The Vietnamese marketplace exists in two separate worlds. These worlds live side-by-side. They often overlap and are always full of incredible energy. First is the traditional, physical marketplace. We call this the chợ. For centuries, it has been the social and economic heartbeat of every community. Second is the modern, digital marketplace. This is the world of e-commerce platforms. It is the lightning-fast, technological brain of the new economy.
To understand commerce in Vietnam today, you must understand both. Think of it like a mighty river. The traditional markets are the ancient, foundational riverbed. They have carved the course of trade for generations. They teem with life, character, and deep-rooted traditions. The digital marketplaces are massive, modern dams built upon that same river. They harness that same powerful current of entrepreneurial energy. They channel it in a new, technologically advanced way. This energy now powers the entire nation.
This guide is your map and your compass. We will take you on a journey to navigate both worlds. You will explore the ancient riverbed and the modern dam. We’ll discover the opportunities and culture within each. We will also cover their unique rules of engagement.
The Ancient Riverbed: The Traditional Vietnamese Marketplace
The traditional market, or chợ, is an essential, non-negotiable part of Vietnamese life. It is far more than just a place to buy things; it is the living, breathing heart of the community.
The Heartbeat of the Community
A traditional chợ is a full-sensory experience. It’s where neighbors meet, where the daily news is exchanged, and where the freshest food is found. The relationships here are personal. Your local vegetable seller knows exactly how you like your herbs. The butcher knows which cut of pork your family prefers. It’s a system built on daily interaction, trust, and community ties. For any visitor, a walk through a local market is one of the most authentic cultural experiences you can have.
A Tour of the Titans: Famous Markets to Visit
While every neighborhood has its own local market, there are a few legendary titans that are destinations in their own right.
- Ben Thanh Market (Ho Chi Minh City): This is perhaps the most famous market in all of Vietnam. Located in a historic building in the center of District 1, it’s a bustling maze of stalls selling everything from souvenirs and textiles to fresh produce and incredible street food. It’s a must-visit for any tourist, but it’s also a functioning market for locals.
- Dong Xuan Market (Hanoi): Housed in a massive, four-story Soviet-style building in the Old Quarter, Dong Xuan is the largest indoor market in Hanoi. It’s less of a tourist market and more of a wholesale hub, where you can see a huge volume of goods being traded. It offers a grittier, more authentic glimpse into the city’s commercial life.
- Hoi An Central Market (Hoi An): Located in the beautiful ancient town, this market is particularly famous for its incredible food section and its proximity to the town’s renowned tailors. It’s a picturesque and vibrant example of a riverside market.
The Unwritten Rules: A Guide to Market Etiquette
To shop like a local, you need to know the rules of the game.
- Bargaining is Expected: In most tourist-facing markets, the first price you are quoted is a “starting price.” Bargaining, or “haggling,” is expected and is part of the fun. Always do it with a smile and a friendly attitude. A good approach is to counter with a price that is about 50-60% of the asking price and then meet somewhere in the middle.
- Cash is King: While some larger shops may have card machines, the vast majority of stalls in a traditional market operate on cash (Vietnamese Dong) only.
- Go Early for Food: The freshest produce, meat, and seafood are available early in the morning when the local chefs and homemakers do their daily shopping.
The Business Insight
For a business professional, a walk through a traditional market is the most valuable market research you can possibly do. It’s a real-time, unfiltered view of consumer demand. You can see what vegetables are in season, what styles of housewares are popular, and what kinds of snacks people are buying. It’s a powerful antidote to sterile market research reports.
The Modern Dam: The Digital Vietnamese Marketplace (E-commerce)
This is the new, dominant force in Vietnamese retail. With one of the highest rates of internet and smartphone penetration in the world, Vietnam has fully embraced e-commerce.
The E-commerce Titans: Shopee, Lazada, and Tiki
Three major platforms dominate the digital marketplace landscape.
- Shopee: The undisputed king. Known for its bright orange branding, Shopee has a massive market share. Its model is a mix of C2C (consumer-to-consumer) and B2C (business-to-consumer). It is famous for its aggressive sales promotions, gamification, and incredibly wide selection of goods, from cheap phone cases to official brand stores.
- Lazada: Owned by Alibaba, Lazada is a major competitor. It has a strong focus on official brand stores (“LazMall”) and is particularly strong in the electronics and home appliance categories. It competes with Shopee on promotions and fast delivery.
- Tiki: This is Vietnam’s homegrown champion. Tiki (short for “tìm kiếm,” meaning “search”) started as an online bookstore and has grown into a major platform. Its key differentiator is its reputation for authentic goods and its own fulfillment service, which offers lightning-fast “TikiNOW” 2-hour delivery on many items.
The Social Commerce Revolution: Facebook, Zalo, and TikTok
A huge amount of commerce in Vietnam doesn’t even happen on a formal platform. Social Commerce is massive.
- Facebook: Countless small businesses and individuals run their entire operation through a Facebook page, taking orders via Messenger and posting new products in their feed.
- Zalo: Vietnam’s “super-app” is also a key tool for commerce, where shop owners communicate directly with their regular customers to offer deals and take orders.
- TikTok: The rise of “TikTok Shop” has been explosive, with creators selling products directly through short-form videos and live streams.
The Engine Room: Logistics and Last-Mile Delivery
The backbone of this e-commerce boom is a hyper-competitive logistics industry. Companies like Giao Hang Nhanh (GHN), Giao Hang Tiet Kiem (GHTK), and J&T Express, along with the delivery arms of platforms like Grab and Be, have created a network of millions of motorbike delivery drivers who can get a package to a customer’s door in a major city in a matter of hours. This expectation of incredible speed is a defining feature of the Vietnamese digital marketplace.
The Business Insight
For any modern brand, the digital marketplace is the primary channel for reaching the vast majority of Vietnamese consumers, especially the young, urban population. It offers an incredible opportunity to sell directly to consumers, but it requires a deep understanding of digital marketing, promotional strategy, and the nuances of each platform.
We Are Your Marketplace Navigators: The VALO Vietnam Advantage
Whether you’re trying to navigate the crowded aisles of Ben Thanh Market or the complex algorithms of Shopee, it’s clear that the Vietnamese marketplace is a dynamic and multifaceted world. Understanding how to operate within this ecosystem: how to source products, how to sell products, how to build relationships, requires deep local expertise.
This is where our team at VALO Vietnam becomes your essential guide. We are your expert navigators for this entire commercial landscape, with a deep understanding of both the traditional sourcing networks and the modern digital marketplace.
- If you are inspired by the unique products you find in a traditional market and want to source them at scale for your business, we can connect you with the vetted workshops, artisans, and factories that produce them.
- If you are looking to enter the vibrant digital marketplace and sell your products to Vietnamese consumers, we can provide the market insights and help you find the right local manufacturing partners to create products that will resonate with local tastes.
- We bridge the gap between the ancient riverbed of traditional commerce and the modern dam of e-commerce. We help you understand the full picture and tap into the powerful current of opportunity that flows through the entire Vietnamese marketplace.
Conclusion: The Enduring Spirit of Commerce
The Vietnamese marketplace, in both its forms, is a testament to the incredible entrepreneurial spirit of its people. It is a place of energy, resilience, and constant adaptation. The traditional market shows the deep cultural value placed on community and personal relationships, while the digital market showcases a nation that has leapt into the technological future with breathtaking speed.
To succeed here, one must appreciate both. By understanding the timeless traditions of the chợ and embracing the lightning-fast pace of the digital world, you can find immense opportunity in one of the most exciting commercial landscapes on Earth.
Ready to find your place in the vibrant Vietnamese marketplace? Whether you want to source products or sell them, we can show you the way.
Contact VALO Vietnam to start your commercial journey today!