Since early 2025, WinCommerce, operator of the WinMart chain, has opened 184 new WinMart+ convenience stores. — Courtesy photo of Masan

HÀ NỘI — Domestic retail giants have ramped up their expansion of convenience store networks across both urban and rural areas to not only increase competition, but also make Vietnamese goods penetrate deeper into the domestic market.

Consumers looking to purchase everyday essentials, such as cooking oil, instant noodles, or rice, have often relied on supermarkets or traditional markets to stock up. However, convenience stores and grocery shops are increasingly the go-to shopping destinations.

Bùi Phương Hà, a regular shopper at mini supermarkets and convenience stores in Hà Nội, noted that the prices and product quality in these outlets are on a par with traditional markets and supermarkets. 

The quality and origin of goods there are always clearly verified, and there’s no fear of counterfeit products, said Hà, adding that many stores open past 10 pm, making late-night purchases easier.

According to a report from the Ministry of Industry and Trade, modern retail channels, including supermarkets and shopping malls, now account for just over 22 per cent of total retail market revenue. 

The bulk of the retail structure, a significant 78 per cent, remains dominated by traditional markets, convenience stores and grocery outlets.

Recognising the untapped potential, major domestic players such as Co.op Mart, Satra Foods, and Vinmart+ are making strategic investments to expand their reach. 

One of the most aggressive expansions comes from WinCommerce, operator of the WinMart chain. Since early 2025, the company has opened 184 new WinMart+ convenience stores, bringing the nationwide total to 4,000.

The director at WinCommerce, Nguyễn Thị Phương, ighlighted the strategic push into rural areas where modern retail infrastructure remains underdeveloped. 

“We’ve introduced the WinMart+ Rural model to meet untapped demand,” she said. The company aims to have a presence in every commune, with mini-marts or WiN+ outlets in villages and residential groups. Their long-term goal is to operate 10,000 stores nationwide.

Similarly, Mobile World Investment Corporation, the parent of the Bách Hóa Xanh chain, has steadily expanded since entering the convenience store segment in 2015. 

In the first quarter of 2025 alone, it launched 94 new stores, reaching 1,849 outlets across the country. 

Vũ Đăng Linh, the company’s Financial Director, reported that convenience store sales now contribute over 30% of total revenue. The company plans to add 200–400 new stores in the future, with a focus on Vietnam’s central provinces.

Saigon Co.op, another major player, has also invested in nearly 800 Co.op Food stores nationwide. Meanwhile, electronics retailers are following suit. FPT Shop, which had only ten electronics outlets in August 2024, now operates 80. 

Director of electronic items at FPT Shop Phạm Quốc Bảo Duy revealed that they aim to reach 200 stores by the end of 2025, potentially accelerating to 250 based on business performance.

This retail boom is partly having a direct impact on consumer spending. 

According to the General Statistics Office (GSO), total retail sales of goods and services in 2024 reached about VNĐ6.4 quadrillion, with retail goods sales accounting for VNĐ4.9 quadrillion. 

In the first four months of 2025 alone, total retail and service revenue rose to about VNĐ2.3 quadrillion, a 9.9 per cent increase year-on-year.

GSO director Nguyễn Thị Hương stated that the service sector will continue to be a key driver of growth in 2025. 

She emphasised that Việt Nam’s retail market still has ample room to grow, supported by rising incomes, a growing middle class and high consumption relative to GDP.

The deputy director of the Department of Domestic Market Management and Development, Nguyễn Thúy Hiền, said that the expanding convenience store network plays a crucial role in boosting domestic production. 

“Vietnamese goods now make up 85–90 per cent of products on supermarket and convenience store shelves,” she said.

Industry experts agree that the expansion of retail infrastructure is a significant opportunity for Vietnamese manufacturers. 

The vice chairwoman of the Việt Nam Retailers Association, Trần Thị Phương Lan, pointed out that each new store opens doors for Vietnamese producers to engage directly with consumers and tailor products to market demand. 

“Retailers prioritise domestic goods on their shelves, creating valuable opportunities for local businesses in expanding market shares,” she said.

Echoing this sentiment, the Deputy Director of the Hanoi Department of Industry and Trade, Nguyễn Kiều Oanh, described convenience stores as vital bridges connecting producers with consumers. 

She affirmed the department's commitment to supporting retail businesses in building and expanding modern commercial infrastructure across the capital. — VNS