Driving growth in Hai Phong’s commercial sector
The development of modern retail infrastructure, expansion of distribution channels, and support for businesses in strengthening their sales capabilities are providing fresh impetus for Hai Phong’s commercial sector.
Expanding infrastructure to boost consumer spending
In early October, AEON Hai Duong Shopping Mall in Thach Khoi Ward opened, adding a new shopping, leisure and entertainment destination for residents in the western part of the city and neighboring areas. With a total floor area of approximately 38,100 square meters across three above-ground floors, the mall combines AEON’s directly operated retail space with 37 specialty stores, catering to a wide range of needs under one roof.
The mall’s concept is designed to meet the needs of multigenerational families, combining shopping, dining, healthcare and entertainment. The project has created approximately 900 jobs, contributing to the development of the local retail and service workforce.
From the opening of AEON MALL Hai Phong Le Chan in 2020 to the launch of AEON Hai Duong, the group’s continued investment expansion highlights the appeal of the city’s retail market. Residents have more shopping and service options, while manufacturers gain additional opportunities to connect with distributors and expand their markets.
Across the city, trade and services have maintained solid growth. In the third quarter of 2026, total retail sales of goods and consumer service revenue reached VND 112.8 trillion, up 17.5% year on year. For the first nine months, the figure was estimated at VND 320.89 trillion, an increase of 16.08%, exceeding the projected growth scenario and reaching 73.6% of the annual target. This provides a foundation for the city to continue implementing stimulus measures and tap into consumer demand in the final months of the year.
Alongside investment in shopping malls and supermarkets, improving the quality of existing retail networks also requires attention. Markets, shops and businesses located near residential areas continue to meet everyday needs. Better shopping conditions, reliable product origins, food safety, clearly displayed prices and convenient payment methods will help strengthen consumer confidence.
The combination of in-store shopping, online ordering and delivery services is also creating new opportunities to serve customers. At AEON Hai Duong, the AEON E-Shop platform is integrated with delivery services, allowing shoppers to access products remotely. For retailers, developing online sales channels offers an opportunity to reach more customers and tap into demand beyond their traditional markets.
“What I like about AEON Hai Duong is that the whole family can combine shopping with dining and entertainment. Adults can shop while the children have places to enjoy themselves. Having a place like this close to home also makes it easier for the family to decide where to go together at weekends,” said Ms. Nguyen Mai Phuong, a resident of Thach Khoi Ward.
Expanding market access for local products
The expansion of commercial infrastructure is creating more opportunities for local products to reach consumers. According to Mr. Tezuka Daisuke, Hai Duong lychees, from the former Hai Duong Province, are among the popular specialties featured at the annual “Vietnam Goods Week” in Japan. “Through AEON Group’s global retail network, we hope to continue supporting local products and helping them reach even wider markets,” he said.
E-commerce is opening up new sales opportunities for producers. At the 2026 Hai Phong E-commerce Fair, Green Life International Joint Stock Company introduced its Bang La apples on an e-commerce platform for the first time.
Ms. Nguyen Thi Dang, Deputy Director of Green Life International Joint Stock Company, said the company works with local growers cultivating approximately three hectares of apple orchards. The product has received a three-star OCOP rating. During the peak harvest season, output can reach one tonne per day. The company hopes this new sales channel will boost sales and raise brand awareness.
Helping businesses find new markets was also a key objective of the fair, themed “Connecting Regions, Expanding Markets,” held on October 1 and 2. The event featured 35 booths, including 15 businesses from Hai Phong showcasing and promoting their products.
E-commerce platforms, technology providers, payment service companies and logistics firms also participated, helping producers connect with services ranging from online store setup and promotion to delivery. Livestreaming sessions were organized alongside in-person sales, giving businesses opportunities to put new marketing methods into practice.
Mr. Nguyen Huu Tuan, Director of the E-commerce Development Center under the Vietnam E-commerce and Digital Economy Agency of the Ministry of Industry and Trade, said sales across four platforms — Shopee, TikTok Shop, Lazada and Tiki — exceeded VND 291.6 trillion in the first half of 2026. On Shopee, Lazada and TikTok Shop alone, the number of official stores fell by 6%, while sales rose by 54%, indicating that business performance is becoming increasingly concentrated among authorized sellers.
To help businesses capitalize on these opportunities, the fair also featured training sessions on online store management, content creation, livestreaming, artificial intelligence applications and legal compliance. According to Mr. Nguyen Trung Kien, founder of Tuki Group, sellers should pay attention not only to conversion rates but also to average order value and repeat purchase frequency. He emphasized the importance of standardizing product images and descriptions and focusing on core products rather than simply trying to increase order volumes.
Ms. Vu Thi Kim Phuong, Deputy Director of the Department of Industry and Trade, said many businesses have quality products but still struggle to find sales channels, standardize their online stores and market their products digitally. Support activities therefore focus on practical skills, addressing specific challenges and connecting businesses with service providers. The department will continue supporting businesses in digital transformation and market expansion, while promoting transparent, healthy and sustainable e-commerce development.
Le Hiep