Thailand highly evaluates the potential of the Vietnamese food and beverage market.

The article points out that Vietnam's e-commerce market is growing at a rate of 20% to 25% annually, accelerating the transformation of delivery models in the F&B industry, supported by the increasing demand for artificial intelligence (AI) technology and Generation Z. The Vietnam E-commerce Association (VECOM) announced in the "2025 E-commerce Index" (EBI) that Vietnam's retail e-commerce scale is expected to exceed 40 billion USD, making Vietnam one of the five fastest-growing e-commerce markets globally. Vietnamese consumers' online shopping habits are expanding, no longer limited to electronics and fashion items, but increasingly purchasing fast-moving consumer goods (FMCG) such as fresh food, beverages, and health care products. This shopping behavior now occurs almost daily, rather than waiting for promotional events. Data from the State Bank of Vietnam shows that over 75% of e-commerce transactions are completed through e-wallets or QR code payments, reflecting the widespread use of cashless payment systems. Meanwhile, the ready-to-eat food and food delivery market is also growing continuously. According to VECOM and Statista, the sector is expected to reach 3 billion USD by 2025, a 15% increase from 2024. Generation Y and Generation Z (born between 1981 and 2012) are the main drivers of the development of Vietnam's online service industry. The 2025 Vietnam Consumer Sentiment Report shows that over 74% of Vietnamese consumers are open to innovation and willing to try new products. Therefore, restaurants and businesses that partner with e-commerce platforms and leverage these insights will have the greatest advantage in developing services that align with long-term consumer behavior. (End)