2026.03.24
Vietnam's food delivery market grew rapidly in 2025, with consumer spending on food ordered through apps estimated to have reached $2.1 billion. This represents a 19% increase year on year, and strong expansion continues (source: VIR).
The food delivery market reached $1.8 billion in 2024 (up 26% year on year) and is projected to grow to $9.0 billion by 2030 (source: VietnamNet).
Vietnam's largest food delivery platform. It holds a 56% share in Hanoi and is especially popular among 16-to-24-year-olds. Its integration with the main Shopee platform enables combined marketing across e-commerce and food delivery. It drives demand through AI-powered affiliate marketing and livestreaming (source: VnExpress).
It holds a 50% share in Ho Chi Minh City and is especially strong among people 35 and older. It offers multifunctional services such as group ordering, solo-dining solutions, and in-store vouchers. Integration with GrabMart also enables delivery of groceries and daily necessities.
An emerging player that launched service in Ho Chi Minh City in July 2025. It differentiates itself with a policy of not batching multiple orders into a single delivery, targeting consumers who prioritize delivery quality.
With Gojek's withdrawal in September 2024, the market ShopeeFood-GrabFood became even more concentrated into a two-player structure. Together, the two platforms cover about 90% of the market.
Designing a menu specifically for delivery is important. A menu that maintains quality over the typical 30-to-45-minute delivery time, appropriate packaging, and appealing product photos on the platform all have a major effect on sales. Food E-Commerce Optimizing product pages by applying insights from is also effective.
The model of operating from a delivery-only kitchen (a cloud kitchen) without a physical storefront is also expanding in Vietnam. Because it allows running multiple brands while keeping initial investment low, it's a model well suited to market testing. Facilities dedicated to cloud kitchens are also increasing in central Ho Chi Minh City and Hanoi.
Because Vietnam's food delivery market faces intense price competition, effective promotion design is essential. Strategically use the platforms' promotional tools (vouchers, free shipping, bundle discounts) to build a base of repeat customers. Order volume in Q3 2025 rose more than 30% year on year, with especially strong demand from office workers and students.
A market where GrabFood is strong. A multinational food culture is well established, and demand for Japanese food is also high. Districts 1, 2, 3, and 7 are the main delivery areas, with expatriates and office workers as the primary customer base.
A market where ShopeeFood is strong. While a preference for traditional Vietnamese cuisine remains deep-rooted, interest in international food culture is also rising, especially among younger people. Hoan Kiem, Ba Dinh, and Cau Giay are high-demand districts.
Use of food delivery is also expanding in regional cities such as Da Nang, Nha Trang, and Can Tho. Because competition there is relatively light, there's an advantage to entering early.
For Japanese food delivery, maintaining quality on arrival is the biggest challenge. Prioritize menu items well suited to delivery, such as rice bowls, curry, and onigiri, while items like sushi and tempura require developing delivery-appropriate packaging.
Social Media Marketing and TikTok It's important to build a mechanism that connects promotion on directly to delivery orders. Design an ordering path from food-review videos and live commerce.
Analyze the sales data provided in the ShopeeFood and GrabFood dashboards (order time slots, popular menu items, customer attributes) and use it to improve your menu and optimize promotions. Gen Z Understanding the ordering patterns of makes effective targeting possible.
Vietnam's food delivery market continues to expand rapidly under the two-player structure of ShopeeFood and GrabFood. Japanese food and beverage companies should design products with a delivery-first mindset and enter the market with a strategy that combines platform optimization with social media marketing. The Quality Advantage of Japanese Brands Make the most of through this new channel of delivery.
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