Vietnam Quick Commerce Market Size & Share Analysis - Growth Trends and Forecast (2026 - 2031)

Vietnam Quick Commerce Market Trends and Insights

Growing Preference Among Urban Millennials for Hyper-Local Shopping Models

MoMo currently has over 30 million active users, demonstrating its strong presence in the digital payments market. In 2025, QR-code payments experienced a significant growth of 128%, highlighting the increasing adoption of this payment method. This growth has enabled seamless and efficient checkout processes, which have positively impacted businesses by driving higher average order values and encouraging repeat purchases. Digital payment platforms such as ShopeePay and GrabPay, which have incorporated wallet APIs, have successfully reduced cart-abandonment rates. This improvement can be attributed to the fact that 87% of urban shoppers possess linked bank accounts, facilitating a more convenient and integrated payment experience.^{[1]State Bank of Vietnam, “Digital Banking and Payment Infrastructure Report 2025,” sbv.gov.vn}

Rising Demand for Hyper-Convenience Among Gen Z Shoppers

In Vietnam, approximately 19 million Gen Z consumers are now engaging in online shopping on a weekly basis, with a participation rate of 65%. This demographic has shifted its focus from price sensitivity to prioritizing delivery speed, signaling a notable transformation in the traditionally price-driven retail culture of the country. Concurrently, mobile data consumption has risen significantly, reaching an average of 12 GB per month. This increase in data usage has facilitated the adoption of quick commerce applications, which offer curated assortments of approximately 2,000 SKUs. These streamlined assortments are designed to reduce decision fatigue among consumers while simultaneously encouraging impulse purchases, thereby reshaping the online retail landscape in Vietnam.^{[2]Milieu Insights, “Vietnam Consumer Shopping Behavior Survey 2025,” milieuinsight.com}

Growth of Domestic Dark-Store Networks Backed by Retail Conglomerates

During the initial two months of 2026, WinCommerce, a subsidiary of Masan Group, inaugurated 145 small-format outlets. These outlets were strategically positioned within a 10-15 kilometer radius of densely populated residential clusters to maximize accessibility and convenience for consumers. By leveraging dark-store control, the retailer has successfully captured margins across wholesale, retail, and delivery operations, enhancing overall profitability. Concurrently, Viettel Post has implemented advanced robotics at its newly established hub, achieving a remarkable 91% optimization in labor efficiency. This technological advancement underscores the company's commitment to operational excellence and cost efficiency.^{[3]Masan Group, “WinCommerce Expansion Strategy 2025-2026,” masangroup.com}

Government E-Commerce Roadmap Incentives Through 2026

Through Decision 1568, the government is strategically channeling tax incentives and prioritizing expedited land approvals to support the development of fulfillment assets. Concurrently, the 2025 E-Commerce Law introduces a formal regulatory framework for livestreaming activities and enforces mandatory registration for foreign e-commerce platforms operating within the country. Together, these measures are projected to achieve a significant reduction in national logistics costs, estimated at 10-15%, well before the target year of 2028.

Persistently High Last-Mile Logistics Costs in Tier II-III Cities

In Da Nang, Can Tho, and Hai Phong, delivery costs account for 50-53% of total logistics budgets. This significant expenditure is primarily attributed to the low density of orders in these regions, which increases per-unit delivery costs. Additionally, restrictions such as truck bans hinder overnight replenishment operations, further complicating logistics processes. These limitations result in extended delivery times, often exceeding 45 minutes, thereby impacting overall efficiency in the supply chain.

Profitability challenges driven by persistent consumer preference for cash-on-delivery payments.

COD persists despite cashless penetration, forcing additional delivery attempts, security protocols, and administrative reconciliation that inflate last-mile costs. Slow cash recovery strains working capital and complicates inventory procurement cycles. Decree No. 52/2024/ND-CP moves to widen digital payment acceptance through tighter payment-service-provider standards, yet behavioral inertia outside tier-one cities tempers near-term relief for Vietnam quick commerce market operators.

Limited Cold-Chain Infrastructure for Fresh Produce

In Vietnam, 90% of the 117 cold-storage facilities are allocated to seafood and meat storage, leaving limited capacity for fresh produce. This imbalance in cold-storage allocation results in significant post-harvest losses for fresh produce, estimated at 20-40%, which equates to an annual financial loss of up to USD 4 billion. To address this challenge, businesses operating in this space face a critical decision: either invest in optimizing their own refrigerated fleet operations to reduce spoilage or accept higher levels of product wastage, which directly impacts their profit margins and operational efficiency.

*Our forecasts treat driver/restraint impacts as directional, not additive. The impact forecasts reflect baseline growth, mix effects, and variable interactions.

Segment Analysis

By Product Category: Grocery Dominance Meets Fresh Produce Acceleration

Grocery and Staples delivered the largest share of the Vietnam quick commerce market size in 2025, reinforcing their role as reliable repeat-purchase anchors. Yet Fresh Produce and Dairy is projected to advance at a 9.92% CAGR, fueled by incremental cold-chain capacity and 1-hour delivery pilots that shrink spoilage windows. Snacks and Beverages gain from impulse demand that thrives in sub-30-minute delivery slots, while Pet Care sees double-digit revenue growth among affluent urban owners.

ShopeeMart’s 1-hour express launch in Q1 2026, backed by FamilyMart and Farmers Market alliances, earned 99.5% five-star reviews and validates that freshness perception improves retention. JioMart Vietnam’s 30-minute service undercuts incumbents on basket minimums, stepping up competitive intensity in the Vietnam quick commerce market. Electronics and Accessories still post longer decision cycles, but same-day handoff through AEON’s omnichannel system keeps the category in the convenience game.

By Delivery Time Promise: Mid-Range Windows Dominate, Ultra-Fast Gains Momentum

With 57.45% 2025 share, the 11-30 Minutes bracket suits fleet routing economics and customer tolerance thresholds, securing the biggest slice of Vietnam quick commerce market size across metros. Less than 10 Minutes is gaining steam at a forecast 10.10% CAGR as dense micro-fulfillment grids form in District 1, District 3 and Ba Dinh, though costs escalate sharply below 20 minutes.

GrabMart’s renewables-powered hubs push 30-minute guarantees, and Xanh SM Ngon’s no-batching pledge sells a 1-to-1 delivery premium to time-starved households. Conversely, the 31-60 Minutes option retains relevance for bulk beverages and cleaning supplies where weight, not speed, sets the economic threshold.

Geography Analysis

Tier I metros, led by Ho Chi Minh City and Hanoi, dominate the market and are expected to maintain steady growth over the forecast period. These cities are characterized by high population density and strong consumer demand for quick commerce services. Key districts in these metros contribute significantly to national sales, as households frequently place multiple weekly top-up orders. In Hanoi, areas such as the Old Quarter and Ba Dinh benefit from high dark-store saturation, supported by advanced logistics infrastructure enabling rapid doorstep deliveries. The combination of urban convenience and efficient supply chain networks makes Tier I metros the primary drivers of the quick commerce market.

Tier II cities, including Da Nang, Can Tho, and Hai Phong, are anticipated to expand at a faster pace. These cities are witnessing growing adoption of quick commerce services due to increasing urbanization and rising disposable incomes. Early roll-outs by major players demonstrated significant demand, though challenges such as lower order values and higher delivery costs continue to impact profitability. Local constraints, including narrow alleys, truck restrictions, and cold-chain limitations, necessitate inventory buffers, increasing working capital requirements. Despite these challenges, Tier II cities hold strong potential for growth as infrastructure and operational efficiencies improve.

Tier III and smaller regions remain a long-term opportunity, contributing a smaller share to the market. These areas are characterized by lower population density and limited access to quick commerce services, making them a challenging yet promising segment. Hybrid convenience formats with extended delivery windows are being tested in rural areas to address specific regional needs. Advancements in automated logistics are also reducing inter-city lead times, improving service feasibility in these regions. As 5G coverage and smartphone penetration expand in the coming years, the quick commerce market in Vietnam is expected to achieve a broader national presence, unlocking opportunities in underserved areas.