Trend Watch 2017: E-commerce, spending takes off as Vietnam's economy grows

This article explores trends set to shape Vietnam's marketing landscape in 2017, including economic growth, rising smartphone penetration, and the growing popularity of e-commerce, as well as highlighting potential challenges ahead.

Trend Watch 2017: E-commerce, spending takes off as Vietnam's economy grows

Saby Mishra JWT Vietnam

Emerging markets of South East Asia - especially those in the Mekong River Basin area - are on the rise in 2017 with vast white spaces for new brands and new categories enabled by economic growth, reforms and a more internationalist outlook.

Vietnam, a market with 90 million people and more than 37 million internet users, is quickly becoming one of the most significant players in South East Asia. Domestic consumption among Vietnam's growing middle class is set to double by 2020 to $33...

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