Vietnam's leading retail chain accelerates coverage in rural areas

Accelerating expansion in the wave of rural urbanization

In recent years, rural areas in Vietnam have witnessed a strong transformation due to urbanization and changing consumer habits. The development of transport infrastructure and the popularity of e-commerce have encouraged rural people to prioritize high-quality products and convenient services, instead of just shopping at traditional markets.

WCM has identified this opportunity, choosing rural areas as the focus of its expansion strategy to bring modern retail closer to 60 million consumers.

Masan Consumer products (Photo: Masan).

As of the end of April, WCM operated 4,035 stores, of which 1,500 were Rural WinMart+ stores - accounting for nearly 40% of the network. In April, WCM opened 68 new stores, including 46 Rural WinMart+ stores, maintaining an average speed of 2 stores per day. This result brought WCM closer to the target of 1,900 Rural WinMart+ stores, completing nearly 80% of the yearly plan.

According to information from the enterprise, the same-store (LFL) revenue growth of the Rural model reached 15% in April, following the 15.6% in the first quarter. This success comes from the optimal store model, focusing on essential products and reasonable prices, meeting the increasing needs of rural consumers.

Guests experience at Masan Shareholders' Meeting (Photo: Masan).

Digital transformation drives growth

WinCommerce not only expands in quantity but also invests in technology to improve operational efficiency. This enterprise has successfully built an optimal store model, suitable for all regions in Vietnam, with an average store EBITDA margin of about 7%, achieving the lowest revenue break-even point in Southeast Asia. WCM owns a Rural store model to capture potential market share and continuously maintain double-digit LFL growth momentum.

Accordingly, technology continues to play a central role in the unit's expansion journey. According to the management board, WCM has been implementing comprehensive digitalization, aiming to automate all processes in the future system of 8,000 stores - not only increasing efficiency, but also enhancing user experience and optimizing resources at the store. This is important in rural areas, where modern retail is still new but consumer demand is growing rapidly.

The WiN Membership Program, with 11 million members, is a vital link between WCM, consumers and brands. In Q1, 55% of WCM's revenue came from WiN Membership, thanks to personalized promotions exclusively for customers.

For example, campaigns such as "Brand Week" have increased sales during Tet holiday 2025 by 36% compared to the same period. In addition, WCM is testing a new version of the WiN Membership program, integrating financial and lifestyle services, aiming for 50 million members, realizing the "Point of Life" strategy - turning each store into a center to meet all consumer needs.

Consumers buy MEAT Deli meat (Photo: Masan).

WinCommerce aims to reach 4,500 stores by the end of 2025, equivalent to opening an average of 2 new stores per day, of which 1,900 stores are opened in rural areas. With a rate of opening nearly 50 new WinMart+ Rural stores per month, the company's goal of expanding its scale in rural areas is within reach.

In addition, Masan's retail chain will pilot the WiN+ model, partnering with traditional grocery stores to provide essential products and promotions. The WiN+ model completes WCM's omnichannel retail strategy, serving rural and hamlet areas that lack modern retail systems.

This model helps increase market share, fill gaps in the market, and support WCM in realizing its goal of doubling its market share in the $50 billion grocery market in Vietnam by 2029.

Source: https://dantri.com.vn/kinh-doanh/chuoi-ban-le-hang-dau-viet-nam-tang-toc-phu-song-khu-vuc-nong-thon-20250520092037849.htm