Hanoi (VNA) - The Nation of Thailand on December 6 published an article on e-commerce in Vietnam, highlighting the strong potential of the country’s food and beverage (F&B) market driven by new consumer shopping habits.
Titled “Vietnam’s booming e-commerce sector drives F&B market into the era of “easy to order, fast to deliver””, the article said Vietnam’s booming e-commerce market, growing 20-25% yearly, is transforming its food and beverage sector with AI-driven fast delivery and rising Gen Z demands.
The website of Thailand’s Department of International Trade Promotion (DITP), through the Office of Commercial Affairs in Hanoi, reports that ordering food and beverages via online platforms has become part of everyday life for Vietnamese consumers. Previously limited to major cities, the convenience-driven consumption trend is now spreading rapidly and is expected to reshape Vietnam’s retail and food sectors in 2025.
The Vietnam E-commerce Association (VECOM) reveals in its E-commerce Index (EBI) 2025 that Vietnam’s retail e-commerce value is expected to exceed 40 billion USD, placing the country among the world’s top five fastest-growing e-commerce markets, with annual growth of 20-25%.
Vietnamese consumers are expanding their online shopping habits beyond electronics and fashion, increasingly purchasing FMCG products such as fresh food, beverages, and health items. These purchases are now made almost daily, rather than waiting for promotional campaigns.
Data from the State Bank of Vietnam shows that over 75% of all e-commerce transactions are made through e-wallets or QR code payments, reflecting strong adoption of cashless payment systems.
Meanwhile, the ready-to-eat food market and food delivery services continue to grow. According to VECOM and Statista, the sector is expected to reach $3 billion in 2025, a 15% increase from the previous year. Platforms such as ShopeeFood, GrabFood and Baemin are expanding into secondary cities, offering diverse menus ranging from traditional Vietnamese cuisine to beverages, ready-to-drink coffee, and healthy food options.
Gen Z and millennials are the major driving force behind Vietnam’s online food sector. They frequently purchase via livestreams, flash sales, and app-based discounts. VECOM's survey shows that nearly 70% of consumers have bought food after watching a livestream sale, while over 60% place food orders to redeem app-based promotions.
Vietnam’s 2025 consumer psychology report further reveals that over 74% of Vietnamese consumers are open to innovation and willing to try new products. Their motivations fall into three main categories: Convenience and time-saving benefits; Blending local flavours with global trends; and Personalised offerings tailored to specific needs.
Therefore, restaurants and businesses that collaborate with e-commerce platforms and utilise these insights will be best placed to develop menus and services that resonate with long-term consumer behaviour./.
