When online shopping is no longer just about finding the best deals.
E-commerce in Vietnam has grown strongly in recent years. However, along with the expansion, the way users shop online has also changed. Previously, most orders were tied to major sales or pre-planned needs; now, many daily needs are increasingly shifting to digital platforms.
A recent survey by Milieu Insights revealed that 65% of Vietnamese consumers shop online at least once a week, with 41% reporting an increase in online shopping frequency and spending in the past six months. As online shopping becomes more frequent, users are also paying more attention to factors related to the service experience, including delivery speed, product quality, and platform stability.
This shift reflects a reality: consumers no longer turn to e-commerce solely for good prices or a wider selection. As online shopping becomes a frequent, repetitive activity, expectations for the platform are higher. They want to order quickly, receive their goods promptly, but also be confident that the experience will be consistent enough to encourage repeat purchases.
From this need, the quick-delivery model (quick commerce) is increasingly gaining room for development, especially in large cities. This is not just about shortening delivery times, but also about how e-commerce expands its role, from a planned shopping channel to one that meets almost immediate needs.
According to Mordor Intelligence, the quick commerce market in Vietnam is estimated to reach US$0.81 billion in 2025 and could increase to US$1.32 billion by 2030. Of this, food and essential consumer goods accounted for more than half of the revenue in 2024, indicating that the fast delivery model is closely linked to daily living needs.
Consumers are increasingly prioritizing online shopping experiences that can quickly meet essential daily consumption needs.
This also explains why delivery speed is increasingly becoming a standard of service, rather than just an added advantage. For items directly related to family meals or daily needs, consumers not only want to buy online for convenience, but also need the goods delivered quickly enough to meet their needs at the right time.
ShopeeMart responds to demand with fast 1-hour delivery.
In this context, ShopeeMart, a new shopping channel launched by Shopee in Q1 2026, is a notable example of how platforms are approaching the "urgent, fast" shopping needs. With its priority 1-hour express delivery service being tested in Ho Chi Minh City and Hanoi, ShopeeMart aims to serve daily consumer needs, especially for essential goods, for urban consumers.
According to Shopee, the product categories most favored by users on ShopeeMart include meat, fruits, and frozen foods. These are product groups with high repeat purchases, directly linked to daily living needs, so delivery speed significantly impacts the shopping experience.
ShopeeMart's 1-hour delivery channel is a new initiative by Shopee aimed at meeting the increasingly evident "urgent, fast" needs of users.
However, for consumers, fast delivery is only truly valuable when it's accompanied by a consistent experience. What they expect isn't simply receiving their order early, but receiving the right product, at the right time, and with the quality they expect.
According to data from Shopee, 99.5% of reviews for their 1-hour priority express delivery service are 5 stars. This figure partly shows that in the fast delivery model, the differentiating factor lies not only in the promise of short delivery times, but also in the ability to transform speed into a consistently reliable experience that earns user trust.
From a supply perspective, Shopee stated that there are currently many retail chains. Participating in ShopeeMart are companies like Family Mart, Nutifood, Farmers Market, G-Kitchen, Homefarm… with a presence network in Ho Chi Minh City and Hanoi. The addition of large-scale sellers helps increase product coverage and strengthens product availability – a crucial factor for both fast delivery and meeting the needs of urban consumers.
More broadly, the emergence of models like ShopeeMart shows that Vietnamese e-commerce is entering a new competitive phase, where delivery speed and consistency in customer experience are gradually becoming important metrics alongside price and promotions.
However, to meet the increasingly high expectations of users, the challenge lies not only in fast delivery, but also in requiring the platform to simultaneously ensure a sufficiently deep supply, a wide range of products, a smooth processing workflow, and the ability to coordinate deliveries accurately even during peak hours.
As urban life increasingly prioritizes flexibility and convenience, models that meet the "urgent need, quick desire" are expected to become even more prominent in daily consumer life, thereby contributing to expanding the role of e-commerce from a familiar shopping channel into an integral part of modern life.
