MWG Shop is now integrated into the VIP Customer Care app of MWG Group. This retail conglomerate’s chains, including The Gioi Di Dong, Dien May Xanh, TopZone, and AVAKids, are now present on this newly launched e-commerce platform.
Meanwhile, Bach Hoa Xanh, the only MWG chain that has not yet announced its presence on MWG Shop, is notably absent. Observers have noted that while this new e-commerce platform does trade in food and beverages, it does not yet offer fresh produce such as meat, fish, and vegetables to its customers.
The entry of MWG into the e-commerce space has been rather quiet, but they are predicted to be a formidable player. They possess a closed ecosystem, including thousands of stores nationwide, a self-built logistics system, and in-house delivery, installation, and after-sales services.
A representative from this retail group, with revenue exceeding VND 134,000 billion, has stated that they aim to provide customers with a seamless omnichannel shopping experience, blending physical stores and online channels.
The MWG Shop e-commerce platform was launched on May 15, 2025, and is integrated into the Qua Tang VIP app. Source: Author’s compilation
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At the annual shareholder meeting on April 26, MWG Chairman, Mr. Nguyen Duc Tai, stated that the group’s expansion through the physical store model has reached its limit. The Ho Chi Minh City-based conglomerate has already shifted and will continue to focus on growth driven by scale and existing distribution channels.
Since closing its e-commerce website, Vui Vui (vuivui.com), in late 2018, MWG has stayed out of the race among online platforms, opting instead to sell online through separate websites for each of its chains. Mr. Pham Van Trong, CEO of the Bach Hoa Xanh supermarket chain, previously led the Vui Vui project for the group.
At annual general meetings, shareholders often inquire about MWG‘s strategy regarding the continuous market share gains of online platforms. Mr. Nguyen Duc Tai has asserted that they will not engage in a price war or compete solely on price; instead, they will focus on building their online business’s strength through service and after-sales quality.
2025 seems to be the right time for this retailer to re-enter the e-commerce arena. Bach Hoa Xanh has become financially self-reliant and is accelerating its expansion, while The Gioi Di Dong and Dien May Xanh have just completed their restructuring phase, returning to profitability with thousands of billion VND in profits. In Q1 2025, MWG earned nearly VND 1,550 billion in profit, the second-highest in its operating history.
In its vision for 2030, MWG aims to become the leading group in Southeast Asia in retail, e-commerce, and related services.
– 10:14 22/05/2025
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