Drivers from food delivery service providers wait outside a restaurant in Hanoi.
A recent survey by consumer behaviour research firm NielsenIQ shows that ShopeeFood has surpassed GrabFood to become the top food delivery app in Vietnam, accounting for 56 per cent of all orders in a seven-day period. GrabFood followed with 36 per cent, while beFood trailed with 8 per cent.
A separate study by market research firm Decision Lab, conducted in Hanoi, Danang and Ho Chi Minh City, revealed similar results. In Hanoi, ShopeeFood led with a 56 per cent market share, while GrabFood dominated Ho Chi Minh City with 50 per cent. BeFood also saw its strongest performance in Ho Chi Minh City, with an 11 per cent share compared to 9 per cent in Hanoi.
The Decision Lab report also highlighted distinct differences in user demographics. ShopeeFood is popular among younger users who often order bubble tea, snacks, and fast food. While GrabFood appealed more to customers aged 35 and above, who preferred rice, seafood, healthy dishes, juice, and coffee.
ShopeeFood also ranked highest in terms of Net Promoter Score (NPS), a metric that reflected user satisfaction and loyalty. With a score of 51, it topped the list of food delivery apps in Vietnam.
Following the exit of Baemin and Gojek in 2023 and 2024, ShopeeFood, GrabFood and beFood absorbed a significant number of users. In mid-2025, Xanh SM, a subsidiary of billionaire Pham Nhat Vuong’s Vingroup, entered the competition with its new Xanh SM Ngon platform, offering food delivery from over 2,000 restaurants, further intensifying the market battle.
Fierce competition ahead
According to a report by Momentum Works, the Southeast Asian food delivery market reached USD 19.3 billion in 2024, representing a 13 per cent increase from the previous year. Vietnam is the fastest-growing market in the region, with revenue projected to rise from USD 1.4 billion in 2023 to USD 1.8 billion in 2024, representing a 26 per cent increase. This growth is attributed to a broader customer base, expanded service coverage and integration with other business services.
To Tuan Tai, founder of Lemon Digital, said that while GrabFood established its market position early, ShopeeFood holds a competitive edge thanks to its integration with Shopee, Vietnam’s leading e-commerce platform. This backing has helped ShopeeFood enhance brand visibility and attract strategic partnerships more easily.
Tai predicted that the competition between ShopeeFood, GrabFood, beFood and Xanh SM will become increasingly unpredictable. “Consumers are the biggest beneficiaries,” he noted, “as platforms are aggressively rolling out promotions and discounts to retain users, which helps boost overall market activity.”
Market expert Pham Chinh described the current race as “cutthroat,” with platforms still in the investment stage, willing to incur losses to secure market share, and with no clear path to profitability. “No one knows when they will break even,” he said. “The pricing war could continue for months, with more promotions expected to lure users left behind by the withdrawn players.”
Despite the fierce battle, Chinh believes the market won’t see dramatic changes in user behaviour. “Vietnamese consumers often install and use two to three delivery apps at the same time,” he explained.
ShopeeFood representative Nguyen Hoai Anh stated that the platform will continue to expand its partner network, optimise technology, and improve user experience. ShopeeFood also plans to roll out AI-powered features and integrate live streams to create an entertainment-food discovery experience. “We will leverage AI to better understand users’ daily habits, preferences and dining behaviour,” Anh said. “This is key to maintaining ShopeeFood’s leading position in the market.”
Driver earnings remain stagnant
Despite an increase in order volume, driver incomes have not grown significantly. Vuong Ngoc Hung, a ShopeeFood driver in Ho Chi Minh City, recalled that when Baemin and Gojek were still operating, orders were distributed unevenly, but drivers benefited from generous subsidies.
“Now that ShopeeFood has more orders, prices per delivery have dropped,” he said. “Although there are more deliveries, income has only risen slightly.”
Nguyen Van Tai, another ShopeeFood driver, said he now completes 20 to 25 deliveries a day, mostly bubble tea and snacks. “Even with more orders, the income is not much higher, especially during off-peak hours. Only with performance bonuses can we earn more,” Tai added.
