WinCommerce to expand network to nearly 4,500 stores in October 2025

In October 2025, WinCommerce achieved net revenue of VND 3,458 billion, up 24.7% over the same period last year. New stores opened since the beginning of the year have all brought positive profits.

Retail modernization – Advantage from market trends

Over the past years, the Vietnamese retail market has witnessed the coexistence of two main distribution channels: Traditional Trade (GT) and Modern Trade (MT). If GT is still the “lifeblood” contributing the majority to total retail sales, MT is becoming a new growth driver, reflecting the trend of urbanization, digitalization and modern lifestyle.

Fresh meat counter attracts many customers at WinMart supermarket. Photo: Masan .

According to a report from Insight Asia and Kantar, the proportion of MT in Vietnam has reached about 27% in 2025 and is expected to increase to 35% in 2030, the fastest growth rate in the ASEAN region. This acceleration comes from many factors: the expanding middle class, high urbanization rate, and the need for more convenient and transparent shopping. According to Insight Asia statistics, currently, 62% of consumers shop at MT channels weekly, while 67% check promotions via apps or digital platforms before making a purchase decision, showing that MT channels have become part of new consumer habits.

At the same time, State policies are also strongly promoting this trend. In the Domestic Trade Development Strategy to 2030, with a vision to 2045, the goal is to increase the proportion of domestic retail sales to about 85%, thereby encouraging domestic retail chains to expand their scale and proactively regulate the market. This is the "macro support framework" that creates conditions for Vietnamese enterprises to capture the accelerating MT wave.

A variety of fresh domestic and imported fruits at WinMart supermarket. Photo: Masan.

Not only limited to large cities, MT is spreading to secondary and tertiary cities and rural areas, where there is still much room for development. With large populations, stable incomes and increasing consumer demand, these areas have become strategic “destinations” for many domestic retail chains.

Acceleration opportunities for large-scale retail chains

In that context, WinCommerce (WCM), a member of Masan Group, is currently one of the leading domestic retail systems with nearly 4,500 WinMart/WinMart+ stores nationwide by the end of October 2025. WCM currently owns a network evenly distributed across three regions, of which the Central region leads in expansion speed with 261 new stores, accounting for nearly 50% of the total number of new stores opened in the year. Notably, 75% of new stores opened are in the Rural WinMart+ model, showing a strategy of deep penetration into rapidly growing consumer areas.

Fresh seafood is processed right at WinMart supermarket. Photo: Masan.

According to the October 2025 update report, WinCommerce recorded net revenue of VND 3,458 billion, up 24.7% year-on-year, the highest growth rate since the beginning of the year. In the first 10 months of 2025, WCM revenue reached VND 31,900 billion, up 17.4% year-on-year, while LFL growth reached 8.6%, reflecting the efficiency of improving revenue at each point of sale.

Notably, WinCommerce's same-store sales (LFL) growth in October 2025 reached 12.1% year-on-year, reflecting a strong recovery in purchasing power across the system. In particular, the WinMart+ model in rural areas recorded a remarkable growth of up to 47%, reflecting the growth potential of the modern retail model in non-urban areas, where the demand for convenient shopping and price transparency is increasing. WinMart+ in urban areas also maintained a steady growth of 15.4%, while the large-scale WinMart supermarket chain increased by 10.7%, affirming the brand's adaptability and sustainable appeal in all market segments.

Prestigious cosmetic products are sold at WinMart. Photo: Masan.

By the end of October, WCM had opened 529 new stores, meeting the annual plan (target of 400-700 stores), and all newly opened stores recorded positive profits.

WCM’s advantage comes not only from its scale but also from the synergy within Masan’s consumer – retail – technology ecosystem. The direct connection between WCM and its member companies such as Masan Consumer, Masan MEATLife and Phuc Long Heritage helps optimize product portfolios, manage supply chains and make decisions based on real-time consumer data. This model not only helps WCM accelerate network expansion, but also increases profit margins by optimizing inventory, operations and customer loyalty value.

Fruit and vegetable area with fresh products every day at WinMart supermarket. Photo: Masan.

The wave of retail modernization is taking place strongly in Vietnam, with the fastest growth rate of MT channels in the ASEAN region. Changes in consumer behavior, supportive policies from the State and the strength of the domestic ecosystem are creating the foundation for businesses like WinCommerce to break through and lead the market. However, the Vietnamese retail market still faces certain challenges such as pressure on operating costs, narrowing profit margins and fierce competition between modern retail models, requiring businesses to constantly optimize efficiency and innovate service models.

In that context, WinCommerce not only strives to expand its market share, but also contributes to the modernization of Vietnam's retail industry, aiming to build a modern, sustainable domestic distribution system and better serve Vietnamese consumers.

Source: https://nongnghiepmoitruong.vn/wincommerce-mo-rong-mang-luoi-gan-4500-cua-hang-trong-thang-10-2025-d784181.html