Sendo
- Company typePrivate
- Founded2014
- HeadquartersHo Chi Minh City, Vietnam
- Headcount501–1,000
- GTM typeB2C
- OfferingDigital Commerce or Content
Sendo firmographics
Firmographics- 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
Sendo industry classification
Industry- 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
Where Sendo is headquartered
LocationHeadquarters
- HQ city
- Ho Chi Minh City
- HQ country
- Vietnam
- HQ region
- Asia
Offices1 record
Markets served
Sendo business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel
Revenue model
- 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.
- 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.
- 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
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Standard orders - Free delivery to pickup points; small order fees may apply for very small orders |
| Subscription | Monthly | Sen Club Premium Membership - exclusive discounts and privileges |
| Other | Pay-as-you-go | Partner commission: 5,000 VND per fresh order from 100,000 VND |
| Other | Pay-as-you-go | Miền Bắc Partner commission: Earn up to 100,000 VND/day by inviting 5 customers |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels8 records
Sendo product offering
Product offeringCore 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
Companies that use Sendo
Customer profileNamed customers10 records
Segments4 records
Ideal customer profiles3 records
Sendo technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Sendo partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered minor.
- VinamilkminorMajor 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 MilkminorPremium Vietnamese fresh milk brand supplying products to the FPT Sendo Farm platform. Displayed as a quality partner brand on the platform.
- VissanminorLeading 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)minorNational 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)minorHanoi-based beer brand distributed via the FPT Sendo Farm platform.
- Heineken VietnamminorInternational beer brand distributed through the FPT Sendo Farm platform.
- CP Group Vietnam (Charoen Pokphand Group)minorAgribusiness and FMCG conglomerate supplying fresh and processed products through the platform.
- Unilever VietnamminorMajor international FMCG brand with personal care, home care, and food products available on the FPT Sendo Farm platform.
- Thành Cương Sơn La Agricultural CooperativeminorSon 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)minorRegional 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)minorSpecialty 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
Sendo competitors and assessment
Company assessmentDirect 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
Sendo social profiles
Digital presenceSendo financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sendo leadership team
Management profileNumber of profiles
Profiles1 record
Sendo funding detail
Funding detailFunding overview
Funding rounds8 records
Investors16 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sendo M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sendo
What does Sendo do?
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.
Is Sendo a public or private company?
Sendo is a private company. It is classified as corporate owned and is currently operating.
When was Sendo founded?
Sendo was founded in 2014. It employs 501 to 1,000 people.
Where is Sendo based?
Sendo is headquartered in Ho Chi Minh City, Vietnam, in the Asia region.
How does Sendo make money?
Three revenue lines are on record. Product Sales / Marketplace Commission is the primary driver. The others are sen Club Membership Fees and delivery / Fulfillment Fees (implied).
Who are Sendo's main competitors?
Direct peers on record are Shopee Vietnam, Tiki, TikTok Shop Vietnam, Lazada Vietnam, Bach Hoa Xanh and WinMart / WinCommerce. Emerging players are Bibo Mart, Grab Vietnam (GrabMart / GrabFood) and Chopp. Co.opmart (Saigon Co.op) is listed as a broad incumbent.
Does Sendo have an API?
No public API is recorded for Sendo.
What industry is Sendo in?
Sendo's product category is Online Grocery Marketplace. Its primary akta.pro industry code is AFAIAMAF, DTC Perishable Subscription Delivery (Meat/Seafood/Produce/Dairy), with a secondary code of BPAMAHAB, Food Delivery & Restaurant Logistics Platforms. Its NAICS code is 4921 and its SIC code is 5961.