On December 6, the website nationthailand.com published an article titled “The booming e-commerce industry in Vietnam brings the food and beverage (F&B) market into an era of easy ordering and fast delivery”, highly appreciating the potential of this market thanks to consumers’ new shopping habits.
The article said Vietnam's booming e-commerce market, growing 20-25% annually, is transforming the F&B industry with fast delivery services powered by artificial intelligence (AI) and the growing demands of Generation Z.
Ordering food and beverages via online platforms has become part of the daily lives of Vietnamese consumers, according to the website of Thailand's Department of International Trade Promotion (DITP).
The consumer trend towards convenience, previously limited to big cities, is now spreading rapidly and is expected to reshape Vietnam's retail and food industry by 2025.
The Vietnam E-commerce Association (VECOM) announced in the E-Commerce Index (EBI) 2025 that Vietnam's retail e-commerce value is expected to exceed 40 billion USD, putting Vietnam in the top 5 fastest growing e-commerce markets in the world , with an annual growth rate of 20-25%.
Vietnamese consumers are expanding their online shopping habits beyond electronics and fashion , increasingly buying fast-moving consumer goods (FMCG) such as fresh food, beverages and healthcare products. These purchases are now made almost daily, instead of waiting for promotions.
Data from the State Bank of Vietnam shows that more than 75% of total e-commerce transactions are conducted through e-wallets or QR code payments, reflecting the strong adoption of cashless payment systems.
Meanwhile, the market for processed foods and food delivery services continues to grow. According to VECOM and Statista, this sector is expected to reach $3 billion by 2025, up 15% from 2024.
Platforms like ShopeeFood and GrabFood are expanding to secondary cities, offering a diverse menu, from traditional Vietnamese cuisine to drinks, ready-to-drink coffee and healthy food options.
Generation Y and Generation Z (those born between 1981 and 2012) are the main driving force behind the online food service industry in Vietnam, frequently shopping through online sales (livestream), flash sales and discount programs on apps.
VECOM's survey shows that nearly 70% of consumers bought food after watching livestreams, while more than 60% placed orders to redeem promotional gifts on the app.
The Vietnam Consumer Sentiment Report 2025 shows that more than 74% of Vietnamese consumers are open to innovation and willing to try new products.
Vietnamese people's motivations are divided into three main groups: convenience and time saving; combining local flavors with global trends; providing personalized services according to specific needs.
Therefore, restaurants and businesses that partner with e-commerce platforms and leverage these insights will be best positioned to develop menus and services that align with long-term consumer behavior./.
Source: https://www.vietnamplus.vn/thailand-danh-gia-cao-tiem-nang-thi-truong-thuc-pham-va-do-uong-tai-viet-nam-post1081776.vnp
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