Amid the recovery of domestic consumption, WinCommerce (WCM, a member of Masan Group operating the WinMart/WinMart+/WiN chains) continues to stand out by sustaining its growth momentum for consecutive months. In August 2025 alone, the company recorded revenue of VND 3,573 billion, up 24.2% year-on-year, bringing cumulative revenue for the first eight months to VND 25,000 billion-well above its annual growth target.
Remarkably, in the first eight months of the year, WCM opened 415 new stores, all of which generated profits. This underscores both the efficiency and the appeal of the modern retail model, particularly in rural areas.
Sustainable Growth Driven by Operational Efficiency and Real Consumer Demand
According to the latest business report, WCM posted revenue of VND 3,573 billion in August 2025, up 24.2% year-on-year. Cumulative eight-month revenue reached VND 25,000 billion, marking 16.1% growth compared to the same period in 2024, significantly exceeding the original target of 8-12%. Notably, same-store sales (LFL) rose 8.2% in the first eight months, with August alone delivering 11.9% growth, well above historical averages-reflecting genuine demand from the existing store network.
The company’s strategy of focusing on rural expansion continues to deliver clear results. In the first eight months, WCM opened 415 new stores, achieving its annual base target (400-700 stores). Of these, 300-about 75%-were rural WinMart+ outlets. Nearly half of the new stores were located in the central region, underscoring its strategic importance.
The fact that rural WinMart+ stores are able to reach breakeven and profitability quickly highlights the suitability of the modern retail model in line with shifting consumer habits, where shoppers increasingly prioritize safe, convenient, and traceable products.
A Rebounding Market Lays the Groundwork for Year-End Acceleration
Alongside network expansion, WCM is focused on delivering a modern shopping experience to communities nationwide. Its stores offer products from both domestic and international brands that meet high standards of quality and safety. For instance, WinEco vegetables are certified VietGAP/GlobalGAP, while MEATDeli products are processed with European-standard chilled-meat technology. The shift among rural consumers from traditional wet markets to modern retail outlets reflects a significant transformation in consumer behavior.
August 2025 was also a vibrant month for consumption, with total retail sales of goods and consumer services reaching approximately VND 1,185.97 trillion, up 6.22% month-on-month and surging 23.46% year-on-year. Retail goods alone accounted for VND 920.9 trillion, up more than 21% year-on-year, while accommodation and food services increased nearly 38%-clear evidence of the recovery and expansion of domestic demand.
This provides a favorable backdrop for WCM. As the overall retail market surged in August, WCM was well positioned to capture new demand and leverage the ongoing shift from traditional to modern retail. The broader market recovery creates a strong foundation for WCM to continue expanding its network, enhancing the shopping experience, and accelerating digital initiatives such as WiNARE. With consumption momentum strong, WCM is well placed to capitalize on year-end demand, scale more rapidly, and further consolidate its position in Vietnam’s modern retail landscape.
WinCommerce has now achieved four consecutive quarters of positive net profit, marking an important milestone in optimizing its business model. However, to sustain this performance, the company must balance rapid expansion with cost control, as large-scale store openings naturally add pressure on operations, real estate, and staffing.
The August 2025 results demonstrate that WinCommerce is maintaining sustainable growth, with revenue up 24.2% year-on-year and cumulative eight-month sales surpassing VND 25,000 billion. Its rural-focused expansion strategy, combined with efforts to enhance customer experience and optimize costs through digital transformation, has reinforced WCM’s role in shaping Vietnam’s modern retail landscape. Looking ahead, the company will need to manage challenges carefully to ensure long-term, sustainable growth.