Applications of artificial intelligence in Vietnamese retailing: The cases of Bach Hoa Xanh and WinCommerce
Published: October 3, 2026
Abstract
This study examines the application of artificial intelligence (AI) in Vietnamese retailing through two case studies: Bach Hoa Xanh Trading Joint Stock Company, part of Mobile World Investment Corporation (MWG), and WinCommerce General Commercial Services Joint Stock Company, part of Masan Group. The study employs comparative case research and qualitative document analysis using corporate reports, investor disclosures, and academic literature. The findings indicate that the effectiveness of AI applications depends on three main factors: data and process foundations, the extent to which AI is integrated into decision-making, and risk governance mechanisms. Although the two cases employ different technological architectures, both emphasize the importance of data, process standardization, and AI integration into operations.
Keywords
artificial intelligenceretailingBach Hoa XanhWinCommerceAI risk governance
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