General Trade (GT) Vietnam 2025: Size, Share & The Shift to Modern Trade

General Trade (GT) Vietnam has long been the backbone of the country’s retail sector, with more than 9,000 traditional markets and over 1.4 million mom-and-pop shops.

Despite strong competition from supermarkets, convenience chains, and e-commerce platforms, GT continues to dominate daily FMCG distribution. By 2024, GT accounted for about 61% of total retail, down from 73% in 2020, while Modern Trade reached 29% and e-commerce 10%.

During Tet 2025, more than 80% of Vietnamese consumers still shopped through GT channels, underlining the cultural and practical importance of this network. For SMEs preparing their Vietnam Market Entry, understanding GT remains critical to designing an effective distribution strategy.

Traditional markets and mom-and-pop shops remain the backbone of General Trade (GT) Vietnam, with over 1.4 million outlets nationwide.

General Trade (GT) Vietnam: Market Overview 2025

GT’s strength lies in its reach and trust-based relationships. Local markets and small stores remain integral to community life, offering credit, convenience, and proximity that modern channels cannot easily replace.

While the share of GT is shrinking, its absolute scale is still expanding modestly alongside overall retail growth. For SMEs, this means GT remains the fastest way to establish presence, particularly in FMCG Distribution Vietnam.

Shifts in Market Share: 2020–2024

Between 2020 and 2024, retail channels in Vietnam underwent significant transformation:

• GT fell from 73% to 61% of retail value.

• Modern Trade increased from 22% to 29%.

• E-commerce jumped from 5% to 10%.

This shift reflects changing consumer behavior, rising incomes, and the rapid adoption of digital channels. The COVID-19 pandemic accelerated e-commerce adoption, but once restrictions eased, many consumers returned to GT for fresh products and daily essentials—proof of its resilience in the retail ecosystem.

Modern Trade channels such as supermarkets are steadily gaining share, rising from 22% in 2020 to 29% in 2024.

Why Modern Trade and E-commerce Are Growing Faster

Modern Trade and e-commerce bring structured, tech-enabled experiences that appeal to younger and wealthier consumers. They offer:

• Organized assortments and promotions.

• Digital payments and loyalty programs.

• Omnichannel convenience with delivery integration.

• Strong government backing for modernization and digital commerce.

These factors make them attractive entry points for brands, while pushing GT to modernize.

Younger consumers increasingly combine Modern Trade shopping with digital habits, comparing prices online while buying in-store.

Implications for SMEs and Market Entry Strategy

For SMEs exploring Vietnam SME Market Entry, GT provides broad coverage and lower entry costs but should be combined with MT and e-commerce for a balanced strategy. Key considerations include:

• Distribution Channels Vietnam: Use GT for reach, MT for brand building, and e-commerce for digital expansion.

• FMCG Distribution Vietnam: GT remains essential for everyday sales volume.

• Sales Outsourcing Vietnam: Partner with an end-to-end distribution partner Vietnam like Go2Market to reduce overhead and accelerate rollout.

• Digital adaptation: Support GT stores with QR payments, online ordering, and light modernization to strengthen competitiveness.

Vietnam’s Retail Outlook in 2025

General Trade (GT) Vietnam will not disappear—it is transforming to coexist with Modern Trade and e-commerce in a fully omnichannel environment. For SMEs, the winning approach lies in blending GT’s breadth with MT’s brand equity and e-commerce’s digital growth. Those who adopt this hybrid model will be best positioned to unlock Vietnam’s retail opportunities in 2025 and beyond.

For businesses seeking a reliable partner to accelerate this process, Go2Market (G2M) Vietnam provides end-to-end distribution solutions, helping SMEs achieve fast and sustainable market entry.