From mass expansion to strategic depth

The market presents a paradox: 2025 saw record-breaking Gross Merchandise Value (GMV) of 429.7 trillion VND (up 34.75% YoY), with consumers spending nearly 36 trillion VND monthly. Yet, despite booming sales, over 48,000 storefronts - a 7% drop - exited the market last year.

This shift signals an evolution from "breadth" to "depth." As consumers demand high-value products and premium experiences, "flash-in-the-pan" business models are being phased out in favor of professionalism and regulatory compliance.

"The 2026 market is no longer a playground for the amateur," says Mr. Le Tuan Anh, Sales Director of 9Pay. "It is an era of compliance. We aren't just providing payment gateways; we are building a compliance infrastructure that allows businesses to bypass legal red tape and focus entirely on winning consumer trust."

Fintech - the "go-to-market" solution

With massive capital inflows from China, South Korea, and Taiwan, the primary challenge for investors isn't just selling, it’s navigating compliance and repatriating revenue.

9Pay’s All-in-one solution bridges this gap by integrating international payment gateways with specialized collection and disbursement services. The platform automates document control and contractor tax consultancy, ensuring 100% legal compliance while offering T+0 same-day transfers with unlimited volume. By leveraging AI for reconciliation, 9Pay eliminates manual errors and centralizes cash flow management for cross-border entities.

The professionalization of infrastructure providers is opening a new chapter for Vietnam: seamless, high-frequency transactions. Looking ahead, the rise of QR Global and secure digital asset models is creating a transparent, borderless cashless ecosystem.

9Pay’s leadership emphasizes that optimizing cross-border payments is a strategic lever to maintain a level playing field with global competitors. This foundation is critical for Vietnam to hit its projected $63 billion e-commerce milestone by 2030.

Backed by international security standards like PCI DSS Level 1 and ISO 27001, the focus has shifted from simple transactions to a long-term commitment to a professionalized digital economy.