{"id":106,"date":"2026-03-24T14:54:31","date_gmt":"2026-03-24T05:54:31","guid":{"rendered":"http:\/\/india-marketing.jp\/vietnam\/%e3%83%99%e3%83%88%e3%83%8a%e3%83%a0%e3%81%ae%e3%83%87%e3%83%aa%e3%83%90%e3%83%aa%e3%83%bc%e6%96%87%e5%8c%96%e3%82%92%e6%94%bb%e7%95%a5%ef%bd%9c%e9%85%8d%e9%80%81%e3%83%93%e3%82%b8%e3%83%8d%e3%82%b9\/"},"modified":"2026-08-02T16:19:30","modified_gmt":"2026-08-02T07:19:30","slug":"delivery-business-vietnam-culture","status":"publish","type":"vietnam","link":"https:\/\/india-marketing.jp\/en\/vietnam-business\/delivery-business-vietnam-culture\/","title":{"rendered":"Capturing Vietnam's Delivery Culture 2025: Delivery Business Strategies That Succeed on ShopeeFood and GrabFood"},"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

Latest Trends in Vietnam's Food Delivery Market<\/h2>\n

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<\/a>).<\/p>\n

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<\/a>).<\/p>\n

Market Share and Characteristics by Platform<\/h2>\n

ShopeeFood (about 56% market share)<\/h3>\n

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<\/a>).<\/p>\n

GrabFood (about 36% market share)<\/h3>\n

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.<\/p>\n

Xanh SM Ngon (New Entrant)<\/h3>\n

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.<\/p>\n

Changes in Market Structure<\/h3>\n

With Gojek's withdrawal in September 2024, the market ShopeeFood<\/a>-GrabFood<\/a> became even more concentrated into a two-player structure. Together, the two platforms cover about 90% of the market.<\/p>\n

Practical Strategies for Delivery Business Success<\/h2>\n

Platform Optimization<\/h3>\n

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<\/a> Optimizing product pages by applying insights from is also effective.<\/p>\n

The Cloud Kitchen Model<\/h3>\n

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.<\/p>\n

Promotion Strategy<\/h3>\n

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.<\/p>\n\n\n

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