Super App Race: BE Grows 60%, User Spending Increases 30%

The high frequency of super app usage shows that the need to use diverse services in a single application is becoming a popular consumer trend in urban Vietnam, while also demonstrating the strong purchasing and consumption power of the digital economy , with a young population and the highest internet usage rate in the region.

Vietnamese people's habit of using super apps

According to McKinsey's definition (2022), a super app is a platform that integrates many daily services - from payment, ride-hailing to shopping, in a single application, attracting a large number of users with high daily usage frequency like social networks, and has a deep level of attachment to users across many different target groups.

In Vietnam, this model has grown strongly thanks to its ability to quickly resolve needs such as payment, travel, and shopping.

According to the survey on Super App Usage Habits in Vietnam conducted in May, on average Vietnamese people use super apps 5 times per week. Of which, users call motorbikes on average 3.04 times/week, deliver food 2.83 times/week and shop online 2.21 times/week.

These are the 3 most frequently used services and have the highest spending on super apps. Electronic payment services are used frequently with an average frequency of 3.88 times/week thanks to the combination with most other services.

Accordingly, BE is the top 3 most frequently used super apps, popular with 2-wheeled vehicle calling services such as motorbike calling, delivery, food delivery. In particular, the group of young people aged 25-44 spends more on most services, especially food ordering.

Internal reports show positive results from BE's breakthrough and sustainable growth plan amid fierce competition with global rivals.

A focus on expanding its service range both horizontally and vertically, along with a strategic partnership, is key to BE's success.

Starting from ride-hailing service - an essential, high-frequency need - BE expanded into a diverse consumer service ecosystem such as food delivery, phone top-up, bill payment, ticket booking...

This strategy increases user engagement and lifetime value. As a result, BE has a high daily usage rate, creating a foundation for continuous investment in technology, expanding services, and building strong relationships with users.

Purely Vietnamese super apps create dual impact, boosting Vietnam's digital economy

According to the latest report from the Central Institute for Economic Management (CIEM), platform business models, including BE, are contributing nearly 10% of Vietnam's GDP. BE is also a pure Vietnamese super app that has appeared twice in the Vietnam E-commerce White Book (2022-2023), demonstrating its prominent role in promoting digital consumption and developing the domestic digital economic ecosystem.

From the user side, a recent survey showed the top two reasons why users choose to use super apps like BE: saving costs thanks to reasonable prices, many promotions, discount codes, and saving time thanks to fast, convenient operations.

This can be explained by BE's methodical business strategy of investing in providing services at affordable prices, satisfying customers, while continuously improving technology and products to optimize costs, increase customer usage frequency and move towards profit, reinvesting in technology.

By the end of 2024, the number of BE drivers will increase by 30% year-on-year, reaching 500,000 drivers across the platform. 70% of drivers consider BE driving as their main source of income, many of whom have been with the company for more than 2 years.

At the same time, the beGiếp vị service - a newly launched hourly housekeeping model, has also recorded thousands of female workers registering as partners, with an optimal working model, proactive in working hours and safety, helping female workers not only have income but also be able to flexibly arrange family care time.

As a pure Vietnamese super app with the leading market share, Be Group is a platform with a direct operating connection model with hundreds of thousands of ordinary workers (drivers, housekeepers) as well as many business households and small and medium enterprises to help generate revenue, income and use technology to manage service quality.

Thanks to that, BE indirectly creates strong impacts in digital transformation and digital economy for the working class who are in great need of support in training and technology (according to the report on the level of digital economic integration by the World Economic Forum).

"The reason BE can build a systematic strategy and continuously expand the ecosystem is thanks to three core foundations: mastering core technology, diversifying the ecosystem, focusing on building a range of services that bring sustainable value to both businesses and society," a representative of Be Group shared about the foundation behind the business's success.

Source: https://dantri.com.vn/kinh-doanh/cuoc-dua-sieu-ung-dung-be-tang-truong-60-chi-tieu-nguoi-dung-tang-30-20250521134948342.htm