Competitive Landscape
Herbalife Builds Brand Loyalty through Nationwide Health Initiatives
Direct selling in 2025 remained highly concentrated, with leading players holding substantial shares of total value. Herbalife Vietnam was the clear market leader with a 41% share in 2025, followed by Care For Vietnam at 18%.
Oriflame Expands Digital Community to Drive Advisor Engagement
Innovation in direct selling is increasingly driven by rapid adoption of digital tools and advanced technology to support both advisors and consumers. Oriflame is at the forefront of this shift, explicitly shaping its beauty community model around digital and AI-enabled solutions and fundamentally transforming its approach to direct selling.
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Overview:
Understand the latest market trends and future growth opportunities for the Direct Selling 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.
If you're in the Direct Selling 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 Direct Selling 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 Direct Selling in Vietnam?
- Which are the leading retailers in Direct Selling in Vietnam?
- How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
- How has the impact of COVID-19 and national lockdown impacted consumer demand?
- Which formats have benefited the most from stockpiling and enforced home seclusion?
- How will the wider economic impact of COVID-19 shape the retail landscape in the future?
- Where is future growth expected to be most dynamic?
Direct Selling in Vietnam - Category analysis
Key Data Insights
Regulatory Crackdowns Hit Sales at Herbalife and Amway
Regulatory Crackdowns Hit Sales at Herbalife and Amway
Consumer Caution and Enforcement Reshape Product Sales Hierarchy
Police Interventions Expose Unlicensed Operators and Reduce Participation
Oriflame Leverages Ai and Digital Tools to Reshape Advisor Engagement
Amway Pivots to Wellness and Premium Cosmetics to Defend Growth
Ministry Enforcement Restricts Dietary Supplement Launches and Drives Digital Adaptation
Herbalife Builds Brand Loyalty through Nationwide Health Initiatives
Oriflame Expands Digital Community to Drive Advisor Engagement
Retail in Vietnam - Industry Overview
As Competition Increases, Discount-Driven Strategies Reshape Perceptions of Value
Key Data Insights
As Competition Increases, Discount-Driven Strategies Reshape Perceptions of Value
Bach Hoa Xanh’S Growth Outpaces That of Traditional Competitors in Terms of Value Increase
Dien May Cho Lon’S Livestream Mega-Sales Transform Electronics Shopping
Generation Z and Y Fuel the Growth of Modern Retail Outlets outside Urban Areas
Tax Reforms and Local Warehousing Reshape Competition and Profitability for Both Online and Offline Retailers
Shopee and Bytedance Expand, but Fragmentation Persists in Retail
Saigon Co.Op and Canifa Set New Benchmarks with Smart Retail Innovation
Informal Retail
Opening Hours for Physical Retail
Seasonality
Vietnamese Lunar New Year (Tet)
Black Friday
Double-Digit Sales Days
Country Reports Disclaimer
The following categories and subcategories are included:
Direct Selling
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- Apparel and Footwear Direct Selling
- Personal Accessories Direct Selling
- Eyewear Direct Selling
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- Beauty and Personal Care Direct Selling
- Consumer Health Direct Selling
- Tissue and Hygiene Direct Selling
- Appliances and Electronics Direct Selling
- Drinks and Tobacco Direct Selling
- Foods Direct Selling
- Home Products Direct Selling
- Other Products Direct Selling
Direct Selling
Direct selling is the marketing of consumer goods directly to consumers, generally in their homes or the homes of others, at their workplace, and other places away from permanent retail locations. Direct selling occurs in two primary ways: On a one-to-one basis (usually by prior arrangement a demonstration is given by a direct seller to a customer) or on a party-plan basis (selling through explanation and demonstration of products to a group of prospective customers by a direct seller usually in the home of a host(ess) who invites other persons for this purpose). Avon stands as a prime example of a direct seller using one-to-one selling, whereas Tupperware is famous for its party-plan method. Direct selling of services - such as insurance, telecoms, other utilities, and financial services - are excluded.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Direct Selling research and analysis database.
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