Official data shows total retail sales of goods and consumer services in the first 11 months of 2025 reached an estimated VND6.38 quadrillion (US$260 billion), up 9.1% year on year, reflecting a steady recovery in domestic demand.

Authorities attributed the improvement to coordinated efforts by government agencies and businesses aimed at meeting socio-economic development targets amid a challenging global environment.

Major trade events drive market connectivity 

One of the highlights in 2025 was the exhibition marking the 80th anniversary of Vietnam’s independence, held from late August to early September. The event provided a platform for Vietnamese companies to showcase technological capabilities and high-end products that meet international standards.

According to Vu Ba Phu, director of the Trade Promotion Agency under the Ministry of Industry and Trade (MoIT), the exhibition offered international partners a clear image of a confident, dynamic, creative and sustainable Vietnam. 

“The event opens up opportunities for enterprises to connect and expand markets, while also strongly affirming the role and position of the industry and trade sector in the development process,” he said.

Another major event, the Autumn Fair 2025 held in Hanoi from October 26 to November 4, attracted thousands of domestic and international enterprises. The fair generated nearly VND1 trillion in direct sales over 10 days, including about VND50 billion from local booths, according to organisers.

Nguyen Anh Duong, deputy director of the Hanoi Department of Industry and Trade, shared that the Autumn Fair 2025 was not only a platform to promote handicrafts, tourism and investment products, but also an opportunity for local residents to directly participate, experience and shop at one of the largest fairs ever held.

“This is a special trade promotion activity that makes an important contribution to investment promotion in Hanoi. Through the event, enterprises, business households and production facilities across the city have the opportunity to showcase products and expand trade links”, Duong noted.

At the same time, he added, Hanoi can introduce its high-end products rich in cultural and economic value, to residents and visitors at home and abroad, thereby stimulating trade and generating revenue for the capital’s economy.

Growing attention to domestic products

To support domestic market development alongside digital transformation and sustainability goals, the Ministry of Industry and Trade organised multiple events in 2025 linking government agencies, local authorities, businesses and consumers. These initiatives aimed to promote transparent supply chains and boost consumption of Vietnamese-made products under the national “Vietnamese People Prioritise Vietnamese Goods” campaign.

The Vietnam Agricultural Products Week 2025, which also marked the launch of the Agricultural Products Map, introduced a range of signature farm produce from various provinces and cities, highlighting local strengths, identities and distinctive economic values. This approach offered a comprehensive picture of the country’s diverse agricultural sector and laid the groundwork for expanding and refining databases in subsequent phases.

The consumer market is gradually recovering, as Vietnamese consumers increasingly prefer products with clear origins, high quality and safety standards. Bui Quang Hung, deputy director of the Trade Promotion Agency, noted that the domestic market of more than 100 million people is a key driver of growth. 

“Strengthening market linkages is crucial. Such linkages help tightly connect production, distribution and consumption, ensuring smooth goods flows, reducing intermediary costs and enhancing added value,” he emphasised.

Viewing the domestic market not only as a place of consumption but also as a vital engine for production and social welfare, Bui Nguyen Anh Tuan, deputy director of the MoIT’s Department of Domestic Market Management and Development, said that domestic trade must transform more strongly than ever. Shifts in consumer behaviour, green lifestyles, sustainable consumption and the circular economy are placing new demands on both regulators and businesses to develop a market that is humane, friendly and transparent.

Policy directions for domestic trade development in the new era are not the responsibility of the MoIT itself, he stressed. 

“It is a shared journey that requires unity and joint efforts from central to local levels, from regulators to the business community and the public,” Tuan concluded.

Vietnam’s production and consumption are entering a breakthrough phase, with expectations of robust growth in the 2025–2030 period. However, businesses continue to face challenges from subdued consumer demand, price sensitivity and intense competition from both domestic and foreign brands, particularly as commitments to opening the retail and e-commerce markets are implemented.

To promote sustainable production, business activity and consumption, authorities need to further refine policies, improve the investment environment, enhance law enforcement effectiveness, and provide support in finance, human resources and commercial infrastructure, especially in remote, mountainous and island areas. These measures will form the foundation for domestic trade to become a sustainable growth driver that meets the expectations of both consumers and businesses.

Trade surplus decreases to signal recovery of domestic production

VOV.VN - The past month has seen import growth momentum at a faster rate compared to exports, thereby reflecting positive signs regarding Vietnam ’s economic recovery and the growth of domestic production activities, according to the General Department of Vietnam Customs.