WinCommerce’s “Rural” Model Achieves 36% Growth in May

(Dan Tri) - With clearly improved business performance and long-term growth potential, WinCommerce has gradually modernized Vietnamese retail, especially in rural areas, and recorded double-digit growth.

The “Golden Age” of Modern Retail in Vietnam

Vietnam is entering a new phase of development in the retail sector, an era of modernization, digitalization and smart consumption. According to JP Morgan, Vietnam's GDP per capita has grown by an average of 7.1% per year in the period 2017-2022, reaching more than 4,000 USD/person and could reach 7,500 USD by 2030. The urbanization rate continues to increase, accompanied by a trend of upgrading the living and consumption needs of the middle class.

With a young population structure, Vietnam is in the "golden population" stage, becoming a development platform for consumption and similar to China and Thailand before 2010. However, the modern retail (MT) penetration rate in Vietnam is currently only 12%, lower than the 20-45% of ASEAN countries. Vietnam's figure is also equivalent to the 2010 period of Indonesia - a country that witnessed the strong take-off of MT thanks to the network expansion race between domestic "giants" such as Indomaret and Alfamart.

In addition, the retail market is also strongly supported by the Government's Resolution 68 on private economic development: "Promoting the development of the domestic market, stimulating consumption, diversifying distribution channels, strongly developing digital platforms and e-commerce; effectively implementing the Campaign "Vietnamese people prioritize using Vietnamese goods"; upgrading and innovating the national trade promotion program; supporting private enterprises to build and promote their brands. Encouraging the development of private retail corporations".

WCM is a typical representative of the Vietnamese retail industry that is growing strongly thanks to large domestic demand.

Vietnam is facing a “golden era” of modern retail and WinCommerce (WCM), a member company of Masan Group (MSN), has made significant contributions to this transformation.

Rural model achieves 36% growth, WinCommerce continues to expand

In the context of a challenging retail market, Masan's retail chain - WinCommerce - has affirmed its outstanding operational capacity with impressive results. According to information from the enterprise, WCM's net revenue in the first 5 months of the year is estimated at VND 14,700 billion, an increase of 12.8% over the same period in 2024. In May alone, net revenue of the entire WCM network is estimated at VND 3,031 billion, an increase of 17.6% over the same period; the rural WinMart+ model increased by 36.4%, reaching nearly VND 700 billion.

Creating multiple models suitable for each residential area brings long-term growth to WCM.

In addition, WCM's supermarket model also brought in positive numbers in May. According to WCM, the WinMart supermarket system achieved a net revenue growth of 9.1% over the same period. This is the result of the renovation of the premises and adjustment of the product portfolio, helping to improve the shopping experience and better meet the needs of consumers.

The strategy to modernize the retail market does not stop at large cities. In 2025, WCM will focus strongly on rural areas - which account for 63% of the population and are still heavily dependent on traditional retail channels. Accordingly, in May, WCM opened 50 new stores, bringing the total number of new stores opened since the beginning of the year to 257, completing nearly 40% of the new opening plan of the base scenario for the whole year.

Overall, new stores opened since the beginning of the year have brought in positive profits, showing that the company's expansion strategy is being implemented strongly and bringing clear results. Every day, WCM has an average of nearly 2 new stores opened, demonstrating an impressive coverage rate in the Vietnamese retail industry.

In May, WCM opened 50 new stores, bringing the total number of new stores opened since the beginning of the year to 257, completing nearly 40% of the base scenario new store opening plan for the whole year.

This is not only a strategic move to catch up with the changing wave of consumption in rural areas but also helps WCM tap into a market worth tens of billions of USD. With the integrated advantage of the Masan ecosystem including Masan Consumer (consumer goods), WinEco (vegetables, fruits, vegetables), Masan MEATLife (fresh meat, processed meat) and Techcombank (digital financial solutions), each WinMart+ Rural store is both a point of sale and a multi-utility consumer service center from shopping for daily necessities to payment, money transfer, and even access to consumer financial products.

The explosion of the middle class, urbanization, digitalization and changing consumer habits are creating a “golden era” for modern retail in Vietnam. In the race to shape this market, WCM is pioneering a new standard for the retail industry, where expansion speed must go hand in hand with economic efficiency, and each point of sale is associated with a comprehensive service value for consumers.

Source: https://dantri.com.vn/kinh-doanh/mo-hinh-nong-thon-cua-wincommerce-dat-tang-truong-36-trong-thang-5-20250618200752658.htm