Masan’s retail arm banks on omnichannel reach to cement dominance in Vietnam

[HO CHI MINH CITY] Vietnamese consumer giant Masan’s retail grocery chain WinCommerce is doubling down on expanding its omnichannel presence, a move that could challenge pure e-commerce players in the country’s online grocery retail space, which has plenty of room to grow.

WinCommerce plans to roll out its e-grocery strategy in stages, starting with the digitisation of customer interactions through a membership programme, Masan’s co-head of strategy and development Le Ba Nam Anh told The Business Times.

Masan – among the top three biggest conglomerate private sector companies in Vietnam in terms of market capitaliation – produces some of the country’s top brands of instant noodles, beverages and seasonings.