Food and Drink E-Commerce in Vietnam

PROSPECTS

E-commerce players seek to strengthen relationships with food and drink companies

E-commerce players such as adayroi.com and tiki.

Soft drinks is the largest contributor

Amongst all product areas, soft drinks makes the largest contribution to food and drink e-commerce value sales, and also featured amongst those displaying the strongest growth at the end of the review period. Many consumers buy soft drinks in bulk because they consume them on a regular basis, or use them during events.

Food and drink e-commerce remains small compared with other areas

The value of food and drink e-commerce remains low compared with other areas of e-commerce. This is because consumers have yet to become familiarised with the concept of purchasing groceries online and freshness is an important feature of many food and drink products, meaning that consumers do not want to wait for products to be delivered.

COMPETITIVE LANDSCAPE

Multi-channel strategy common amongst leading players

Key industry players, such as VinGroup JSC, Vietnam Dairy Products JSC (Vinamilk), Saigon Union of Trading Cooperatives and Mobile World JSC, employ the common strategy of operating in both offline and online channels. These retailers have an extensive network of grocery stores, which are also in charge of stocking and delivering goods when customers place an order via their online websites.

Key online players working to strengthen product ranges and services

Key players, such as adayroi.com and tiki.

Increasing number of smaller players focusing on clean and organic food and drink

There is a growing number of small and medium-sized players focusing on the niche clean label and organic food and drink segment. Due to their small scale, these players tend to sell through social media channels such as Facebook.

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