Transparent Vietnam Market Entry Opens Doors for SMEs

Entering Vietnam has always been attractive for global SMEs, but the landscape in 2025 is fundamentally different. Driven by the government’s firm action against counterfeit and smuggled goods, the country is entering a new phase — one defined by transparency, compliance, and growing consumer trust.

For foreign SMEs seeking sustainable expansion, Vietnam market entry in a transparent environment is no longer just a possibility; it’s a strategic opportunity. A younger population, modern retail channels, and a cleaner business ecosystem are together reshaping Vietnam into one of Asia’s most promising destinations for high-quality, compliant brands.

Vietnam has evolved rapidly over the past decade — now entering a new era of transparency and consumer trust, driven by the government’s firm action against counterfeit and smuggled goods.

Vietnam 2025: From Risky Markets to Transparent Opportunities for Foreign Brands

In 2025, Vietnam’s market looks very different from just a few years ago. The government’s tough stance against counterfeit and smuggled goods has reshaped the business environment, creating a new era of transparency, accountability, and consumer trust.

What was once considered a risky market filled with imitation products and informal trade is now evolving into one of Southeast Asia’s most transparent and high-potential destinations for foreign SMEs. This transformation marks a rare window of opportunity for companies with quality products and a commitment to compliance to build sustainable success in Vietnam.

At the 2025 China–ASEAN Bilateral Forum on Trade Law, Vietnam’s Anti-Counterfeit Technology Center (ACT) signed an MoU with CCPIT and Guangxi CCPIT — reinforcing regional cooperation for transparent and fair trade within ASEAN.

Vietnam Strengthens Market Transparency Through Anti-Counterfeit Enforcement

The Vietnamese government has been tightening control over counterfeit, substandard, and smuggled goods to protect both consumers and legitimate businesses. According to the General Department of Market Management (QLTT), in 2024 alone, authorities detected and handled over 27,000 violations, up 15% year-on-year.

Major nationwide campaigns from the Ministry of Industry and Trade, Customs Department, and National Steering Committee 389 underline Vietnam’s strong commitment to building a transparent, fair, and compliant market. New measures - digital product tracking, electronic labeling, and stricter import inspections—are now serving as effective shields for genuine brands, gradually eliminating “grey zones” in trade and distribution.

Vietnamese market inspectors strengthen nationwide enforcement to prevent smuggling and eliminate counterfeit goods — a key step toward a transparent, trusted business environment.

Consumer Confidence and Market Fairness on the Rise

As transparency improves, Vietnamese consumers have become more selective, brand-conscious, and trust-driven. The 2025 Retail Market Report reveals that over 60% of urban consumers are willing to pay 10–15% more for verified, authentic products.

This behavioral shift creates a ripple effect throughout the ecosystem:

• Local manufacturers must upgrade product quality and traceability.

• Retailers and distributors now prioritize verified, legally compliant goods.

• Foreign SMEs are increasingly welcomed as reliable players that raise market standards.

Vietnam is thus shaping into a high-trust, transparent business environment, paving the way for healthy competition and sustainable brand growth.

Vietnam Market Entry in a Transparent Environment: Why Timing Matters

Entering Vietnam’s transparent market environment in 2025 brings distinct advantages for foreign SMEs:

• Young demographics: Over 50% of citizens are under 35, forming a vibrant, brand-driven consumer base.

• Growing purchasing power: Total retail sales reached VND 6,270 trillion in 2024, up 8.3% year-on-year (source: GSO).

• Stable policies and open trade: Free-trade agreements (CPTPP, EVFTA, RCEP) and political stability make entry easier than ever.

As counterfeit and smuggled goods fade, brands with traceable, certified products can gain consumer trust faster, achieve healthy profit margins, and build lasting market credibility.

Prime Minister Phạm Minh Chính meets with representatives of global enterprises and organizations at the annual Vietnam Business Forum, emphasizing FDI’s role in advancing green and transparent growth.

High-Potential Sectors: FMCG, F&B, Cosmetics, and Consumer Goods

Industries once harmed by counterfeit trade are now seeing the greatest recovery:

• FMCG: Consumers shift to traceable, professionally packaged products.

• F&B: Strong demand for organic, healthy, and certified food & beverages.

• Cosmetics and household goods: Trusted imports from Japan, Korea, and Thailand are gaining loyalty thanks to safety and authenticity.

The rise of transparent trade channels—both offline and online—creates a level playing field where foreign SMEs with compliance-ready strategies can establish strong, long-term footholds.

Vietnamese consumers increasingly choose authentic, traceable products — fueling growth in FMCG, F&B, cosmetics, and household sectors as transparency defines modern retail.

Go2Market (G2M) Vietnam: A Transparent, Fast-Track Solution for Foreign SMEs

In this evolving environment, Go2Market (G2M) Vietnam helps international SMEs enter Vietnam safely, legally, and effectively through its proven “Market Ready, Shelf Ready” model.

G2M provides:

• End-to-end legal and compliance setup for imported goods.

• Import by Proxy service — allowing brands to sell in Vietnam without creating a local entity.

• Access to modern trade (MT) and general trade (GT) networks nationwide.

• Alignment with Vietnam’s anti-counterfeit and traceability policies.

With G2M as a trusted local partner, SMEs can focus on product and brand growth, while G2M ensures smooth market entry, distribution, and compliance.

Vietnam’s 2025 business landscape represents a turning point — from a market of uncertainty to a marketplace of trust. The government’s intensified anti-counterfeit policies are not only protecting consumers but also unlocking new potential for foreign SMEs that bring transparency and quality.

For companies ready to invest in authenticity and long-term strategy, Vietnam’s transparent market environment is the right place, at the right time. And with Go2Market (G2M) Vietnam, your path to compliant, fast, and sustainable growth is already paved.