The above figure was unveiled in the Viet Nam domestic market report 2025, which provided information on influencing factors, current situation, and development prospects of domestic goods and services market during the 2025–2030 period.

The report was released by the Agency for Domestic Market Surveillance and Development under the Ministry of Industry and Trade.

One of the report's highlights is the boom in e-commerce, reaching US$32 billion in 2025 and accounting for nearly 12 percent of total nationwide retail sales of goods and services. The growth rate of this sector far outpaced overall retail sales growth, recording an increase of over 20 percent compared to 2024—the second highest in Southeast Asia.

With a population of over 100 million, a young demographic structure, and rapidly rising per capita income, Viet Nam is poised to become one of the largest retail markets in the region.

The scale of Viet Nam's retail market was estimated to hit US$269 billion in 2025, with total retail sales of goods and service revenues growing by 9–10 percent compared to 2024, the highest growth rate over the past five years.

The growth not only reflects the rapid recovery of purchasing power but also demonstrates the restoration of consumer confidence in the domestic market, noted the report.

Modern commercial infrastructure has continued to expand significantly, with the development of 1,293 supermarkets and 276 shopping malls nationwide, alongside a network of 8,274 traditional markets.

However, the data also reveal a clear disparity between urban and rural areas, as modern commercial infrastructure is concentrated mainly in major cities such as Ha Noi, Ho Chi Minh City, Da Nang, and Hai Phong, accounting for nearly half of the total number of such facilities, while mountainous and rural regions still rely largely on traditional markets.