Racing ahead in Vietnam's competitive food delivery landscape
Food Delivery App Market Study 2025 is a Decision Lab study of consumer behaviour in Vietnam's food delivery sector, with a comparative analysis of the leading platforms - ShopeeFood, GrabFood, and BeFood. ShopeeFood leads on 49% market share but GrabFood is close behind on 42%, making this one of Vietnam's most contested consumer markets. It gives brands an evidence-based view of how urban Vietnamese consumers use food delivery and where the platforms stand against each other. The report is written for brand and marketing leaders responsible for competing in Vietnam's food delivery market.
Key highlight points:
- Food delivery is now part of daily urban life. 65% of eligible residents in Hanoi, Ho Chi Minh City, and Danang ordered via a food delivery app in the past month, using an average of 1.7 apps - habitual use, with variety over brand loyalty.
- ShopeeFood leads, but the lead is contested. ShopeeFood holds 49% market share and the highest NPS (51 vs GrabFood's 45), but GrabFood sits just seven points behind at 42% - a genuine two-horse race.
- Leadership splits by city and age. ShopeeFood wins Hanoi (56%) and younger users (55% of 16-24s), while GrabFood takes Ho Chi Minh City (50%) and older users (59% of 45+); Danang is a dead heat - proof the market is still moving.