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Tag: ShopeeFood

  • ShopeeFood Launches in the Philippines Across Metro Manila

    ShopeeFood Launches in the Philippines Across Metro Manila

    Shopee launched its food delivery service ShopeeFood in the Philippines on September 16. The country is now its fifth market in Southeast Asia.

    The service is starting in Metro Manila. It embeds restaurant ordering straight into the main Shopee app to reach millions of existing e-commerce shoppers.

    Integration inside the main platform

    Instead of releasing a standalone app, the company built food delivery directly into its primary interface. Users can browse menus, track couriers, and complete orders without leaving the core app. The feature links to the ShopeePay digital wallet. It also lets diners spend and earn Shopee Coins on meals.

    Early restaurant partners include McDonald’s, Pizza Hut, Domino’s, Taco Bell, Dairy Queen, Krispy Kreme, and Potato Corner. For now, the rollout covers only selected areas and user groups across the capital region.

    Challenging the delivery duopoly

    ShopeeFood enters an urban market long dominated by GrabFood and foodpanda. Housing food delivery inside a high-traffic retail app lowers customer acquisition costs. But moving meals demands tighter dispatch networks and faster rider fulfillment than parcel logistics.

    Restaurant operators gain immediate use on merchant commission fees with a third major delivery platform in play. The real test will be rider retention and delivery speeds during peak lunch and dinner hours, when rivals already run dense fleet networks.

    The regional playbook

    This Philippine debut mirrors the operational strategy Sea Limited used in Indonesia and Vietnam. In those markets, the parent firm tied food delivery to e-commerce to boost daily active users and drive transactions through its digital finance channels.

    Pilot testing began in early September ahead of the official September 16 release. The service will expand to more districts across Metro Manila in the coming weeks before determining rollouts outside the capital.

  • Food delivery platforms see gross merchandise value rise 37.5%

    Food delivery platforms see gross merchandise value rise 37.5%

    The total gross merchandise value (GMV) of food delivery platforms in Vietnam hit $1.1 billion in 2022, up from $800 million in 2021, said Singapore-based venture outfit Momentum Works.

    Of the total GMV, Grab accounted for the biggest share with 45%, followed by ShopeeFood 41%, Baemin 12% and Gojek 2%, the firm said in its latest report “Food delivery platforms in Southeast Asia,” which was issued in January.

    Last year total GMV in Southeast Asia grew at a modest 5% to $16.3 billion, mainly driven by the relatively smaller markets of Malaysia, the Philippines and Vietnam, while larger markets – Indonesia, Thailand and Singapore – recorded declines, Momentum Works stated.

    The three largest markets all recorded a GMV decline in 2022, due to various factors. For example, thepost Covid reopening of the ecoomy reopening in Singapore shifted food services demand offline, while in Thailand the withdrawal of government subsidies after October 2022 as well the floods in the second half of the year played significant roles.

    Malaysia, the Philippines and Vietnam, the three smaller markets, have recorded significant growth, as players including Grab and ShopeeFood expanded their market penetration, according to the firm.

    Grab has taken market share leadership in Malaysia and Vietnam from Foodpanda and ShopeeFood respectively, and now contributes 54% of the region’s total platform GMV.

    ShopeeFood has reduced market-share-grabbing incentives, while Foodpanda/DeliveryHero is rumored to be in the process of exiting a few markets in the region, according to Momentum Works.

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