Masan pursues digitalization to create real value for consumers

(Dan Tri) - WinCommerce, a member company of Masan Group (MSN), continues to affirm its pioneering role in the modernization of the Vietnamese retail market.

Expanding scale, continuously bringing in profits in the last 3 quarters

In the third quarter, WinCommerce (WCM) recorded a profit after tax of VND175 billion, an increase of 8.7 times over the same period, equivalent to a profit margin of 1.7%, marking the third consecutive profitable quarter of the year.

EBIT (Operating Profit) margin reached 2.6%, up 160 basis points year-on-year, reflecting cost control and large-scale optimization of operating processes.

Revenue reached VND10,544 billion, up 22.6% YoY, driven by strong LFL revenue growth at both mini-supermarket chains (up 11%) and supermarket chains (up 9.7%).

This result shows that WCM has passed the restructuring phase to enter a sustainable profitable growth cycle, playing a key driving role in Masan 's consumer - retail strategy.

WCM has gone through a restructuring phase to enter a cycle of sustainable profitable growth (Photo: MSN).

According to WCM representatives, the above achievements come from a controlled expansion strategy and outstanding operational efficiency. Since the beginning of the year, WCM has opened 464 new stores, exceeding the base target and is aiming for a high growth scenario by the end of the year. Overall, all new stores opened since the beginning of the year have brought in profits.

At the same time, rural areas, which account for more than 60% of Vietnam's population, are becoming a new growth driver for WCM. 75% of new stores opened in 2025 will be under the WinMart+ model, helping the brand expand its coverage to districts and communes across the country.

The average daily revenue of the WinMart+ chain in this area has reached 90% compared to urban areas, up from 85% in the same period last year, showing that purchasing power and consumer engagement are increasing rapidly.

The Central region recorded a 12.4% LFL growth for the mini-supermarket model in the third quarter, thanks to a product portfolio that meets consumer needs and a pioneering advantage in occupying high-traffic locations. As of the last quarter, about 50% of new stores opened were concentrated in the Central region.

The Central region has become a strategic destination of WCM in recent times (Photo: MSN).

Digitalization is the driving force for optimal operational efficiency

Not only stopping at scale and operational efficiency, WinCommerce is also a pioneer in digital transformation, gradually building a comprehensive consumer - retail data platform in Vietnam.

By integrating technology into every stage of the value chain, from suppliers, logistics to stores and member customers, businesses are creating a smart operating ecosystem where data becomes the “key” to making fast, accurate and cost-saving decisions.

At the investor meeting to announce third-quarter results, Masan leaders emphasized the role of technology and data as a new growth pillar in the consumer retail sector.

“At Masan, we do not pursue far-fetched technology, but focus on solving practical business problems, where data and technology become tools to help optimize processes, make faster decisions and create specific values ​​for consumers,” said Masan's leader.

In parallel with the expansion, WinCommerce is promoting the comprehensive digitalization of the value chain, from suppliers to consumers, to form the most integrated consumer - retail data platform in Vietnam.

The system connects across store support centers, logistics, banks and member customers, creating a “unified data flow” that helps businesses make decisions faster, more accurately and more flexibly.

Automatic replenishment tool helps WCM save nearly 300 billion VND/year (Photo: MSN).

One of the key developments is the “Automatic Replenishment” tool, which has automated more than 66% of the ordering process at WinMart/WinMart+ stores by the end of 2025, thereby reducing the workload at the store by about 15%, equivalent to saving nearly 300 billion VND per year.

The application of artificial intelligence (AI) in demand forecasting and inventory management also helps reduce waste, optimize operations and ensure goods are always available at the point of sale. WinCommerce aims to have an automated ordering rate of over 90% by the end of 2026, completing the transition to a comprehensive data-driven operating model.

Along with that, the “Location Scoring” system utilizes consumer data from more than 400,000 points of sale nationwide to evaluate the potential of each area and select new store locations with high accuracy.

As a result, WinCommerce can expand its network more effectively, especially in rural and developing areas where modern consumer demand is growing rapidly.

Integrating data from GT (traditional) and MT (modern) channels not only improves operational productivity but also lays the foundation for Masan's comprehensive digital transformation journey in the retail sector, towards the goal of "from data to decisions, from efficiency to sustainable growth".

Thanks to lean operations, a sound expansion strategy and the ability to leverage the power of the Masan ecosystem, WinCommerce has not only maintained sustainable revenue and profit growth but also built a solid foundation for the next stage of development, where operational efficiency, market scale and consumer value converge to bring long-term benefits to Vietnamese consumers.

Source: https://dantri.com.vn/kinh-doanh/masan-theo-duoi-so-hoa-de-tao-gia-tri-thuc-cho-nguoi-tieu-dung-20251113114216160.htm