The process of supermarketization in emerging countries does not imply convergence in shopping practices. Based on a qualitative study in Hanoi, Vietnam, this paper adopts a shopping-as-practice approach with a specific focus on factors influencing practices. Seventy-night interviews were conducted in six urban districts of Hanoi. The results allowed to identify five types of shopping practices of differing natures and degrees of cross-shopping, and different strategies used to accomplish these practices, dominated by constraints or based on trust. The analysis showed the relationships between the factors and (1) shopping and cross-shopping strategies and (2) the dimensions of shopping practices. These findings deepen the current understanding of shopping and cross shopping practices in the context of emerging markets. This paper also provides recommendations regarding retail policy and development in Vietnam.