Hanoi's wet markets in decline amid changing consumer behaviors

A noticeable decline in Hanoi's wet markets has resulted from a significant shift in the purchasing behavior of the city's citizens.

Missing out on customers

Food stalls outside Kham Thien Market. Photo: Nguyen Bao/The Hanoi Times

Many marketplaces that were once bustling are now quiet though the year is about to a close. Silence has replaced the once vibrant atmosphere of traditional marketplaces such as Kham Thien in Dong Da District and Hom and Mo markets in Hai Ba Trung District, where traders shout and buyers haggle.

Many stalls have either closed early or are left with a few desperate vendors. Goods that once filled the stalls, including fresh produce, are now sparse. Most vendors reported having no customers, with fruit, vegetables, and perishables particularly suffering from low sales as these products spoil quickly if not sold promptly.

Merchants often express frustration and discuss the tough conditions they face. The prospect of a significant drop in sales is causing concern as the Lunar New Year approaches. 

Mai, a vendor at Kham Thien Market, said that while a few customers might come in the morning to browse, the market is almost empty by midday. Inside the market, whole rows of stalls are covered with tarpaulins, some filled with boxes, chairs, and containers.

"There are only about six or seven vendors left at Kham Thien Market due to the lack of customers. It seems that consumers are tightening their budgets and buying only essential items," she said.

At Buoi Market in Tay Ho District, one of Hanoi's oldest markets, the outside area is still bustling with the trade in ornamental plants, but the inside is eerily quiet. 

Ha, another vendor, said that foot traffic in Buoi Market was dwindling. Many stalls on the first and second floors have closed down, with some vendors abandoning their stalls or using them for storage.

"Many stall owners have closed down due to high operating costs, including rent, security, and maintenance. In addition, shopping at traditional markets is no longer a daily habit for many, especially younger people, who often prefer online shopping for its convenience and time savings," she told The Hanoi Times.

Why is the customer base declining?

Local consumers buy meat at a Hom Market stall. Photo: Chien Cong/The Hanoi Times

Several merchants, such as Ha and Mai, reported facing intense competition from supermarkets, convenience stores, and e-commerce platforms, where consumers enjoy the convenience of shopping and the assurance of product origin.  

With the rise of technology and media, residents are increasingly seeking convenience in their lives, said Hong Nhung, a vendor at Mo Market in Hai Ba Trung District. She said many people choose to shop through e-commerce platforms such as Shopee, Lazada, and Tiki, as well as GrabFood and Now, among other online delivery apps. This trend allows them to save time and easily compare prices and product quality. "The price differences and convenience make traditional business models less competitive against online shopping," said Nhung.

The merchant suggested that market management committees should help vendors attract customers. "Authorities need to adopt innovative ideas that combine traditional and modern practices, enhance training for vendors to improve service, and gradually increase their technological literacy," she added.

Traders in Thanh Cong market. Photo: Cong Hung/The Hanoi Times

Local insiders added that the lack of customers in traditional markets is also due to a severely deteriorating infrastructure that fails to meet safety and hygiene standards, fire prevention, and civil commercial practice.

Nga Tu So Market in Dong Da District, built in 1987 and covering an area of over 8,500 square meters, is classified as a first-tier market but has fallen into alarming disrepair.

Cau Giay Market, once bustling with more than 200 merchants on two floors, now has only about 30 on the first floor.

Kim Lien Market, a third-tier market with about 1,000 square meters and 199 stalls, has suffered the same fate over the years. Vendors are eager for renovations or new construction in hopes of attracting more customers.

The Hanoi People's Committee has approved an investment and renovation plan for the city's markets for 2024-2025. The plan includes the construction of 17 new markets and the renovation of 21 existing markets.

Hanoi’s Department of Industry and Trade reported that four markets have already been completed and are in operation, including Phu Do, Dong Tam, Tram Troi Town Center, and Chau Long. By the end of 2024, the city plans to complete the construction of four more markets.

However, progress has been slow due to various challenges, said Nguyen Kieu Oanh, Deputy Director of Hanoi's Department of Industry and Trade, adding that the department is working with other sectors to address difficulties in investing, building, and renovating markets. 

"We urge the ministries to consider proposing support mechanisms (such as land rental exemptions and interest rate incentives for market construction investments) for enterprises and cooperatives involved in market development and management to ensure lower operating costs and social stability," she said.

To attract consumers, traditional markets must first undergo clear and transparent planning and renovation. Standards for modern markets should be set, staff trained, supply chains organized, and prices displayed, suggested Vu Vinh Phu, former chairman of the Hanoi Supermarket Association.

The city aims to renovate and construct 105 markets by the end of 2025, including 34 new markets and the renovation of 71 existing markets. These renovated and brand-new markets will comply with food safety regulations, ensure environmental cleanliness and fire safety, as well as encourage civil commercial practices and public order. Each town and district with a need but no traditional market will be assessed and included in the city's market development plan.