WHAT HAPPENED
The pet products market in Vietnam is undergoing significant changes, demonstrating a steady increase in owner spending on their pets. This is not just an increase in sales volumes, but a structural transformation affecting both the assortment and distribution channels. There is a shift towards higher quality, specialized, and premium products, reflecting the growing culture of pet ownership and consumers' willingness to invest in their pets' well-being.
Alongside the increase in spending, sales methods are also changing. While traditional offline stores previously dominated, there is now an active shift towards online channels, including specialized online stores, marketplaces, and social networks. This opens up new opportunities for brands and retailers, allowing them to reach a wider audience and offer a personalized approach. Sales digitalization is becoming a key success factor, pushing market participants towards innovations in logistics and customer service.
These trends, relevant to the Vietnamese market in 2026, serve as a clear indicator of global dynamics, where pets are increasingly perceived as full family members, directly influencing consumer behavior and the demand for high-quality goods and services.
WHAT IT MEANS
These changes in the Vietnamese market are directly relevant to the development of Russian e-commerce in the pet industry. Vietnam, being a dynamically developing economy with a growing middle class, often acts as a "litmus test" for global consumer trends. What is happening there today could well become a reality in Russia tomorrow, or is already happening but not yet on such a scale.
Firstly, the observed increase in pet spending in Vietnam confirms the global trend of "pet humanization," where owners are willing to spend more on their animals' health, comfort, and entertainment. For Russian e-commerce entrepreneurs, this means the need to revise their assortment policy towards premium feeds, specialized supplements, smart gadgets for animals, designer accessories, and grooming services (grooming, online veterinary consultations). Focusing on value-added products that meet high standards of quality and safety will become a competitive advantage.
Secondly, accelerated sales digitalization in Vietnam indicates the critical importance of omnichannel strategies for the Russian market. Russian marketplaces already account for a significant share of online sales, but there is potential for deeper integration. Entrepreneurs should actively use data analytics to personalize offers, develop their own mobile applications, invest in content marketing (blogs, videos, social networks) to educate and engage the audience, and explore opportunities to export their products to CIS and Southeast Asian markets.
Thirdly, the growing demand for specialized products in Vietnam highlights the importance of niche strategies. Instead of a broad assortment, it may be worth focusing on specific segments: feeds for animals with special needs, eco-friendly toys, smart litter boxes, or products for specific breeds. This allows for building a strong brand and attracting a loyal audience willing to pay for expertise and quality. At the same time, it is important to anticipate that entering new markets, for example, through CIS marketplaces, will require adapting offers to local preferences and regulatory norms.
VIETSMART EXPERT COMMENTARY
Observing the dynamics of the Vietnamese pet market, we see a clear signal for Russian entrepreneurs: it's time to think globally and adaptively. Simply selling food is no longer enough. It is necessary to build an ecosystem around the pet and its owner, offering not just goods, but solutions and experiences. This includes not only high-quality products, but also convenient services, personalized recommendations, and a strong community.
CONCLUSIONS AND WHAT TO DO
- Revising the assortment towards the premium segment and specialization: Invest in the development or import of high-quality, specialized feeds, organic treats, smart gadgets, and designer accessories. Consider products for animals with special needs (allergies, age-related changes) and products that improve the pet's quality of life.
- Developing omnichannel strategies and strengthening marketplace presence: Maximize presence on leading Russian marketplaces (Wildberries, Ozon, Yandex.Market) and actively use their tools for promotion. Explore opportunities to enter CIS marketplaces (e.g., Kaspi.kz in Kazakhstan, 21vek.by in Belarus) to expand sales geography.
- Investing in content marketing and community building: Develop expert content (articles, videos, webinars on training, care, nutrition) to attract and retain an audience. Create online communities for pet owners where they can share experiences and receive consultations. This increases loyalty and stimulates repeat purchases.
- Developing an export strategy: Assess the potential for export to Asian markets, including Vietnam. Study local legislation, certification requirements, and logistics chains. Start with small batches through B2B channels or specialized platforms for exporters.
- Using data for personalization: Implement analytics systems to collect and process data on buyer behavior. Use this data to create personalized offers, newsletters, and advertising campaigns, which will significantly increase the effectiveness of marketing efforts and the average check.
Source: Vietnam.vn from August 19, 2026