Vietnam quick commerce market report size, share, growth drivers, trends, opportunities & forecast 2025–2030

Vietnam Quick Commerce Market Overview

• The Vietnam Quick Commerce Market is valued at USD 819 million, based on a five-year historical analysis. This growth is primarily driven by the increasing demand for fast delivery services, urbanization, and the rise of e-commerce platforms. The convenience of on-demand delivery has led to a surge in consumer adoption, particularly among younger demographics who prioritize speed and efficiency in their shopping experiences. Urban millennials, who are highly digitally fluent, have become the core user base, with a strong preference for instant-purchase models and mobile wallet adoption, further accelerating market expansion .
• Key cities dominating the market include Ho Chi Minh City and Hanoi, which are the largest urban centers in Vietnam. Their dominance is attributed to high population density, a growing middle class, and a robust digital infrastructure that supports quick commerce operations. Additionally, these cities have a vibrant startup ecosystem that fosters innovation in delivery services, including the proliferation of dark stores and AI-powered logistics solutions to optimize last-mile delivery .
• In 2024, the Vietnamese government implemented regulations to enhance the operational framework for quick commerce. This includes a mandate for delivery services to comply with safety and quality standards, ensuring that food and other perishable goods are handled properly during transit. The regulation, issued by the Ministry of Industry and Trade, requires all quick commerce operators to adhere to food safety protocols, temperature control for perishables, and proper labeling, aiming to protect consumer interests and promote sustainable practices within the industry .

Vietnam Quick Commerce Market Segmentation

By Product Category:The product categories in the quick commerce market include a diverse range of offerings that cater to various consumer needs. The segments are Grocery and Staples, Fresh Produce and Dairy, Snacks and Beverages, Personal Care and OTC Pharma, Home and Cleaning Supplies, Electronics and Accessories, Pet Care, Flowers and Gifts, and Other Product Categories. Among these, Grocery and Staples dominate the market due to the essential nature of these products and the increasing trend of online grocery shopping. Snacks and Beverages are also witnessing strong growth, driven by impulse buying and a willingness among urban consumers to pay for immediate convenience .

By End-User:The end-user segmentation in the quick commerce market includes Individual Consumers, Small Businesses, Corporates, and Others. Individual Consumers represent the largest segment, driven by the increasing trend of online shopping and the demand for convenience. Small businesses also contribute significantly as they leverage quick commerce for inventory management and customer service enhancement, particularly in urban areas where rapid delivery is critical for operational efficiency .

Vietnam Quick Commerce Market Competitive Landscape

The Vietnam Quick Commerce Market is characterized by a dynamic mix of regional and international players. Leading participants such as Grab, Gojek (GoFood Vietnam), ShopeeFood (formerly Now.vn), Tiki, Baemin Vietnam, Loship, Chopp, VinID, VinMart (now WinMart), Lotte Mart Vietnam, Circle K Vietnam, CoopMart, Sendo, FPT Retail, Bach Hoa Xanh contribute to innovation, geographic expansion, and service delivery in this space.

Vietnam Quick Commerce Market Industry Analysis

Growth Drivers

• Increasing Urbanization:Vietnam's urban population is projected to reach approximately 39% in future, according to the World Bank. This rapid urbanization drives demand for quick commerce services, as city dwellers seek convenience and speed in their shopping experiences. The concentration of consumers in urban areas facilitates efficient delivery logistics, allowing companies to optimize their operations and meet the growing expectations for fast service. This demographic shift is a significant catalyst for market growth.
• Rising Smartphone Penetration:Smartphone penetration in Vietnam is estimated to be around 73% of the population, with approximately 70 million users engaging in mobile commerce. This surge in smartphone usage enables consumers to access quick commerce platforms easily, fostering a culture of online shopping. The Vietnam Telecommunications Authority reports that mobile internet usage continues to grow annually, further supporting the growth of digital commerce. This trend is crucial for quick commerce, as it enhances customer engagement and service accessibility.
• Demand for Convenience:The Vietnamese consumer market is increasingly prioritizing convenience, with a significant proportion of urban residents indicating a preference for on-demand delivery services. This shift is driven by busy lifestyles and a growing middle class with disposable income. According to a recent industry report, the demand for convenience-driven services is expected to grow by 20% annually, pushing quick commerce providers to innovate and expand their offerings. This consumer behavior is a key driver for the quick commerce sector's expansion in Vietnam.

Market Challenges

• Intense Competition:The quick commerce market in Vietnam is characterized by fierce competition, with over 50 active players vying for market share. Major companies like Grab and GoJek are investing heavily in marketing and technology to attract customers. This competitive landscape leads to price wars, which can erode profit margins. According to industry analysts, the average customer acquisition cost has increased by 30% in the past year, making it challenging for new entrants to establish a foothold in the market.
• Regulatory Hurdles:The Vietnamese government has implemented various regulations affecting the quick commerce sector, including e-commerce laws and consumer protection regulations. Compliance with these regulations can be costly and time-consuming for businesses. For instance, the Ministry of Industry and Trade reported that a significant proportion of e-commerce companies faced challenges in adhering to new regulations in future. These regulatory hurdles can hinder operational efficiency and slow down market entry for new players, impacting overall growth.

Vietnam Quick Commerce Market Future Outlook

The future of Vietnam's quick commerce market appears promising, driven by technological advancements and evolving consumer preferences. As urbanization continues, companies are likely to enhance their delivery networks and invest in innovative solutions to meet consumer demands. Additionally, the integration of AI and automation will streamline operations, improving efficiency. The market is expected to witness a shift towards sustainable practices, with businesses adopting eco-friendly delivery methods to align with consumer values, further shaping the industry's trajectory.

Market Opportunities

• Growth of E-commerce:The e-commerce sector in Vietnam is estimated to be valued at approximately USD 20 billion, according to the Ministry of Industry and Trade and World Bank data. This growth can be leveraged by integrating quick delivery options into existing e-commerce platforms, enhancing customer satisfaction and loyalty. Companies that capitalize on this trend can gain a competitive edge in the rapidly evolving market landscape.
• Partnerships with Local Businesses:Collaborating with local businesses can enhance service offerings and expand market reach. By forming strategic partnerships, quick commerce companies can tap into established customer bases and diversify their product ranges. This approach not only fosters community engagement but also drives mutual growth, as local businesses benefit from increased visibility and sales through quick commerce platforms.