Related reading : What countries are included in ASEAN? Which country has the greatest development potential? How can it be developed?

1. Overview of Vietnam

Here's a quick overview of Vietnam's basic country information.

National fundamentals

• Country name : Socialist Republic of Vietnam

• Area : approximately 330,000 square kilometers

• Population : Over 100 million, with a young population structure

• Official language : Vietnamese

• Capital : Hanoi

• Religion : Mainly Buddhism, Catholicism, etc.

Economy and Industry

• Economy : The GDP growth target for 2025 is at least 8%, the economic size is expected to exceed US$500 billion, and the per capita GDP target is over US$5,000. Vietnam strives to achieve double-digit economic growth by 2030 and become a high-income developed country by 2045.

• Industry : Focus on developing manufacturing (electronics, textiles, machinery) and high-tech industries (semiconductors, artificial intelligence).

• Service industry : Tourism is one of the pillars, and the digital economy and e-commerce are growing rapidly.

• Foreign trade : China actively participates in global trade, and China is an important trading partner.

• Foreign capital : Foreign investment is concentrated in manufacturing, real estate and high-tech sectors. In 2025, the policy will shift to "selective introduction" and focus on high-tech.

• Favorable policies for China : Bilateral promotion of trade facilitation, such as cross-border QR code payment.

• China-Vietnam bilateral trade : Border trade settlement will be fully electronic from September 15, 2025, and cash payment will be eliminated.

2. Vietnam’s annual festivals and customs

statutory holidays

1. New Year
   • Date : January 1
   • Introduction : To celebrate the Gregorian New Year, the whole country will have a one-day holiday.
2. Lunar New Year (Spring Festival)
   • Date : January 29 to February 2 (the first to fifth day of the first lunar month)
   • Introduction : Vietnam's most important traditional festival, family reunion, ancestor worship, fireworks, the whole country has a 5-day holiday vietnam.vn .
3. Hung Kings Memorial Day
   • Date : April 7 (the tenth day of the third lunar month)
   • Introduction : To commemorate the legendary ancestor of the Vietnamese nation, King Hung, the whole country will have a one-day holiday.
4. Unification Day
   • Date : April 30
   • Introduction : To commemorate the unification of North and South Vietnam in 1975, the whole country will have a one-day holiday.
5. International Labor Day
   • Date : May 1
   • Introduction : Celebrating workers' day, the whole country has a one-day holiday.
6. Independence Day (National Day)
   • Date : September 2nd to 3rd
   • Introduction : To commemorate Vietnam's independence in 1945, the country will have a two-day holiday.

Traditional and religious festivals

1. Buddha's Birthday (Vesak Day)
   • Date : May 12 (the 15th day of the fourth lunar month)
   • Introduction : A Buddhist festival to commemorate the birth of Buddha. Believers hold ceremonies such as bathing the Buddha and chanting scriptures.
2. Mid-Autumn Festival
   • Date : October 6 (the 15th day of the eighth lunar month)
   • Introduction : This is a children-centered festival where people carry lanterns, eat mooncakes, and celebrate the harvest and family reunion.
3. Vu Lan Festival (Yulanbon Festival)
   • Date : September 6 (the 15th day of the seventh lunar month)
   • Introduction : Worship ancestors and save the souls of the dead, and promote filial piety and gratitude.
4. Dragon Boat Festival
   • Date : The fifth day of the fifth lunar month (June 19 in 2025)
   • Introduction : Commemorate Qu Yuan, eat rice dumplings, and hang mugwort to ward off evil spirits and avoid disasters.
5. Qingming Festival
   • Time : Late March or early April of the lunar calendar (around April 4 in 2025)
   • Introduction : Tomb sweeping and ancestral worship are used to express remembrance of ancestors.

Other important festivals

1. Ho Chi Minh's Birthday
   • Date : May 19
   • Introduction : Commemorative activities are held across the country to commemorate Ho Chi Minh, the founding leader of Vietnam.
2. International Children's Day
   • Date : June 1
   • Introduction : The school organizes activities, parents take their children to play, and pay attention to children's rights.
3. Teachers' Day
   • Date : November 20
   • Introduction : Students express their respect and gratitude to teachers.
4. Founding Day of the Communist Party of Vietnam
   • Date : February 3
   • Introduction : Commemorate the founding of the Communist Party of Vietnam and hold political activities and rallies.

Regional festivals

1. Hue Festival
   • Time : April (specific date adjusted annually)
   • Location : Hue City
   • Introduction : Showcasing Vietnamese traditional culture, handicrafts and music performances.
2. Elephant Racing Festival
   • Time : March of the lunar calendar (mid-April in 2025)
   • Location : Dak Lak Province
   • Introduction : Elephant races and health rituals reflect the culture of ethnic minorities.

Customs and taboos :

• • Numbers and Colors : Avoid the number "4" (which sounds like "death") and prefer the numbers "6," "8," and "9." Don't wrap gifts in white or black cloth.

  • In daily interactions : Avoid patting people on the back, especially on the head. When handing over items (such as business cards), use both hands.

  • Business etiquette : Building a trusting relationship is important, first meetings may be formal, and patience is a virtue.

3. Analysis of Vietnam’s market development potential and prospects

1. Strong economic growth momentum : Vietnam has set a GDP growth target of at least 8% in 2025 and plans to achieve double-digit growth in 2026-2030. The steady development of the macroeconomy provides broad space for the market.

2. The surge in consumer digitalization : Over the past six months, online consumption in Vietnam has grown by a staggering 41%. The rapid penetration of livestreaming shopping (such as TikTok Shop) and social commerce has become a key driver of growth.

3. Evolving consumer attitudes : The market is maturing. A key signal is that 53% of Vietnamese online shoppers prioritize "reliability" over "low price," and 70% are willing to pay more for reliable service. This suggests that simple price wars are becoming less effective, and quality, service, and brand trust are becoming paramount.

4. Clear policy orientation : The Vietnamese government is committed to building a more transparent and standardized business environment, for example, fully promoting electronic payments in border trade to combat illegal activities. At the same time, industrial policies are tilted towards high technology, digital transformation and sustainable development . , bringing opportunities for exports and investments in related industries.

4. Characteristics of Vietnamese customers

• Growing sophistication and a focus on reliability : As mentioned earlier, more than half of consumers prioritize reliable service (such as on-time delivery and a clear return policy) over price.

• Enthusiastic about social media and content : Vietnamese consumers, especially the younger generation, spend a significant amount of time on social media and short video platforms. The explosive growth of TikTok Shop demonstrates the strong appeal of the "content + e-commerce" model. They are happy to make purchasing decisions based on videos and livestreams.

• Value for money remains important, but the definition is broadening : Value for money (64%) remains one of the main factors driving online consumption, but the connotation of "value for money" has become richer, now including experience factors such as product diversity (52%) and AI recommendations (32%).

• High expectations for platforms : 90% of consumers believe that e-commerce platforms (rather than logistics companies) should ensure delivery standards, and 79% of users only care about delivery reliability and are less concerned about the specific carrier. This places high demands on sellers' fulfillment capabilities.

5. Recommended Popular Products in Vietnam (2025 Trends)

The following table combines the latest trends to sort out potential product selection directions for you:

6. Common payment methods used by Vietnamese customers

• Electronic payment becomes mainstream : It is worth noting that since September 15, 2025 , Vietnam has completely abolished cash payment in Sino-Vietnamese border trade and forced it to switch to bank channels or electronic payment. This reflects the general trend of going cashless.

• Popularity of local e-wallets : In Vietnam, local e-wallets such as MoMo and ZaloPay are very popular and are a common payment method for individual consumers.

• Bank transfer and credit card : For B2B transactions or payments of larger amounts, transferring money through the banking system or using international credit cards (Visa/MasterCard) are common methods.

• Emerging methods : Cross-border QR code payment between China and Vietnam has been piloted in Hekou, Yunnan and other places. Vietnamese users can directly use their local wallets to scan China's QR code to settle in RMB, which provides convenience for bilateral trade.

7. A Complete Guide to Vietnam Market Development Methods

Multi-channel development can help you reach Vietnamese customers more effectively.

Vietnamese local B2B website :

1. SourceVietNam

• Website : https://sourcevietnam.com
• Introduction : Vietnam's number one B2B wholesale platform connects global buyers with high-quality local suppliers, covering more than 1,000 categories including agriculture, textiles, furniture, electronics, etc., and provides supplier verification and customization services.

2. VietNamTrade

• Website : https://www.vietrade.gov.vn
• Introduction : The official platform of the Vietnam Trade Promotion Agency (Vietrade), authoritatively includes export-oriented enterprises nationwide, supports multilingual search, and is suitable for finding suppliers with international trade experience.

3. VieTrade

• Website : https://vietrade.gov.vn (Note: This may be the same platform as VietNamTrade, so please refer to official information for details)
• Introduction : This government-backed B2B platform focuses on agricultural products, machinery and equipment, and provides letter of credit guarantees and smart matching services. It is expected to rank first in Vietnam's B2B traffic in 2025.

4. BizViet

• Website : https://www.bizviet.net
• Introduction : Vietnam's leading B2B marketplace, with 150,000+ trade leads and 100,000+ members, supports free publishing of supply and demand information, and provides AI smart matching and Vietnamese translation services.

5. ExportVN

• Website : https://www.exportvn.com (verification required)
• Introduction : A B2B platform focusing on handicrafts and household goods, providing multi-language automatic translation and video display functions. It is expected to rank third in Vietnam's B2B traffic in 2025.

6. Global Sources Vietnam

• Website : https://www.globalsources.com/vietnam
• Introduction : An internationally renowned B2B platform that combines offline exhibitions (such as the Vietnam International Sourcing Exhibition) with online resources, covering categories such as home furnishings, fashion, and electronics, serving more than 1.5 million buyers worldwide Global Sources .

7. VietnamBusinessDirectory

• Website : https://www.vietnambusiness.tv/directory
• Description : A comprehensive business directory that aggregates information on manufacturers, exporters, and service providers. It supports filtering by industry and region and is suitable for initial market research.

8. VietOffer

• Website : http://www.vietoffer.com
• Introduction : A local B2B platform in Vietnam that provides trade lead publishing and supplier matching services, covering textiles, machinery, chemicals and other fields, and supports Vietnamese and English searches.

9. Vietnam-Singapore B2B Platform

• Website : https://vietnamsgp.arobid.com
• Introduction : This cross-border B2B platform, jointly established by Vietnam and Singapore, focuses on green trade and provides AI-powered matchmaking, 3D virtual showrooms, and multi-currency payment services to help SMEs connect with the international market.

10. Alibaba Vietnam

• Website : https://vietnam.alibaba.com
• Introduction : Alibaba's Vietnam section includes a large number of local factories and trading companies, supports cross-border procurement, covers categories such as electronics, clothing, and building materials, and provides logistics and financial solutions.

Commonly used social media :

• • Zalo : The Vietnamese version of "WeChat", integrating social networking, office work and payment, is an important tool for developing B-side customers and providing customer service.

  • Facebook : It has a large user base and is suitable for brand promotion and community building.

  • TikTok : It is a key platform for igniting trends and influencing the decisions of young consumers.

  • LinkedIn : Widely used among professionals and business circles in Vietnam, suitable for developing high-end B2B customers.

• Search Engine : Google is the most popular search engine. Search engine optimization (SEO) targeting Vietnamese keywords is required.

• Yellow pages and business directories : You can refer to the membership directory of the Vietnam Chamber of Commerce and Industry (VCCI).

• Customs data : Subscribe to professional customs data services, such as ABke Customs Data ( https://www.cnabke.com ), to analyze import and export flows and find potential customers.

Offline channels and industry resources

• Industry vertical platforms : such as the official websites of the Vietnam Textile and Apparel Association ( https://www.vietnamtextile.org.vn ) and the Seafood Exporters Association ( https://www.vasep.com.vn ), which focus on connecting supply chains in specific industries.

• Government resources : The Vietnam Chamber of Commerce and Industry (VCCI, https://www.vcci.com.vn ) provides a directory of companies and policy support, making it suitable for finding long-term partners.

• Exhibitions : Attending industry-specific exhibitions in Ho Chi Minh City or Hanoi is an efficient way to meet a large number of high-quality customers and agents face-to-face.

• Other : Consider establishing connections with reliable local partners who can provide support with compliance, logistics, and more.

8. Certificate of Origin and Product Certification Required for Export to Vietnam

• Certificate of Origin (C/O) : When exporting to Vietnam, it is very important to obtain a suitable certificate of origin (such as ASEAN Certificate of Origin Form E). It can help importers enjoy tariff preferences and enhance the competitiveness of your products.

• Product Certification :

  • CR Mark : Vietnam implements mandatory CR mark certification for some products (such as electrical equipment), which is similar to China's CCC certification.

  • Other Standard Certifications : Depending on the product category, you may also need to comply with Vietnamese quality management system standards or product standards, such as ISO and HACCP (food) . It is crucial to confirm in advance that your product complies with local Vietnamese standards.

Recommended reading: A complete guide to Vietnam's CR mark certification: Tips for building materials product compliance under the QCVN standard

9. Vietnam Customs Clearance Requirements and the “Red Light Period”

• Export/customs clearance process :

  1. Prepare documents : including commercial invoice, packing list, bill of lading/airway bill, contract, certificate of origin, etc.

  2. Entrust a customs broker : It is recommended to entrust a professional customs broker who is familiar with Vietnam’s customs clearance requirements.

  3. Declaration and inspection : The customs broker submits the information to the customs, and the customs decides whether to inspect based on the risk.

  4. Pay taxes : Pay customs duties and VAT (if applicable).

  5. Release for collection : Goods can be released only after completing the above steps.

• "Red Light Period" : This is not an official term, but refers to the period when Vietnamese customs strengthens inspections during certain periods (such as around major holidays) or for certain sensitive goods (such as luxury goods and high-value electronic products), resulting in a general slowdown in customs clearance.

• How to deal with it : Ensure that all documents are complete and accurate; declare the value and name of the goods truthfully; cooperate with reliable logistics and customs clearance partners; and reserve time for possible delays.

10. Vietnam Import/Export Ban

Vietnam imposes import or export bans or restrictions on some goods, such as:

• Import bans : may include second-hand consumer goods (such as old clothing), right-hand drive vehicles, some chemicals, weapons, etc.

• Export bans : may involve antiques, rare natural resources, logs, etc.

Note : The specific list will be adjusted dynamically. Before making a transaction, be sure to confirm whether your product is restricted through official channels or by consulting a professional organization.

11. Vietnam’s tariff policy

Vietnam's tariff policy is mainly based on the Import and Export Tax Law. Its main features include:

• Common external tariffs : As a member of ASEAN, Vietnam applies low or zero tariffs on most goods from other ASEAN member countries.

• Value Added Tax : The standard rate is usually 10%, but some goods may be subject to preferential rates.

• Corporate income tax : For projects and regions that encourage investment, preferential tax rates can be enjoyed, such as tax exemption in the first five years and half the tax rate in subsequent years.

• Trend : The overall policy tends to be standardized and transparent, while tax incentives are used to guide foreign investment into priority areas such as high technology and environmental protection.

12. Things to note when developing the Vietnamese market

1. Compliance is fundamental to survival : Vietnam's regulatory environment has continued to tighten since 2025. Pay close attention to requirements regarding tax filings, product standards, and company qualifications . Choosing reliable local partners will help ensure business compliance.

2. Focus on logistics and after-sales service : Given consumers' high focus on reliability, stable logistics and a clear return policy are crucial. Consider partnering with a logistics provider with guaranteed service quality and efficiency, and improve your after-sales service system.

3. Localization and content marketing : Simply translating Chinese content into Vietnamese is not enough. A deep understanding of local culture is required to create content that resonates emotionally. Actively leverage the short video and livestreaming features of platforms like TikTok to engage with consumers.

4. A long-term perspective : The Vietnamese market presents enormous opportunities, but has moved beyond its "unbridled growth" phase. The key to success lies in balancing short-term growth with long-term brand building, while adhering to compliant and refined operations.

We hope this comprehensive guide will provide you with strong support in expanding into the Vietnamese market. For more industry insights, please follow AB Ke [Foreign Trade Academy]!