Franchising is a strategy being considered by small and medium retail stores in Vietnam to expand their business. Convenience stores dominate the retail market, with many franchises operating in Vietnam. Franchising faces challenges in Vietnam due to a lack of franchise industry experience and legal protections for franchisees. Potential franchisees have certain expectations around sales levels, profit margins, and business support when considering franchising their small retail stores. Competition in the convenience store market is increasing, with many local and international players pursuing different customer segments as the retail industry in Vietnam continues to grow.