Technology apps are now not only used for transporting passengers, but also serve as daily "assistants" for many people, from delivery and transportation to other life services - Photo: QUANG DINH
According to observations, users open ride-hailing apps not only to book a motorbike or car ride, but platforms like Grab, Be, and Xanh SM have significantly expanded their service offerings, meeting a wide range of needs, from budget-friendly rides, quick bookings, pre-booking, ride-sharing, hiring drivers, bulky delivery, to booking airline tickets, buying insurance, and even hourly housekeeping services.
From calling a taxi to... calling a maid.
Every time he goes to work or takes his children to school, Mr. Truong Duy (Binh Thanh Ward, Ho Chi Minh City) opens all three apps—Grab, Be, and Xanh SM—to compare. "Some days Xanh SM is 10,000-15,000 VND cheaper, but the wait is longer, so I choose Grab. Other days, Be has promotions, so the price is the best. Booking a ride now is like going to the market; you have to compare to choose the most suitable one," Mr. Duy said.
For many housewives, ride-hailing apps have become invaluable "assistants" on weekends. Ms. Thuy Duong (Duc Nhuan Ward, Ho Chi Minh City) frequently uses Be to book beHelper services instead of ordering a ride or food delivery.
This app allows you to choose packages based on time and area: 2 hours (maximum 55m²), 3 hours (maximum 85m²), 4 hours (maximum 105m²), with options for cooking, ironing, cleaning fans, and refrigerators. Market prices range from 70,000 to 100,000 VND/hour depending on the job and area, with be.com, the minimum price for domestic help is approximately 222,000 VND/session.
"You book through the app, choose a time slot, and within minutes someone is available. They arrive on time and work professionally. Before, finding a housekeeper by the hour was very difficult, but now it only takes a few taps," Ms. Duong said.
Frequent air travelers also benefit from Grab and Xanh SM's airport car booking feature. One customer shared that they used to worry about not finding a ride at the airport or being overcharged.
By booking in advance, the car is already waiting. Although the price is sometimes slightly higher, the proactive approach is well worth it. Additionally, budget-friendly ride-hailing services, despite using older vehicles and having longer waiting times, are attracting a large number of users because they are 5-10% cheaper.
According to reports, Grab has launched the Grab Savings program for GrabBike and GrabCar with prices 5-10% lower than regular services, while also adding features such as airport car booking, "shared affordable shipping," and solutions for businesses such as Grab for Business, GrabAds, GrabGifts, and GrabMaps.
Be offers 12 services, half of which are not directly related to transportation, including BeBike, BeCar Plus, be RideShare 4, food delivery, airline tickets, insurance, and notably beHelper, a service for booking hourly cleaning staff, as convenient as calling a ride.
Meanwhile, Green SM, under the leadership of billionaire Pham Nhat Vuong, is building a "green mobility" ecosystem with electric cars and motorbikes, delivery services, Green Tour, and Green Delicious food services.
Apps that enhance support for switching to electric vehicles.
Speaking to Tuổi Trẻ newspaper, representatives from several ride-hailing apps acknowledged that competition in the ride-hailing technology market is becoming increasingly fierce, but the biggest pressure coming soon will not be from technological innovation but from the driver partner resource.
In this context, Green SM is gaining an advantage by employing a strategy of attracting drivers by providing both cars and electric motorbikes, or by offering commission-sharing programs. Conversely, Grab and Be maintain a model where drivers are independent partners who provide their own vehicles.
With Ho Chi Minh City implementing a plan to replace 400,000 gasoline-powered motorbikes used by ride-hailing drivers with electric vehicles starting in early 2026, ride-hailing apps will face significant difficulties if they do not quickly switch, as the number of partners will decrease or their market share will decline, since the majority of their partners still use gasoline-powered vehicles.
According to some technology experts, in the next 6-12 months, Green SM has the opportunity to consolidate its position in major cities thanks to its electric vehicle coverage and green messaging, provided it effectively addresses the issues of battery costs and charging infrastructure.
Speaking with us, Mr. Nguyen Van Thanh, Global CEO of Green SM, affirmed that Green SM not only transports passengers but also promotes the green mobility trend, contributing to reducing carbon emissions.
To avoid falling behind, a large-scale ride-hailing app in Vietnam says it is working to develop various programs to encourage drivers to participate in the transition. Initially, the app will collaborate with financial institutions, banks, and vehicle providers to connect drivers, helping them obtain loans and rent vehicles at reasonable rates.
For example, Grab is collaborating with a Chinese electric vehicle manufacturer to support GrabCar drivers in switching to electric vehicles, with a series of initial incentives such as a guaranteed income of up to 25 million VND/month when participating in the GrabCar Plus service, along with an 8-year or 500,000km battery warranty policy.
With electric motorbikes, the app connects with electric motorbike businesses such as DatBike, Selex, etc., to introduce them to drivers. In an interview with us, Mr. Ma Tuan Trong, CEO of Grab Vietnam, emphasized Grab's advantage lies in its super-app ecosystem, optimized costs, efficient operation, and leveraging the synergistic strengths between its various segments.
Mr. Hoang Cong Huan, Business Development Director of the Be app, said that they leverage their understanding of the domestic market to develop lifestyle services. "Customers can book a ride and then order insurance, train or bus tickets, hire domestic help... all in one app," Mr. Huan said.
Customers open ride-hailing apps that offer a wide range of delivery and ride-hailing services to meet their needs - Photo: Q. DINH
* More new players are entering the market.
Besides the "big three" Grab, Be, and Xanh SM, which dominate the market share, the Vietnamese ride-hailing and delivery market is seeing the emergence of many newcomers. Lalamove, which previously focused on delivery, is expanding into passenger transport; TADA (which doesn't charge commissions) and Maxim are striving to expand their reach, but their scale remains modest.
Most notably, Bolt – a European giant with over $2 billion in revenue last year – has also entered Ho Chi Minh City, leveraging its artificial intelligence (AI) capabilities to optimize routes and forecast demand in real time. According to experts, the entry of new applications will intensify the competition, benefiting users with more choices.
However, newcomers wanting to stay must demonstrate their ability to adapt to local conditions, from narrow alleyways and peak hours to the habit of "urgent bookings"—challenges that Grab, Be, and Xanh SM have had to solve for many years.
Quality, price, speed, safety, and eco-friendliness.
In addition to expanding the "super menu" within the app, businesses are also considering that users are installing more and more apps, comparing prices, waiting times, convenience, and choosing based on situation. Customers won't just use one app, but will still be willing to use it repeatedly if the app's ecosystem is seamless, secure, and affordable.
In this context, Grab stated that it will leverage technology, along with the B2B sector and family packages, to retain business and household customers, reducing reliance on promotions. Be will capitalize on its local advantages, optimizing specific touchpoints such as alleyways, markets, hospitals, and schools, while using lifestyle services as a "net" to retain customers.
According to experts, the upcoming competition will revolve around quality, price, speed, safety, and environmental sustainability.
Many apps are still "burning money" to expand their market share.
According to tech experts, platforms are becoming increasingly similar in terms of core services, but each side puts the pieces together differently. Grab focuses on a "super app" ecosystem, serving not only individuals but also expanding to business and family customers, with the Grab for the Whole Family package designed to ensure a seamless experience.
Green SM chose the positioning of "green mobility," which is also its strategy for developing electric vehicles. Meanwhile, Be pursued a "local super app" model, leveraging its understanding of Vietnamese consumer habits to expand from transportation to lifestyle services. Although the apps are fiercely competitive, many customers report that the level of discounts offered by different apps is "reversing."
Instead of offering numerous attractive promotions as before, Grab is tending to reduce discounts, focusing on efficiency and profitability. Conversely, Green SM and Be continue to spend heavily, even "burning money," to expand their market share. However, the apps argue that adjusting promotions is necessary to suit each stage and development strategy.
While the abundance of promotions is gone, ride-hailing apps are building stronger service networks, even increasing the number of shared rides to offer reasonable prices that attract both customers and drivers. Ngoc Minh, a BeCar driver in Thu Duc City, said that thanks to Be expanding its delivery service, his income has increased. "During lunchtime, when there are fewer customers, I accept delivery orders. Some days I both transport passengers and deliver food, increasing my income by 20-30% compared to before."
Another GrabBike driver also commented that the various service packages give him more flexibility. If customers choose the budget option, he still works as usual, gets more orders, but rarely has to wait long.
Source: https://tuoitre.vn/sieu-menu-trong-mot-chiec-app-xe-cong-nghe-20250921222604702.htm
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