As one of the most dynamic economies in the region, Việt Nam's retail market is attractive for many foreign investors, but it can also be challenging at the same time.

Việt Nam is forecast to produce the highest GDP growth rate in the dynamic Southeast Asia region with 6.6 per cent. Its growing urbanisation is expected to bring an annual growth rate 2.6 per cent in the urban population by 2030, the highest in Southeast Asia.

As more people move into cities and take on higher-value manufacturing and service jobs, their incomes also increase.

The high growth of middle class population at 19 per cent in 2020-25, including 70 per cent of people of working age, is a key driver of strong retail growth. At the same time, experts said increasing tourism also helps lift the market.

Since 2014, the market has witnessed a series of mergers and acquisitions (M&A) deals. An example is Berli Jucker’s acquisition of Metro Cash & Carry Vietnam, the largest M&A deal ever in Việt Nam.

Shortly after, Central Group – another Thai giant – acquired Nguyễn Kim Trading JSC, Việt Nam's leading electronics retailer, and Big C Vietnam, the second-largest supermarket chain in terms of the number of stores in the country.

E-mart – South Korea's leading retailer – also officially joined the playground in 2015 with a $60 million shopping mall in the north of HCM City. Also from Korea, Lotte Mart has been quite successful with a series of supermarkets and shopping centres across the country.

AEON, one of the world's leading retail groups from Japan, is also gradually expanding its network with a fifth centre in Hà Đông in the capital city opening last November. Its Japanese fellow, Takashimaya presented in a prime location in HCM City four years ago.

However, foreign retailers are also faced with fierce competition. The evidence is that big brands like Auchan, Parkson and the series of foreign convenience store brands had to shrink their networks, withdraw from or struggling in the market.

Some retailing experts considered Parkson’s loss was due to the less persified tenant structure which focused too much on fashion and cosmetics while neglecting dining and entertainment while Auchan and Shop & Go failed to align with market trends.

Foreign retailers need to conduct careful studies to better understand the local trends.

AEON offering a prime spot for families to shop and relax as one of the successful models.

According to JLL's observations, besides the focus on food and beverage, plus entertainment to attract customers, retailers should develop more green spaces, increase the application of technology and big data, set up shopping omni-channel to keep the hearts of customers.