Vietnam’s GDP grew by a robust 8.0% in Q2 2025. However, the consumer goods industry faced a major adjustment as new tax regulations disrupted the operations of tens of thousands of individual business households, the backbone of traditional trade (GT) retail channels. Meanwhile, the prevalence of counterfeit and imitation goods in rural areas made consumers cautious about small retail outlets.
In this context, modern retail systems with advantages in traceability, quality management, and shopping space are becoming trusted destinations. The shift from GT to modern trade (MT) channels is more evident than ever, not only in urban but also in rural areas, covering more than 60% of Vietnam’s population. This is not just a change in shopping channels but also a step towards modern, safer, and more transparent consumption expectations.
EXPANSION IN RURAL AREAS
In this scenario, WinCommerce (WCM) has emerged as a leader in modernizing Vietnam’s retail industry. As of June 2025, WCM operated 4,146 supermarkets and stores nationwide, with nearly 75% of new stores in rural areas, especially in Central Vietnam, the fastest-growing region.
Even in the low consumption period of Q2, WCM’s revenue grew by 16.4% year-on-year to VND 9,130 billion. EBITDA increased by 83.1%, indicating efficient operations. This is the fourth consecutive profitable quarter for WCM, thanks to superior operations and effective network expansion strategies. Notably, WinMart+ stores in rural areas achieved almost the same average revenue as urban stores (90%), up from 80% last year, reflecting the awakening of demand when modern retail infrastructure serves the right needs.
During this period, WinMart+ stores recorded a 15.6% growth, remaining the fastest-growing segment. Many new stores became profitable in the first half of the year, indicating that WinCommerce has successfully transitioned to a new model.
CONSUMER EXPERIENCE BEYOND URBAN AREAS
Beyond increasing consumer accessibility, the more significant change comes from the consumer experience. In many provinces like Nghe An, Ha Tinh, and Quang Ngai, shopping at nearby supermarkets with traceable and quality-assured goods is becoming the preferred choice.
One of the key differentiators for WinMart+ is its ecosystem of high-quality domestic products, notably MEATDeli and WinEco, two brands specializing in fresh produce and agricultural products. With WinMart+ stores, consumers in rural areas can now access European-standard packaged meat or VietGAP and Global GAP-compliant fruits and vegetables, setting a new standard for consumption.
“Before, we were afraid of buying fake and counterfeit candies in the countryside. Now, with WinMart+ nearby, I feel much more secure,” shared Hong Nga from Nghe An. Thanh Trung from Ha Tinh also shared, “I find the supermarket clean and well-organized, with MEATDeli meat and WinEco produce of assured quality. Shopping here feels like I’m in the city, but the prices are still reasonable.”
Evidently, rural consumers are familiar with the concept of “supermarket shopping,” which was once associated with urban areas. As demands for food safety, traceability, and civilized shopping increase, modern retail will dominate the market in the coming years.
With a population of over 100 million, Vietnam is one of the most attractive retail markets in Asia. However, the retail infrastructure, especially in rural areas, still has significant gaps. Investments by companies like WinCommerce in network expansion and consumer experience improvements in remote areas benefit not only the business but also play a crucial role in modernizing the nation’s retail infrastructure and enhancing the shopping experience for all Vietnamese consumers.
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