Vietnam domestic goods and digital commerce initiatives

Hanoi has initiated a 2026 centralized digital promotion program under the theme “Smart Shopping - Digital Connection.” This program involves more than 1,000 businesses and major retailers, such as Aeon and Lotte, offering significant discounts to modernize commerce and improve digital business methods.

Building on these efforts, the Vietnamese government is refining the ‘Vietnamese Goods for Vietnamese People’ program for the 2026–2030 period. Led by Deputy Prime Minister Pham Gia Tuc, the initiative aims to enhance the competitiveness of domestic brands and foster a production and consumption ecosystem to support national economic growth goals.

Recent economic data indicates shifting consumer behaviors within this framework. In Ho Chi Minh City, retail revenue rose by 17.2% during the first eight months of 2026, though consumers are increasingly pragmatic, prioritizing quality and value over low prices.

Seasonal demand is also impacting the market; as the Mid-Autumn Festival approaches, businesses are introducing fusion gift sets, while authorities in Lạng Sơn have seized over 23,000 pieces of unidentified children’s toys to ensure market safety. Concurrently, the TECHFUTURE 2026 event in Hanoi is attempting to connect core technology enterprises with investors to strengthen national strategic technological capacity.