{"id":1157,"date":"2026-06-13T16:32:26","date_gmt":"2026-06-13T07:32:26","guid":{"rendered":"https:\/\/india-marketing.jp\/vietnam-news\/wincommerce-rural-push\/"},"modified":"2026-08-02T01:21:05","modified_gmt":"2026-08-01T16:21:05","slug":"wincommerce-rural-push","status":"publish","type":"vietnam-news","link":"https:\/\/india-marketing.jp\/en\/vietnam-news\/wincommerce-rural-push\/","title":{"rendered":"WinCommerce adds a net 348 stores in four months, 86% of them rural: sales up 28.7% as rural WinMart+ becomes the growth engine"},"content":{"rendered":"
\nThis article is based on what we could verify As of August 1, 2026<\/strong> This article is based on public materials and news reports from Vietnam. Vietnam's tax system, regulations, and administrative divisions change frequently, so information here may have been updated since publication. For actual business decisions, please confirm the latest details with the relevant government authorities or local experts as primary sources.\n<\/div>\n\n\n

One of Vietnam's Largest Retailers WinCommerce<\/strong> (under Masan Group) added a net 348 stores<\/strong> from January to April 2026, of which 86%, or 298 stores,<\/strong> were rural-format WinMart+<\/strong>. Total sales for the period were VND 15 trillion (about 92.3 billion yen)<\/strong>, up 28.7% year over year<\/strong>. This confirms in numbers a strategy shift moving the where the business is won for store openings from cities to rural areas.<\/p>\n

348 Net New Stores in Four Months \u2014 What's Behind the Number<\/strong><\/h2>\n

Of the 348 net new stores, the rural-format WinMart+ accounted for 298, or 86% of the total. By region, the north gained 271 stores to reach 2,696, and the central region gained 77 to reach 1,185 \u2014 concentrated in the northern and central rural areas. The company said more than 98%<\/strong> of stores opened since the start of the year had reached positive EBITDA at the store level, emphasizing that its store-opening approach is designed not to accumulate losses.<\/p>\n

Why Rural WinMart+ Has Become a Growth Engine<\/strong><\/h2>\n

Sales for April alone were VND 3.66 trillion (about 22.6 billion yen)<\/strong>, up about 27% year over year, and same-store growth was also positive across the board \u2014 14% over four months and 13.6% for April alone. While prime urban locations are starting to see vacancies, the small mini-supermarket format in rural areas is absorbing demand. Under a high-growth scenario for the full year, WinCommerce plans to open 1,000 to 1,500 stores<\/strong>, most of which are expected to be the rural format.<\/p>\n

Implications for Japanese Consumer Goods Manufacturers<\/strong><\/h2>\n

The rapid expansion of the rural WinMart+ network means more realistic entry points for Japanese food and daily goods manufacturers looking to win shelf space in rural areas. A distribution design that only looks at large urban stores will miss out on rural demand. Whether products get adopted in Vietnam's rural market will hinge on factors such as small-capacity packaging suited to small-format stores, fast-turning SKU lineups, and shelf-life designs that can withstand rural logistics. The company's emphasis on store-level EBITDA is also a signal that it will expect turnover figures from suppliers too.<\/p>\n
Item<\/th>Description<\/th><\/tr><\/thead>
Company<\/td>WinCommerce (Under Masan Group)<\/td><\/tr>
Net New Stores (January-April)<\/td>348 stores (of which rural-format WinMart+: 298 stores, 86%)<\/td><\/tr>
By Region<\/td>North +271 stores = 2,696 stores \/ Central +77 stores = 1,185 stores<\/td><\/tr>
4-Month Sales<\/td>VND 15 trillion (about 92.3 billion yen), up 28.7% year over year<\/td><\/tr>
April Sales Alone<\/td>VND 3.66 trillion (about 22.6 billion yen), up about 27%<\/td><\/tr>
Same-Store Growth<\/td>14% over 4 months \/ 13.6% in April<\/td><\/tr>
Full-Year Store Opening Plan<\/td>1,000-1,500 stores (high-growth scenario)<\/td><\/tr><\/tbody><\/table>\n

Related reading:
\n-Vietnam's convenience stores and mini supermarkets surge to 9,671 outlets: regional areas overtake urban centers<\/a>
\n-China's Largest Convenience Store Chain Meiyijia Enters Vietnam for the First Time \u2014 3 Stores in Hanoi Under the \"Ohmee\" Banner<\/a>
\n-TikTok Shop Rolls Out \"E-Commerce Communes\" Across 3,000 Villages in Vietnam<\/a><\/p>\n

Source: Vietnam News<\/a><\/p>\n\n

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