{"id":792,"date":"2026-04-21T16:41:51","date_gmt":"2026-04-21T07:41:51","guid":{"rendered":"https:\/\/india-marketing.jp\/?post_type=vietnam-news&p=792"},"modified":"2026-08-02T01:23:01","modified_gmt":"2026-08-01T16:23:01","slug":"vietnam-super-app-grocery-war-shopeefood-grabfood-2026","status":"publish","type":"vietnam-news","link":"https:\/\/india-marketing.jp\/en\/vietnam-news\/vietnam-super-app-grocery-war-shopeefood-grabfood-2026\/","title":{"rendered":"ShopeeFood 42.94% vs. GrabFood 40.61% \u2014 Vietnam's \"Super App Grocery War\" Is Reshaping the Shopping Habits of 100 Million People"},"content":{"rendered":"
\nThis article is based on what we could verify As of August 1, 2026<\/strong> 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.\n<\/div>\n\n\n\n

Vietnam's \"Food\" Has Become a Battlefield on the Smartphone<\/h2>\n\n

In Vietnam, the number of trips people make to the supermarket is declining. In its place, what's increasing is ordering a boxed meal on ShopeeFood or GrabFood and, while at it, tossing vegetables and detergent into the same cart on ShopeeMart or GrabMart. In 2024, the combined sales of Vietnam's top five e-commerce platforms reached VND 318.9 trillion (about 1.95 trillion yen), up 37.36% year over year. Among categories, the grocery and food category grew 76.3%<\/strong>, the highest growth rate of any category.<\/p>\n\n

In food delivery alone, Vietnamese consumers spent 2.1 billion dollars (about 315 billion yen) ordering meals through apps in 2025, up 19% year over year. And in this market, ShopeeFood has finally overtaken GrabFood.<\/p>\n\n

Related article: TikTok Shop Vietnam Raises Fees to Up to 14.5%<\/a><\/p>\n\n

The Balance of Power in Numbers \u2014 ShopeeFood 42.94% vs. GrabFood 40.61%<\/h2>\n\n\n\n\n
Platform<\/th>Food Delivery Share<\/th>E-Commerce Integration<\/th>Key Features<\/th><\/tr>\n<\/thead>\n
ShopeeFood<\/td>42.94%<\/td>\u25ce (integrated with ShopeeMart, ShopeePay, ShopeePayLater)<\/td>15-day return guarantee, free return shipping<\/td><\/tr>\n
GrabFood<\/td>40.61%<\/td>\u25cb (linked with GrabMart, GrabPay)<\/td>15-30 minute delivery, expanding into non-food categories<\/td><\/tr>\n
BeFood<\/td>About 4%<\/td>\u25b3 (centered on ride-hailing)<\/td>Orders up 390%, emphasizing a \"Made in Vietnam\" appeal<\/td><\/tr>\n
Xanh SM Ngon<\/td>Early stage of entry<\/td>\u25b3 (built on an EV ride-hailing platform)<\/td>17% fee, electric motorbike delivery, direct-to-customer dispatch<\/td><\/tr>\n<\/tbody>\n<\/table>\n\n

What matters here is that ShopeeFood and GrabFood together account for 83.55%, amounting to an effective duopoly. In a market where Baemin withdrew in 2023 and both Gojek (GoFood) and Loship withdrew in 2024, shrinking from six players to four, only the newly entered Xanh SM Ngon is aiming to become a \"third force.\"<\/p>\n\n

Why ShopeeFood Was Able to Overtake GrabFood \u2014 The Disruptive Power of \"While You're Shopping Anyway\"<\/h2>\n\n

ShopeeFood's strength does not come from its polish as a standalone food delivery app. Being \"one function\" within Shopee's giant e-commerce ecosystem<\/strong> is its biggest weapon.<\/p>\n\n

The reason Vietnamese consumers open the Shopee app is to buy clothes or cosmetics. While they're at it, they order lunch through ShopeeFood and put tomorrow's groceries in their cart via ShopeeMart. Payment is through ShopeePay, and installments through ShopeePayLater. Returns can be made free of shipping charges within 15 days. This \"everything in one app\" convenience removes the trouble of bothering to open the Grab app.<\/p>\n\n

This structure is also borne out by regional differences: ShopeeFood's share reaches 56% in Hanoi, while GrabFood leads with 50% in Ho Chi Minh City. Younger people in Hanoi, where e-commerce penetration is high, tend strongly to \"do everything through Shopee.\"<\/p>\n\n

GrabFood's Counterattack \u2014 GrabMart's \"Non-Food\" Expansion and a 25% Rise in AOV<\/h2>\n\n

The Grab camp behind GrabFood is not standing idle either. GrabMart is rapidly expanding into categories beyond food, broadening its scope to cover daily life in general: health and beauty, convenience store items, mother and baby products, electronics accessories, and pet supplies.<\/p>\n\n

As a result, GrabMart's average order value (AOV) has risen more than 25% year over year<\/strong>. The cross-sell strategy of \"not just meals, but daily necessities too, through Grab\" is showing up in the numbers. The speed of 15-30 minute delivery is also a strength for \"things you need right now\" \u2014 a point of differentiation against Shopee's next-day delivery.<\/p>\n\n

Related article: Vietnam's Four Major E-Commerce Platforms Up 34.4% Year Over Year in 2025<\/a><\/p>\n\n

Xanh SM Ngon \u2014 The \"Third Force\" Launched by Vingroup's EV Delivery<\/h2>\n\n

Xanh SM Ngon, officially launched in Ho Chi Minh City in July 2025, is a food delivery service spun off from \"Xanh SM,\" the electric ride-hailing platform of Vingroup, Vietnam's largest conglomerate.<\/p>\n\n

It has three points of differentiation.<\/p>\n\n

First, low restaurant commission fees.<\/strong> While ShopeeFood and GrabFood charge 20-25% fees, Xanh SM Ngon keeps it to 17%. For restaurants, this works out to a 3-8 point improvement in profit margin, giving them a strong incentive to join. In Hanoi alone, it has already secured more than 2,000 restaurant partners.<\/p>\n\n

Second, the brand value of electric motorbike delivery.<\/strong> In Vietnam's urban areas, where environmental awareness is rising, \"meals delivered by EV\" is becoming a reason for consumers to choose it.<\/p>\n\n

Third, the \"no-matching\" direct dispatch method.<\/strong> Rather than bundling multiple orders, the system delivers directly from the restaurant to the customer, preserving the temperature and freshness of the food as much as possible.<\/p>\n\n\n\n

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