According to a report by Insight Asia, Vietnam’s retail market is entering a phase of robust growth, with a scale reaching approximately $309.7 billion. Within this, the modern retail channel (Modern Trade – MT) has increased its share from 15% in 2005 to 27% currently, and is projected to reach 35% by 2030, corresponding to a compound annual growth rate of about 12% – the fastest in ASEAN.
The primary driving force comes from a population of over 100 million, along with a “golden demographic dividend” lasting until around 2040. Rapid urbanization and the rise of the middle class are significantly shifting consumer behavior, as people increasingly prioritize product quality, shopping experiences, and convenience. With its vast growth potential, Vietnam’s retail market has become an attractive opportunity for foreign retailers such as Aeon (Japan), Central Group (Thailand), and Lotte (South Korea), who are expanding their systems at an accelerating pace.
Alongside the foreign wave, a Vietnamese retailer – WinCommerce (the company operating the WinMart supermarket chain and WinMart+/WiN stores) is emerging as a crucial force in retaining market share for Vietnamese brands. According to the “Domestic Trade Development Strategy by 2030, Vision to 2045,” Vietnam aims for 85% of the retail market share to belong to domestic enterprises, with 15% allocated to FDI. Therefore, the development of large-scale Vietnamese retail brands like WinMart holds strategic significance, not only for businesses but also for the entire economy.
As of the end of September, WinCommerce has opened 464 new stores, with nearly 75% being WinMart+ in rural areas. The Central region alone contributed 227 stores, accounting for half of the new openings this year. In the supermarket segment, WinCommerce plans to launch 46 new supermarket models in the second half of this year, averaging two new supermarkets per week.
Bringing Modern Shopping Experiences to 100 Million Vietnamese
In 2025, the WinMart chain is accelerating the launch of numerous new supermarket models across various provinces, including WinMart Liễu Giai, WinMart Ocean Park (Hanoi), WinMart Landmark 81, WinMart Ba Tháng Hai (Ho Chi Minh City), WinMart Sa Đéc (Đồng Tháp), WinMart Tĩnh Gia (Thanh Hóa), and WinMart Biên Hòa (Đồng Nai)…
These supermarkets feature a modern style, open spaces, and scientifically arranged displays. The product range spans from fresh food and essential consumer goods to mid- to high-end products, health and beauty items, and processed foods. Some outlets also integrate cooking workshops, new product experiences, and weekend family activities. With a “one-stop-shop” model, WinMart fully meets the shopping needs of households in one destination, aligning with the current trend of convenient and time-optimized living.
At WinMart/WinMart+/WiN stores, all products undergo strict quality and origin control from input stages, through distribution centers, to points of sale. Notable examples include WinEco vegetables meeting VietGAP, GlobalGAP, or Organic standards, and MEATDeli chilled meat processed using European technology. Imported goods, dry foods, and household products are also rigorously monitored for origin, ensuring consumer peace of mind.
Leveraging the integrated advantages of the Masan ecosystem, including Masan Consumer (consumer goods), Masan MEATLife (fresh and processed meat), WinEco (clean agricultural products), and Techcombank (digital financial solutions), each WinMart+ store is not just a sales point but a multi-utility consumer service center. Here, people can more easily access quality, value, and a modern lifestyle. Building on the Masan ecosystem’s strengths, WinCommerce benefits from the modern logistics system built directly by Masan – SUPRA. Goods are transported to stores quickly, efficiently, and accurately, directly reducing costs per product and enhancing the retailer’s long-term competitiveness.
Modern Retail Shaping New Consumption Habits
The rapid expansion of WinMart/WinMart+ is contributing to a shift in consumption habits, from ‘buying for daily needs’ to ‘buying for quality of life.’ A retail industry expert notes: “Modern stores are not just shopping venues but places where consumers begin to form new standards – safety, convenience, and transparency.”
This is not just a behavioral shift but reflects a larger journey: Vietnam is modernizing consumption from within, through capable domestic enterprises like WinCommerce. In the first nine months of the year, WinCommerce recorded revenue of 28.5 trillion VND, up 16.6% year-on-year, surpassing the baseline growth target (8-12%). All stores opened since the beginning of the year have achieved positive profits, reflecting the company’s sustainable growth.
Not only is WinMart the largest modern retailer in Vietnam with nearly 4,500 outlets across 34 provinces, but it is also becoming a vital component of the national consumer infrastructure, connecting tens of millions of households with essential products, high-quality services, and a convenient, modern lifestyle.
WinCommerce is a member company of Masan Group (HoSE: MSN) – one of Vietnam’s leading consumer retail enterprises, aiming to provide essential, high-quality products and services to domestic and international consumers.
Masan Retail Giant Expands with Nearly 500 New WinMart+ Stores
Masan Group Corporation (stock code: MSN) has released its Q3 2025 financial report, revealing an impressive after-tax profit of VND 1,866 billion.
Masan Group Q3 Net Profit Surges to Nearly VND 1.9 Trillion, 1.4x YoY Growth, Driven by Wincommerce and Masan MeatLife
In Q3, revenue surged to VND 21,164 billion, marking a 9.7% year-on-year increase. Post-tax profit reached VND 1,866 billion, a remarkable 1.4-fold growth compared to the same period last year.
Masan Surges with 43% Q3 Profit Growth, Achieves Over 90% of Annual Target
Masan Group Corporation (HOSE: MSN) has announced its consolidated financial report for Q3/2025, revealing a remarkable post-tax profit of nearly VND 1,866 billion, marking a 43% surge compared to the same period last year. This outstanding performance positions Masan to achieve over 90% of its annual profit target within just nine months.
Vietnamese Businesses Accelerate Expansion, Driving Consumer Infrastructure Modernization
Vietnam’s retail market, valued at over $309 billion, is entering its fastest growth phase in the region, with modern retail channels projected to reach 35% by 2030. Amid fierce competition from global giants, WinMart stands out as a formidable domestic player, rapidly expanding to secure a strong foothold for Vietnamese businesses.
What Does Winmart Bring to the ‘Super Fair of Six Bests’?
At the Autumn Fair, a groundbreaking national trade event of unprecedented scale and prestige, WinMart unveils a cutting-edge shopping experience featuring beloved Vietnamese consumer brands.
