Masan Group pilots six WiN ON convenience stores in Vietnam, testing a food-led retail format as WinCommerce accelerates expansion and explores new growth opportunities.
Vietnamese conglomerate Masan Group is testing a new convenience store format, WiN ON, as its retail subsidiary WinCommerce explores fresh growth opportunities in the country’s increasingly competitive convenience retail market.
The company launched six pilot stores on October 22, 2026, across Hanoi and Ho Chi Minh City, targeting urban consumers with a mix of ready-to-eat meals, beverages, groceries and everyday essentials. The concept places particular emphasis on freshly prepared food and quick dining, positioning WiN ON as more than a conventional convenience store.
Developed around Vietnamese food preferences and urban lifestyles, WiN ON combines quick-service dining with everyday shopping. Its menu spans Vietnamese favourites alongside Asian and Western offerings, while the store design draws inspiration from local street culture. French design consultancy Malherbe was involved in developing the format.
The six-store pilot will allow WinCommerce to evaluate consumer demand, product preferences and store-level economics before determining the concept’s next steps. Masan has yet to announce a wider rollout timetable or confirm whether WiN ON will be offered through a franchise model.
The launch comes as WinCommerce continues to expand its established retail network. The company operated 5,486 stores at the end of the third quarter of 2026, following 345 net additions during the period. Third-quarter revenue reached VND12.775 trillion, up 21.2% year on year, while net profit after tax before minority interests rose 86% to VND325 billion, according to the company’s reported results.
WinCommerce is targeting 1,000 to 1,500 net new stores across its retail network in 2026, with a longer-term ambition to reach approximately 13,000 stores by 2030. WiN ON adds another format to the group’s retail portfolio, although the company has not disclosed how the pilot will contribute to those expansion targets.
The new concept enters a market served by established operators including Circle K, GS25, FamilyMart, 7-Eleven and Ministop. Its focus on freshly prepared food and locally tailored offerings could help differentiate the brand, but sustained growth will depend on customer uptake, operating costs and the profitability of individual outlets.
Masan has previously explored franchise-led expansion through its WinMart+ network, giving the group experience with partnership-based retail operations. However, that precedent does not establish that WiN ON will adopt the same model.
The company has not announced WiN ON franchise fees, investment requirements, franchise partners or plans for international expansion. For now, the six-store pilot represents a test of a new convenience retail proposition, with any wider rollout likely to depend on the results of its initial operations.
