HÀ NỘI — Vietnam Report on Monday announced its list of the Top 10 Reputable Retailers in 2026.

The ranking in the general supermarket category features Central Retail Vietnam (represented by EBS), WinCommerce General Trading Services JSC, Saigon Co.op, AEON Vietnam Co Ltd, Lotte Vietnam Shopping Centre JSC, MM Mega Market (Vietnam) Co Ltd, Saigon Trading Corporation (SATRA), Tân Sơn Nhất Airport Services JSC, Thiso Retail Co Ltd, and Hanoi Consumer Goods Import-Export and Retail Co Ltd.

The 2026 Top 10 Reputable Retailers ranking was compiled using scientific and objective principles. Companies were assessed and ranked based on three main criteria: financial capacity, as reflected in their latest annual financial statements; media reputation, evaluated through media coding of articles about each company published by influential media outlets; and a survey of relevant respondents and stakeholders, updated as of August 2026.

Vietnam Report’s media coding results showed that retailers diversified their media coverage during August 2025-July 2026. The proportion of companies rated 'effective' for media diversity, appearing in at least 10 of 24 topic groups, rose to 43.5 per cent. Those rated 'outstanding', covering at least 15 groups, accounted for 26.1 per cent.

Despite broader coverage, content remains concentrated on products and services, which accounted for 24.3 per cent of the top five topic groups. Meanwhile, coverage of social responsibility, CSR and sponsorship has increased steadily over the past three years.

Retailers are also moving beyond traditional media towards creative content on digital platforms, where consumers increasingly favour fast-paced formats. Their challenge is not only to increase visibility but also to drive engagement and build brand value.

Vietnam Report’s survey found that 78.4 per cent of Gen Y and Gen Z respondents had used AI, although frequent use has yet to become widespread.

AI is primarily used at the start of the shopping journey for product searches and information gathering. This makes clear, consistent and well-structured product information increasingly important, enabling AI systems to retrieve and interpret details such as specifications, prices, uses and warranty policies.

Retailers will need to prepare for AI’s growing role in product discovery and selection, while continuing to build consumer engagement and brand value.

An award ceremony organised by Vietnam Report and VietNamNet to honour outstanding companies will take place in Hà Nội in October. — VNS