Vietnam's convenience stores and mini supermarkets surge to 9,671 outlets: regional areas overtake urban centers

The combined number of convenience stores and mini supermarkets in Vietnam is projected to reach 9,671 outlets in 2026, up 23.9% year over year with a net increase of 1,865 stores. What stands out is that regional and second-tier city openings account for more than 50% of the total, surpassing Ho Chi Minh City and Hanoi.

The breakdown of 9,671 stores: regions now the majority

As of 2025, convenience stores and mini supermarkets across Vietnam numbered 7,806. In 2026, a net increase of 1,865 stores brings the total to 9,671. Regional and non-core urban areas alone account for 4,933 stores (a growth rate of 25.1%), reaching a majority of the total. In urban areas, Ho Chi Minh City still grew, to 3,062 stores (up 23.3%), as did Hanoi, to 1,676 stores (up 21.3%), but regional areas outpaced them in growth rate.

Store Data

Background: saturation in urban areas and "blank spaces" in the regions

In Ho Chi Minh City and Hanoi, the penetration of modern retail has risen rapidly, shrinking the room left for new stores. In regional provinces, on the other hand, traditional markets and independent shops still predominate, and there has been demand for convenience stores and mini supermarkets with cold-chain capability. The growing purchasing power of factory workers, driven by the expansion of industrial parks, is also pushing regional store openings.

Vietnam's retail market recorded about VND 7,009 trillion (approximately 41.8 trillion yen) in 2025, growing 9% year over year. A structure is taking hold in which regional areas make up for slowing growth in urban areas and push up the overall figure.

Store openings among major chains

Industry reaction

• South Korea's GS25 has set a plan for a net increase of 82 stores a year and is accelerating franchise expansion into regional provinces. It is the most aggressive foreign-owned convenience chain across all of Vietnam.
• Bach Hoa Xanh (a Mobile World Investment company) is using its 2,758-store mini-supermarket network as a weapon, aiming to differentiate itself through a refrigerated delivery network for fresh food.
• Japan's FamilyMart trails GS25 and Circle K in store count with 172 stores, but is pursuing a strategy of chasing profit margins by differentiating in the prepared-meal category, such as bento boxes and onigiri.

Implications for Japanese companies

Both FamilyMart and 7-Eleven remain under 200 stores each, well behind South Korea's GS25 at 318 stores. For Japanese convenience chains to fight back through regional store openings, investment in Vietnam's regional logistics infrastructure is essential.

On the other hand, for Japanese food makers, the rapid increase in regional convenience stores and mini supermarkets is an opportunity to expand sales channels across all of Vietnam. Getting onto the shelves of WinCommerce or Bach Hoa Xanh is the fastest route to reach consumers outside Ho Chi Minh City and Hanoi.

Ripple effects on the industry: the "battle for the regions" between e-commerce and physical stores

The regional expansion of convenience stores and mini supermarkets is reigniting competition with e-commerce platforms in the regions. TikTok Shop and Shopee are focused on recruiting sellers in rural areas, and the picture is becoming clear of both online and offline fighting over regional consumers. Whether physical stores hold the advantage on immediate-consumption needs, or e-commerce catches up by expanding its delivery network, attention is focused on how this plays out in the second half of 2026.

Practical Information

Conclusion

Vietnam's convenience stores and mini supermarkets have moved past saturation in urban areas, with the regions becoming the where the business is won for growth. This structural shift, with more than half of the 9,671 stores located in the regions, is an opportunity for Japanese food and retail companies to redesign their distribution networks across all of Vietnam. Investment in regional logistics and partnerships with local players will hold the key to the next phase.

Related article: Vietnam's e-commerce sales surge 47% in Q1, reaching $564 million

Related article: Stores vanish from Hanoi's shopping districts: a structural shift as e-commerce's rapid growth leaves prime locations vacant

Related article: Vietnam's Q1 2026 retail earnings show astonishing growth: Masan up 154%

Source: The Investor