The Fastest Way to Enter the Vietnam Market

Vietnam has become one of Asia’s fastest-growing and most promising consumer markets. In 2023, GDP grew by 5.05%, with projections reaching 6.8–7.0% in 2024, making Vietnam one of ASEAN’s top-performing economies (World Bank). Retail sales exceeded USD 266 billion, up 9.6% year-on-year - a clear indicator of robust consumer spending from a population of nearly 100 million, where 69% are of working age and the median age is just 33.

Beyond economic growth, Vietnam stands out as one of the most politically and geopolitically stable countries in Asia, with a unified government system, social harmony across ethnic and religious lines, and 17 active free trade agreements (FTAs).

For international SMEs and mid-sized companies, this creates a rare combination of growth, stability, and openness. However, entering Vietnam quickly requires more than ambition — it demands the right entry model, effective distribution channels, and a trusted local partner who can execute fast and legally.

Vietnam has become one of Asia’s fastest-growing and most promising consumer markets.

The Fastest Way to Enter the Vietnam Market – Choosing the Right Entry Model

Selecting the right entry model is the foundation for any successful and fast market expansion in Vietnam.

Here are the four most practical ways for international SMEs to enter the Vietnam market quickly and effectively.

1. Partnering with a Local Market Entry Partner

   This is the fastest and most compliant way for international SMEs to enter Vietnam without establishing a local entity.

   Local partners like Go2Market (G2M) Vietnam already have a registered legal entity, logistics infrastructure, warehousing, and trained sales teams across GT, MT, Horeca, and e-commerce channels — allowing brands to start selling in just 4–8 weeks.

   Advantages:

   • No need to apply for local investment or trading licenses.

   • Full operational coverage — import, storage, distribution, sales, and KPI reporting.

   • 100% legal compliance under Vietnamese commercial laws.

   • Data transparency and brand control via integrated CRM and WMS systems.

    This model is ideal for SMEs entering Vietnam for the first time or testing market potential before committing to a full investment.

   
   

2. Setting Up a Legal Entity (WFOE or Representative Office)

   Wholly Foreign-Owned Enterprise (WFOE):

   Grants full control over business operations, but the setup takes 3–6 months, including investment registration (IRC) and enterprise certification (ERC).

    Best suited for large-scale, long-term investments.

   
   

   Representative Office (RO):

    Easier to establish but not allowed to conduct commercial transactions.

    Suitable for market research, supervision, or managing relationships with partners.

   This model provides control but is time- and cost-intensive, making it less suitable for brands seeking fast entry.

   
   

3. Joint Venture (JV)

    A hybrid model between a Vietnamese and a foreign company that shares capital and profits. It offers strong local relationships but involves complex legal procedures and potential strategic misalignment between partners.

   Recommended only for specific sectors such as manufacturing, F&B production, or logistics.

   
   

4. Working with Local Distributors or Agents

   A traditional yet common approach for fast entry — but it comes with trade-offs.

   • Distributor: purchases goods and resells them in Vietnam, taking control of pricing, promotions, and stock management. Quick market access but limited brand control.

   • Agent: represents the foreign company for a commission. Easier to manage but depends heavily on the principal’s support and training.

   While this model offers speed, it sacrifices transparency and long-term brand ownership.

   
   

To combine speed, legality, and control, SMEs often prefer partnering with a market entry firm like G2M — bridging legal compliance, sales execution, and real-time performance tracking.

Choosing the right entry model is the first and most critical step when investing in Vietnam.

Accelerating Market Penetration through GT, MT, Horeca, and E-Commerce

Once the entry mode is defined, choosing the right distribution channels becomes the next crucial step.

General Trade (GT)

• Accounts for 60–65% of FMCG sales in Vietnam (Nielsen IQ 2024) with over 1.6 million traditional shops.

• Ideal for fast-moving products that require mass visibility and quick rotation.

• SMEs can scale faster using local or outsourced sales teams and CRM systems to manage daily visits, orders, and coverage.

Modern Trade (MT)

• Comprises around 4,500 outlets nationwide, including supermarkets and convenience stores (Aeon, Winmart, GS25, Circle K…).

• Growing at 10–12% annually, MT builds strong brand trust and premium visibility.

• Requires standardized listing documents, shelf visibility, and in-store activations to boost trial rates.

Horeca (Hotels, Restaurants, Cafés)

• Over 230,000 outlets nationwide, growing 7.8% per year (Statista 2024–2028).

• Highly relevant for F&B and beverage brands.

• G2M currently supports over 2,500 Horeca points, helping brands penetrate this fast-moving channel efficiently.

E-Commerce (EC)

• Valued at USD 20.5 billion in 2024, up 25% YoY (Statista).

• Dominated by Shopee (70% traffic), followed by Lazada (15%) and Tiki (10%).

• Enables fast, low-cost market testing through Official Stores, online ads, and influencer collaborations.

  
  

A hybrid multi-channel approach (GT + MT + Horeca + EC) enables brands to reach consumers both online and offline within 6–8 weeks — maximizing speed and visibility.

General Trade (GT) accounts for 60–65% of FMCG sales in Vietnam (NielsenIQ 2024) with over 1.6 million traditional shops nationwide.

Key Challenges for International SMEs Entering Vietnam Quickly

• Complex Legal and Product Registration: certification, labeling, and customs procedures often take months.

• Highly Fragmented Retail Landscape: over 1.6 million GT shops make market coverage difficult without local partners.

• Limited Market Understanding: incorrect pricing or channel choices lead to costly missteps.

• Human Resource Constraints: hiring and training competent local sales teams is time-consuming and expensive.

• Lack of Transparency: without CRM or WMS systems, data tracking and KPI management are inconsistent.

Go2Market (G2M) Vietnam – Fast, Legal, and Efficient

Go2Market (G2M) Vietnam was founded with one mission: to help international SMEs enter the Vietnamese market faster, legally, and more efficiently through a complete All-in-One Market Entry Model.

This model integrates three key pillars and a standardized four-step operational framework — reducing months of setup into weeks of execution.

Legal & Compliance – Enter the Market Without a Local Entity

• G2M’s registered entity enables SMEs to import, distribute, and sell products legally in Vietnam.

• End-to-end handling of product registration, labeling, and certification.

• Market launch in as little as 4–8 weeks.

E-Fulfillment & Logistics – Flexible Warehousing for GT and E-Commerce

• Managed through an advanced WMS (Warehouse Management System) for real-time visibility.

• Central warehouse in Ho Chi Minh City plus regional hubs serving both B2B (GT) and B2C (E-commerce).

• Direct API integration with Shopee, Lazada, and Tiki for automated order synchronization.

Sales Force Execution – GT, MT, and Horeca Teams Ready to Deploy

• Over 300 trained sales representatives covering 34 provinces.

• Existing relationships with key retail and Horeca networks.

• Monitored via CRM, providing transparent KPI and sales tracking.

Operational Benefits – Speed, Transparency, and Cost Efficiency

Week 1: Product immersion and sales training.

Weeks 2–4: Route planning and channel setup.

Weeks 5–8: Market execution and optimization.

Continuous Support: Real-time reporting via CRM & WMS.

Measured results:

• Market entry time cut from 6–12 months to 4–8 weeks.

• 40–50% lower setup costs compared to in-house operations.

• Real-time sales and inventory data across all channels.

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

Winning in Vietnam: The Right Partner, the Right Speed

Finding the fastest way to enter the Vietnam market is not only about speed — it’s about strategy, compliance, and local execution. The key lies in combining the right entry model, multi-channel coverage, and a trusted local partner capable of turning plans into real sales momentum.

Vietnam is one of Asia’s most stable, young, and fast-evolving consumer markets — full of opportunities for agile SMEs. With Go2Market (G2M) Vietnam’s All-in-One Market Entry Model, brands can achieve what traditional distributors take months or years to build: a fast, legal, and sustainable presence in Vietnam.

Go2Market (G2M) Vietnam – Market Ready, Shelf Ready. When the market is ready, your product is already on the shelf.