WinCommerce Super Store is a modern retail supermarket format operated by WinCommerce, one of Vietnam’s largest retail companies and a subsidiary of the Masan Group. The brand forms part of WinCommerce’s nationwide retail ecosystem, which includes WinMart supermarkets and WinMart+ convenience stores. WinCommerce focuses on providing consumers with groceries, fresh food, household essentials, personal care products, and general merchandise through a combination of physical stores and digital retail services. [1]

WinCommerce originated as VinCommerce, the retail division of the Vingroup conglomerate. In December 2019, the business was acquired by the Masan Group as part of Masan’s strategy to build an integrated consumer-retail ecosystem known as The CrownX. Following the acquisition, the supermarket chain was rebranded from VinMart and VinMart+ to WinMart and WinMart+, while the operating company became WinCommerce. [2]

Since the transition, WinCommerce has focused on:

• Expanding its nationwide retail network
• Improving store profitability
• Integrating digital shopping experiences
• Strengthening fresh food and local sourcing
• Building customer loyalty programs

WinCommerce operates multiple retail formats designed for different shopping needs:

• WinMart Supermarkets – Medium to large supermarkets offering groceries, fresh produce, packaged foods, beverages, household products, and personal care items.
• WinCommerce Super Stores – Larger supermarket formats with expanded product assortments and broader fresh food selections.
• WinMart+ – Neighborhood convenience stores serving quick daily shopping needs.

These formats allow the company to serve customers across urban, suburban, and rural areas throughout Vietnam. [3]

WinCommerce Super Stores typically offer:

• Fresh fruits and vegetables
• Meat and seafood
• Bakery products
• Dairy products
• Frozen foods
• Ready-to-eat meals
• Packaged groceries
• Beverages
• Household cleaning products
• Personal care items
• Baby products
• Health and wellness products
• Kitchenware
• Seasonal merchandise

Many stores also feature products from WinEco, Masan Consumer, and other domestic and international brands. [4]

WinCommerce has expanded beyond traditional retail by integrating digital services, including:

• Online grocery ordering
• Home delivery
• Loyalty rewards
• Mobile promotions
• Omnichannel shopping
• Membership benefits

These initiatives are part of Masan’s broader Consumer Operating System (CoS), which combines retail, consumer goods, and technology to enhance customer experience. [5]

WinCommerce operates one of the largest modern retail networks in Vietnam. Its stores are distributed across most provinces and major cities, making it one of the country’s leading grocery retailers. Recent company updates indicate continued rapid expansion, with thousands of retail locations nationwide and strong revenue growth. [6]

The company’s retail strategy emphasizes:

• Affordable everyday pricing
• Convenient neighborhood access
• High-quality fresh food
• Reliable supply chains
• Modern shopping environments
• Locally sourced agricultural products
• Customer loyalty and membership programs

WinCommerce is a core component of Masan Group’s consumer ecosystem. Its strategy centers on:

• Expanding store coverage
• Improving operational efficiency
• Increasing profitability
• Enhancing digital capabilities
• Strengthening private-label offerings
• Integrating retail with consumer products and logistics

The company has shifted from prioritizing rapid expansion alone to balancing growth with sustainable profitability. [7]

In recent years, WinCommerce has:

• Continued opening hundreds of new stores annually.
• Reported strong year-over-year revenue growth.
• Expanded its presence into underserved regions.
• Improved operating profitability through store optimization and supply-chain improvements.
• Continued integrating technology into retail operations. [8]

WinCommerce is recognized as one of Vietnam’s leading modern grocery retailers. Through its network of supermarkets, super stores, and convenience stores, the company plays a significant role in Vietnam’s organized retail sector, supporting local producers, expanding consumer access to modern retail, and advancing omnichannel grocery shopping. [9]

1. Shinhan Securities Vietnam
2. WinCommerce Opens Nearly 500 Stores In The First 5 Months, Sustains Nearly 30% Growth – Masan Group: Hành trình phụng sự người tiêu dùng
3. WinCommerce – Products, Competitors, Financials, Employees, Headquarters Locations
4. Công ty Cổ phần Dịch vụ Thương mại Tổng hợp WinCommerce
5. WinCommerce: 7 Years, 5,000 Stores, and a Profitable Growth Story – xe.today
6. Doubling in Size, Transforming from Loss to Profit: WinCommerce’s 7-Year Journey – xe.today
7. 売上32%増・145店舗新規出店｜WinCommerceが仕掛けるベトナム小売革命の全貌｜ベトナム経済研究会｜ベトテク太郎
8. Công ty Cổ phần Chứng khoán Phú Hưng
9. How major retail players WinCommerce, Bach Hoa Xanh navigate Vietnam market – VnExpress International