The 18th Annual Global Shopper Study, unveiled recently by Zebra Technologies Corporation (Zebra), acknowledged that Vietnam’s retail sector is on a strong growth trajectory, with market value projected to reach approximately $163 billion by 2025 and exceed $209 billion by 2030.
This growth is driven by rising incomes, urbanization, and a shift to modern retail formats. Technology adoption is accelerating, supported by market trends and the Government's Retail Development Strategy to 2030, which prioritizes digitalization, omnichannel commerce, and sustainable supply chains.
Retailers also are expected to expand omnichannel platforms, use AI for demand forecasting and personalization, modernize payment systems, and adopt automated logistics and warehouse solutions.
This momentum also aligns closely with broader trends identified in Zebra's study, which highlighted how retailers across APAC are increasingly turning to automation, artificial intelligence (AI), and intelligent workflows to meet evolving consumer expectations.
“Vietnamese shoppers deserve a seamless and rewarding modern store experience – beyond finding great deals and desired products, retailers should foster meaningful connections and eliminate friction,” said Ms. Tran Thi Bao Tran, Vietnam Country Manager, Zebra Technologies. “As e-commerce grows and consumers demand greater convenience, speed, and personalization, Vietnamese retailers face both opportunities and challenges."
Focus on inventory management
Across APAC, shopper satisfaction has declined for the second consecutive year, reflecting mounting pressures on retailers to deliver speed, convenience, and value. In-store satisfaction in the region fell to 75 per cent, while online satisfaction declined to 69 per cent, both lower than previous years.
Inflation continues to influence purchasing behavior, with nearly three-quarters of APAC shoppers prioritizing discounts and promotions. At the same time, operational inefficiencies - such as out-of-stock items, locked merchandise, and insufficient self-checkout options - remain key sources of frustration.
In this context, inventory management and loss prevention have emerged as top priorities. The study found that 87 per cent of retail leaders globally recognize generative AI and automation as critical tools in combating shrinkage.
Nearly half of APAC shoppers still report leaving stores without all intended purchases, largely due to inventory visibility issues. In response, 85 per cent of APAC retail decision-makers cite real-time inventory synchronization as a strategic imperative, with many planning to deploy technologies such as RFID (Radio Frequency Identification), computer vision, and generative AI over the next five years.
Empowering frontline associates with advanced technology is also central to improving retail performance. In APAC, 85 per cent of store associates report difficulties in accessing timely information, which can disrupt service and reduce efficiency. However, more than 84 per cent believe that having the right tools makes their jobs easier and more satisfying, while 86 per cent say technology helps them complete tasks faster - benefits that translate directly into better customer service.
According to Mr. Christanto Suryadarma, Sales Vice President for Southeast Asia (SEA), South Korea, and Channel APJeC, Zebra Technologies, said that retailers should start by strengthening their inventory foundation through digitization. Manual stock-taking is no longer sufficient - it is time-consuming, often inaccurate, and directly leads to lost sales when customers cannot find what they need.
"Once inventory visibility is in place, retailers can scale more effectively by enhancing the customer journey, such as digitizing checkout, deploying mobile point-of-sale, and equipping store associates with mobile devices," Mr. Suryadarma added. "These capabilities are already available in Vietnam through Zebra and its partners, making digitalization and automation an achievable next step for retailers looking to grow efficiently."
Having the same idea, Mr. George Pepes, APAC Vertical Solutions Lead, Retail, Zebra Technologies, also said that delivering true omnichannel experiences is impossible, if retail operations still depend on manual, paper-based processes. Without real-time inventory visibility, retailers simply cannot meet today’s customer expectations.
He also noted that Digitization should begin with barcode scanning and basic inventory visibility, then progress to RFID to enable faster and more frequent stock checks. These technologies are essential for scaling omnichannel services such as online ordering and click-and-collect. Ultimately, investing in technology is about staying relevant—if retailers cannot meet customer expectations, competitors will.
Recommendation for retailers
With a potential retail market like Vietnam, Mr. Suryadarma said that readiness to adopt AI and automation in Vietnam varies by retailer and depends largely on the infrastructure already in place. Many solutions are scalable, but technology adoption should always start with a clear understanding of the business problem - whether it is improving inventory accuracy, scaling omnichannel operations, or enhancing in-store engagement.
"Smaller retailers can begin with fundamentals such as barcode scanning and digitizing point-of-sale processes, while larger retailers are increasingly ready to invest in advanced capabilities like real-time inventory visibility and RFID," he recommended. "There is no one-size-fits-all approach; the most effective strategy is to identify each retailer’s specific challenges and apply technology where it delivers the greatest impact."
On the other hand, Mr. Pepes said that Vietnam is progressing rapidly, particularly in manufacturing, and retail is beginning to follow - though there is still significant room to further digitize and automate operations. Larger retailers are already moving beyond barcodes toward RFID and AI to optimize inventory and support smarter retail operations
However, he pointed out that a key gap lies in empowering store associates with digital tools. When frontline staff rely on pen and paper, productivity and customer service are limited. In contrast, equipping associates with dedicated digital devices enables them to stay on the sales floor, access real-time information, and serve customers more effectively.
The right balance of people, process, and technology is essential. When workflows are digitized, supported by the right tools, and paired with proper training, retailers see meaningful improvements in performance and customer experience. In Vietnam, while barcode usage and POS (Point of Sale) systems are increasingly common, far fewer retailers have fully digitized the shop floor - representing a major opportunity.
"As technology becomes more affordable and accessible, success will depend on leadership ambition," Mr. Pepes said. "Retailers that aim to set the standard, rather than simply keep pace, are best positioned to benefit from intelligent operations - and Zebra is ready to support them on that journey."
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