In his opening speech, deputy director of the Agency for Domestic Market Surveillance and Development Bui Nguyen Anh Tuan emphasised that the domestic market is playing a key role in ensuring macroeconomic stability and sustainable economic development.

While the world faces uncertainties regarding growth, supply chain disruptions, trade conflicts, and geopolitical volatility, domestic demand serves as a "launchpad" to help Vietnam's economy maintain its growth momentum, ensure social welfare, and strengthen consumer confidence.

Tuan emphasised that as Vietnam is entering a new development phase, domestic trade should be seen not just as a space for goods exchange, but as an internal driver of the economy. To achieve this, the Ministry of Industry and Trade has outlined four strategic directions for sustainable, comprehensive market growth.

The agency is collaborating with localities to modernise traditional markets while preserving their cultural values and role in community connection. A "smart market" model will be implemented in order to enhance transparency, connect buyers and sellers, and promote local products, especially in rural and remote areas. Additionally, the Government is investing in green logistics, modern distribution centres, and efficient supply chains.

Another priority is strengthening the legal framework for e-commerce, Vietnam's fastest-growing domestic trade sector. The ministry is working to finalise the amended E-Commerce Law to foster fair competition and improve sector standards.

A key focus is strengthening the institutional framework, improving the business environment, and enhancing competitiveness, Tuan said, sharing that the ministry is reviewing and revising regulations on retail market management, and commercial infrastructure standards to align with modern practices and international norms. Increasing transparency, reducing administrative barriers, and protecting consumer rights will not only reassure businesses but also build trust in the domestic market, where Vietnamese goods are honoured, protected, and developed sustainably.

Tran Thi Phuong Lan, chairwoman of the Association of Vietnam Retailers, highlighted that Vietnam's retail market is undergoing a major shift, from traditional to modern models and from mass to smart, sustainable consumption. However, challenges persist, including intense competition, inflation, rising costs, incomplete logistics, and changing consumer behaviour.

To adapt, retailers must focus on digital transformation, upgrading trade infrastructure, and improving consumers' experiences. Embracing omnichannel sales and AI-driven solutions for order management, inventory forecasting, and personalised promotions is essential to reduce processing time, increase conversion rates, and boost revenue on digital platforms, she suggested.

According to Lan, upgrading logistics and developing cold supply chains are critical for modern retail, especially with the rise of "fast shopping" trends and increasing demand for fresh food. In addition, investing in phygital stores - blending physical spaces with digital platforms - allows consumers to experience products in-person while shopping online. Meanwhile, optimising space, personalising services, and enhancing interaction will be key to retaining customers in the post-pandemic era.

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