VIETNAM NEWS: RETAIL ASIA SUMMIT 2025

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

At TGM Research, we’re committed to helping brands navigate the fast-moving world of consumer behavior, and that journey continued at this year’s Retail Asia Summit 2025 in Ho Chi Minh City.

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TGM Marketing Team

We're a team of storytellers, here to give you the strategic clarity you need to stay ahead in a constantly changing global market.

On May 12, TGM Research was proud to take the stage at the Retail Asia Summit 2025, held at Pullman Saigon Centre, where our Chief Experience Officer, Tatiana Masalska-Laska, joined a high-level panel on “Transforming Retail Spaces: Adapting to the Digital-First Consumer.”

Transforming Retail Spaces: Adapting to the Digital-First Consumer

A Data-Driven Look at Retail Transformation in Vietnam

Representing TGM’s commitment to delivering data-backed insights, Tatiana shared exclusive findings on how Vietnamese retail consumers are evolving, and how brands must adapt to keep pace with change.

“Vietnamese shoppers are moving fast. If retailers don’t adapt with them, they risk falling behind. The brands that win are those that listen, respond in real time, and make discovery as effortless as checkout.”

- Tatiana Masalska-Laska, Chief Experience Officer at TGM Research

From rising digital expectations to emerging commerce formats, her session highlighted four major takeaways:

Mobile-first is the new retail baseline: Vietnamese consumers, especially those aged 18 to 44, are discovering, comparing, and purchasing directly from their phones. Convenience isn’t a luxury anymore; it’s a requirement.
Omnichannel needs to be seamless: Online and offline are no longer separate paths. Vietnamese shoppers expect brands to connect the dots across platforms, offering real-time availability, cross-channel rewards, and consistent service quality.
New formats like Buy Now Pay Later (BNPL) and live shopping are surging: Tatiana shared that digital-first Vietnamese consumers are more willing than ever to try new commerce formats, particularly social shopping via TikTok and livestream-based purchasing.
Retailers must meet consumers where they scroll: With social platforms now central to the customer journey, branding and conversion strategies must evolve from static promotions to interactive, mobile-led experiences.

Dive Deeper: What’s Next for Vietnam’s Retail and E-Commerce?

TGM Research has compiled comprehensive findings in our latest TGM Vietnam E-Commerce Insights 2025, where we uncover:

Changing consumer behaviors and expectations across digital touchpoints
The rise of mobile shopping, new payment formats, and emerging platforms
Key trends shaping the future of online retail in Vietnam
Actionable insights to help brands adapt, grow, and stay competitive in 2025 and beyond

Want the Full Picture of Vietnam’s E-Commerce in 2025?

Download our exclusive report for in-depth stats, growth trends, and expert insights on Vietnam’s digital retail landscape.

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