Vietnam is in the midst of a trade boom.
Billions of dollars worth of goods flow in and out of the country every day, driven by a growing consumer market and a thriving manufacturing sector that draws in raw materials from around the world.
But for foreign firms, importing goods and accessing Vietnam’s market can be complex.
From navigating customs procedures to finding local distributors and establishing a trading company, understanding the nuances is key to success.
This guide runs through what new importers and market entrants need to know to access Vietnam’s 100 million-strong consumer market.
What Vietnamese consumers are buying from abroad
Vietnamese consumer demand for foreign products has surged in recent years, driven by rising incomes, urbanisation, and a growing middle class. Here’s what’s popular:
Electronics
Smartphones (Apple iPhone, Samsung Galaxy), tablets, laptops (MacBook, Dell XPS), gaming consoles (PlayStation, Nintendo Switch), and accessories are top sellers.
Tech-savvy Vietnamese consumers often prefer the latest models and brands.
Cosmetics & skincare
Korean and Japanese beauty brands dominate, but European and US brands are gaining ground.
Popular imports include Laneige, Innisfree, Shiseido, L’Oréal, Estée Lauder, and Kiehl’s.
Online shopping platforms fuel demand for international beauty products.
See also: Vietnam Cosmetics Industry : Growth, Imports & Key Players
Fashion & accessories
Fast fashion (Zara, H&M, Uniqlo) is hugely popular, alongside luxury brands like Louis Vuitton, Dior, Gucci, and Rolex. Imported clothing, shoes, and handbags sell well, especially in major cities like Ho Chi Minh City and Hanoi.
Personal care products
Imported shampoos, conditioners, dental care products, and body care items see strong demand, with many consumers preferring foreign brands over local ones.
Health supplements
Vitamins, collagen supplements, protein powders, and natural health products are booming, reflecting a growing focus on wellness and fitness.
See also: Vietnam’s Supplements Market 2025: Consumer Trends, Data, Landscape
Food & beverages
Imported wines (France, Italy, Chile), spirits (whisky, cognac), chocolates, cheese, dairy products, snacks, and packaged goods are in demand. Imported coffee and premium teas are also popular.
See also: Vietnam’s Food and Beverage Industry
Baby products
Foreign baby formula, clothes, toys, and personal care products enjoy strong consumer trust — many parents favour imported brands for perceived quality and safety.
Home appliances
Small kitchen appliances (air fryers, coffee machines), air purifiers, smart home gadgets, and premium kitchenware are popular among urban consumers.
Sports & outdoor gear
Branded sportswear (Nike, Adidas), gym equipment, bicycles, and outdoor apparel sell well, aligned with the rising health-consciousness of Vietnam’s middle class.
See also: Vietnam Imports Tracker
Trends driving this demand
Vietnam’s consumer market has adopted a number of foreign trends but has also developed a lot of its own.
Young urban consumers are brand-conscious and globally connected
Vietnam’s rising middle class — particularly younger consumers in Hanoi, Ho Chi Minh City, and Da Nang — are highly brand-aware and attuned to global trends.
Influenced by social media, international travel, and online reviews, they actively seek out imported brands that signal quality, status, and a modern lifestyle.
International fashion, tech, and beauty brands have a strong aspirational pull.
E-commerce is making cross-border purchases easier
Platforms like Shopee, Lazada, Tiki, and TikTok Shop have made imported goods far more accessible.
Cross-border e-commerce is booming, with streamlined payment systems and improved last-mile delivery.
Many consumers now buy directly from overseas sellers, further driving demand for imported products across categories — from cosmetics and fashion to electronics and niche food items.
Vietnam’s luxury goods market is one of the fastest-growing in Southeast Asia
Vietnam’s appetite for luxury goods is expanding rapidly, driven by rising incomes, growing numbers of high-net-worth individuals, and an emerging class of aspirational shoppers.
Global luxury brands are investing in flagship stores in Vietnam’s major cities, while online channels bring premium goods to consumers across the country.
Growing interest in wellness, sustainability, and premium lifestyle products
There’s a marked shift toward products that promote personal well-being, sustainability, and a modern lifestyle.
Demand for organic foods, natural cosmetics, fitness gear, health supplements, and eco-friendly household goods is growing fast — and much of this demand is being met by imports, as consumers seek higher-quality or niche products not always available locally.
Regional trade agreements are making many imports cheaper
Vietnam’s participation in major trade deals — such as the CPTPP, RCEP, EU-Vietnam FTA, and bilateral FTAs — has reduced tariffs on a wide range of goods.
This has made many imported products more affordable and competitive, widening the selection of foreign goods available to Vietnamese consumers.
Vietnam market entry strategies
There are a few market entry options available to foreign producers.
Setting up a trading company
Setting up a trading company allows foreign firms to import, export, and distribute goods in Vietnam.
The process is similar to establishing any other foreign-invested enterprise — the “trading” designation simply identifies the business scope.
There are two main options:
Wholly foreign-owned trading company
- Full ownership and control
- Requires an Investment Registration Certificate (IRC)
- IRC typically takes 30–45 days to obtain
- More costly and time-consuming than a joint venture
Joint venture with local partner
- Faster and lower-cost option
- No IRC required — the local partner establishes the company, and the foreign investor buys a stake
- Reduced setup time and fewer approvals
- Potential risks: differences in management style, workplace culture, and communication norms
For more details, see: How to Start a Business in Vietnam That Thrives
Using a local distributor
Firms that want a quick and easy solution to import goods into Vietnam, rather than establishing a trading company, may find engaging a local trading company the most effective way forward.
This is a simple transaction whereby goods are shipped to the local trading company, which takes care of the logistics from the port of arrival onwards.
This does, however, give firms little control over their goods after they arrive in Vietnam.
Finding a distributor
Professional business matchmaking services in Hanoi and Ho Chi Minh City are a dime a dozen.
Most consultancies offer these services and can advise on the right distributor for your product as well as negotiate terms.
For firms that would like a little more control over their goods after they arrive in Vietnam, establishing a local presence is always an option.
Import-export licenses
Most imports do not require an import licence; there are a few areas where they do apply.
These are detailed in the appendices of Decree 69.
Generally, they cover sensitive materials like explosives or chemicals, publishing equipment and materials, and input materials for the agricultural sector–fertiliser and stock feed, for example.
Packaging and Labelling
Vietnam has a number of packaging and labelling requirements.
These are outlined in Decree 43/2017/ND-CP, with amendments to said decree made in Decree 111/2021/ND-CP.
Labels for products sold in Vietnam must include:
- The name of the goods;
- The name and address of the organization or individual responsible for the goods; and
- The origin of goods.
There are also additional labelling requirements for different products. For foods, importers must also include on the product labelling the:
- quantity,
- date of manufacture,
- expiry date,
- ingredients and ingredient quantities,
- warnings (if necessary),
- usage instructions, and
- storage instructions.
On a practical level, this often means a sticky label in Vietnamese applied over the information printed on the original packaging.
Logistics and shipping options
Choosing the right logistics strategy is a key step in ensuring smooth and cost-effective importing to Vietnam.
Your decision will depend on the nature of your goods, delivery timelines, and destination market.
Vietnam’s growing logistics infrastructure and strategic location in Southeast Asia give importers access to multiple modes of transport — by air, sea, and land.
Air freight: high-value and time-sensitive goods
Air freight is best suited for high-value, low-volume, or time-sensitive products such as electronics, medical equipment, and fashion items with seasonal demand.
Major international logistics providers — including DHL, FedEx, and UPS — operate out of Vietnam’s key international airports: Noi Bai (Hanoi) and Tan Son Nhat (Ho Chi Minh City).
Air freight is the fastest method of shipping but also the most expensive, so it is typically used when speed outweighs cost considerations.
See also: Vietnam Airports
Sea freight: bulk or low-value shipments
Sea freight is the most economical option for large-volume shipments or bulk commodities, such as furniture, garments, machinery, and agricultural products.
Vietnam has over 30 commercial seaports, but the two largest import-export hubs are:
- Hai Phong Port (northern Vietnam), serving manufacturing bases in Hanoi, Bac Ninh, and Hai Duong
- Cai Mep–Thi Vai Port complex in Ba Ria–Vung Tau (southern Vietnam), which handles container traffic for the Ho Chi Minh City region
Sea freight is slower than air, typically taking 2–6 weeks depending on the destination, but offers substantial savings for importers moving larger loads.
See also: Vietnam Seaports
Land transport: for intra-Asia supply chains
For trade within ASEAN and neighbouring countries, land transport is a viable and often underused option.
Vietnam shares land borders with China, Laos, and Cambodia, and has multiple active border crossings that support both import and export activity.
This method is commonly used for cross-border supply chains, where goods flow across multiple production hubs in the region — for example, rubber sourced in Thailand, processed in Vietnam, and assembled in China.
See also: Vietnam Land Ports for Foreign Firms
Freight forwarders: what they do and when to use them
Freight forwarders act as intermediaries between importers and transport providers.
They coordinate the full logistics chain — including transport booking, cargo consolidation, customs clearance, documentation, warehousing, and last-mile delivery.
Many international and Vietnamese freight forwarders also offer customs brokerage services, which can be particularly valuable for first-time importers navigating Vietnam’s documentation and regulatory requirements.
Using a freight forwarder is highly recommended for businesses unfamiliar with Vietnam’s shipping procedures or managing multi-modal shipments.
They can streamline operations, reduce risk, and help you navigate both domestic and international logistics more effectively.
See also: Freight Forwarding in Vietnam 2025: Key Players, Processes & Regulations
Customs procedures on arrival in Vietnam
When goods arrive in Vietnam, as they must anywhere else in the world, they are subject to customs inspection.
Customs procedures in Vietnam are governed by the Law on Customs.
Paperwork
Firms importing goods into Vietnam need to complete and submit a dossier of documents before the importation can be approved.
This can, in most cases, be submitted online.
It will include information on what the goods are, where they are from, their value, and a number of other details.
The Vietnam National Trade Repository offers a detailed description of each item that is required.
Priority customs treatment in Vietnam
Priority customs treatment is a way to fast-track customs procedures for importing goods into Vietnam and exporting goods out of Vietnam.
Essentially, this reduces the time goods spend in Vietnam’s ports and, depending on the volume of trade a business is doing through said ports, can be a significant time-saving measure.
This incentive program is outlined in the Law on Customs 2014 but is implemented through a series of decrees and circulars.
For details, see: Priority Customs Treatment
Import costs
Depending on the product being imported there may be a few costs that need to be paid.
Tariffs
In recent years, Vietnam has signed on to a number of free trade agreements that have reduced barriers and tariffs almost in their entirety for countries that are party to these agreements.
Free trade agreements imports should be aware of include the ASEAN Free Trade Area, ASEAN-China Comprehensive Economic Cooperation Agreement, Vietnam-Chile Free Trade Agreement, United Kingdom – Vietnam Free Trade Agreement, and the Regional Comprehensive Economic Partnership.
These are just a few of the free trade agreements Vietnam is now a part of and could impact the import tariffs that need to be paid or not paid as the case may be.
For a complete list, see: Vietnam’s Tree Trade Agreements
Value-added tax (VAT)
Though there are no specific import taxes in Vietnam, most goods imported into the country will be subject to Vietnam’s Value-added Tax (VAT).
The specifics of the VAT are outlined in Law No. 13/2008/QH12. Broadly, this is a consumption-based tax on goods and services in Vietnam.
It is generally charged at the point of sale, with regard to imports this is at the port of entry. VAT is generally charged at 10 percent of the sale price, though for select specialty items, it is only 5 percent, and some items are also exempt.
Generally, if imports attract the full VAT rate of 10 percent, they may be reimbursed if the goods are resold or used locally to make other goods for consumption or export.
For accurate advice, firms looking to import goods into Vietnam should contact a Vietnamese tax professional.
Post-customs
After clearing customs, importers are free to distribute their goods or store them as they see fit.
Logistics firms have built up vast networks of warehouses in recent years that can be an economical means of storing imported goods.
Alternatively, depending on the size of the shipment, firms may find it easier to ship directly to their retail outlets.
Last-Mile Delivery in Vietnam
The last-mile delivery sector in Vietnam has experienced rapid growth alongside the e-commerce boom.
According to the Vietnam E-commerce Association (VECOM), the country’s e-commerce market has grown exponentially in recent years, with the COVID-19 pandemic accelerating the shift towards online shopping.
This surge has led to increased demand for efficient and reliable last-mile delivery services which have proliferated. As a result their are a myriad of last-mile delivery services to choose from.
See: Last-Mile Delivery in Vietnam
FAQ: Importing and selling products in Vietnam
These are some of the most common questions about importing and selling products in Vietnam.
What are Vietnam’s main imports?
Vietnam’s key imports include machinery and equipment, electronics (especially integrated circuits), and raw materials like iron and steel.
What are the common ways for foreign firms to import goods into Vietnam?
Foreign firms can establish a wholly foreign-owned trading company, form a joint venture trading company with a local partner, or use a local distributor.
What are some key packaging and labelling requirements for goods sold in Vietnam?
Labels must include the name of the goods, the responsible organisation’s name and address, and the origin of the goods.
Food products have additional requirements like quantity, dates, ingredients, and usage/storage instructions, often requiring a Vietnamese sticky label.
What are the main methods of shipping goods to Vietnam?
Goods can be shipped via airfreight (for high-value/perishable items), sea freight (for bulky/low-value items through major ports like Hai Phong and Ba Ria-Vung Tau), and land crossings (for goods from neighbouring Asian countries).
What are some important aspects of customs procedures when importing into Vietnam?
Importers need to submit a dossier of documents (often online), be aware of potential tariffs (which may be reduced or eliminated under various free trade agreements), and understand that while most imports don’t require a license, some sensitive goods do.
They should also be aware of Vietnam’s Value-Added Tax (VAT) on imports.
What’s next?
Starting a business in Vietnam, of any kind, can be challenging; however, there is a broad range of tax agents, lawyers, market research firms, human resource professionals, and all-in-one consultancies that can make it a whole lot easier.
For up-to-date information on what is happening in Vietnam’s import and export sector at any given time, importers should make sure to subscribe to the-shiv.
First published May 19, 2024. Last updated March 9, 2026.