According to a report by Insight Asia, Vietnam’s retail market is in a strong growth trajectory, reaching approximately USD 309.7 billion. The modern trade (MT) segment has expanded from 15% in 2005 to 27% today, and is projected to hit 35% by 2030, equivalent to a compound annual growth rate (CAGR) of around 12% - the fastest in ASEAN.
The main growth drivers include a population of over 100 million and a sustained “golden demographic” advantage lasting until around 2040. Rapid urbanization and the rise of the middle class are reshaping consumer behavior, with growing preferences for product quality, shopping experience, and convenience. With such promising potential, Vietnam’s retail market has become an attractive “battleground” for global retailers such as Aeon (Japan), Central Group (Thailand), and Lotte (Korea) - all accelerating their expansion.
In parallel with this foreign wave, WinCommerce, operator of WinMart and WinMart+/WiN stores, stands out as a key domestic force helping to preserve local retail share. Under the “Domestic Trade Development Strategy to 2030, Vision to 2045”, Vietnam targets 85% of retail market share to remain with domestic enterprises, and 15% for FDI players. Thus, the growth of large-scale Vietnamese retail brands like WinMart carries strategic significance - not only for the company but also for the national economy.
As of the end of September, WinCommerce had opened 464 new stores, nearly 75% of which were WinMart+ outlets in rural areas. The Central region contributed 227 stores, accounting for half of the total new openings this year. In the supermarket segment, WinCommerce plans to launch 46 new supermarkets in the second half of 2025, averaging two new openings per week.
Bringing Modern Retail Experiences to 100 Million Vietnamese Consumers
In 2025, WinMart is accelerating the rollout of new-format supermarkets across major cities and provinces, including WinMart Liễu Giai and WinMart Ocean Park (Hanoi), WinMart Landmark 81 and WinMart Ba Tháng Hai (Ho Chi Minh City), as well as WinMart Sa Đéc (Đồng Tháp), WinMart Tĩnh Gia (Thanh Hóa), and WinMart Biên Hòa (Đồng Nai).
These stores feature modern, open designs and well-organized layouts, offering a broad assortment ranging from fresh food and daily essentials to mid- and high-end products, including health, beauty, and processed food categories. Some stores even integrate cooking workshops, new product experiences, and family-friendly weekend activities.
With its “one-stop-shop” model, WinMart fully meets household consumption needs in one destination, perfectly aligned with the current trend toward convenient and time-efficient living.
Across the WinMart/WinMart+/WiN network, all products are subject to strict quality and origin control - from sourcing and distribution to retail display. Highlights include WinEco vegetables certified to VietGAP, GlobalGAP, or Organic standards, MEATDeli chilled meat produced with
European technology, and tightly managed imported and dry goods. This ensures peace of mind for consumers shopping for safe, traceable products.
Leveraging Masan Group’s integrated ecosystem, which includes Masan Consumer (FMCG), Masan MEATLife (meat and processed food), WinEco (clean agriculture), and Techcombank (digital financial solutions), each WinMart+ store serves not only as a retail outlet but as a multi-service consumer hub-bringing quality, value, and modern living closer to Vietnamese consumers.
WinCommerce also benefits from SUPRA, Masan’s advanced logistics arm, ensuring fast, optimized, and precise product delivery. This efficient supply chain helps reduce product costs and enhance long-term competitiveness in the retail sector.
Modern Retail Shaping New Consumer Habits
The rapid expansion of WinMart and WinMart+ is helping reshape consumer behavior - shifting from “buying for each meal” to “buying for a better quality of life.”
A retail industry expert observed: “Modern stores are not just places to shop - they are where consumers begin forming new standards for consumption: safety, convenience, and transparency.” This transformation goes beyond consumer habits - it reflects a broader national journey as
Vietnam modernizes consumption from within, led by capable domestic players like WinCommerce.
In the first nine months of 2025, WinCommerce recorded revenue of VND 28.5 trillion, up 16.6% YoY, significantly surpassing its base growth target of 8-12%. All stores opened since the beginning of the year have generated positive profits, underscoring the company’s sustainable growth trajectory.
As the largest modern retailer in Vietnam, with nearly 4,300 points of sale across 34 provinces and cities, WinMart is becoming an essential link in the nation’s consumer infrastructure-connecting tens of millions of households to essential products, high-quality services, and a more convenient, modern lifestyle.