ShopeeFood

What ShopeeFood does

ShopeeFood is an online food delivery and multi-category delivery marketplace operating primarily in Vietnam, where it is operated by Công Ty Cổ Phần Foody, a subsidiary of Singapore-headquartered Sea Limited (NYSE: SE), the parent company of Shopee. Founded in 2012 originally under the DeliveryNow name before being rebranded into the Shopee ecosystem, the platform today spans 46 Vietnamese provinces with 120,000+ merchant locations (107,231 in Ho Chi Minh City and 67,235 in Hanoi, plus significant presence in secondary cities), supports ~20-minute delivery windows across consumer-facing iOS/Android apps, a web platform at shopeefood.vn, and a merchant-side Shopee Partner/NowMerchant app, all coordinated through a gig-economy driver network using the dedicated ShopeeFood Driver app. The platform has expanded well beyond restaurant delivery into six additional verticals — ShopeeFood Fresh (groceries and fresh produce), ShopeeFood Market/Siêu thị (FMCG, cosmetics, mother & baby, electronics), ShopeeFood Liquor, ShopeeFood Flowers, ShopeeFood Medicine, and ShopeeFood Pets — plus Table Reservation and Discovery features.

The technology stack is essentially a super-app marketplace layered on top of the Shopee ecosystem: it inherits ShopeePay for payments and shopper identity, leverages the long-standing Foody review/ratings platform as its content layer, and integrates with the Shopee e-commerce app for cross-selling. From the merchant side, the platform offers a Shopee Partner order-management application and a partner onboarding portal (ShopeeFood Uni / ShopeeFood.vn). Platform operations are continuous (00:00–23:59 service hours) and pricing is heavily promotional, with discount codes ranging 8–50% off, free delivery within a 3km radius for food orders, and a minimum order value of 20,000 VND for most restaurants.

The business model combines marketplace commissions on restaurant partner orders, distance-based delivery fees (with free delivery within 3km), service fees as a percentage of order value, advertising and promotional fees (paid placements in collections like Top Deals and Flash Sales), and a partnership programme (Quán Đối Tác) offering reduced or zero service fees in exchange for promotional participation. Three primary customer segments are served: individual urban Vietnamese consumers (Gen Z, busy professionals, families seeking convenience, variety, and aggressive discounts), restaurant and retail merchant partners (from street food to enterprise chains such as Highlands Coffee with 336 locations, Lotteria with 65+, Co.op Food with 223, Circle K with 204, and FAMILYMART with 151), and gig-economy delivery drivers. The go-to-market motion is product-led: free app downloads, aggressive promotional campaigns, and a viral referral layer through Shopee ecosystem cross-selling. As of 2025 the platform commands a leading 56% share of Vietnam's $2.1B food delivery market and is the second-largest food delivery platform in Southeast Asia by GMV (~20% of the regional $22.7B market).

Name

ShopeeFood

Legal name

Công Ty Cổ Phần Foody

Website

https://shopeefood.vn

Company type

Private

Founded year

2012

Operating status

Operating

Short description

ShopeeFood is a Vietnamese online food and multi-category delivery marketplace operating across 46 provinces through mobile and web apps, connecting 120,000+ restaurants and retailers with consumers via gig drivers, integrated with the Shopee and ShopeePay ecosystem under Sea Limited.

Ownership category

akta.pro rank

Product category

Online Food Delivery Marketplace

NAICS

Food and Beverage Retailers (445), Grocery and Convenience Retailers (4451)

SIC

Retail-Eating Places (5812)

akta.pro primary industry

Restaurant Meal & Prepared Food Delivery (CRAFAFAB)

akta.pro secondary industries

Restaurant Meal Delivery Platforms & Aggregators (AFAIAMAA), Grocery, Food & Essentials Commerce Platforms (BPAMAGAF), Grocery & Specialty Food Marketplaces (CRAFABAE)

Keywords

• Online food delivery
• Food delivery marketplace
• Restaurant delivery platform
• Quick commerce
• Multi-category delivery

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

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

Revenue model

1. Commission from Restaurant Partners: ShopeeFood charges restaurants a commission fee for listing on the platform. Partner restaurants (Quán Đối Tác) enjoy reduced or zero service fees and promotional benefits.
2. Delivery Fees: Platform charges delivery fees for orders, with free delivery typically within 3km radius. Service fees (phí dịch vụ) are charged as a percentage of order value.
3. Advertising and Promotional Fees: Merchants pay for promotional placements, discount codes, and featured placements in collections like 'Top Deals' and 'Flash Sales'
4. Cross-selling from Shopee Ecosystem: Integration with Shopee app allows cross-selling between ShopeeFood Fresh grocery delivery and the main Shopee e-commerce platform

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

ShopeeFood is a multi-category online food and consumer goods delivery marketplace that lets individual users in Vietnam and other Southeast Asian markets order prepared meals, fresh groceries, convenience and supermarket items, alcoholic beverages, flowers, medicines, and pet products from thousands of partnered restaurants and stores via a mobile app and website. The platform takes orders, dispatches its own delivery drivers, processes payments (notably through ShopeePay), and provides ancillary services such as restaurant table reservation, while monetizing through delivery fees, commissions on partner sales, and advertising.

Product overview

ShopeeFood is a multi-category online delivery platform operated by Foody (Công Ty Cổ Phần Foody) in Vietnam. The core offering is food delivery through its main ShopeeFood app, which operates alongside specialized vertical services including ShopeeFood Fresh for fresh food and groceries, ShopeeFood Market for general supermarket items, ShopeeFood Liquor for alcoholic beverages, ShopeeFood Flowers for floral deliveries, ShopeeFood Medicine for pharmacy products, and ShopeeFood Pets for pet supplies. The platform also offers table reservation and restaurant discovery features. The platform is integrated with Shopee e-commerce ecosystem and ShopeePay for payments, and leverages the Foody review ecosystem for restaurant ratings. ShopeeFood operates across 46 provinces and cities in Vietnam, with service hours typically from 00:00 to 23:59, offering rapid delivery within approximately 20 minutes.

Differentiator

Problem solved

Functional benefit

Brands

• ShopeeFood Fresh: Online grocery and fresh food delivery service offering meat, seafood, fruits, vegetables, and daily essentials with delivery within 20-60 minutes.
• ShopeeFood Mart / Siêu thị
• ShopeeFood Uni
• Shopee Partner App
• ShopeeFood Driver

Products and services

• ShopeeFood (core food delivery) Flagship online food ordering and delivery marketplace that lets individual users in Vietnam and other Southeast Asian markets browse nearby restaurants, place orders, and have meals delivered by ShopeeFood drivers. Targeted at urban consumers who want fast, on-demand prepared meals from a broad set of partner restaurants and chains.
• ShopeeFood Table Reservation Restaurant table reservation service inside the ShopeeFood app that lets users book a table at partnered restaurants in advance, bridging the online-to-offline dining experience for ShopeeFood users and partner venues.
• ShopeeFood Fresh Online fresh grocery delivery service under ShopeeFood offering fresh produce, meat, seafood, and other chilled or ambient groceries for direct home delivery, with checkout integrated into ShopeePay. Designed for urban shoppers who want supermarket-quality fresh goods delivered on demand.
• ShopeeFood Market (Siêu thị) Online convenience/supermarket offering within ShopeeFood providing packaged food, household essentials, personal care, and other FMCG items from convenience-store partners such as Circle K for on-demand delivery. Targets urban consumers who want quick top-up shopping without visiting a physical store.
• ShopeeFood Liquor Online alcohol and beverage delivery service within the ShopeeFood app, offering a curated range of wines, spirits, beers, and other drinks from partnered liquor stores and retailers for home delivery. Aimed at adult consumers seeking convenient at-home drink purchases.
• ShopeeFood Flowers Online flower delivery service within the ShopeeFood app that lets users order fresh bouquets, arrangements, and floral gifts from partnered florists for same-day or scheduled home or office delivery. Targeted at consumers purchasing gifts or occasion flowers.
• ShopeeFood Medicine Online pharmacy delivery service within the ShopeeFood app that lets users order over-the-counter medicines, health, and personal care products from partnered pharmacy chains such as Pharmacity for home delivery. Designed for consumers needing quick access to everyday health products.
• ShopeeFood Pets Online pet supply delivery service within the ShopeeFood app offering pet food, treats, toys, and accessories from partnered retailers for home delivery. Targeted at pet owners who want recurring essentials delivered on demand.

Quantifiable outcome

• ShopeeFood leads Vietnam's food delivery market with 56% market share
• +2 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature5 records

Partnerships

Five partnerships are on record, tiered minor and core.

• Hanoi Department of TourismminorGTM or Marketing Partner · 19 December 2025ShopeeFood partnered with the Hanoi Department of Tourism and Cua Nam Ward People's Council for the 'Hanoi Dep Sound' night tourism programme. The partnership included development of the Hanoi Culinary Tourism Map on ShopeeFood platform to promote Hanoi's 20 existing night tourism products and nine pedestrian zones while encouraging green transportation (TNGo electric bicycles) and sustainable tourism development.
• Thailand Government (Khon La Khrueng Plus Scheme)minorGTM or Marketing Partner · 29 October 2025ShopeeFood Thailand participated in the Thai government's Khon La Khrueng Plus co-payment scheme along with Grab, Line Man Wongnai, and Robinhood. The company offered discounted or zero gross profit fees during the promotion period (October 29 to December 31, 2025) to attract restaurants to participate in the government stimulus program.
• FoodycoreOthersShopeeFood is operated by Công Ty Cổ Phần Foody (Foody Corporation), which owns and operates the platform. Foody is registered at Level G, Jabes 1 Building, 244 Cong Quynh Street, District 1, Ho Chi Minh City with business registration number 0311828036.
• ShopeePaycoreTechnology or IntegrationShopeeFood integrates with ShopeePay, the digital wallet payment service of its parent company Sea Limited (Shopee), allowing users to pay for orders with ShopeePay and access promotional offers and cashback rewards.
• Delivery Driver Partners (Gig Workers)coreOthersIndividual delivery partners (tài xế) use the ShopeeFood Driver app to receive and fulfill delivery orders. The company provides the app, necessary equipment, and flexible income opportunities for drivers.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Zomato: India's leading food delivery and restaurant-discovery platform with growing quick-commerce (Blinkit) vertical. Closely comparable in its restaurant-aggregator model, multi-category expansion strategy, and price-sensitive emerging-market consumer base.
• Swiggy: India-based food delivery and quick-commerce platform (Instamart). Operates a similar restaurant-aggregator plus grocery model targeting urban consumers in an emerging market — directly comparable in unit economics, gig driver model, and multi-category super-app evolution.
• LINE MAN Wongnai: Thailand's leading food delivery platform (a regional peer where ShopeeFood also operates). Built on the LINE messaging super-app, it competes head-to-head with ShopeeFood Thailand and is comparable in its restaurant-aggregator business model and consumer promotional tactics.
• Grab (GrabFood): Direct food delivery competitor in Vietnam (36% market share) and across Southeast Asia (#1 in region with 55% share). Operates a super-app model integrating food delivery, ride-hailing, and financial services, directly competing with ShopeeFood for both consumers and merchants.
• Foodpanda (Delivery Hero): Was a major food delivery player in Southeast Asia before being overtaken by ShopeeFood in 2025. Operates a similar restaurant-aggregator model with delivery fleets; still active in selected SEA markets and a key reference point for ShopeeFood's regional competitive dynamics.
• Gojek (GoFood): Indonesia-focused super-app with GoFood as its food delivery vertical. While concentrated in Indonesia rather than Vietnam, Gojek pioneered the SEA super-app model combining food delivery, ride-hailing, and payments — a direct strategic comparable to ShopeeFood's ecosystem approach.

Broad incumbents

• DoorDash: US-based food delivery and quick-commerce leader. Comparable in its marketplace model, restaurant-aggregator business, and expanding into grocery/convenience verticals. A useful read-across for unit economics, take-rate progression, and multi-category expansion strategy.
• Deliveroo: UK and Europe-focused food delivery platform (now owned by DoorDash). Comparable in its restaurant-aggregator model with premium restaurant focus; useful as a benchmark for take-rate evolution and the challenges of sustained path to profitability in food delivery.
• Meituan (Meituan Waimai): China's dominant food delivery and local services platform. While geographically separate, Meituan is the global benchmark for restaurant-aggregator, delivery, and on-demand commerce super-app models — directly relevant for understanding ShopeeFood's long-term monetization potential and competitive trajectory.

Emerging players

• Robinhood (Thailand): Thai food delivery and restaurant tech platform. While smaller in scale, it is a direct competitor to ShopeeFood in Thailand (the company's only other disclosed market) and a relevant peer for the Thailand-specific competitive dynamics.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/likaliku_ojol
• Facebookfacebook.com/shopeefoodvn

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about ShopeeFood