Why Are WinMart+ Stores Increasingly Appearing in Rural Areas?

Vietnam's retail industry is witnessing a rapid shift from traditional channels (GT) to modern channels (MT), as consumers prioritize convenient shopping experiences, quality products and value-added services.
According to some market reports, MT currently accounts for about 12% of total retail sales, significantly lower than in regional countries such as Thailand or Indonesia (30-50%), showing that there is still a lot of room for growth. However, retail businesses are also facing increasing competitive pressure, increasing operating costs, especially rental costs and personnel costs, and logistics challenges in ensuring fresh goods, stabilizing supply and controlling costs in remote areas.
In this context, WinCommerce (WCM), a member of Masan Group, continues to expand its network and improve operational efficiency. Through the WinMart/WinMart+/WiN supermarket and store system, the company aims to provide quality goods at reasonable prices, while gradually improving the shopping experience in rural areas.
Double-digit revenue growth

According to the July 2025 report, WCM achieved net revenue of VND 3,486 billion, up 23.0% over the same period in 2024, exceeding the base growth target of 8-12% set for the whole year. In the first 7 months, total revenue reached VND 21,400 billion, up 14.8% over the same period. LFL growth of stores that have been operating stably increased by 7.6% over the same period, showing improvement in operational efficiency.

In July, WCM opened 36 new stores, bringing the total number of new stores opened since the beginning of the year to 354, completing more than 50% of the annual plan (400-700 stores). About 75% of these are WinMart+ stores in rural areas. The Central region contributed 175 stores, nearly 50% of the total new openings, reflecting the regional expansion strategy.
Effective expansion strategy

According to WCM, new stores opened since the beginning of 2025 have all recorded positive profits, demonstrating tight control over financial efficiency. In particular, WinMart+ stores in the Central region have emerged as a new growth driver, thanks to a product portfolio that meets consumer needs and a pioneering advantage in occupying locations with high traffic.

Speaking at the Techcombank Investment Summit 2025 event on July 9, Mr. Danny Le - CEO of Masan Group, emphasized that modern retail channels in Vietnam only account for 12% of the total market, while in neighboring countries such as Thailand or Indonesia it is 30-50%. To accelerate retail modernization, building an integrated supply chain from production to consumption and developing a customer data platform is a key factor.
Accordingly, WCM benefits from the Masan ecosystem, including manufacturing (Masan Consumer, Masan MEATLife, WinEco), logistics (SUPRA), consumer finance (Techcombank) and a multi-channel distribution system. The company also exploits the customer data platform through the WiN membership program, aiming to reach 30-50 million consumers, to personalize the experience and increase customer lifetime value.
Although the modern retail market in Vietnam still has great potential, the rapid expansion also requires businesses to maintain service quality, manage cost risks and optimize supply chains. In addition, the entry of domestic and international competitors, as well as macroeconomic fluctuations, will continue to be factors affecting the development strategies of retailers, including WCM.
However, the fact that WinCommerce has maintained its revenue growth momentum and network expansion with positive financial performance for many consecutive months shows that the business is taking advantage of market opportunities. This can be considered a positive resonance factor for the business's competitiveness and ability to maintain its development strategy in the coming period.

Source: https://www.masangroup.com/vi/news/masan-news/WinCommerce-Achieves-Double-Digit-Growth-In-July-2025.html