Decoding consumer behavior and payments: AppotaPay launches F&B and retail purchasing power reports

At the Vietnam International Franchise Show 2026 (VietFranchise 2026), taking place from October 29–31, 2026, AppotaPay officially launches its report series, “Decoding F&B and Retail Purchasing Power 2026–2027,” providing practical insights to help businesses refine their strategies and prepare proactively for the year-end shopping season and Lunar New Year 2027.

Consumer spending in 2026: Positive signs amid persistently high prices

According to Vietnam’s National Statistics Office, total retail sales of goods and consumer service revenue reached VND 5,925.7 trillion in the first nine months of 2026, up 13.4% year-on-year. However, after adjusting for price changes, growth stood at just 7.8%, indicating that the market has yet to gain significant momentum.

In practice, persistently high prices continue to weigh heavily on consumer purchasing power. Average consumer price inflation (CPI) rose 4.52% year-on-year in the first nine months of 2026. Prices across several essential categories, including housing and food services, continued to increase, putting additional pressure on household budgets.

Despite cost-of-living pressures on consumer spending during the first nine months of the year, consumption prospects for Q4 are showing signs of improvement. According to YouNet ECI’s Q3 2026 data, the proportion of consumers who viewed their current income positively rose from 45% in Q2 to 58% in Q3. Cautious spending sentiment also showed signs of easing, with the share of consumers expecting to maintain or reduce their online spending falling from three in five in Q2 to fewer than two in five in Q3 2026.

Consumers in 2026: Cautious, omnichannel and seeking peace of mind

Data from the first half of 2026 indicates that Vietnamese consumers are allocating their budgets across two main priorities: wealth accumulation and everyday shopping needs.

In the retail sector, revenue from precious stones and precious metals recorded the strongest growth, at 31.3%, while apparel, food and groceries, and household goods also maintained positive growth. Rather than cutting spending across the board, consumers appear to remain focused on long-term value and purchases that meet practical needs.

This preference for everyday essentials is particularly evident in e-commerce. While Beauty, Women’s Fashion, and Home & Living remained the leading categories by sales in H1 2026, Grocery & Food recorded the highest year-on-year growth, at 60.96% compared with H1 2025.

Beyond retail shopping, F&B spending is also closely tied to everyday needs. According to AppotaPay’s estimates for the first half of 2026, consumers are spending more on dining out, particularly lunch and dinner, with average monthly spending of VND 589,000 and VND 642,000, respectively. For family and social gatherings with friends, monthly spending of around VND 359,000 suggests that Vietnamese consumers continue to set aside a budget for social connections, while becoming more mindful of their spending and limiting elaborate, expensive choices except for particularly important occasions.

Unlike meals that are carefully weighed against the budget, coffee remains a regular item in monthly spending. It can be seen as an example of “affordable luxury” — a relatively small expense that delivers meaningful emotional value and enhances everyday experiences.

In practice, tighter spending does not necessarily mean consumers are looking for the lowest-priced options. A YouNet ECI survey in Q3 2026 found that 74% of consumers ranked product quality as their top priority when shopping. This suggests that even when managing their budgets carefully, customers still want confidence that the value they receive justifies the amount they spend.

Peace of mind extends beyond product quality to the payment process itself. As Vietnamese consumers increasingly favor online channels — with 68% shopping online at least once a week, according to YouNet ECI survey data — convenience and transaction security are becoming increasingly important. According to a report by Xendit and Cube based on a survey of 1,000 Vietnamese consumers, 43% cited security concerns as a reason for abandoning their shopping carts during the three most recent months of shopping.

To meet these expectations, businesses need payment solutions that connect multiple channels while ensuring seamless and secure transactions. This allows customers to shop with confidence throughout their purchasing journey, from product selection to payment completion.

Enhancing the shopping experience through AppotaPay’s market insights and payment solutions

Through discussions with businesses and the implementation of payment solutions for more than 600 businesses, AppotaPay has found that approximately 70% of retail and F&B businesses struggle to improve service quality while keeping operating costs under control. In-store experiences, particularly the payment process, directly influence consumers’ purchasing decisions. However, optimizing these touchpoints consistently and efficiently remains a significant challenge for many businesses.

Drawing on these real-world observations, AppotaPay has researched and consolidated data on purchasing power and Vietnamese consumer spending behavior to develop its report series, “Decoding F&B and Retail Purchasing Power 2026–2027: What Are Consumers Spending On?” This initiative aims to provide valuable reference materials for retailers and businesses, particularly as they prepare for the peak shopping and festive season at the end of the year and Lunar New Year 2027.

The reports bring together key data and emerging signals on market size, consumer spending capacity, and the factors shaping purchasing decisions in 2026. They also highlight important considerations for businesses as they prepare their plans for 2027.

For AppotaPay, understanding purchasing power must go hand in hand with turning market insights into practical solutions.

Dao Tuan Anh, CEO of AppotaPay, shared:

“By developing comprehensive payment solutions grounded in an understanding of market dynamics and the specific characteristics of different business models, AppotaPay aims to help businesses optimize payment processes and operations, meet customer expectations, and proactively adapt to emerging consumer trends.”

AppotaPay Launches F&B and Retail Market Reports at VietFranchise 2026

AppotaPay will officially introduce its two reports on retail and F&B purchasing power at the Vietnam International Franchise Show 2026, taking place from October 29–31, 2026, at the Saigon Exhibition and Convention Center (SECC). Interested businesses can visit the AppotaPay booth to learn more and receive the reports free of charge.

The event will also provide an opportunity for AppotaPay to connect with chain businesses and franchise operators to discuss their needs in payment processing, transaction management, and operations as they scale their businesses.

Through its ecosystem of solutions, including SmartPOS, QR Global, and Payment Gateway, AppotaPay aims to strengthen business connections and foster collaboration, helping businesses capture growth opportunities in the coming years. 

>> Original article source: CafeBiz – Decoding Consumer Behavior and Payments: AppotaPay Launches F&B and Retail Purchasing Power Reports