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 a report by Insight Asia, the Vietnamese retail market is entering a period of strong growth, reaching approximately US$309.7 billion. Within this, the Modern Trade (MT) retail channel has increased its share from 15% in 2005 to 27% currently, and is projected to reach 35% by 2030, corresponding to a compound annual growth rate of approximately 12% – the fastest in ASEAN.

The main driving force comes from a population of over 100 million and a "demographic dividend" expected to last until around 2040. Rapid urbanization and the rise of the middle class are causing a significant shift in consumer behavior, with people increasingly prioritizing product quality, shopping experience, and convenience. With its immense growth potential, the Vietnamese retail market has become a lucrative target for foreign retailers such as Aeon (Japan), Central Group (Thailand), and Lotte (Korea), with their systems expanding at an increasingly rapid pace.

Alongside the influx of foreign businesses, a Vietnamese retailer – WinCommerce (the company operating the WinMart supermarket chain and WinMart+/WiN convenience stores) – is emerging as a crucial force in retaining market share for Vietnamese brands. According to the "Domestic Trade Development Strategy to 2030, Vision 2045," Vietnam aims for 85% of the retail market share to belong to domestic businesses, with 15% allocated to FDI. Therefore, the development of large-scale Vietnamese retail brands like WinMart has strategic significance, not only for the businesses themselves but also for the entire economy .

As of the end of September, WinCommerce had opened 464 new stores, with nearly 75% being WinMart+ stores in rural areas. Central Vietnam alone contributed 227 stores, accounting for half of the new openings this year. In the supermarket segment, WinCommerce plans to launch 46 new supermarket models in the second half of this year, equivalent to an average of two new supermarkets opening each week.

Bringing the modern consumer experience to 100 million Vietnamese people.

In 2025, the WinMart chain accelerated the opening of a series of new supermarket models in many provinces and cities such as WinMart Lieu Giai, WinMart Ocean Park ( Hanoi ), WinMart Landmark 81, WinMart Ba Thang Hai (Ho Chi Minh City), WinMart Sa Dec (Dong Thap), WinMart Tinh Gia (Thanh Hoa), WinMart Bien Hoa (Dong Nai)...

These supermarkets feature a modern, open-plan design with a well-organized layout. The product range extends from fresh produce and essential consumer goods to mid-to-high-end products, health and beauty products, and processed foods. Some locations also integrate cooking workshops, new product demonstrations, and weekend activities for families. With its "one-stop-shop" model, WinMart fully meets the consumer needs of households in a single location, aligning with today's trend of convenient living and time optimization.

At WinMart/WinMart+/WiN systems, all products undergo rigorous quality control and origin verification from the initial stages of sourcing and distribution to the point of sale. Notable examples include WinEco vegetables that meet VietGAP, GlobalGAP, or Organic standards, and MEATDeli chilled meats processed using European technology. Imported goods, dry foods, and chemicals are also subject to strict origin controls, ensuring consumer confidence in their purchases.

Leveraging the integrated advantages 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 just a point of sale, but also a multi-utility consumer service center, where people can more easily access quality, value, and a modern lifestyle. Continuing the advantages of the Masan ecosystem, WinCommerce inherits the modern logistics system directly built by Masan – SUPRA. Goods are transported to stores quickly, efficiently, and accurately, thereby directly lowering the cost of each product and enhancing the retailer's competitiveness in the long term.

Modern retail is shaping new consumer habits.

The rapid expansion of WinMart/WinMart+ has contributed to a shift in consumer habits, from 'buying just enough for meals' to 'buying for a better quality of life.' A retail industry expert commented: "Modern stores are not just places to shop, but places where consumers begin to form new consumption standards – safety, convenience, and transparency."

This is not just a shift in behavior, but also reflects a larger journey: Vietnam is modernizing consumption from within, through capable domestic businesses like WinCommerce. In the first nine months of the year, WinCommerce recorded revenue of VND 28,500 billion, a 16.6% increase compared to the same period in 2024, far exceeding its base growth target (8-12%). All stores opened since the beginning of the year have achieved positive profits, reflecting the sustainable growth of the business.

WinMart not only holds the position of Vietnam's largest modern retailer with nearly 4,300 outlets across 34 provinces and cities nationwide, but it is also increasingly becoming a crucial link in the national consumer infrastructure, connecting tens of millions of households with essential products, high-quality services, and a convenient, modern lifestyle.

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