Vietnam – Retail and Consumer Issues

What are the typical opening hours for shops in Vietnam?

Most shops across Vietnam open somewhere between 8am and 9am, closing again between 9pm and 10pm, though actual hours vary by retail type and location. Outlets in busy city centres and tourist-heavy areas frequently trade beyond these times. Unlike some European countries — Germany, for example, where Sunday retail closures are legally mandated — Vietnam imposes no such trading restrictions. Retailers operate every day of the week, and even public holidays rarely result in widespread closures among modern stores.

Supermarkets typically welcome shoppers from around 8am and shut their doors at approximately 10pm. Round-the-clock supermarket trading is uncommon, though convenience stores routinely extend their hours far longer. During the Tết (Lunar New Year) festival, major chains modify their schedules noticeably. Most close on just the first day of Tết and resume normal service from the second day.

Circle K is among the largest convenience store operators in the country, having launched its first Vietnamese outlet in 2008 and surpassing 400 locations by 2020. These stores operate around the clock. FamilyMart is another well-regarded chain recognised for its broad product selection and 24/7 availability.

Shopping malls and department stores, including AEON Mall outlets in Hanoi, generally open daily from around 10am through to 10pm. Some Vincom centres begin trading from 10am on weekdays and slightly earlier — around 9:30am — at weekends. Traditional wet markets and street food vendors work to a different rhythm entirely, often setting up from 5am or 6am and winding down by early-to-mid afternoon.

Supermarkets are expanding steadily in high-density urban areas such as Ho Chi Minh City, Hanoi, and Da Nang, where purchasing power is greatest. In smaller provincial towns and rural communities, the retail landscape continues to be shaped by family-run stores that keep their own schedules, frequently opening at dawn and remaining accessible well into the evening.

What forms of payment are typically accepted in Vietnam?

Cash remains the dominant form of payment across much of Vietnam, especially in rural regions and areas less frequented by tourists. That said, card and mobile wallet acceptance has grown considerably in major cities such as Hanoi, Ho Chi Minh City, and Hai Phong, where businesses are increasingly equipped for digital transactions. It is strongly advisable to keep Vietnamese Dong on hand, especially when venturing beyond city centres.

Contactless NFC payments are now well-supported at modern point-of-sale terminals throughout Vietnamese cities. Shoppers whose cards or phones are NFC-enabled can tap to pay at most chain stores, convenience outlets, and contemporary restaurants. Apple Pay and Google Pay function in Vietnam, though their reach remains narrower than that of local alternatives, with acceptance concentrated at major international retailers, upmarket hotels, and restaurants in larger cities.

Among domestic digital payment solutions, MoMo stands out as Vietnam’s leading e-wallet, with the ability to link international cards and broad merchant acceptance. ZaloPay is integrated with the popular Zalo messaging platform, making it a natural fit for in-app commerce. VNPay has carved out a strong position through its QR code and instant bank transfer capabilities. New residents should be aware that some QR-based apps are tied to Vietnamese bank accounts and may not be fully usable without one.

Bank transfers have become increasingly mainstream as a payment method. Mobile and internet banking now support real-time transfers at any hour, underpinned by the national NAPAS switching infrastructure. The VietQR system enables direct account-to-account payments via QR code and is popular owing to its lower transaction costs and straightforward bank account integration.

Street vendors, market traders, and small local eateries — particularly those away from tourist corridors — tend to operate exclusively on a cash basis. In rural and remote areas, cash is almost universally the only accepted form of payment. Some smaller businesses apply a 2%–3% surcharge on card transactions to offset merchant fees, so paying by cash or bank transfer may offer modest savings on larger purchases.

What are the major supermarkets in Vietnam, and how do they differ?

Vietnam’s supermarket sector features both homegrown retailers and international chains that have expanded substantially in recent years. South Korean operator Lotte Mart and Thailand’s Big C and GO! brands are among the foreign players with a well-established presence, sitting alongside long-standing domestic names and together offering consumers a varied range of shopping environments and price points.

GO! Supermarket, formerly trading as Big C, is one of Vietnam’s largest supermarket operators, running a hypermarket format under the ownership of Thailand’s Central Group. The Big C brand became a familiar fixture for Vietnamese consumers from 2011 before being relaunched as GO! in 2020. The chain currently operates 40 hypermarkets spread across provinces and cities nationwide. In terms of positioning, GO! is broadly mid-market — a comprehensive one-stop destination for both food and non-food shopping at competitive prices, comparable in feel to a large Carrefour or Walmart.

WinMart, formally established in 2014, has grown to a network of more than 132 supermarkets and is recognised as the largest supermarket chain in Ho Chi Minh City. The WinMart and WinMart+ brands emerged when Masan Group acquired approximately 2,600 convenience stores and supermarkets and unified them under the Win identity. WinMart+ outlets are smaller neighbourhood-format stores aimed at serving everyday household needs conveniently.

South Korean retail group Lotte Mart entered Vietnam in 2008 and has since expanded to 13 locations across Hanoi, Ho Chi Minh City, Da Nang, and Nha Trang. The chain positions itself in the mid-to-premium segment, offering a strong selection of Korean and Japanese imports alongside Vietnamese products — broadly comparable to a well-stocked Sainsbury’s or E.Leclerc in terms of the shopping experience.

Japan’s AEON Group has developed six shopping mall complexes in Vietnam — two apiece in Hanoi and Ho Chi Minh City, and one each in Hai Phong and Binh Duong. AEON Mall supermarkets sit at the premium end of the market, with a wide range of Japanese goods and organic produce. Tops Market, another Central Group brand, similarly targets the high end, appealing to urban shoppers seeking imported items and premium fresh food.

MM Mega Market, a Thai-owned wholesale retailer, opened its first Vietnamese store in Ho Chi Minh City in 2002 and has since expanded to 21 locations nationwide, serving both individual consumers and business buyers. Its model is closest to a Costco or Metro Cash & Carry, making it particularly useful for bulk purchasing. BRG Mart is a domestic brand that prioritises locally sourced fresh produce, attracting shoppers who value Vietnamese agricultural products and supply chain transparency.

Several major chains run loyalty or points-based reward schemes. Saigon Co.op, which operates the Co.opmart and Co.opXtra formats, is one of Vietnam’s oldest homegrown retailers and runs a membership programme that had accumulated 4 million members, with 1 million customers shopping across its network each day. Individual chain websites and in-store service counters are the best sources of current membership information, as these schemes are updated periodically.

How popular is online shopping in Vietnam, and what are the main platforms?

E-commerce has been among the most notable developments in Vietnamese retail in recent years. Online sales reached US$14 billion in 2022 and are projected to climb to US$32 billion by 2025. The pandemic served as a catalyst for this shift, pushing traditional retailers to adapt, and supermarkets have responded by integrating online ordering, rapid delivery services, and diverse digital payment options into their offer.

The principal e-commerce platforms operating in Vietnam are Shopee, Lazada, Tiki, and TikTok Shop. Shopee and Lazada lead in terms of traffic and product variety, functioning similarly to Amazon or eBay as marketplaces where third-party sellers list items for consumers to purchase. Tiki is a Vietnamese-founded platform with a reputation for reliable delivery timelines and rigorous quality standards. TikTok Shop has expanded swiftly since its introduction, allowing purchases to be made directly through video content.

Cash on delivery (COD) remains the preferred payment method for a large proportion of online shoppers. Bank transfers are the next most common option, followed by card payments, digital wallets, and buy-now-pay-later arrangements. These preferences reflect a desire to inspect goods before committing to payment, a need for flexibility, and comfort with established domestic systems. As an expat, Visa and Mastercard are generally accepted for online purchases, though certain platforms integrate more smoothly with a local Vietnamese bank account.

Delivery speeds within major cities such as Hanoi and Ho Chi Minh City are impressive — same-day or next-day fulfilment is standard for orders through large platforms. Orders destined for provincial locations typically arrive within two to five days. For goods sourced internationally, customs duties may be applicable. Imports that exceed the personal exemption threshold are subject to import tax — always verify current rates with the General Department of Vietnam Customs before ordering from overseas retailers, as thresholds can be revised.

The broader Vietnamese retail market is forecast to grow substantially, from US$246.65 billion in 2023 to US$435.59 billion by 2028. Most major supermarket chains — including WinMart, AEON, and Lotte — now maintain their own apps or online ordering portals with home delivery, making them a convenient option for newly arrived expats getting to know their neighbourhood.

Are there shops or products in Vietnam catering specifically to expats or international tastes?

Expats living in Vietnam’s major cities will find no shortage of retail options for sourcing both everyday staples and harder-to-find international products. Mainstream chains including WinMart, Lotte Mart, and AEON stock recognisable international brands alongside local lines, while speciality grocery stores supplement these with imported cheeses, condiments, gluten-free products, and organic Vietnamese goods.

In Hanoi, the Tay Ho (West Lake) district has established itself as a prominent expat enclave, home to numerous international grocery outlets, delicatessens, and speciality food shops. The Ba Dinh and Cau Giay districts also offer well-stocked retail options for residents seeking imported produce. In Ho Chi Minh City, District 2 (Thu Duc) and District 7 have a long history as popular residential areas for international residents and are served by several well-supplied foreign grocery shops. Beyond the capital, expat communities in Ho Chi Minh City, Da Nang, and Hoi An enjoy access to international groceries through a combination of Western-style supermarkets, boutique food stores, and speciality importers.

Sakura International Vietnam operates a niche supermarket chain in Hanoi dedicated to authentic Japanese products. Established in 2011, Sakura offers a carefully selected range of 100% Japan-sourced goods, including baby products, cosmetics, household appliances, and electronics. Korean products are widely available through Lotte Mart and through GS25 convenience stores. GS25, the South Korean convenience chain, has grown rapidly in Vietnam and appeals to young urban shoppers with its blend of Korean and locally inspired products.

Western staples — European cheeses, wines, breakfast cereals, and speciality condiments — can be found in AEON and Tops Market locations in major cities, though they carry a price premium reflecting import duties. Middle Eastern and South Asian groceries, including halal meats, spices, lentils, and flatbreads, are available from speciality shops in Ho Chi Minh City and Hanoi, particularly in neighbourhoods with larger Muslim communities. South American products are more difficult to source and often require ordering through specialist importers online.

International fashion and lifestyle retailers are becoming increasingly visible in Vietnam. Vincom Retail manages a network of shopping centres integrated into Vingroup residential developments across the country, typically hosting international fashion names such as Zara, H&M, Uniqlo, and Nike. Trang Tien Plaza, situated in Hanoi’s Hoan Kiem district, houses a range of prestigious international luxury brands including Rolex, Cartier, Burberry, Zegna, and Bulgari.

What are your rights as a consumer in Vietnam?

Consumer protection in Vietnam is governed primarily by the Law on Protection of Consumer Rights 2023, which took effect on 1 July 2024, superseding the previous 2010 legislation. This updated framework modernises Vietnam’s consumer protection architecture by introducing provisions covering e-commerce, digital platforms, and cross-border transactions — a significant development for expats who regularly shop online or engage with international platforms from within Vietnam.

Under Article 3(2) of the Law on Protection of Consumer Rights 2023, the legislation applies not only to domestic businesses but also to foreign traders engaging with consumers in Vietnam, including those operating across borders via digital channels such as websites, apps, or e-commerce platforms. This means that as a resident consumer in Vietnam, you are entitled to legal protection regardless of where the seller is domiciled.

The law entitles consumers to accurate information about products, protection from deceptive or misleading advertising, and goods that are safe and match their described quality. The 2023 legislation has extended the scope of these protections, with particular attention to consumers engaged in electronic transactions and e-commerce, and clarifies the obligations of businesses and individuals providing goods and services with regard to quality and safety.

On the subject of refunds and returns: Vietnam does not prescribe a single statutory minimum returns window equivalent to, for instance, the EU’s 14-day right of withdrawal for distance selling. In practice, return policies are determined by individual retailers. That said, ensuring any retailer’s policy is consistent with consumer protection law is important, and the Vietnam Competition and Consumer Authority (VCCA) provides guidance on these obligations through its official website. Where goods are faulty, sellers are obligated to repair, replace, or refund in accordance with their warranty terms and the applicable consumer protection legislation. Always review a retailer’s stated policy before completing a purchase, particularly on high-value items.

Decree No. 55/2024/ND-CP, issued on 16 May 2024 and operative from 1 July 2024, replaces the earlier Decree No. 99/2011/ND-CP and addresses consumer rights in digital environments, protections for vulnerable consumer groups, and the organisation of Vietnam Consumer Rights Day. This decree is of particular relevance to those who shop online or regularly use digital platforms.

The VCCA and other competent authorities are empowered to investigate complaints, carry out inspections, and impose penalties on businesses that breach consumer protection laws. Enterprises found to be in violation may face fines, suspension of business activities, or licence revocation. For the most current legal position on specific matters — including warranties, online purchases, and dispute resolution — consult the VCCA’s official website or seek guidance from a qualified local legal practitioner.

Which organisations protect consumers in Vietnam, and how can you contact them?

Vietnam’s consumer protection infrastructure is anchored by the Ministry of Industry and Trade and its dedicated regulatory body, with civil society organisations providing additional support. The Vietnam Competition and Consumer Authority (VCCA), operating under the Ministry of Industry and Trade, holds expanded powers to investigate consumer rights violations across borders, including through international cooperation mechanisms.

When pursuing a complaint, the recommended first step is to contact the seller directly in writing, setting out the issue clearly and specifying the outcome you are seeking. If this fails to produce a satisfactory result, you may submit a formal complaint to the VCCA through its website or hotline. Online traders found to have violated consumer rights law are required to have their details published in mass media and posted at the premises and web portals of relevant ministries and Provincial People’s Committees for a period of 30 days. This public disclosure requirement can serve as a meaningful lever when dealing with disputes involving online sellers.

Where disputes involve substantial sums of money, or where informal resolution proves unsuccessful, consumers in Vietnam may pursue their cases through the courts. Mediation and arbitration are also available as alternative resolution pathways. Expats navigating complex disputes — particularly those with a cross-border dimension — are strongly encouraged to engage a locally registered lawyer with expertise in Vietnamese consumer and commercial law.

Frequently asked questions: retail and consumer issues in Vietnam

Do shops in Vietnam close on public holidays?

The majority of large supermarkets and shopping centres continue to trade on public holidays, though operating hours may be modified. The principal exception is the first day of Tết (Lunar New Year), when many supermarkets shut for that day alone. Traditional markets and smaller independent retailers may close for a number of days over the Tết period. It is worth contacting individual stores ahead of major holidays to confirm their plans.

Is bargaining expected in Vietnamese shops and markets?

Negotiating on price is common practice and widely anticipated at traditional markets, street stalls, and souvenir outlets — particularly in areas popular with tourists. In supermarkets, shopping malls, and branded chain stores, prices are non-negotiable and haggling is out of place. If you are shopping at a local market, a courteous counteroffer of around 20–30% below the initial price is a sensible starting point.

Can I use my foreign credit or debit card easily in Vietnam?

International debit and credit cards are broadly supported in Vietnam for both ATM withdrawals and in-store purchases. Visa and Mastercard enjoy the widest merchant acceptance. Some smaller businesses levy a 2%–3% surcharge on card transactions, so it is advisable to confirm this before paying. Keeping a supply of Vietnamese Dong is useful for smaller transactions and travel outside major cities.

What is the best way to get Vietnamese Dong as a new arrival?

ATMs are plentiful throughout Vietnam, with machines conveniently located at airports, hotels, convenience stores, and city-centre locations. The great majority accept international Visa and Mastercard debit and credit cards. Domestic bank ATMs typically dispense between 2 and 5 million VND per transaction, while international banks such as HSBC may permit withdrawals of up to 10 million VND. Airport currency exchange booths and city-centre exchange counters are another option, though exchange rates differ between providers.

Are receipts standard in Vietnamese shops?

Receipts (hóa đơn) are routinely provided in supermarkets, shopping malls, and established retail stores — always request one. At markets, street stalls, and small independent vendors, receipts are seldom available. Retaining receipts is important should you need to make a return or raise a consumer complaint, so developing the habit of asking for them on any meaningful purchase is worthwhile.

How do I make a consumer complaint in Vietnam?

Begin by approaching the seller directly, ideally in writing, with a precise account of the problem and the resolution you are requesting. If the seller fails to address the issue satisfactorily, a formal complaint can be submitted to the Vietnam Competition and Consumer Authority (VCCA). VINASTAS, the non-governmental consumer association, is also able to offer advice and assistance. For intricate or high-value disputes, engaging a locally registered lawyer is advisable.

Is it safe to buy food and groceries online in Vietnam?

Purchasing groceries through well-established platforms and supermarket apps — such as WinMart, AEON Online, or Shopee Mall — is generally safe and growing in popularity. Many Vietnamese online shoppers opt for cash on delivery so they can inspect goods prior to payment; this option is widely available and affords a reasonable level of protection. Exercise caution when dealing with informal sellers on social media, and review customer feedback before buying food products from unfamiliar vendors.

Are imported goods expensive in Vietnam?

Imported products — particularly Western foodstuffs, dairy goods, wine, and branded consumer items — typically attract a notable price premium in Vietnam as a result of import duties and distribution costs. Everyday groceries and locally produced food are, however, very competitively priced by international standards. If access to specific international products is a priority, AEON, Tops Market, and the speciality import stores found in expat districts are your most reliable options — though you should factor in the higher cost when budgeting.