Consumer electronics in 2025: The big picture
In 2025, retail volume sales of consumer electronics in Vietnam experienced a modest decline. This trend was primarily driven by the maturity and the saturation of key product categories, which have already achieved high penetration among the population. Despite Vietnam’s economy maintaining a stable GDP growth trajectory, inflationary pressures and broader economic uncertainty cast a shadow over the industry. Consumer confidence in income prospects weakened, leading many households to prioritise essential spending and defer the purchase or upgrade of big-ticket consumer electronics. This cautious consumer sentiment exerted additional pressure on higher-priced categories, such as premium smartphones and advanced home appliances, thereby contributing to a subdued overall performance and preventing recovery opportunities across the industry.
2025 key trends
In 2025, consumer electronics in Vietnam witnessed the significant integration of AI-powered features across major categories. From smartphones, smart TVs, and home audio systems to wearable devices, AI has become a key selling point. Brands are leveraging AI to offer personalised recommendations, optimise device settings in real time, improve energy efficiency, and generally meet evolving consumer demands. AI-driven features, such as voice assistants, smart home integration, health tracking, and content optimisation, are becoming widely available, transforming how consumers interact with everyday devices. These technologies, initially introduced in high-end products, have begun to permeate the mid-priced segment, making technology feel more intuitive and responsive. However, there remains a need for more practical applications that deliver tangible, real-life benefits to users.
Competitive landscape
In 2025, Samsung Vina Electronics maintained its leading position in consumer electronics in Vietnam in retail volume terms, driven by consistent innovation, strategic marketing, and a strong presence across various product categories. The Samsung brand effectively taps into consumer trends by offering cutting-edge products such as AI-powered smart TVs, immersive home audio systems with Dolby technologies, and advanced mobile devices like the Galaxy S, Flip, and Fold series. These products feature the latest AI-driven capabilities and cater to evolving consumer needs, particularly in terms of energy efficiency, smart home technologies, and high quality entertainment.
Channel developments
In 2025, appliances and electronics specialists maintained its dominance of distribution in consumer electronics in Vietnam, holding a commanding position across categories such as computers, peripherals, home audio and cinema, and smartphones. Retail chains like Th? Gi?i Di Ð?ng, FPT, and CellphoneS offer a broad selection of brands and models, enabling consumers to compare options and select products that align with their needs and budget. These chains’ extensive nationwide presence, extending to both urban and rural areas, facilitates easy access to in-store experiences and consultations, enhancing the overall shopping experience. Shoppers value the opportunity to physically test products, from evaluating screen display quality to assessing sound performance and exploring new features in home audio and cinema systems, before making their purchase decisions. Partnerships with banks for instalment payment plans further enhance affordability, driving growth in sales. These retailers have also expanded their services to include product warranties, fast delivery, and in-person consultations, contributing significantly to overall customer satisfaction across Vietnam.
What next for consumer electronics?
Retail volume sales of consumer electronics in Vietnam are expected to grow over the forecast period, although the CAGR is forecast to be moderate. The global economic landscape, marked by uncertainties such as trade wars and geopolitical tensions, has fostered a more cautious consumer attitude, particularly towards high-cost items. As the prices of imported goods continue to rise, Vietnamese consumers are increasingly adopting a value-driven mindset, prioritising affordability and practicality over premium features. However, a stronger performance is expected later in the forecast period, as economic pressures are expected to ease and consumer confidence will return.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Electronics industry in Vietnam with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Computers and Peripherals
- In-Car Entertainment
- Home Audio and Cinema
- Home Video
- Imaging Devices
- Mobile Phones
- Portable Players
- Wearable Electronics
If you're in the Consumer Electronics industry in Vietnam, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Consumer Electronics in Vietnam report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Consumer Electronics in Vietnam?
- Which are the leading brands in Vietnam?
- How are products distributed in Vietnam?
- How is the rise of e-commerce changing the retail landscape?
- How has COVID-19 and accordant macroeconomic and retail disruption impacted consumer demand?
- How are considerations such as urban development and the rise in single-person households driving sales growth?
- Where is technology taking the market? Which products are pioneering growth? Which face obsolescence?
- Where is future growth expected to be most dynamic?
Consumer Electronics in Vietnam
Consumer electronics in 2025: The big picture
2025 key trends
Competitive landscape
Channel developments
What next for consumer electronics?
DISCLAIMER
Computers and Peripherals in Vietnam
KEY DATA FINDINGS
Maturity and economic uncertainty prevent growth, but launches continue
Samsung extends its lead thanks to user-friendly, advanced products
Although retail e-commerce sees dynamism, appliances and electronics specialists continues to dominate
Maturity and consumer caution anticipated to prevent growth
Rising incorporation of AI at the high-end, while desktops set to remain resilient
Successful targeting of the younger generation will be crucial
In-Car Entertainment in Vietnam
KEY DATA FINDINGS
Rising car ownership drives growth, particularly for in-dash media players
Between them, the two leaders cover all budgets
Car audio specialists dominate, but more consumers turn to retail e-commerce due to convenience and added benefits
Growth anticipated as car ownership rises and affordability increases
High quality display and AI features likely to become more prevalent
The appeal of in-car gaming for passengers could provide growth opportunities
Home Audio and Cinema in Vietnam
KEY DATA FINDINGS
Despite overall decline, promotions drive growth for home cinema and speaker systems
The top three players continue to see rising shares due to their good brand reputation
Omnichannel model important, as more consumers evaluate products in stores and purchase online
User-friendly innovations likely to enable home cinema and speaker systems to buck the declining trend
Players set to improve the user experience through better designs, sound quality, and smart features
AI-driven tailored entertainment could contribute to mental wellbeing
Home Video in Vietnam
KEY DATA FINDINGS
Sales fall as maturity and changing viewing habits impact demand
Although Samsung extends its lead, TCL sees a dynamic share increase due to a product launch
Lower prices and livestreams drive share growth for retail e-commerce
Despite overall decline, growth likely for higher-end products as some consumers upgrade
The future looks bright for mini LED TVs
Manufacturers likely to focus on meeting the needs of an ageing population
Wireless Headphones in Vietnam
KEY DATA FINDINGS
TWS earbuds drives growth due to suitability for a wide range of tasks
Apple extends its lead as its AirPods have iconic appeal
Retail e-commerce continues to erode the share of appliances and electronics specialists
Solid growth expected due to evolving lifestyles and rising living standards
AI integration to ensure safety in different environments
The adoption of smart features likely to foster collaborations
Imaging Devices in Vietnam
KEY DATA FINDINGS
Digital camcorders bucks the declining trend with TikTok marketing campaigns
Due to the popularity of its professional cameras, Canon maintains a stable dominant share
Retail e-commerce maintains its rising trend, but appliances and electronics specialists remains dominant
Continued decline, although niches may offer opportunities
AI integration set to impact imaging devices
Increasing popularity of compact and budget-friendly cameras anticipated
Mobile Phones in Vietnam
KEY DATA FINDINGS
High penetration and a lack of upgrading prevent growth
Samsung extends its lead, but Apple sees the strongest increase due to localisation
Dynamic growth for retail e-commerce due to promotions, reliable delivery, and exclusive colours
Despite ongoing struggles in the early forecast period, a strong rebound is subsequently anticipated
Ongoing innovation likely to contribute to growth
Growth potential for child-friendly devices with a long battery life and attractive aesthetic
Portable Players in Vietnam
KEY DATA FINDINGS
Growth for wireless speakers offsets the decline for portable media players
Sony maintains its lead, but Google’s competitive pricing drives share growth
Retail e-commerce continues its rising trend
Growth for wireless speakers as they will be increasingly popular in both urban and rural areas
AI integration into wireless speakers set to become increasingly prevalent
Continuous developments anticipated in wireless speakers
Wearable Electronics in Vietnam
KEY DATA FINDINGS
Smart wearables drives sales and growth due to a greater focus on health
Thanks to a wide product range and promotions, Samsung sees its share rise
Additional benefits from purchasing online drive growth for retail e-commerce
Product development and demand to monitor health and fitness set to drive growth
Rising demand for wearable electronics to ensure child safety and physical activity
Features to monitor different aspects of health expected to become more widely available
The following categories and subcategories are included:
Consumer Electronics
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- Desktops
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- Laptops
- Tablets
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- Monitors
- Printers
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- In-Car Navigation
- In-Car Speakers
- In-Dash Media Players
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- Audio Separates
- Digital Media Player Docks
- Hi-Fi Systems
- Home Cinema and Speaker Systems
- Speakers
- Other Home Audio and Cinema
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- Analogue TVs
- LCD TVs
- OLED TVs
- Plasma TVs
- Other TVs
- TV Combis
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- BD Players
- DVD Players
- Video Recorders
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- Mass Wireless Headbands
- Premium Wireless Headbands
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- Mass Wireless Earphones
- Premium Wireless Earphones
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- Mass TWS Earbuds
- Premium TWS Earbuds
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- Digital Cameras
- Digital Camcorders
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- Feature Phones
- Smartphones
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- E-Readers
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- Portable Multimedia Players
- Other Portable Media Players
- Wireless Speakers
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- Activity Bands
- Activity Watch (Analogue)
- Activity Watch (Digital)
- Smart Wearables
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Consumer Electronics
Consumer Electronics refers to the sales of Computers and Peripherals, In-Home Consumer Electronics, In-Car Entertainment and Portable Consumer Electronics to the end consumer.
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This report originates from Passport, our Consumer Electronics research and analysis database.
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