{"id":3334,"date":"2025-06-15T18:43:55","date_gmt":"2025-06-15T10:43:55","guid":{"rendered":"https:\/\/www.deekpay.com\/?p=3334"},"modified":"2025-06-15T18:43:55","modified_gmt":"2025-06-15T10:43:55","slug":"%e8%b6%8a%e5%8d%97%e6%94%af%e4%bb%98%e8%a1%8c%e4%b8%9a%e7%ab%9e%e4%ba%89%e6%a0%bc%e5%b1%80%e6%8a%a5%e5%91%8a","status":"publish","type":"post","link":"https:\/\/www.deekpay.com\/en\/2025\/06\/15\/%e8%b6%8a%e5%8d%97%e6%94%af%e4%bb%98%e8%a1%8c%e4%b8%9a%e7%ab%9e%e4%ba%89%e6%a0%bc%e5%b1%80%e6%8a%a5%e5%91%8a\/","title":{"rendered":"Vietnam Payment Industry Competitive Landscape Report"},"content":{"rendered":"

Below is a detailed analysis of the competitive landscape of the payments industry in Vietnam, covering the current state of the market, key players, regulatory environment and future trends:<\/p>\n

\n

Vietnam Payments Industry Competitive Landscape Report (2023)<\/strong><\/h3>\n

I. Market overview<\/strong><\/h4>\n
    \n
  1. \n

    Market size and growth<\/strong><\/p>\n

      \n
    • Vietnam is one of the fastest growing digital payments markets in Southeast Asia, with e-payments by 2023 projected to reach$50 billion<\/strong>, with an annual growth rate of over 25% (according to World Bank).<\/li>\n
    • Cash still dominates (~70% transactions), but cashless payment penetration is increasing rapidly (e-commerce, Gen Z driven).<\/li>\n<\/ul>\n<\/li>\n
    • \n

      Core drivers<\/strong><\/p>\n

        \n
      • Policy support<\/strong>: Government's \"cashless society\" target (50% of non-cash transactions by 2025).<\/li>\n
      • young population<\/strong>: 70% population under 35 years old and 75% smartphone penetration.<\/li>\n
      • flood of foreign capital<\/strong>: Grab, Ant Group, and others lay out through joint ventures.<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n
        \n

        II. Competitive landscape and key players<\/strong><\/h4>\n

        Vietnam's payment market has a dual structure of \"local giants + foreign alliances\":<\/p>\n

        (1) Leading local enterprises<\/strong><\/h5>\n
          \n
        • MoMo (Mobile Money)<\/strong>\n
            \n
          • Largest e-wallet with over 30 million users (30% of the population), covering bill payment, money transfer and retail. Strength lies in offline merchant network (200,000+ co-operation points).<\/li>\n<\/ul>\n<\/li>\n
          • VNPAY (Vietnam Payment Solutions)<\/strong>\n
              \n
            • QR code payment leader with 40 banks; parent company VNLife gets investment from SoftBank Vision Fund.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
              (2) Banking platforms<\/strong><\/h5>\n
                \n
              • ZaloPay (Vingroup Ecology)<\/strong>: The social app Zalo channelises and focuses on younger users.<\/li>\n
              • MBBank Pay, ViettelPay (Telecom + Bank Linkage)<\/strong>: Leveraging Viettel's 60 million mobile subscriber base.<\/li>\n<\/ul>\n
                (3) Foreign competitors<\/strong><\/h5>\n
                  \n
                • China Background<\/em>:\n
                    \n
                  • WeChat Pay\/Alipay (cuts through the travel scene, but localisation is limited by exchange controls).<\/li>\n<\/ul>\n<\/li>\n
                  • South East Asia Platform<\/em>:\n
                      \n
                    • GrabPay (integrating Grab's travel\/takeaway ecosystem), ShopeePay (tying in e-commerce traffic).<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
                      \n

                      surname San<\/strong><\/em> Key Track Segmentation<\/strong><\/em><\/h4>\n\n\n\n\n\n\n\n
                      realm<\/th>\nmarket leader<\/th>\nnote<\/th>\n<\/tr>\n<\/thead>\n
                      electronic wallet (e.g. for money)<\/td>\nMoMo, ZaloPay<\/td>\nMoMo market share 45%<\/td>\n<\/tr>\n
                      Cross-border remittances<\/td>\nWestern Union, Remitly<\/td>\nVietnamese nationals remit $18bn annually<\/td>\n<\/tr>\n
                      BNPL (buy now pay later)<\/td>\nFundiin, Kredivo<\/td>\nGrowth rate 200%, but penetration rate less than 5%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n
                      \n

                      IV. Regulation and challenges<\/em><\/h4>\n
                        \n
                      1. Policy developments<\/em>:
                        \nCentral Bank (SBV) requires all non-bank payment institutions to be licensed; foreign shareholding capped at 49% (exempted in some cases).<\/li>\n
                      2. sore point<\/em>:
                        \nLow acceptance in rural areas\uff5cInsufficient cross-platform interoperability\uff5cHigh data localisation compliance costs.<\/li>\n<\/ol>\n
                        \n

                        5<\/strong><\/strong>future trends<\/h3>\n

                        1. Super App integration: e.g. MoMo added lending\/insurance function to benchmark Grab.
                        \n2.Cross-border co-operation<\/strong>:: Pilot real-time remittance channel between China and Vietnam (Lazada already supports Alipay+).
                        \n3.Technology upgrades<\/strong>:: Biometrics (e.g. VNPAY pushing sonic payments), blockchain trials (PetroVietnam trialling cryptocurrency settlement).<\/p>\n

                        Further additions can be made if in-depth analyses of specific areas are required (e.g., a particular company's strategy or segmentation track data).<\/p>\n

                        Report on the Competitive Landscape of the Payments Industry in Vietnam (continued)<\/strong><\/h3>\n

                        VI. In-depth analysis of market segments<\/strong><\/h4>\n
                        (1) E-wallets: MoMo vs. ZaloPay vs. GrabPay<\/strong><\/h5>\n\n\n\n\n\n\n\n
                        norm<\/th>\nMoMO<\/th>\nZaloPay<\/th>\nGrabPay<\/th>\n<\/tr>\n<\/thead>\n
                        user scale<\/td>\n30 million +<\/td>\n20 Million+ (based on Zalo Social)<\/td>\n15M+ (Grab Eco)<\/td>\n<\/tr>\n
                        Core strengths<\/td>\nWide coverage of offline merchants (200,000+ outlets)<\/td>\nSocial Payment Convenience (Zalo Chat Embedded)<\/td>\nTravel\/takeaway high-frequency scene binding<\/td>\n<\/tr>\n
                        challenge<\/td>\nProfit model relies on fees, high subsidies unsustainable<\/td>\nLimited bank co-operation and weak liquidity<\/td>\nSlow localisation due to foreign investment policies<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n
                          \n
                        • Key developments<\/strong>:: MoMo is being transformed into a \"super finance app\", adding insurance and microfinance in 2023; ZaloPay is increasing offline penetration through the Vingroup retail system (VinMart, VinFast).<\/li>\n<\/ul>\n
                          (2) Buy Now Pay Later (BNPL): Explosive Growth but Risks Lurking<\/strong><\/h5>\n
                            \n
                          • Major players<\/strong>: Fundiin, Kredivo, HomePay (local startup), Atome (Singaporean funders).<\/li>\n
                          • market size<\/strong>: ~$500M GMV in 2023, expected to reach $1.5B in 2025 (70% CAGR).<\/li>\n
                          • regulatory risk<\/strong>:: SBV proposes to include BNPL in the credit regulatory framework, potentially raising the barriers to entry.<\/li>\n<\/ul>\n
                            \n

                            VII. Regional competitive differences<\/em><\/h4>\n
                              \n
                            1. Ho Chi Minh City\/Hanoi<\/em>:\n
                                \n
                              • Highly digitised with e-wallet penetration of over 60%, dominated by GrabPay\/MoMo.<\/li>\n
                              • International brands (Apple Pay, Samsung Pay) try to enter but have less than 5% share.<\/li>\n<\/ul>\n<\/li>\n
                              • Second- and third-tier cities and rural areas<\/em>:\n
                                  \n
                                • Cash still accounts for 801 TP3T transactions, with bank correspondent points (ViettelPost, Agribank) being the key channel.<\/li>\n
                                • MoMa promotes its cash recharge service through a network of agents (\"MoMo Girls\").<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n
                                  \n

                                  VIII Opportunities and obstacles for foreign-owned enterprises<\/em><\/h4>\n
                                    \n
                                  1. Success Stories<\/em>:\n
                                      \n
                                    • Ant Group<\/strong>It took a stake in VNLife, the parent company of VNPAY, and exported its risk control technology; Alipay occupied the high-end hotel\/duty-free shop scene through cross-border travel payment.<\/li>\n<\/ul>\n<\/li>\n
                                    • Lessons from failure<\/em>:\n
                                        \n
                                      • PayPal exits personal remittance market due to lack of localisation; WeChat Pay fails to expand C-suite business due to foreign exchange control restrictions.<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n
                                        \n

                                        9<\/strong><\/strong>Key projections for the next 3 years<\/h3>\n

                                        1\ufe0f\u20e3 Accelerated mergers and acquisitions<\/strong>: MoMO may acquire small and medium-sized payment platforms to consolidate share; foreign investors may bypass shareholding restrictions through the joint venture model. (Example: South Korea's Kakao Pay is in talks to invest in ZaloPay.)
                                        \n2\ufe0f\u20e3 tighten supervision<\/strong>: SBV may require e-wallet reserves 100% to be held in custody at the central bank to reduce the risk of a run.
                                        \n3\ufe0f\u20e3 The Rise of New Tracks<\/strong>:
                                        \nVirtual card issuance (e.g. VPBank's YOLO card) | Supply Chain Finance (for small and medium-sized merchants) | Game Payment (Topup card recharging).<\/p>\n

                                        If specific data validation or business case studies are required they can be further developed!<\/p>","protected":false},"excerpt":{"rendered":"

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