Unlocking the Future of Vietnam’s Retail Experience Commerce at Retail Asia Summit 2025

As Vietnam’s retail landscape becomes increasingly digital, brands face growing pressure to meet rising consumer expectations around convenience, mobile shopping, and seamless omnichannel experiences. Retailers needed a clearer understanding of how shopping behaviors are evolving and what it takes to stay relevant in a digital-first market.

At Retail Asia Summit 2025 in Ho Chi Minh City, TGM Research's CXO, Tatiana Masalska-Laska, shared exclusive insights on Vietnam’s changing retail and e-commerce landscape. Drawing on proprietary consumer research, the session explored key trends including mobile-first shopping, omnichannel retail, social commerce, livestream shopping, and emerging payment methods such as BNPL.

The session equipped retailers and brands with actionable insights to better align with evolving consumer expectations. By highlighting the behaviors driving Vietnam’s next wave of retail growth, TGM helped industry stakeholders identify opportunities to improve customer experience, strengthen digital strategies, and remain competitive in a fast-changing market.