WinMart+ expands to 5,000 stores as Vietnam retailer pushes into rural markets

Masan Group's retail unit WinCommerce has opened its 5,000th WinMart+ convenience store, marking a milestone in the company's nationwide expansion strategy as it seeks to extend modern retail services beyond major cities into rural and remote areas.

The landmark outlet, inaugurated on June 18 in Meo Vac district in the northern mountainous province of Ha Giang, underscores the retailer's focus on expanding access to modern grocery shopping across Vietnam.

When Masan acquired VinCommerce at the end of 2019, the chain operated about 2,500 stores. The network has since doubled in size, reflecting nearly seven years of expansion and restructuring aimed at strengthening the company's retail platform.

Growth has been concentrated not only in urban centers but also in less-developed regions. In the first five months of 2026, WinCommerce reported a net addition of 464 stores, including 374 under its rural WinMart+ format, accounting for 81% of new openings. Northern and central Vietnam remained key expansion markets, with 339 and 119 new stores, respectively.

The company said its strategy is focused on improving access to quality products with transparent origins while enhancing the shopping experience for consumers nationwide.

CEO Phuong Nguyen said the decision to locate the 5,000th store in Meo Vac reflected the company's commitment to serving communities where modern retail infrastructure remains limited.

The expansion comes as WinCommerce continues to post strong business growth. The retailer reported revenue of VND18.91 trillion ($718.75 million) in the first five months of 2026, up 28.7% from a year earlier, putting it on track for a third consecutive quarter of revenue growth exceeding 25%.

WinCommerce said it views its store network as more than a distribution channel, positioning outlets as access points for essential goods, transparent sourcing and modern retail services, particularly in areas where traditional trade continues to dominate.

Vietnam's domestic market development strategy for 2030-2050 calls for the modernization of the country's distribution system and commercial infrastructure, creating opportunities for organized retailers to expand their presence beyond major metropolitan areas.

WinCommerce, a subsidiary of Masan Group, operates the WinMart, WiN and WinMart+ brands and is currently Vietnam's largest modern grocery retail chain by store count. The company says its long-term strategy is to build a consumer platform serving more than 100 million people across the country.