Vietnam Gift Card Market Outlook 2030

Vietnam Gift Card Market Overview

• The Vietnam Gift Card market is valued at USD 0.7 billion, based on a five-year historical analysis. This market has experienced steady growth driven by the rapid adoption of digital payment systems and increased e-commerce penetration. The Vietnamese governments initiatives to promote cashless transactions, alongside the popularity of online retail platforms, have significantly boosted the demand for gift cards. Gift cards are frequently used for various purposes, including gifting, corporate rewards, and promotional activities, contributing to the market's growth.

• Ho Chi Minh City and Hanoi are the dominant regions in Vietnams gift card market. These cities are hubs of economic activity, retail expansion, and higher income groups. As the urban population continues to grow, consumer demand for digital and physical gift cards increases, particularly in the retail and corporate sectors. The higher concentration of tech-savvy consumers and e-commerce penetration in these cities further fuels the dominance of gift cards.
• The government of Vietnam, through the State Bank of Vietnam (SBV), has launched the Cashless Vietnam Campaign to promote digital payments and reduce reliance on cash transactions. This initiative encourages both consumers and businesses to adopt digital payment methods by offering incentives such as discounts for using electronic payments, including gift cards. The campaign aims to expand the digital economy and improve financial inclusion by targeting rural and underserved communities, fostering the adoption of gift cards as part of the broader move towards a cashless society.

Vietnam Gift Card Market Segmentation

By Card Type: Vietnams Gift Card market is segmented by card type into digital gift cards and physical gift cards. Digital gift cards have emerged as the dominant segment, driven by their convenience, ease of use, and instant delivery through mobile apps and emails. The growing popularity of e-commerce platforms such as Lazada and Shopee, combined with the expansion of digital payment systems like VNPay and Moca, has contributed to the rise of digital gift cards. As businesses and consumers prefer digital options, this segment continues to dominate the market.

By Application: The market is further segmented by application into retail, corporate, and e-commerce. Retail gift cards lead the market due to their widespread acceptance across retail chains, supermarkets, and specialty stores. Retailers like Circle K and VinMart offer gift cards for consumer purchases and promotional campaigns, making retail the dominant application. The increasing use of gift cards for holiday shopping, birthdays, and corporate gifts has significantly bolstered this segment.

Vietnam Gift Card Market Competitive Landscape

The Vietnam Gift Card market is dominated by both local and international players offering digital and physical gift card services. The competitive landscape is marked by strategic partnerships between retailers and digital payment platforms to offer a seamless gift card experience. The growing use of mobile wallets and integration of gift cards into popular platforms like ZaloPay and GrabPay further intensifies competition.

Vietnam Gift Card Market Analysis

Market Growth Drivers

• Increased Consumer Demand (Focus on digital and physical cards): Consumer demand for gift cards, both digital and physical, is experiencing significant growth in Vietnam, driven by the rise of digital platforms and the expanding middle class. The World Bank reports that Vietnam's per capita income has increased to $4,160 in 2023, which is boosting discretionary spending, including gifting. The demand for physical gift cards remains strong in traditional retail sectors, while digital gift cards have surged with the widespread adoption of smartphones. Mobile subscriptions in Vietnam reached 154 million in 2023, further supporting the shift towards digital gifting
• Rise of E-Commerce (Integration with digital platforms and mobile wallets): The rapid growth of e-commerce in Vietnam has significantly influenced the adoption of gift cards, particularly digital ones. Vietnam's e-commerce sales in 2023 reached $16.9 billion, driven by a combination of improved logistics, increased internet penetration, and mobile wallet adoption, which has made purchasing and redeeming gift cards more seamless. As of 2024, the number of active mobile wallet users in the country has exceeded 20 million, enabling easy integration of digital gift cards into these platforms.
• Expansion of Retail Networks (New distribution channels for gift cards): Vietnams retail sector has expanded rapidly in recent years, adding new channels for the distribution of gift cards. In 2023, the General Statistics Office (GSO) reported over 1.2 million retail outlets nationwide, with growing investments in both traditional and online retail sectors. This expansion provides new opportunities for gift card issuers to tap into a broader consumer base. Additionally, Vietnam's foreign direct investment (FDI) in retail reached $3.6 billion in 2022, which has contributed to the expansion of international retail chains, further boosting gift card usage.

Market Challenges:

• Regulatory Compliance (Government regulations on financial services and cards): Navigating Vietnams regulatory landscape poses a challenge for gift card issuers, particularly in the digital realm. The State Bank of Vietnam (SBV) enforces strict regulations on electronic payment services, including gift cards, to prevent money laundering and ensure consumer protection. As of 2024, companies issuing prepaid cards must comply with Decree 101 on non-cash payment activities, which requires detailed reporting on transactions. While these regulations aim to improve transparency, they also increase compliance costs for businesses entering the market.
• Fraud Prevention (Security challenges in digital and physical cards): Both physical and digital gift cards face security challenges in Vietnam, especially with the rise of cyber fraud. According to the Ministry of Public Security, cybercrime-related losses in Vietnam exceeded VND 21 trillion ($884 million) in 2023, with fraudulent digital gift card transactions being a growing concern. Physical cards are also vulnerable to counterfeiting and theft, adding to the complexity of fraud prevention efforts. Businesses must invest in advanced encryption and fraud detection systems to mitigate these risks.

Vietnam Gift Card Market Future Outlook

Over the next few years, the Vietnam Gift Card market is expected to experience robust growth, driven by technological advancements, increasing smartphone penetration, and the rising demand for digital payment solutions. The shift towards a cashless economy, supported by government initiatives to promote digital payments, will also contribute to the market's expansion. As businesses continue to integrate gift cards with loyalty programs and mobile applications, the convenience and adoption of digital gift cards will fuel further market growth.

Market Opportunities:

• Partnerships with E-Commerce Giants: Collaborating with e-commerce giants presents a lucrative opportunity for gift card issuers in Vietnam. Major platforms like Shopee and Lazada have seen their user bases grow significantly, with Shopee alone recording 95 million monthly visits in 2023. By partnering with these platforms, gift card issuers can reach a vast audience of online shoppers. Additionally, Vietnams e-commerce market is expected to see continued growth due to high internet penetration and the government's push for digital transformation, creating further opportunities for digital gift card distribution.
• Mobile and Digital Wallet Integration (Expansion of digital gift cards): The growing adoption of mobile and digital wallets in Vietnam provides a significant opportunity for the expansion of digital gift cards. The number of registered mobile wallet accounts surpassed 30 million in 2023, as reported by the Ministry of Information and Communications. This trend is particularly strong among younger consumers who prefer cashless payments. Integrating gift cards into these wallets enables seamless transactions and offers a convenient gifting solution, creating further potential for growth in the gift card market.