In 2025, the consumer picture of the Vietnamese economy recorded many positive colors, clearly reflecting the recovery and improvement of domestic purchasing power. Total retail sales of goods and consumer service revenue in 2025 increased by 9.2% compared to 2024, showing that the purchasing power of the economy continues to improve and plays an important driving force for growth.
According to the Statistics Office, in 2025, the total retail sales of goods and consumer service revenue at current prices are estimated at 7.008.9 trillion VND, an increase of 9.2% compared to the previous year (in 2024 an increase of 8.9%), excluding the price factor of 6.7% increase (equivalent to the increase in 2024).
Ms. Nguyen Thi Huong - Director of the Statistics Department (Ministry of Finance) said that the main factors promoting it are improved income and employment of people, contributing to improving spending capacity. Consumer confidence is strengthened thanks to stable macroeconomics, timely support policies, and a more favorable business environment.
In addition, the service sector recovered strongly, especially the revenue from accommodation and catering services in 2025 increased by 14.6% compared to the previous year and the revenue from tourism and travel services increased by 20.2%, leading to increased consumer demand.
International and domestic tourism activities are growing strongly, stimulating direct consumption and spreading to many other service industries. It is noteworthy that international visitors to Vietnam in 2025 reached nearly 21.2 million visitors, an increase of 20.4% compared to the previous year and the number of international visitors to our country reached the highest level in many years.
E-commerce, online shopping and digital services are developing rapidly, helping to expand consumption channels, creating more favorable access to goods for people. Stimulus programs, promotions, and consumption linkages are widely implemented, contributing to promoting consumer demand.
The above signals not only reflect a solid consumer base in 2025 but also open up positive expectations for 2026. Regarding the prospects, Ms. Huong assessed that the consumption trend is assessed as positive and has a basis for maintaining it in 2026 if macroeconomic stability continues to be maintained, supporting production recovery, and maintaining jobs and income for people.
If we continue to promote the development of the domestic market, improve the quality of goods and services, and effectively exploit the tourism, e-commerce and digital economy markets, domestic consumption will continue to be an important pillar contributing to economic growth in 2026" - Ms. Huong emphasized.
