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ShopeeFood | Formerly Now.vn. Food delivery linked to the Shopee ecosystem.

2026.03.26

Article summary

Founded in 2012 and based in Ho Chi Minh City, ShopeeFood (formerly Now.vn and Foody) is the top brand in Vietnam's food delivery market with a 56% share. Working with the Shopee ecosystem under Sea Group, it offers food delivery, grocery delivery, and express delivery. A survey in April 2025 put it ahead of GrabFood (36%), establishing a two-player market.

This article is based on what we could verify As of August 1, 2026 This article is based on public materials and news reports from Vietnam. Vietnam's tax system, regulations, and administrative divisions change frequently, so information here may have been updated since publication. For actual business decisions, please confirm the latest details with the relevant government authorities or local experts as primary sources.

ShopeeFood (formerly Now.vn and Foody) is the top brand in Vietnam's food delivery market, with a 56% share. Working with the Shopee ecosystem under Singapore's Sea Group, it offers food delivery, grocery delivery (ShopeeFood Mart), and express delivery services. A survey in April 2025 showed it well ahead of GrabFood (36%). Vietnam's food delivery market grew to about USD 2.1 billion in 2025, up 19% year on year, and with the exits of Baemin (2023), Gojek (2024), and Loship (end of 2024), the market has settled into a two-player structure of ShopeeFood and GrabFood.

Company profile

Item	Details
Legal name	ShopeeFood
Year founded	2012 (as Now.vn)
Headquarters	Ho Chi Minh City
Format	Food delivery
Official website	https://shopeefood.vn/

What it means for Japanese companies

For Japanese companies considering entry into Vietnam's food delivery sector, ShopeeFood is a company to watch as either a competitor or a potential partner. Vietnam Delivery Strategy and Vietnam Food E-Commerce is also worth a look.