Customers use the self-checkout service at GO! supermarket in Can Tho.

"One destination - Multiple amenities"

Ms. Nguyen Thi Minh Anh, residing in Cai Rang Ward, Can Tho City, stated: "Going to the supermarket is no longer just about shopping. Previously, I went to the supermarket once or twice a week, mainly for shopping, but now it's also a weekend or holiday destination for my family. Supermarkets now offer a full range of amenities; customers can shop, eat, and children have a play area. Especially on weekends and holidays, the goods at the supermarket are much more diverse, and there are more promotional programs."

The "One Destination - Multiple Amenities" model is currently the core strategy of retail outlets. In many chains, food courts are increasingly expanding with stalls selling hot food, sandwiches, sushi, bubble tea, etc. The shopping space is seamlessly integrated with the food court, creating the feeling of a miniature culinary center. For example, the GO! supermarket chain is built on an "all-in-one" hypermarket model. Here, customers can not only shop but also experience diverse food areas, children's play areas, and a wide variety of commercial stalls, transforming the supermarket into an ideal weekend destination for families.

Meanwhile, the Vincom system integrates WinMart supermarket with international fashion and cosmetics brands, a cinema area, and arcade games. The Co.opmart supermarket system is suggested as a "supermarket tourism" destination for both international and local visitors. LOTTE Mart has also undergone a significant transformation with a new, more modern supermarket model, featuring smarter layouts and expanding its range of goods and food items to meet the diverse needs of local consumers, foreigners, and tourists.

Accelerate transformation

According to data from the Department of Domestic Market Management and Development (Ministry of Industry and Trade), with its large population, young demographic structure, and rising incomes, Vietnam is positioned as one of the largest retail markets in the region. Seizing this opportunity, retailers are accelerating their expansion, digital transformation, and enhancing customer experience to gain market share.

In its 2026 development plan, Saigon Co.op aims to open approximately 100 more outlets, bringing the total to over 900 nationwide. WinCommerce (Winmart and Winmart+ systems) aims to open 1,000-1,500 stores. Meanwhile, Bach Hoa Xanh plans to add around 1,000 outlets, and in the first few months of the year, hundreds of new Bach Hoa Xanh stores have rapidly expanded from urban to rural areas. Central Retail Vietnam plans to open 10-12 more hypermarkets and dozens of mini-supermarkets in the next three years. LOTTE Shopping plans to expand aggressively in Vietnam, focusing on opening 2-3 more high-end shopping complexes in major cities. LOTTE Group is also promoting its model supermarket concept, upgrading the shopping experience.

The digital age is making the shopping experience faster and more convenient than ever before. Supermarkets are developing their own apps, integrating membership cards, e-wallets, and notifications about promotions, especially exclusive offers for customers. On online supermarket apps like Co.op online, Go! & Big C, LOTTE Mart, and Bach Hoa Xanh, customers simply select the items they want to buy and place an order; the delivery department will bring it to the requested address. Some supermarkets are promoting digitalization through cashless payment methods, a solution to enhance customer experience and improve competitiveness, while also providing convenient services for consumers. 

After experiencing the automated checkout service at GO! supermarket in Can Tho, Nguyen Gia Han, a student at Nam Can Tho University, said: "The payment method is very convenient and fast. After purchasing goods, customers scan the product codes themselves and pay with their cards. The entire process is automatic and quick, without having to wait for supermarket staff assistance like with traditional payment methods."

Mr. Nguyen Ngoc Thang, Deputy General Director of Saigon Co.op, said: In November 2025, Saigon Co.op will open Co.opmart Thong Nhat supermarket at the Bcons City Mall complex (Ho Chi Minh City). The next-generation supermarket model will be applied for the first time at Co.opmart Thong Nhat. Consumers can shop, dine, and experience technology such as guiding robots and self-service fast food counters. If operating effectively, the company will adjust existing supermarkets according to each area and consumer needs; and plans to integrate AI into guiding robots and test vending machines.

According to experts, the Vietnamese retail market remains a "fertile ground," but competition is also extremely fierce. Customers are becoming increasingly demanding, prioritizing convenience, shopping experience, and sustainable products, forcing retailers to constantly innovate their service methods. However, this competition will foster a more transparent and professional market, bringing more benefits in terms of price and quality to consumers.