Vietnam’s online grocery delivery market is rapidly evolving as consumers increasingly shift toward digital shopping for everyday essentials. Valued at approximately $3.4 billion, the market is expected to grow significantly, supported by rising internet penetration and urbanisation. With nearly 79% internet penetration and over 78 million users, digital accessibility has created a strong foundation for e-commerce adoption. Urban lifestyles, busy work schedules, and growing middle-class incomes are further driving demand for convenient grocery delivery solutions. As a result, online grocery shopping is gradually transitioning from an emerging trend to a preferred channel for many Vietnamese consumers. 

Key Drivers Accelerating Vietnam Online Grocery Delivery Market Growth 

Rising Digital Adoption and Mobile First Consumer Behaviour 

Vietnam’s digital ecosystem is expanding at an impressive pace, with consumers increasingly relying on smartphones for daily purchases. App-based platforms dominate the market, accounting for nearly 80% of usage, reflecting a strong mobile-first mindset.  
Additionally, a large share of consumers now shop online regularly, with over 60% making purchases weekly, highlighting the growing acceptance of e-commerce. This widespread digital engagement has enabled online grocery platforms to scale quickly while offering seamless, user-friendly experiences.  

Urbanisation and Expanding Middle Class Driving Demand 

Rapid urbanisation in cities like Ho Chi Minh City and Hanoi has created a strong consumer base for online grocery services. As more consumers move to urban areas and incomes rise, convenience-driven shopping habits continue to grow. The expanding middle class is willing to pay for time-saving services, including home delivery and curated product offerings. This shift in purchasing behaviour is encouraging retailers to invest heavily in logistics and fulfilment networks, ensuring faster and more reliable services. 

Growth of Quick Commerce and Improved Logistics Infrastructure 

Quick commerce is reshaping the grocery delivery landscape in Vietnam, with faster delivery times becoming a key differentiator. The quick commerce segment itself is valued at around $0.8 billion, reflecting its growing importance. Investments in cold-chain infrastructure, warehousing, and last-mile delivery networks have also enhanced efficiency, particularly for perishable goods. As logistics capabilities improve, online grocery platforms are able to expand their product range and serve customers more effectively. 

Government Initiatives of Vietnam Online Grocery Delivery Market 

The Vietnamese government has been actively promoting digital transformation through policies aimed at accelerating e-commerce growth and improving internet infrastructure. 
Efforts to expand digital payments, encourage cashless transactions, and support logistics development are helping online grocery platforms scale efficiently. Moreover, broader economic strategies targeting the digital economy—expected to contribute significantly to national GDP—are creating a supportive environment for sustained growth in online retail and grocery delivery. 

Competitive Landscape of Vietnam Online Grocery Delivery Market 

The Vietnam online grocery delivery market is moderately competitive, with a mix of e-commerce platforms, supermarket chains, and quick commerce players. 
Companies compete on factors such as pricing, delivery speed, product availability, and customer experience. Players are increasingly adopting hybrid marketplace models and forming partnerships with local suppliers to strengthen their supply chains and expand product variety, particularly in fresh produce and daily essentials. 

Market Challenges Influencing Vietnam Online Grocery Delivery Market Growth Trajectory 

Consumer Trust and Payment Preferences 

Despite rapid growth, consumer trust remains a challenge, particularly in online payments. Cash on delivery still accounts for a significant share of transactions, indicating hesitation toward digital payments. Building customer confidence in product quality—especially for fresh groceries—is also critical for long-term adoption.  

Logistics Complexity and Cost Pressures 

Maintaining efficient last-mile delivery networks can be challenging, particularly outside major urban centres. High logistics costs and infrastructure gaps in smaller cities can impact profitability and scalability, requiring continued investment from market players. 

Future Outlook  

The future of Vietnam’s online grocery delivery market looks highly promising, with projections indicating it could reach over $18 billion, driven by a strong 20%+ CAGR.  
As internet usage continues to expand and consumer behaviour shifts further toward convenience-driven shopping, the market is expected to see sustained growth. Innovations in quick commerce, digital payments, and AI-driven personalisation will further enhance the customer experience. Ultimately, Vietnam is emerging as a key growth hub in Southeast Asia’s digital retail ecosystem, offering significant opportunities for both local and global players. 

Consultants at Nexdigm, in their latest publication “Vietnam Online Grocery Delivery Market Outlook to 2035,” analyze the sector By Product Type (Fresh Product, Dairy and Bakery, Beverages), By End-User Segment (Urban Consumers, Rural Consumers, Institutional Buyers).  

Nexdigm suggests that businesses should tap into Vietnam’s fast-growing online grocery delivery market by adopting mobile-first strategies, strengthening app-based customer engagement, and expanding offerings tailored to urban, digitally savvy consumers. 

To take the next step, simply visit our Request a Consultation page and share your requirements with us. 

Harsh Mittal 

+91-8422857704 

enquiry@nexdigm.com