Vietnam retail and real estate markets shift toward selective growth

The retail and real estate markets in Vietnam are shifting toward a more selective growth model. According to Savills, brands are moving away from simply increasing store counts and are instead prioritizing the quality and efficiency of individual locations to better match consumer demand and urbanization trends.

In the convenience store sector, high density in specific areas is driven by high foot traffic, accessibility, and sufficient purchasing power to support multiple outlets. Meanwhile, the real estate market is seeing a transition where investors are prioritizing projects with transparent legal status and sustainable utility over speculative price increases. Experts from JLL Vietnam note that while mid-range apartments remain active, the high-end segment is slowing due to rising interest rates and more cautious buyer behavior.