Domestic Purchasing Power Accelerates, Vietnam Retail Heads Towards Year-End Peak Season

Entering the year-end period, domestic purchasing power in Vietnam is expected to continue to increase thanks to the booming demand for shopping for holidays and Tet.

In this context, WinCommerce (WCM) recorded positive results in the first 8 months of the year and set a revenue target of over VND 10,000 billion in the third quarter of 2025, the highest level ever, provided the market maintains favorable momentum.

Growth drivers for domestic retail chains

Vietnam's retail market in 2025 is changing strongly. According to the General Statistics Office, total retail sales of goods and consumer services in August reached VND588,200 billion, up 10.6% over the same period last year. Accumulated in 8 months, this figure reached VND4,579,000 billion, up 9.4%. Domestic purchasing power, especially for food, beverages and necessities, is recovering steadily, creating a launching pad for modern retail chains to enter the peak season at the end of the year.

The trend of shifting from traditional channels to modern channels is increasingly clear. Consumers, from urban to rural areas, are favoring points of sale with reputable brands, high-quality products and transparent origins. This change is not only taking place in large cities but also spreading to rural areas, where urbanization and improved living standards are driving the demand for convenient shopping. This is the "tailwind" for businesses like WCM (a member company of Masan Group (HOSE: MSN) to expand coverage and improve customer experience.

However, price competition between large domestic and foreign chains is increasingly fierce as operating costs, from renting premises, personnel to logistics, are increasing due to inflation and fluctuating gasoline prices. Especially for fresh products such as vegetables, meat and fish, the requirement for accurate demand forecasting and effective inventory management is a difficult problem. This is both a challenge and an opportunity for retail businesses like Win Commerce to take advantage of scale, technology, and strategy to join the race to accelerate revenue in the final period of the year.

Technology application and expansion strategy

Leading the market trend, WCM has made its mark with outstanding business results in the first 8 months of 2025. In August, revenue reached 3,573 billion VND, up 24.2% over the same period. Accumulated in 8 months, total revenue is estimated at 25,000 billion VND, up 16.1%, far exceeding the annual plan target (8-12%). In particular, revenue from existing stores (LFL) increased by 8.2% in 8 months, reaching 11.9% in August alone, demonstrating the real attraction from customers and sustainable growth quality.

Network expansion strategy is one of the main levers that has helped this business maintain its revenue performance since reporting a profit. By the end of August, WCM had opened 415 new stores, on schedule for the year (400-700 stores). About 75% of the new stores are located in rural areas, where modern shopping demand is growing strongly. The Central region alone accounts for nearly 50% of the new stores, becoming a key area in the expansion plan. Notably, all new stores were profitable from the beginning thanks to a careful location selection process, optimal design model and effective opening management. Quality products such as WinEco vegetables meeting VietGAP/GlobalGAP standards or MEATDeli meat meeting European standards have helped WCM meet consumer needs, from urban to rural areas.

In addition, WCM is also actively applying technology to improve operational efficiency. Solutions such as WiNARE, which uses AI and real-time data, support demand forecasting and more accurate inventory management. Initial results show that the rate of damaged goods has decreased significantly, while the rate of available goods on shelves has increased, helping to save costs and improve the shopping experience. By the end of 2025, WCM plans to apply this technology to nearly 70% of its product portfolio, especially fresh products, ensuring quality and competitive prices.

Revenue reaches 10,000 billion: is the goal within reach?

With a solid foundation from the results of the first 8 months of the year, the revenue target of over 10,000 billion VND in the third quarter is a completely achievable number for the retail chain. From 3,573 billion VND in August, WCM needs to maintain the speed of new openings and revenue growth from existing stores. The strategy of focusing on rural areas, combined with technology to optimize the supply chain, is creating momentum for WCM to get closer to this historic milestone.

However, challenges lie ahead. Pressure from price competition and rising operating costs require WCM to maintain financial discipline and improve management efficiency. Supply disruptions or market volatility could also impact plans. However, with domestic purchasing power recovering and modern shopping becoming more popular, WCM is well-positioned to seize the opportunity.

WinCommerce not only aims for a record revenue figure but also contributes to shaping the modern retail landscape in Vietnam, convenient, high quality and closer to consumers. With a smart expansion strategy, effective technology application and understanding of market needs, WCM is ready to create a turning point in the near future.

Source: https://www.masangroup.com/vi/news/masan-news/Domestic-Consumption-Accelerates-as-Vietnam-Retail-Heads-into-Year-End-Peak-Season.html