Accessing Retail Channels in Ho Chi Minh City for SMEs

For many international SMEs planning to enter Vietnam, the question isn’t if they should come — but how fast they can access the market. Among Vietnam’s major cities, Ho Chi Minh City stands out as the commercial heart of the nation — a place where traditional and modern retail channels converge, and consumer behavior evolves at lightning speed.

To succeed here, brands must understand how to access retail channels in Ho Chi Minh City effectively — from local grocery shops (GT) and modern supermarkets (MT) to the vibrant Horeca network of restaurants and cafés. And this is where Go2Market (G2M) Vietnam helps SMEs bridge the gap — providing a clear roadmap to reach store shelves faster, smarter, and more efficiently.

Aerial illustration of Ho Chi Minh City’s skyline — showcasing Vietnam’s economic hub and the heart of its retail market.

Ho Chi Minh City – The Gateway to Vietnam’s Retail Market

When it comes to Vietnam’s retail landscape, Ho Chi Minh City (HCMC) stands as the country’s most dynamic and influential hub. The city accounts for over 35% of Vietnam’s total retail revenue, with thousands of convenience stores, supermarkets, traditional shops, restaurants, and cafés shaping its commercial pulse.

With a population exceeding 10 million and a large, young consumer base, HCMC has become the testing ground for international brands aiming to enter Vietnam. However, getting products “onto the shelf” is far from simple — the city’s retail structure is highly fragmented, and consumer behavior differs across districts.

That’s where Go2Market (G2M) Vietnam plays a pivotal role — helping SMEs access retail channels in Ho Chi Minh City quickly, flexibly, and cost-effectively, in line with its philosophy: “Market Ready – Shelf Ready.”

Vietnam’s top 10 cities by total retail sales and consumer service revenue in 2024 — highlighting Ho Chi Minh City as the country’s leading retail market.

Understanding Ho Chi Minh City’s Retail Landscape

HCMC’s retail network can be divided into three key channels, each with its own scale and strategy:

• GT (General Trade): Accounts for around 70% of FMCG sales. This includes traditional shops, markets, and local grocery stores — mainly concentrated in District 5, Binh Thanh, Go Vap, and Thu Duc. GT is ideal for brands seeking fast distribution and wide coverage at affordable costs.

• MT (Modern Trade): Represents about 20% of the market, comprising large retail chains like Co.opmart, Lotte Mart, Aeon, Winmart, Emart, and Big C — typically located in Districts 1, 7, and Tan Phu. This channel requires a clear listing process, strong branding, and compliance with retailer standards.

• Horeca (Hotel, Restaurant, Café): Makes up roughly 10% of retail consumption, focusing on F&B, beverage, cosmetics, and consumer goods. The Horeca network is concentrated in Districts 1, 3, Phu Nhuan, and Binh Thanh, where hospitality and dining traffic are dense.

The modern shopper in HCMC values convenience, authenticity, and digital engagement. The rise of O2O (Online-to-Offline) and platforms such as TikTok Shop, Shopee, and Lazada has blurred the line between traditional and digital commerce — demanding a multi-channel approach for any brand entering the market.

Ba Chieu Market in Binh Thanh District — one of Ho Chi Minh City’s largest traditional retail hubs, illustrating the strength of Vietnam’s General Trade (GT) network.

The Challenges International SMEs Face in Ho Chi Minh City

Despite its huge potential, many international SMEs — from China, Japan, Korea, Thailand, the U.S., and the EU — struggle when entering HCMC’s retail ecosystem due to:

• Limited understanding of the retail channel structure and listing procedures

• Difficulty recruiting and managing local sales teams

• Lack of insights into regional consumer behavior and hot-selling areas

• Weak connections with distribution and logistics partners

• Insufficient knowledge of legal compliance, labeling, and certification requirements

These challenges can delay market entry by months or even years.Go2Market Vietnam exists to remove these barriers — shortening the process to just a few weeks.

Three Steps to Access Retail Channels in Ho Chi Minh City with Go2Market

Step 1: Product & Market Assessment

Go2Market begins with a comprehensive product and market analysis — identifying positioning, pricing, target audience, and competitors. From there, G2M recommends the optimal entry route: GT, MT, Horeca, or a combined approach. The goal: define the right path to market while saving time and cost.

Step 2: Retail Access & Distribution Setup

Leveraging its established sales network, G2M activates product placement across retail points, connecting directly with buyers in supermarket chains, traditional shops, and Horeca venues. Field sales teams execute POSM displays, in-store sampling, and digital push campaigns simultaneously. The biggest advantage: brands don’t need to build their own sales department — everything is already ready within G2M’s system.

Step 3: Execution, Monitoring & Reporting

Using its integrated Field Force, WMS, and CRM systems, G2M provides real-time reporting on coverage, shelf visibility, and sell-out performance. Based on actual data, the strategy is continuously optimized to expand sales and coverage. The result: products reach the shelf faster, stay visible longer, and sell better.

Go2Market Vietnam’s three-step roadmap for accessing retail channels efficiently.

Go2Market – Optimizing Resources for International SMEs

Instead of spending heavily on manpower, office setup, and logistics, SMEs can simply plug into Go2Market’s existing ecosystem and leverage:

• A wide sales network across HCMC and neighboring provinces

• Established relationships with retail chains and distributors

• Fully equipped warehouse and logistics management system

• Transparent reporting and measurable KPIs

This model allows businesses to save operational costs, speed up execution, and scale faster — embodying Go2Market’s three core strengths: Speed – Flexibility – Cost Efficiency.

Go2Market Vietnam – Making Your Brand “Market Ready – Shelf Ready”

Ho Chi Minh City is not just Vietnam’s largest consumer hub — it’s the launchpad for nationwide expansion. With its philosophy “When your brand is ready, Go2Market is already moving,” G2M empowers SMEs to access retail channels in Ho Chi Minh City effectively and lay the foundation for long-term growth in Hanoi, Da Nang, and Can Tho.

If you’re looking to enter the Vietnamese market quickly, partner with Go2Market Vietnam — because when the market is ready, your product will already be on the shelf.