The pent-up consumption trend during the pandemic is gradually decreasing in the context of rising interest rates and a weakening Vietnamese dong making consumers' to tighten their purse strings.

With a scale of nearly US$180 billion and an annual two-digit growth rate, the Vietnamese consumer retail market is being squeezed by foreign investors.

The competition in the Vietnamese retail market between domestic and foreign players goes beyond price, into the realm of customer experience and service quality as players are vying to offer green and fresh goods.

 VietNamNet Bridge – The domestic retail sector expects to increase its contribution to the Gross Domestic Product (GDP) from the current 14 per cent to 23 per cent in 2014.