In a press briefing, The Gioi Di Dong (Mobile World Group – MWG) CEO Doan Van Hieu Em shared that despite their presence on e-commerce platforms like Shopee, the company has no plans to open shops on TikTok Shop or Lazada. Instead, they are focusing their efforts on their own app, MWG Shop, which integrates all their retail and after-sales services.
MWG Shop: The Group’s E-commerce Platform
Mr. Hieu Em explained that the Quà Tặng VIP app, originally designed for loyalty point accumulation, now boasts 16 million active accounts. With such a large user base, MWG has transformed this app into a comprehensive shopping platform named MWG Shop.
“Previously, if customers wanted to buy a phone, they would go to The Gioi Di Dong’s website, and for appliances, they’d visit Dien May Xanh. Now, everything is integrated into one app,” said Mr. Hieu Em.
MWG Shop not only enables users to shop but also allows them to track the entire process, from delivery and installation to service evaluation, warranty, and after-sales care.
The app is considered the “next step” in the evolution of Quà Tặng VIP, moving beyond a mere loyalty point platform to become a digital consumer ecosystem. MWG Shop is expected to expand its product catalog and integrate financial services, partnering with third parties to cross-utilize customer bases.
When asked about expanding to other e-commerce platforms like TikTok Shop or Lazada, Mr. Hieu Em stated that this is not the direction MWG wants to take. He explained that high-value products like phones and appliances are not typically purchased through e-commerce platforms because of associated requirements such as delivery, installation, and warranty, which fragment the user experience.
“Selling is one thing, delivery another, and installation yet another. How can we optimize the experience when they are all separate?” he questioned.
Instead of relying on intermediary platforms, MWG wants to leverage its strength as Vietnam’s largest retail system, combining online and offline to take more control over the customer experience. Delivery, installation, and warranty services can all be streamlined and expedited thanks to their nationwide network of stores.
According to Mr. Hieu Em, the reason for their presence on Shopee is mainly to observe and learn from their promotions and discounts, as well as to take advantage of their large user base. However, this is not a long-term strategy. MWG is determined to focus on developing its own sales channel rather than depending on external e-commerce platforms.
“We have the advantage of our retail system, team, products, and partners. Why not utilize them to do something better?” he concluded.
MWG Shop: A New Step in the Group’s Online Channel Expansion and Restructuring Strategy
After nearly six years of absence from the e-commerce arena, The Gioi Di Dong Joint Stock Company (HOSE: MWG) officially re-entered the market with the launch of MWG Shop on May 15, 2025. This e-commerce platform is integrated into the Quà Tặng VIP customer care app, marking a shift from a points accumulation model to a comprehensive digital retail ecosystem.
MWG Shop brings together the group’s key retail chains, including The Gioi Di Dong, Dien May Xanh, TopZone, and AVAKids, offering products across various categories, such as electronics, appliances, food, and children’s items. With a user-friendly interface and integrated features like search, order tracking, and promotions, the platform aims to provide a seamless and unified experience for its users.
The launch of MWG Shop comes as MWG restructures its retail system, including the closure of underperforming stores to optimize operating costs. According to YouNet ECI data, the number of The Gioi Di Dong and TopZone stores has decreased from 1,076 to 1,021, while Dien May Xanh stores have reduced from 2,109 to 2,026.
Meanwhile, e-commerce is playing an increasingly important role in the group’s revenue structure. In Q1/2025, TGDĐ’s official store on Shopee Mall recorded a revenue of VND 27.3 billion, a 144% increase compared to Q4/2024, despite only operating since May 2024. Dien May Xanh Official also witnessed almost 100% growth during the same period.
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In Q1 of 2025, the TGDĐ Official store on Shopee Mall achieved an impressive revenue of 27.3 billion VND.
