The overall objective of the programme is to build and develop an ecosystem for Vietnamese goods that ensures quality, possesses genuine competitiveness, and meets the diverse needs of the domestic market.
It aims to establish strong Vietnamese brands that consumers trust and readily choose, while contributing to the goal of achieving double-digit economic growth.
Regarding the consumption of Vietnamese goods and the domestic market, the programme targets an average annual growth rate of 14–15% in total retail sales of goods and consumer service revenue for the 2026–2030 period, reaching approximately 13,500–14,000 trillion VND by 2030. The goal is to maintain a share of Vietnamese goods exceeding 80% in domestic supermarkets and shopping centres, and over 60% in traditional retail channels.
The domestic market revenue for Vietnamese consumer goods manufacturing sectors is projected to grow at an average rate of 12–15% per year. Furthermore, the programme aims for over 70% of small and medium-sized enterprises (SMEs) producing consumer goods to adopt e-commerce, with a target of 45% of SMEs in the trade sector participating in major domestic and international e-commerce platforms.
Regarding technical standards and product quality, the programme aims to develop and launch a “Vietnamese Goods for the Vietnamese People” identity framework, based on Vietnamese Standards (TCVN), National Technical Regulations (QCVN), and sector-specific requirements — all aligned with international practices.
It also seeks to implement a product and goods traceability system that complies with legal regulations, national standards, and industry-specific requirements, while ensuring interoperability and data sharing with the National Product and Goods Traceability Portal and other relevant databases.
Regarding digital transformation and modern distribution, the programme aims to develop and operate a “Vietnamese Goods” digital platform designed to connect, integrate, and verify essential data — including information on businesses, products, compliance assessment results, traceability, distribution points, and consumer feedback. Furthermore, the programme intends to establish at least five specialised digital storefronts for Vietnamese goods on major e-commerce platforms.
The programme targets an average annual growth rate of 23–25% for e-commerce sales, with total e-commerce revenue projected to reach approximately 93–97 billion USD by 2030 — accounting for 18–19% of the nation’s total retail sales of goods and consumer services.
To achieve these objectives, the programme outlines a strategy to develop and execute a national communication campaign centred on the message “Vietnamese Goods for the Vietnamese People.” This initiative will focus on showcasing Vietnamese products, brands, and enterprises, highlighting their quality, origins, and where they can be purchased, while integrating these efforts into national events, festivals, and online shopping campaigns.
Develop, operate, and expand a dedicated “Vietnamese Goods for the Vietnamese People” section across media and press outlets to provide updates on products, businesses, localities, retail locations, and the various activities of the programme. In addition, establish and manage specialised “Vietnamese Pavilions” on e-commerce platforms, and implement a unified identification label for use in the digital environment.
