WHAT HAPPENED
Ho Chi Minh City, Vietnam's economic powerhouse, is actively pursuing an initiative to establish large-scale outlet centers. These new retail spaces, each spanning 10 to 15 hectares, are planned for strategically important transportation hubs within the city. The primary focus is on locations near Tan Son Nhat International Airport, as well as along key routes connecting Ho Chi Minh City with the new Long Thanh International Airport in the neighboring Dong Nai province. This initiative is seen by city authorities as a powerful driver of economic growth and a new impetus for retail development.
The decision to develop an outlet model is no accident. It aims to meet the growing demand from both local consumers and tourists seeking branded goods at discounted prices. Placing such centers near major transport arteries will not only ensure high foot traffic but also optimize logistics processes for retailers, reducing transportation costs and improving accessibility for the end customer. This step signals the maturity of the Vietnamese retail market and its desire to integrate modern retail formats.
Ho Chi Minh City authorities view outlets not just as shopping destinations, but as comprehensive commercial hubs capable of attracting investment, creating jobs, and stimulating the development of ancillary infrastructure. Integration with existing and under-construction transport infrastructure, including new airports and highways, makes this project particularly attractive from a macroeconomic planning and regional development perspective.
WHAT IT MEANS
For Russian online retailers actively entering or planning to enter the Southeast Asian market, Ho Chi Minh City's initiative presents both significant opportunities and potential challenges. First and foremost, it will directly impact Vietnam's logistics map. The concentration of large shopping centers near key transport hubs could lead to a re-evaluation of current logistics strategies. Russian companies using Vietnam as a transit hub or distribution point may find new opportunities to optimize supply chains, including through B2B partnerships with local logistics operators serving these outlets.
The emergence of large-scale offline outlets will inevitably intensify competition in the retail market. Russian e-commerce players focused on direct-to-consumer sales will need to adapt to changing preferences. Consumers accustomed to online shopping will now have the added option of physically selecting and trying on goods, which may affect online sales dynamics in certain segments. This is particularly true for high-priced goods and categories where tactile contact and fitting play an important role, such as clothing, footwear, and accessories.
However, this also opens up new channels for Russian brands. Outlet centers can become an attractive platform for Russian manufacturers to enter the Vietnamese market, providing an opportunity to present their products in a physical format, test demand, and build brand awareness without requiring the opening of full-fledged mono-brand stores. This is especially relevant for premium segments and designer goods, which can find their niche among Vietnamese consumers looking for exclusive offers.
The development of warehouse infrastructure near outlets and airports is also of interest. Russian companies considering opportunities to establish local or regional hubs in Vietnam should carefully examine these areas. New warehouse complexes and logistics centers are likely to emerge there, offering modern storage and distribution solutions, which can significantly reduce delivery times and last-mile costs, especially when working with Vietnamese partners or launching their own offline points.
VIETSMART EXPERT COMMENTARY
As a Russian entrepreneur actively operating or planning to enter the Vietnamese e-commerce market, I would view this news as a clear signal for strategy diversification. An exclusively online presence in Vietnam is becoming insufficient for long-term sustainable growth, especially with the strengthening of the offline segment. It is necessary to seek synergy between online and offline channels, building an omnichannel model that will cover a wider range of consumers and strengthen brand loyalty. This could include direct sales through outlets, as well as partnership programs with local retailers who already have a physical presence.
CONCLUSIONS AND WHAT TO DO
- Review logistics strategies: Analyze the potential of new logistics hubs forming around outlet centers and airports. There's an opportunity to reduce delivery times and optimize costs by utilizing new warehouses and distribution centers.
- Consider B2B partnerships: Explore collaboration opportunities with local outlet operators or large retailers to place your products. This could involve direct sales through their platforms or a 'shop-in-shop' model.
- Integrate omnichannel approaches: Develop a strategy that combines online sales with an offline presence. This might not involve owning your own stores but partnering with others, allowing you to use their infrastructure for product display and online order pickup.
- Study consumer preferences: Conduct additional research to understand how the emergence of outlets will impact the purchasing habits of your target audience. This will help adapt marketing campaigns and product assortments.
- Monitor infrastructure development: Closely follow the progress of the outlet project and the development of related transport infrastructure. This data will be critical for timely adjustments to business plans and operational decisions up to 2028.
Source: VnEconomy EN — Business as of August 22, 2026