Vietnamese Enterprises Accelerate Expansion, Contributing to Modernizing Consumer Infrastructure

The Vietnamese retail market, worth over 309 billion USD, is entering the fastest growth phase in the region, with modern retail channels forecast to reach 35% by 2030. In the race for market share among foreign giants, WinMart has emerged as a domestic representative that has expanded strongly to maintain a foothold for Vietnamese businesses.

According to Insight Asia's report, Vietnam's retail market is entering a period of strong growth with a scale of about 309.7 billion USD. Of which, the modern retail channel (Modern Trade - MT) has increased its proportion from 15% in 2005 to 27% today, and is forecast to reach 35% by 2030, corresponding to a compound growth rate of about 12%/year - the fastest in ASEAN.

The main driving force comes from more than 100 million people and the "golden population advantage" lasting until about 2040. The rapid urbanization process and the rise of the middle class are causing a clear shift in consumer behavior, as people increasingly prioritize product quality, shopping experience and convenience. With great growth potential, the Vietnamese retail market has become a "delicious cake" in the eyes of foreign retailers such as Aeon (Japan), Central Group (Thailand), Lotte (Korea) ... with increasingly rapid system expansion.

Along with the foreign wave, a Vietnamese retailer - WinCommerce (the company that operates the WinMart supermarket chain and WinMart+/WiN stores) is emerging as an important driving force to help retain market share for Vietnamese brands. According to the Strategy "Developing domestic trade to 2030, vision 2045", Vietnam aims for 85% of the retail market share of goods to belong to domestic enterprises, 15% to the FDI sector. Therefore, the development of large-scale Vietnamese retail brands like WinMart is of strategic significance, not only for businesses but also for the entire economy .

By the end of September, WinCommerce had opened 464 new stores, of which nearly 75% were WinMart+ in rural areas. The Central region alone contributed 227 stores, accounting for half of the new openings this year. In the supermarket segment, in the second half of this year, WinCommerce plans to launch 46 new supermarket models, equivalent to an average of 2 new supermarkets opening every week.

Bringing modern consumer experiences to 100 million Vietnamese people

In 2025, the WinMart chain will accelerate the opening of a series of new model supermarkets in many provinces and cities such as WinMart Lieu Giai, WinMart Ocean Park ( Hanoi ), WinMart Landmark 81, WinMart Ba Thang Hai (HCMC), WinMart Sa Dec (Dong Thap), WinMart Tinh Gia (Thanh Hoa), WinMart Bien Hoa (Dong Nai)...

These supermarkets are modern in style, open in space, and scientifically arranged. The product categories range from fresh food, essential consumer goods to mid- to high-end products, health care, beauty, processed foods, etc. Some points of sale also integrate cooking workshops, new product experiences, and weekend activities for families. With the "one-stop-shop" model, WinMart fully meets the consumption needs of households at one destination, in line with the current trend of convenient and time-optimized living.

At the WinMart/WinMart+/WiN system, all products are controlled for quality and origin with strict regulations from input, transit warehouse to point of sale. Typical examples include WinEco vegetables that meet VietGAP, GlobalGAP or Organic standards, MEATDeli chilled meat processed using European technology, while imported goods, dried foods or chemicals are all strictly controlled in terms of origin, helping consumers feel secure when shopping.

With the integrated advantage of the Masan ecosystem, including Masan Consumer (consumer goods), Masan MEATLife (fresh and processed meat), WinEco (clean agricultural products) and Techcombank (digital financial solutions), each WinMart+ store is not only a point of sale, but also a multi-utility consumer service center, where people have easier access to quality, value and modern life. Continuing the advantage of the Masan ecosystem, WinCommerce inherits the modern logistics system directly built by Masan - SUPRA company. Goods are transported to the store quickly, optimally and accurately, thereby directly reducing the cost of each product and enhancing the competitiveness of retailers in the long term.

Modern retail shapes new consumer habits

The rapid expansion of WinMart/WinMart+ contributes to changing consumer habits, from 'buying enough for meals' to 'buying for quality of life'. A retail industry expert commented: "Modern stores are not just places to shop, but also places where consumers begin to form new consumption standards - safe, convenient, transparent."

It is not just a behavioral shift, but also reflects a larger journey: Vietnam is modernizing consumption from within, through leading domestic enterprises like WinCommerce. In the first 9 months of the year, WinCommerce recorded revenue of VND 28,500 billion, up 16.6% compared to the same period in 2024, far exceeding the base growth target (8-12%). Stores opened since the beginning of the year have all achieved positive profits, reflecting the sustainable growth of the business.

Not only holding the role of the largest modern retailer in Vietnam with nearly 4,300 points of sale in 34 provinces and cities nationwide, WinMart is increasingly becoming an important link in the national consumer infrastructure, connecting tens of millions of households with essential products, high-quality services and a comfortable, modern lifestyle.

Source: https://www.masangroup.com/vi/news/masan-news/Vietnamese-Enterprises-Accelerate-Expansion-Driving-Consumer-Infrastructure-Modernization.html