Though some brands had mobile apps from a much earlier time, only in the past few years did they promote them strongly. At present, CVSs are trying to engage with customers more thoroughly.

Besides buy-and-go and on-site consumption options, many CSVs have offered delivery through food delivery services or through in-house delivery, to enrich customer’s convenience and stimulate their shopping demands.

CVSs are constantly changing and evolving to satisfy their customers’ needs. Their target buyers are teenagers, students, or office workers who may like a place to hang out either quickly during lunch, or spend 3-4 hours comfortably with a laptop for study or work. These people are more socialised, fashionable, and high-tech adopted. That’s why CVSs are taking such movements and will likely continue them, rather than including many other fast-moving consumer goods items, like supermarkets.

How is the competition between CVSs and other retail models such as minimarts, and how are CVSs adapting?

CVSs and minimarts may offer some overlapping products but should not be considered as direct competitors because they aim at well-distinguished target customers, hence their business models as well as product offerings are separate.

A CVS is open 24/7, catering to self-service and instant consumption. It primarily offers ready-to-eat foods and beverages. The main customers are young people and office workers looking for a quick meal during lunch or dinner, with the flexibility to stay longer if needed.

Meanwhile, minimart is a compact version of a supermarket designed for quick shopping and not open 24/7. It provides daily groceries, including raw ingredients. The customer base is more diverse, including older shoppers who typically make brief visits to purchase essentials before leaving.

In fact, the competition of CVSs is taking place more fiercely among themselves. It is easy to see different brands’ stores in the same street, or on the same floor of a shopping centre or condominium block. While they are aiming at mostly similar targets, they are competing against each other to see who can win customers.

What are the key winning factors for enterprises when investing in this type of business?

Despite growing demand, the competition in the CVS market is tough. According to our Enterprise Database, the average annual revenue for foreign stores in 2022 was between $360,000 and $400,000, yet most key brands are facing financial losses due to high operational and product costs.

B&Company Vietnam offers several recommendations for new businesses entering this market, based on our expertise and industry insights. Firstly, they should ensure stable financial capital, reliable and expandable product sourcing, a systematic process for high-quality management, and a strong partner ecosystem to enhance product offerings and customer experience.

CVS brands must also deeply understand their target customers to avoid costly trial-and-error mistakes. This is crucial for making informed decisions before launch.

Even after a successful launch, businesses must remain competitive by constantly reviewing their performance, customer satisfaction, and comparing with competitors. Proactively adapting to market shifts is key to staying relevant.

Finally, a strong grasp of market trends, competitors, and consumer behaviour is essential for refining internal processes and maintaining a competitive edge.

Reference: Vietnam Investment Review (2025). Convenience store chains grasp Vietnam’s promise <Assess>

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