Modernizing Rural Retail, WinCommerce Continues Double-Digit Growth

(Dan Tri) - Vietnam's retail industry is witnessing a rapid shift from traditional channels (GT) to modern channels (MT), as consumers prioritize convenient shopping experiences, quality products and increased services.

According to some market reports, MT currently accounts for about 12% of total retail sales, significantly lower than regional countries such as Thailand or Indonesia, showing that there is still large room for growth.

However, retail businesses also face increasing competitive pressure, rising operating costs, especially rental and personnel costs, and logistics challenges in ensuring fresh goods, stabilizing supply and controlling costs in remote areas.

In that context, WinCommerce (WCM), a member of Masan Group, continues to expand its network and improve operational efficiency. Through the WinMart/WinMart+/WiN supermarket and store system, the company aims to provide quality goods at reasonable prices, while gradually improving the shopping experience in rural areas.

Consumers shop for MEATDeli chilled meat (Photo: Masan).

Double-digit revenue growth  

According to the July report, WCM achieved net revenue of VND3,486 billion, up 23% year-on-year in 2024, exceeding the base growth target of 8-12% set for the whole year. In the first 7 months, total revenue reached VND21,400 billion, up 14.8% year-on-year. LFL growth of stores that have been operating stably increased by 7.6% year-on-year, showing improvement in operational efficiency.

In July, WCM opened 36 new stores, bringing the total number of new stores opened since the beginning of the year to 354, completing more than 50% of the yearly plan (400-700 stores). About 75% of these are WinMart+ stores in rural areas. The Central region contributed 175 stores, nearly 50% of the total new openings, reflecting the regional expansion strategy.

The new Candy and Snack area model was launched at WinMart Tinh Gia (Photo: Masan).

Through the WinMart+ store system covering rural areas, consumers can access fresh food, essential products and quality goods at reasonable prices, in a civilized and modern shopping space.

This helps local people gradually change their consumption habits, from shopping at traditional markets to experiencing more modern, convenient and transparent stores. By “bringing supermarkets to small alleys”, WinCommerce is contributing to narrowing the consumption gap between urban and rural areas, while spreading civilized shopping habits to every Vietnamese household.

Fresh salmon at WinMart supermarket (Photo: Masan).

Effective expansion strategy  

According to WCM, new stores opened since the beginning of 2025 have all recorded positive profits. In particular, WinMart+ stores in the Central region have emerged as a new growth driver, thanks to a product portfolio that meets consumer needs and a pioneering advantage in occupying high-traffic locations.

Speaking at the Techcombank Investment Summit 2025 on July 9, Mr. Danny Le - CEO of Masan Group - emphasized that the modern retail channel in Vietnam only accounts for 12% of the total market, while in neighboring countries such as Thailand or Indonesia it is 30-50%. To accelerate retail modernization, building an integrated supply chain from production to consumption and developing a customer data platform is key.

Accordingly, WCM benefits from the Masan ecosystem, including manufacturing (Masan Consumer, Masan MEATLife, WinEco), logistics (SUPRA), consumer finance (Techcombank) and multi-channel distribution system. The company also exploits the customer data platform through the WiN membership program, aiming to reach 30-50 million consumers, to personalize the experience and increase customer lifetime value.

Customers experience the fresh agricultural shopping space at WinMart (Photo: Masan).

Although the modern retail market in Vietnam still has a lot of potential, the rapid expansion also requires businesses to maintain service quality, manage cost risks and optimize supply chains. In addition, the entry of domestic and international competitors, as well as macroeconomic fluctuations, will continue to be factors affecting the development strategies of retailers, including WCM.

However, WinCommerce has maintained its revenue growth momentum and network expansion with positive financial performance for many consecutive months, demonstrating that the business is taking advantage of market opportunities.

Source: https://dantri.com.vn/kinh-doanh/hien-dai-hoa-ban-le-nong-thon-wincommerce-tiep-tuc-tang-truong-hai-con-so-20250821235530059.htm