Name

Sendo

Legal name

Công ty Cổ phần Công nghệ Sen Đỏ

Website

https://sendo.vn

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

501–1,000 employees

Ownership category

akta.pro rank

Product category

Online Grocery Marketplace

NAICS

Couriers and Express Delivery Services (4921)

SIC

Retail-Catalog & Mail-Order Houses (5961)

akta.pro primary industry

DTC Perishable Subscription Delivery (Meat/Seafood/Produce/Dairy) (AFAIAMAF)

akta.pro secondary industry

Food Delivery & Restaurant Logistics Platforms (BPAMAHAB)

Keywords

• Online grocery marketplace
• Fresh produce delivery
• E-commerce platform
• Pickup point network
• Agricultural commerce

Headquarters

HQ city

Ho Chi Minh City

HQ country

Vietnam

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel

Revenue model

1. Product Sales / Marketplace Commission: Sendo Farm earns a take rate / commission on the GMV of products sold through its platform. The platform aggregates fresh produce, FMCG, and branded goods from suppliers and sells to end consumers through its app and pickup network. Sellers include direct brand partnerships and agricultural producers.
2. Sen Club Membership Fees: The Sen Club premium membership program offers exclusive deals and privileges to paying members, generating recurring subscription-like revenue. Currently available in the Northern region.
3. Delivery / Fulfillment Fees (implied): Standard orders receive free delivery to pickup points. A small order fee policy exists (as noted in recent policy updates), suggesting a delivery/fee component for orders below certain thresholds.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Sendo operates an online e-commerce marketplace (sendo.vn) and the FPT Sendo Farm online grocery platform, which connects agricultural producers, FMCG brands, and partner micro-businesses with urban Vietnamese consumers. Customers order fresh produce, meat, dairy, household essentials, and branded goods via mobile app, and receive items the next day at a designated neighborhood pickup point ("Order Today, Receive Tomorrow" model). The platform monetizes through marketplace commissions, a paid Sen Club membership tier, and promotional campaigns (flash sales, vouchers from 1,000 VND), while enabling partner micro-businesses to earn commissions as pickup point operators and sales agents.

Differentiator

Problem solved

Functional benefit

Brands

• FPT Sendo Farm: Online grocery and fresh produce marketplace sub-brand operating under the motto 'Nay mua, mai nhận' (Order today, receive tomorrow), delivering fresh food and agricultural products to Vietnamese consumers through a network of local pickup points.

Products and services

• FPT Sendo Farm Mobile-first online grocery marketplace that lets urban Vietnamese consumers order fresh produce, meat, seafood, dairy, beverages, household essentials, and personal care products and collect them the next day at a designated neighborhood pickup point (Siêu thị điểm bán). Quality assurance is backed by FPT Group, with 100% refunds on defective products and free standard delivery to pickup points. Available via the Sendo app (iOS/Android) and a Zalo Mini App.
• Sendo Marketplace (sendo.vn) Vietnamese e-commerce marketplace operated at sendo.vn offering a wide range of consumer products across multiple categories, providing the platform foundation for FPT Sendo Farm and integrating with FPT Group's broader digital ecosystem.
• Sen Club Membership Premium paid membership program (Sen Club) on the FPT Sendo Farm platform that grants members exclusive discounts and special privileges on groceries and FMCG, with QR-based top-up via the mobile app. Available currently in Northern Vietnam.
• Đối Tác Partner Program (Neighborhood Pickup Points) Community-based partner program where Vietnamese micro-businesses, small retail shops, and individuals sign up as Điểm Siêu thị (neighborhood pickup points) and sales agents. Partners handle local order collection, storage, and customer handoff; introduce new customers to the platform; and earn commissions (5,000 VND per fresh order, 15,000 VND per Sen Club referral, up to 50% commission boost on dry goods, and up to 10 million VND per month potential).

Quantifiable outcome

• 500+ tons of Vietnamese agricultural products reached consumers through the platform in 2021
• +1 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eleven partnerships are on record, tiered minor.

• VinamilkminorOthersMajor Vietnamese dairy brand featured as a quality assured partner on the FPT Sendo Farm platform. Products listed include fresh milk, yogurt, and dairy products. Vinamilk is one of the prominent brands displayed on the platform's partner logos section.
• TH True MilkminorOthersPremium Vietnamese fresh milk brand supplying products to the FPT Sendo Farm platform. Displayed as a quality partner brand on the platform.
• VissanminorOthersLeading processed food company (Vietnam Joint Stock Food Industries Company) whose products are distributed through the FPT Sendo Farm platform.
• Sabeco (Saigon Beer, Alcohol and Beverage Corporation)minorOthersNational beer brand available on the FPT Sendo Farm platform. One of the brands featured in the partner logo section.
• Habeco (Hanoi Beer, Alcohol and Beverage Corporation)minorOthersHanoi-based beer brand distributed via the FPT Sendo Farm platform.
• Heineken VietnamminorOthersInternational beer brand distributed through the FPT Sendo Farm platform.
• CP Group Vietnam (Charoen Pokphand Group)minorOthersAgribusiness and FMCG conglomerate supplying fresh and processed products through the platform.
• Unilever VietnamminorOthersMajor international FMCG brand with personal care, home care, and food products available on the FPT Sendo Farm platform.
• Thành Cương Sơn La Agricultural CooperativeminorStrategic or Co-development PartnerSon La province agricultural cooperative that partnered with FPT Sendo Farm for a livestream commerce campaign. The livestream connected 5 tons of cabbage from the cooperative's linked production chain to urban consumers through the platform, demonstrating the platform's role in agricultural direct-to-consumer sales.
• Hải Dương Fresh Vegetables (Hải Dương Province)minorStrategic or Co-development PartnerRegional agricultural partnership established in 2021 as part of FPT Sendo Farm's initial pilot projects. Fresh vegetables from Hải Dương province were among the first local produce tested on the platform.
• Lục Ngạn Bắc Giang Lychee (Bắc Giang Province)minorStrategic or Co-development PartnerSpecialty lychee fruit from Lục Ngạn, Bắc Giang province was among the first local agricultural products piloted on FPT Sendo Farm in 2021.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Shopee Vietnam: Shopee is Vietnam's largest e-commerce marketplace by GMV, expanding 70% in 2024. It competes with Sendo for the same urban Vietnamese consumer wallet across general merchandise and increasingly grocery, with a stronger logistics infrastructure but no equivalent neighborhood pickup network.
• Tiki: Tiki is a major Vietnamese e-commerce platform competing in general merchandise and increasingly grocery. It targets similar urban, tech-savvy Vietnamese consumers as Sendo, with its own delivery infrastructure but no equivalent neighborhood pickup or farmer-direct agricultural offering.
• TikTok Shop Vietnam: TikTok Shop is the fastest-growing e-commerce platform in Vietnam (+181% in 2024), combining social commerce with marketplace selling. It competes for the same urban Vietnamese consumer, particularly through livestream-led grocery and FMCG sales where Sendo also operates.
• Lazada Vietnam: Lazada is one of Vietnam's top-five e-commerce platforms, owned by Alibaba. It competes with Sendo for the same general merchandise and grocery categories, with broader category depth but less specialized focus on fresh produce and agricultural direct sourcing.
• Bach Hoa Xanh: Bach Hoa Xanh is Mobile World's grocery chain with deep offline presence and growing online ordering. It directly competes with FPT Sendo Farm on fresh produce and FMCG to urban Vietnamese households, with the key difference being its owned-store cold-chain model vs Sendo's partner pickup model.
• WinMart / WinCommerce: WinCommerce is one of Vietnam's largest modern grocery retail chains (WinMart supermarkets and WinMart+ mini-marts), part of Masan Group. It competes with FPT Sendo Farm on fresh and packaged grocery, leveraging physical store density rather than digital pickup points.

Emerging players

• Bibo Mart: Bibo Mart is an online grocery and household goods retailer in Vietnam. It targets similar urban consumer needs for convenient grocery access but operates on a smaller scale with a more standard delivery model rather than the partner-pickup network FPT Sendo Farm relies on.
• Grab Vietnam (GrabMart / GrabFood): Grab operates GrabMart (grocery delivery) and GrabFood in Vietnam with on-demand delivery. It overlaps with Sendo's grocery delivery ambitions but is an emerging on-demand player rather than a next-day pickup platform, and focuses on restaurant meals more than agricultural sourcing.
• Chopp: Chopp is a Vietnamese online grocery delivery startup offering scheduled and on-demand grocery delivery. It competes with FPT Sendo Farm on urban Vietnamese households but lacks the dense neighborhood pickup-point partner network and FPT-scale brand backing.

Broad incumbents

• Co.opmart (Saigon Co.op): Saigon Co.op operates the Co.opmart hypermarket and Co.opXtra chain, one of Vietnam's largest grocery retailers. It competes broadly with FPT Sendo Farm in grocery but with an owned-store model and less focus on mobile-first or pickup-based ordering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Sendovn

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds8 records

Investors16 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sendo