The Rural Market – Unlocking Vietnam’s Retail Growth Potential

In recent years, Vietnam’s rural areas have experienced rapid urbanization and a significant shift in consumer habits. WinCommerce (WCM), a member of Masan Group’s consumer ecosystem, is leading the way in modernizing rural retail markets. With an aggressive expansion strategy, especially in April 2025, WCM reached a milestone of 1,500 WinMart+ Rural stores, completing nearly 80% of its annual expansion plan. This achievement showcases the company’s strategic vision and exceptional execution capabilities.

Accelerating Expansion – Averaging 2 Stores per Day

At the 2025 Annual General Meeting of Shareholders, Mr. Danny Le, CEO of Masan Group, emphasized the goal of accelerating the expansion of modern retail in rural areas, aiming to open “an average of 2 stores per day.” The target is to reach 1,900 WinMart+ Rural stores by the end of the year. This number not only demonstrates the company’s expansion capabilities but also underscores Masan’s commitment to bringing quality goods, modern services, and consumer utilities to over 60% of Vietnam’s population living in rural areas.

WinMart+ Rural stores are strategically designed to meet the needs of rural consumers.

According to the company, in April 2025, WCM opened 68 new stores, including 46 WinMart+ Rural stores, bringing the total number of stores in the system to 4,035, with the rural chain reaching 1,500 stores. With an average of nearly 50 new WinMart+ Rural stores opened per month, the goal of reaching 1,900 stores by the end of the year is not only feasible but well within the company’s grasp.

Rural Areas – The New Growth Engine for Vietnam’s Retail Sector

Rural areas account for approximately 70% of Vietnam’s population, equivalent to more than 60 million people. According to statistics from the General Statistics Office, the average income of laborers in these areas has increased to approximately VND 6.7 million per month, or VND 80.4 million per year, thanks to industrialization and urbanization. This has led to a more diverse and modern consumption pattern, including not only essential goods but also electronics, home appliances, and utility services.

WinMart+ Rural stores offer a wide range of consumer goods and utilities, meeting the diverse needs of rural customers.

While many modern retail chains are facing challenges in large cities due to high operating costs and intense competition, rural areas are emerging as a growth opportunity with untapped market potential. Market research shows that rural consumers are increasingly concerned about product quality, origin, and convenient shopping experiences – aspects that traditional sales channels cannot fully meet.

The WinMart+ Rural store model is WCM’s strategic solution. These stores are designed to fit the scale of towns and small districts, ensuring the supply of essential consumer goods at reasonable prices and with clear origins.

WinMart+ Rural stores offer a wide range of quality products, including fresh meat from Masan MEATLife and FMCG products from Masan Consumer.

Not only has WCM rapidly expanded the number of rural stores, but these stores have also demonstrated strong growth potential. In April 2025, WinMart+ Rural stores recorded a same-store sales growth of 15% year-over-year, following a 15.6% growth in the first quarter of 2025.

The consecutive double-digit LFL growth indicates a sustainable business model rather than a temporary surge. The repeat visits and increasing basket sizes reflect customer trust in the quality, pricing, and services offered by WinMart+ Rural stores.

WinMart+ Rural stores are becoming ‘Points of Life’ for rural consumers, offering not just goods but also a range of utility services.

Masan’s consumer-retail-technology ecosystem plays a pivotal role, transforming each WinMart+ Rural store into more than just a sales point. These stores serve as life service centers, offering fresh meat from Masan MEATLife, FMCG products from Masan Consumer, and integrating various utility services such as bill payments, financial services, and mobile networks. WinMart+ Rural is evolving from a simple store into a ‘Point of Life’ for rural residents.

With a target of opening 1,900 WinMart+ Rural stores in 2025 and having already achieved nearly 80% of this goal within the first four months, WinCommerce is revolutionizing Vietnam’s rural retail market. As a pioneer in the rural minimart model, WCM is setting new standards for modern, friendly, accessible, and effective retail experiences.