WinCommerce is testing its WiN ON convenience-store format at eight locations, four in Hanoi and four in Ho Chi Minh City as of October 26. In a VnExpress interview published November 3, chief executive Phương Nguyễn said operating performance and customer demand would be assessed before expansion.
A small pilot within a larger network
WiN ON joins WinMart, WinMart+ and WiN within the Masan subsidiary’s retail portfolio. The company positions it around immediate food and shopping needs, combining ready-to-eat products, essentials and space for a short urban stop.
Its proposed food range includes bánh mì, cơm tấm and regional flavours. Those are the company’s product and positioning statements, not independently verified findings that consumers prefer the format to competing stores.
WinCommerce says it will draw on existing supply chains, retail-management experience, consumer data and Masan’s consumer-goods businesses. The eight-store trial is deliberately limited compared with its established network and does not constitute a nationwide rollout.
Evidence required before scaling
The company plans to review food quality, assortment, shopping experience and individual-store economics. Customer feedback is intended to shape adjustments for different areas.
Phương Nguyễn did not provide a specific medium-term revenue or contribution forecast. During the pilot, WiN ON remains small relative to WinCommerce’s core retail activity. The next decision therefore depends on sufficient operating and financial data to demonstrate customer value and economic performance. The interview does not announce a further store count, rollout deadline or profit target for the new format.