When Technology Doesn’t Just Optimize Processes, but Directly Drives Economic Value

For Masan (HoSE: MSN), technology is not merely a supporting tool but a direct foundation for creating financial value and enhancing operational efficiency sustainably.

Technology as a Lever for Sustainable Growth

At the 2025 Annual General Meeting of Shareholders, Masan introduced “Go Digital” as the final piece in its transformation from a fast-moving consumer goods company to an integrated platform encompassing Consumption – Retail – Technology. The leadership emphasized that digital transformation is not just a technology program but a strategic driver to optimize the entire value chain, from planning and production to distribution, retail, and consumer engagement on a large scale.

A key highlight in Masan’s digitalization roadmap is that every technological initiative is designed to directly impact costs and profits. A prime example is WiNARE, an AI-driven automated ordering system using real-time data, replacing error-prone manual processes. This platform significantly reduces employee workload, optimizes inventory, enhances product allocation accuracy, and improves fresh food supply. As a cornerstone of the “Go Digital” strategy, WiNARE delivers tangible financial benefits, saving millions of labor hours, reducing working capital by tens of millions of USD, and minimizing losses in fresh food categories. According to the company, in Ho Chi Minh City alone, where over 600 modern retail stores operate, meat product wastage decreased by nearly 2% within months of implementation, saving tens of billions of VND monthly and bolstering system-wide efficiency.

These results reflect Masan’s core philosophy: technology must transcend process improvement to become a true growth lever. This is why the leadership consistently stresses that every technological innovation must be measurable through specific cost, revenue, or profit margin metrics.

Scaling Retail Through Digitalization

In its long-term retail strategy, Masan aims to reach 8,000 stores by 2030. To achieve this scale, automation is essential. WiNARE was initially deployed for chilled meat and FMCG products, later expanding to frozen foods, seafood, fresh produce, and processed foods.

The system enables precise ordering down to individual product units per store, increasing on-shelf availability from approximately 80% to nearly 90%. This accuracy not only boosts revenue but also enhances customer experience, as product availability is a key driver of shopping satisfaction.

The need for initiatives like WiNARE arises from Vietnam’s rapidly evolving retail landscape. Consumers are increasingly cautious in spending due to concerns over living costs and taxes affecting disposable income. Traditional retail channels still dominate but often adjust inventory, disrupting supply chains. Meanwhile, modern channels are growing fast but place significant operational pressure on Masan as it opens hundreds of new stores annually.

In this context, digital transformation becomes a solution for balancing expansion goals with cost control. Automation allows Masan to scale efficiently while creating competitive advantages in meeting rising consumer demands.

Challenges and the Long-Term Journey

Despite positive outcomes, Masan’s digital transformation journey faces challenges. Significant investments in data infrastructure, AI model development, and technology personnel training are required, alongside short-term profit pressures. Replacing manual processes with automated systems demands ongoing internal communication and training strategies. Additionally, reliance on real-time data necessitates robust data accuracy and security. As global enterprises also invest heavily in technology, Masan must maintain continuous innovation to stay competitive.

These factors underscore that digital transformation is a long-term process requiring not only commitment but also effective risk management.

Through WiNARE and other technological initiatives, Masan demonstrates a clear approach: every innovation must align with financial goals and business efficiency. Early successes in retail and meat segments validate this approach. In an increasingly competitive retail industry with rapidly changing consumer needs, digital transformation is essential for Masan to sustain growth and strengthen its position in the new era.