Vietnam-US trade: Businesses adapt to shifting market demands

Vietnamese businesses are being advised to refine their strategies to maintain and expand their market share in the United States. While the US remains a critical export market for goods such as garments, footwear, and food products, experts note that price competitiveness is no longer the sole deciding factor. Importers are increasingly prioritizing supply chain management, delivery flexibility, consistent quality, and transparent information regarding origin and sustainability.

To succeed, businesses are encouraged to move away from broad-based approaches in favor of targeting specific consumer segments and regions. The shift involves building stronger brands and exercising greater control over production processes to meet stringent US requirements on compliance and quality.

Concurrently, US companies maintain a committed outlook toward Vietnam despite a more measured business performance in the first half of the year. A survey by the American Chamber of Commerce in Vietnam indicates that while expectations were tempered compared to the start of the year, businesses continue to invest in manufacturing, technology, and infrastructure. Most companies reported higher revenue than the previous year and have maintained or expanded their workforces, signaling long-term confidence in Vietnam’s economic trajectory.