| Study Period | 2021 - 2032 |
| Market Size in 2025 | USD 3.1 Billion |
| Market Size in 2026 | USD 3.8 Billion |
| Market Size by 2032 | USD 13.4 Billion |
| Projected CAGR | 23.3% |
| Largest Region | Southeast |
| Fastest-Growing Region | Red River Delta |
| Market Structure | Moderately Fragmented |
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The Vietnamese online grocery market values USD 3.1 billion in 2025, and it is projected to grow at a CAGR of 23.3% during 2026–2032, reaching USD 13.4 billion by 2032. The market expansion is primarily attributed to increasing internet penetration, rising smartphone adoption, rapid urbanization, and the growing preference for convenient shopping solutions among the expanding middle-class population.
Vietnam has emerged as one of the fastest-growing digital economies in Southeast Asia. E-commerce sales surpassed USD 25 billion in 2024, representing a 20% year-on-year increase, as per the Ministry of Industry and Trade. There were 78.44 million internet users in Vietnam at the start of 2024, representing a penetration rate of 79.1% of the total population. This digital connectivity provides a substantial consumer base for online grocery platforms.
The transformation in consumer shopping behavior, accelerated by the COVID-19 pandemic, has fundamentally shifted grocery purchasing patterns. Vietnamese consumers are increasingly turning to e-commerce platforms for daily essentials, with fast-moving consumer goods (FMCG) becoming a rather popular online shopping category. The convergence of super apps, quick commerce models, and integrated payment ecosystems continues to reshape how Vietnamese consumers purchase groceries online.
The food & beverages category holds the largest share in the Vietnamese online grocery market in 2025, of 35%, due to Vietnamese consumers' increasing comfort with purchasing daily essentials through digital channels. The shift in consumer behavior, where online platforms are increasingly replacing traditional wet markets for routine grocery shopping, drives this category. The convenience of scheduled deliveries and subscription options for pantry staples has particularly resonated with urban households.
The vegetables & fruits category has the highest CAGR, of 23.6%, during 2026–2032. This growth is driven by improved cold chain logistics, enhanced quality assurance measures, and the expansion of hyperlocal delivery networks. Over 100 commercial cold storage providers maintain over 1.0 million pallets of designed capacity. This infrastructure investment supports the reliable delivery of temperature-sensitive grocery products, addressing previous consumer concerns about freshness and quality when ordering perishables online.
These product types are covered:
The pure marketplace model holds the largest share in the Vietnamese online grocery market in 2025, of 50%. This model connects consumers directly with multiple vendors, offering wide product assortments and competitive pricing through seller competition. Platforms such as Shopee, Lazada, and Tiki operate primarily under this model, enabling thousands of grocery merchants to reach consumers nationwide. The marketplace approach minimizes inventory risk for platform operators while maximizing product variety for consumers.
The hybrid marketplace model has the highest CAGR, of 23.5%, during 2026–2032. This model combines marketplace vendor integration with operator-controlled inventory for high-demand categories, ensuring consistent product availability and quality assurance. GrabMart and ShopeeMart exemplify this approach, maintaining direct relationships with supermarket chains while facilitating third-party vendor participation. The hybrid model addresses consumer concerns about product freshness and delivery reliability that pure marketplace models sometimes struggle to guarantee.
These business models are covered:
App-based platforms dominate the Vietnamese online grocery market in 2025 with 80% share, and it also has the higher CAGR. This dominance aligns with Vietnam's mobile-first digital ecosystem, where 96% of consumers use smartphones for online shopping. Mobile applications from platforms like Shopee, GrabMart, and Bach Hoa Xanh offer superior user experiences with features including real-time tracking, personalized recommendations, and integrated payment solutions. The convenience of one-tap ordering and push notification alerts for promotions drives higher engagement and repeat purchases through mobile applications.
These platforms are covered:
The one-time purchase category holds the larger share in the Vietnamese online grocery market in 2025, of 90%. Vietnamese consumers predominantly make ad-hoc grocery purchases based on immediate needs, promotional offers, and seasonal requirements. The one-time purchase model aligns with traditional shopping habits where consumers prefer flexibility in selecting products and quantities without long-term commitments. Platforms capitalize on this behavior through flash sales, daily deals, and limited-time discounts that encourage spontaneous purchasing.
The subscription model has the higher CAGR, of 23.7%, during 2026–2032. This growth is driven by increasing consumer adoption of recurring delivery services for pantry staples, baby products, and household essentials. Subscription services offer predictable revenue streams for platforms while providing consumers with convenience, cost savings through bulk pricing, and guaranteed product availability. Platforms like TikiNOW have pioneered membership programs offering free and fast delivery, demonstrating the subscription model's viability in the Vietnamese market.
These purchase types are covered:
Cash on delivery holds the largest share in the Vietnam online grocery market in 2025, of 45%. This preference stems from consumer desire to inspect products before payment, trust concerns regarding online transactions, and the familiarity of cash-based transactions, particularly among older demographics and consumers in tier-2 and tier-3 cities.
E-wallets represent the fastest-growing category, with a projected CAGR, during 2026–2032, driven by smartphone adoption, seamless integration with e-commerce platforms, and attractive cashback incentives. These platforms offer instant checkout, loyalty rewards, and promotional vouchers that incentivize repeat purchases. The number of mobile wallet users is projected to exceed 50 million in the coming years, with many consumers maintaining multiple e-wallet accounts to maximize benefits across different platforms.
These modes of payment are covered:
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The Southeastern region holds the largest share in the Vietnamese online grocery market in 2025, of 45%. Ho Chi Minh City serves as the epicenter of online grocery activity, benefiting from its population exceeding 9 million residents, advanced digital infrastructure, and concentration of logistics providers. The region's economic significance is underscored by its contribution of approximately 25% to Vietnam's GDP, creating a consumer base with substantial purchasing power and high digital adoption rates.
The region also has 87% of Vietnam's total cold storage capacity, strategically located within industrial parks and near key rivers and seaports. Major retail chains are actively expanding store networks in the Southern region, with these retailers increasingly integrating online grocery services. The concentration of technology companies, startups, and young professionals in Ho Chi Minh City and surrounding provinces creates a favorable environment for e-grocery platform expansion and innovation.
The Red River Delta represents the fastest-growing regional market, with a projected CAGR of 23.4%, during 2026–2032. Hanoi, the capital city with a population of approximately 8 million, drives regional growth through its concentration of government workers, corporate professionals, and young consumers. Hanoi aims for business-to-consumer e-commerce sales to account for 13% of total retail sales, with a targeted 48% cashless rate for e-commerce payments.
Infrastructure development is accelerating online grocery market growth in the Red River Delta. Fujimart opened ten new stores in Hanoi within nine months of 2024, with plans for continued expansion, integrating online-offline grocery services. Hai Phong, the region's largest seaport city, is witnessing increasing logistics investments, which support cold chain capabilities for perishable grocery delivery. The region's established industrial parks and improving transportation networks in the Bac Ninh and Vinh Phuc provinces enable faster delivery times and expanded service coverage for online grocery platforms.
These regions are covered:
The Vietnamese online grocery market exhibits a moderately fragmented competitive structure, with multiple domestic and international players vying for market share. Competition is intensified by aggressive promotional strategies, free shipping incentives, and continuous investment in logistics infrastructure and technology capabilities. Key competitive strategies include partnership expansion with supermarket chains, investment in cold chain logistics, integration of AI-driven personalization, and development of subscription-based models for recurring grocery purchases. Players are increasingly differentiating through quality assurance certifications for fresh produce, same-day delivery guarantees, and loyalty programs that incentivize repeat purchases. The entry of cross-border platforms has intensified competition, though regulatory requirements for local business registration have moderated their market impact.
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