Customer service at the doorstep: ShopeeFood’s home delivery | Bài thảo luận tiếng anh thương mại

BỘ GIÁO DỤC VÀ ĐÀO TẠO
TRƯỜNG ĐẠI HỌC THƯƠNG MẠI
ĐỀ TÀI THẢO LUẬN
HỌC PHẦN: TIẾNG ANH THƯƠNG MẠI 2 Đề tài:
Customer service at the doorstep: ShopeeFood’s home delivery Nhóm: 08
Lớp học phần: 251_ENTI3411_32
Giảng viên hướng dẫn: Vũ Thị Hạnh
Hà Nội, tháng 09 năm 2025
MEETING MINUTES - GROUP: 08
Time: from 10pm to 11pm on Mon, September 8th, 2025
Place: Online (Google Meet) Participants: 7/7
Contents for discussing:
1. Read and analyze the outline of the topic together so that all members clearly understand the objectives. The topic requires students to evaluate
ShopeeFood’s service quality at the doorstep, including both functional and emotional aspects
2. Discuss the main structure of the essay: - Introduction: Overview of Vietnam’s food delivery market and the
importance of the doorstep moment.
- Advantages at the doorstep (functional & emotional).
- Disadvantages at the doorstep (functional & emotional).
- Case study and comparison with competitors (GrabFood, BeFood).
- Innovative solutions to improve service.
- Future perspective of ShopeeFood.
- Conclusion: The doorstep as the intersection of function and emotion.
3. Leader assigns each member specific parts to collect information and draft content Conclusion:
- Members actively share ideas and contribute equally to the discussion
- Everyone agrees on the essay structure and individual responsibilities
- The group works with seriousness and cooperation to ensure quality
Duties for participants:
1. Introduction + Powerpoint editor: Kieu Thai Son
2. Functional advantages + Emotional Disadvantages: Pham Thi Thuy Trang
3. Emotional advantages + Innovative solutions: Le Hai Nhi
4. Case study: Truong Thu Phuong
5. Comparison with competitors: Nguyen Ha Phuong
6. Future perspective + Word editor: Nguyen Mai Phuong
7. Conclusion + PowerPoint editor: Mai Thi Bich Ngoc Leader Phuong Nguyen Mai Phuong
MEMBER EVALUATION AND SCORING TABLE No. Student ID Name Assigned Task Score 42 23D220107 Mai Thị Bích Conclusion, 9,3 Ngọc PowerPoint editor 43 23D220029 Lê Hải Nhi Emotional 9,3 advantages, Innovative solutions 44 23D220150 Nguyễn Hà Comparison with 9 Phương competitors 45 23D220030 Nguyễn Mai Future 9,5 Phương perspective, Word editor 46 23D220109 Trương Thu Case study 9 Phương 47 23D220072 Kiều Thái Sơn Introduction, 9 Powerpoint editor 51 22D201021 Phạm Thị Thùy Functional 9,3 Trang advantages, Emotional Disadvantages APPROVED OUTLINE
“Customer service at the doorstep: ShopeeFood’s home delivery experience” 1. Introduction - Vietnam’s food delivery market is highly competitive, dominated by GrabFood and ShopeeFood.
- The doorstep is the “moment of truth” where service quality is most visible - Aim: analyze ShopeeFood’s
advantages and disadvantages at this point,
considering both functional and emotional aspects
2. Advantages at the Doorstep - Functional advantages
+ Accurate real-time tracking helps customers monitor deliveries closely,
reducing anxiety and improving trust
+ Integration with Shopee ecosystem (payment via shopeePay, shopeeCoins,
app familiarity) streamlines ordering and payment
+ Consistent value offerings: frequent discounts and promotions remain a key
draw for cost-conscious consumers, especially younger users + Comprehensive restaurant
coverage, especially in key urban centers like Hanoi and HCM city - Emotional advantages + Regular polite behavior from delivery drivers (greetings, patience) can
elevate the customer experience, even if minor
+ Branded packaging and small touches (napkins, sealed bags) continue to
reinforce professionalism and care. + Familiar brand identity: shopee food remains top-of-mind for 50% of
consumers surveyed, reflecting strong emotional awareness
3. Disadvantages at the Doorstep - Functional disadvantages
+ Delivery delays: during lunch/dinner rush, waiting time can double + Food quality issues: cold meals, drinks spilled, or damaged packaging reported by customers
+ System glitches: sometimes tracking freezes, leaving customers uncertain - Emotional disadvantages
+ Unfriendly encounters: some drivers appear rushed, stressed, or avoid eye contact.
+ Complaint-handling gaps: after delivery, customer support response is slow → customers feel ignored.
+ Perceived lack of care: no small gestures (like a thank-you) compared to competitors 4. Case study
5. Comparison with competitors - GrabFood:
+ Functional: more reliable timing, stronger logistics system
+ Emotional: neutral, less personal interaction + Weakness: higher price - BeFood (Be app):
+ Functional: still limited restaurant partners
+ Emotional: drivers usually polite but less consistent branding
+ Weakness: market share small, not widely used
6. Innovative solutions
- Doorstep smile program: mandatory short training for drivers (eye contact, smile, greeting)
- Smart AI notification: app alerts like “Driver is 2 minutes away” for better preparedness - Eco-friendly personal touch: + Biodegradable packaging
+ Small “thank you” sticker or discount coupon inside - Gamification:
+ Surprise vouchers hidden in random deliveries
+ Monthly rewards for drivers with highest customer ratings
7. Future perspective
- Brand evolution: shopeeFood will transform from a “budget-friendly delivery
app” into a trusted lifestyle brand
- Technology enhancement: smarter AI for faster delivery predictions, route
optimization, and better customer personalization
- Customer experience: stronger emotional connection at the doorstep, with
eco-friendly packaging, loyalty programs, and personalized care
- Sustainability leadership: adoption of green delivery initiatives (electric bikes,
reusable packaging) → positioning shopee food as a socially responsible brand 8. Conclusion Shopeefood turns every delivery into more than a meal-it’s a memorable
experience that combines timely service, thoughtful touches, and care, building customer delight and loyalty INTRODUCTION
Vietnam’s food delivery market has emerged as one of the most vibrant and
competitive sectors in the country’s rapidly growing digital economy, driven
by increasing consumer demand for convenience, speed, and variety. Leading
platforms like GrabFood and ShopeeFood dominate this landscape, each vying for market share by offering seamless and efficient services to meet the
evolving expectations of urban consumers At the heart of this experience lies the doorstep delivery—the critical
“moment of truth” where customers directly engage with the service, and the
quality of this interaction significantly influences their overall perception of the
brand. This pivotal moment encompasses not only functional elements, such as timely delivery, order
accuracy, and packaging quality, but also emotional
aspects, including the warmth and professionalism of delivery personnel, which can foster a sense of trust and satisfaction. This analysis seeks to
comprehensively evaluate ShopeeFood’s home delivery experience, delving
into its key advantages and potential shortcoming
By examining both the functional efficiency and the emotional resonance of
ShopeeFood’s doorstep service, this study aims to provide insights into how
these factors shape customer satisfaction, retention, and loyalty in Vietnam’s
fiercely competitive food delivery market
PART 1: ADVANTAGES AT THE DOORSTEP
1.1. Functional Advantages
ShopeeFood’s doorstep delivery service offers several functional advantages
that significantly improve customer convenience and satisfaction
To begin with, accurate real-time tracking plays a key role in building trust.
Customers can closely monitor their delivery status, receive estimated time
of arrival (ETA) updates, and follow the driver’s location step by step. This
reduces uncertainty and anxiety, since customers know exactly when to
expect their order. At the same time, the company also benefits: fewer customers need to contact support, and complaints related to delivery delays decrease. As a result, both convenience and confidence in the service are strengthened In addition, seamless integration with the Shopee ecosystem creates a
smooth ordering and payment experience. Because the service is connected
with ShopeePay, ShopeeCoins, and the familiar Shopee app interface, users
can complete a transaction quickly with minimal effort. This convenience reduces cart abandonment
and encourages repeat purchases. Moreover, access to data across the ecosystem allows Shopee to personalize promotions and cross-sell other services, further enhancing customer loyalty
Another functional advantage is the platform’s consistent value offerings
through discounts and promotions. Frequent vouchers and price reductions
attract cost-conscious consumers, especially younger users who are highly
responsive to price incentives. These deals trigger impulse buying, increase
order frequency, and make the platform more competitive compared to
rivals. If managed carefully, targeted discounts can draw in new users while keeping existing ones engaged without heavily reducing profit margins
Lastly, comprehensive restaurant coverage in major urban centers ensures
variety and speed. With a wide network of partner restaurants in cities like Hanoi and Ho Chi Minh City, customers have abundant choices, and
drivers can complete deliveries more efficiently due to higher restaurant
density. This not only shortens delivery times but also creates a stronger perception of convenience , which is crucial in the competitive food delivery market All things considered, these functional strengths ensure efficiency and
reliability in ShopeeFood’s doorstep service. Yet, beyond practical benefits,
customers also value the emotional advantages that shape their overall delivery experience
1.2. Emotional Advantages
While ShopeeFood's functional benefits like real-time tracking are essential,
the emotional advantages at the doorstep are what truly foster customer delight and loyalty
Regular Polite Behavior from Drivers:
The attitude of a ShopeeFood driver is a direct representation of the brand.
A positive and polite demeanor can significantly enhance a customer’s
experience, regardless of the product itself. ShopeeFood drivers are crucial brand ambassadors, and their professional behavior has several key impacts:
Increased Customer Satisfaction: A warm smile, a courteous greeting, or a
simple "enjoy your meal" from a ShopeeFood driver can make customers
feel respected and valued. This personal touch creates a positive emotional
connection that goes beyond a transactional exchange.
Building Trust and Loyalty: When customers consistently receive friendly service from ShopeeFood drivers, their trust in the brand grows. This
reliability in human interaction makes customers more likely to choose
ShopeeFood for future orders, building a solid base of loyal users.
Improved Problem Resolution: In the event of an issue, a driver's patient
and polite attitude can de-escalate a tense situation. A calm ShopeeFood driver can help soothe a frustrated customer and facilitate a smoother resolution process, showcasing the brand’s commitment to service
excellence even under pressure.
Branded Packaging and Small Touches:
For ShopeeFood, packaging is an extension of the brand's identity and a
key part of the at-the-doorstep experience. Well-designed and thoughtful packaging communicates professionalism and care, enhancing the perceived value of the order.
Product Protection and Professionalism: Packaging serves as the first layer
of protection, ensuring the food arrives intact, at the correct temperature,
and in a pristine condition. The use of sealed bags and branded containers
from ShopeeFood’s restaurant partners reassures customers that their order
has been handled hygienically and professionally.
Enhanced Convenience: Creative and functional packaging designs, such as easy-open seals or dedicated compartments, add to the user's
convenience. These small, thoughtful details enhance the overall customer
experience and showcase the brand's attention to detail.
Brand Reinforcement: The ShopeeFood logo on the packaging or a small
sticker with a thank-you message reinforces the brand's presence and leaves
a lasting, positive impression. Familiar Brand Identity
The visual presence of the ShopeeFood brand at the doorstep provides
immediate reassurance and a sense of familiarity for the customer. Distinctive Visuals: The iconic orange uniforms and delivery bags of
ShopeeFood drivers are instantly recognizable. This strong visual identity
creates an immediate feeling of security and confirms that the right order
has arrived from a trusted platform.
Top-of-Mind Awareness: As noted in the outline, ShopeeFood holds a
strong position in the minds of consumers. This top-of-mind awareness is continually reinforced by the physical presence of its drivers. This
familiarity builds a strong emotional connection, positioning ShopeeFood
not just as a delivery service, but as a reliable and recognizable part of the daily routine
PART 2: DISADVANTAGES AT THE DOORSTEP
2.1. Functional disadvantages Delivery Delays:
ShopeeFood often struggles to maintain punctuality during peak hours,
when delivery time can nearly double compared to off-peak periods. This
issue is especially damaging because 47% of Vietnamese consumers state
that delivery speed is the most decisive factor in choosing a food delivery
service (Q1 2025 survey). Each delay not only frustrates customers in the
short term but also jeopardizes ShopeeFood’s competitive edge in a market
where GrabFood is perceived as more reliable in timing Food Quality Issues:
Longer delivery times and inconsistent handling frequently result in cold
meals, spilled drinks, or damaged packaging. Although such incidents may not represent the majority of orders, their psychological impact is disproportionately strong: customers expect freshness and care at the
doorstep. A single negative experience can outweigh multiple successful
ones, eroding trust and discouraging repeat usage. In a service industry
where food equals comfort, these quality lapses weaken the very promise of convenience System Glitches
While real-time tracking is designed to reduce uncertainty, ShopeeFood’s
app occasionally malfunctions — freezing updates or displaying inaccurate
distances. A 2023 Rest of World investigation found that delivery distances shown in the app were underestimated by 1–2 kilometers on average
compared to Google Maps. Although this primarily affects driver pay, it
also frustrates customers who rely on accurate updates to plan around their deliveries. These technological glitches diminish confidence in the
platform’s reliability, a crucial factor in customer loyalty In summary, these functional shortcomings - from delayed deliveries to
compromised food quality and technical glitches - weaken ShopeeFood’s value
promise at the very moment customers expect the highest standard. While each issue may appear minor in isolation, together they shape a fragile first
impression at the doorstep, paving the way for emotional dissatisfaction to emerge
2.2. Emotional Disadvantages First of all, one of the main emotional disadvantages comes from unfriendly encounters. In some cases, delivery drivers appear rushed,
stressed, or even try to avoid eye contact. While this may be due to a heavy workload, customers can easily interpret it as a lack of respect or
politeness. For example, if a driver simply drops off the package without greeting or acknowledging the customer, the interaction feels very
transactional. As a result, customers may feel that they are treated as just
another task to be completed, rather than as valued individuals
In addition, complaint-handling gaps also create emotional dissatisfaction.
When a delivery problem occurs—such as a late arrival, a damaged item,
or a missing product—customers expect quick and supportive responses.
However, in reality, after-service assistance is often slow, and emails or
calls may go unanswered for long periods. This delay makes customers feel
ignored and powerless. The frustration does not only come from the issue
itself but also from the sense that the company does not prioritize their concerns. Over time , this weakens trust a nd damages the company’s reputation Finally, another issue is the perceived lack of care compared to
competitors. Many rival companies make use of small but meaningful
gestures, such as sending a thank-you message after delivery, offering a
small voucher, or asking for feedback in a polite and personal way. These
actions show appreciation and help build stronger emotional connections. Without such efforts, customers may conclude that the company is
indifferent to their satisfaction. Consequently, the overall service feels cold
and impersonal, which reduces customer loyalty in the long run. In summary, unfriendly encounters, weak complaint-handling, and the
absence of caring gestures all contribute to negative emotional experiences. These factors may not always appear in statistics, but they strongly
influence how customers perceive the service and whether they are willing to return
PART 3: CASESTUDY
Last week, after a long day, I was way too tired to cook dinner. All I could
think about was fried chicken. Instead of going out, I opened up ShopeeFood
on my phone and typed in “Texas Chicken.”
Scrolling through the menu was actually kind of fun—I ended up picking a 2-
piece fried chicken combo, added mashed potatoes, and of course, I couldn’t
resist a honey-butter biscuit. Before checking out, I used one of those little
Shopee vouchers for a discount (because why not save a bit?). I paid quickly
through my e-wallet, which felt easier than digging around for cash.
While waiting, I kept checking the app. It showed each step: order confirmed,
food being prepared, then the driver on the way. The estimate said 35 minutes,
but the rider showed up in just about 30. Pretty impressive, especially since it was dinner time.
The food arrived still hot—the chicken was crispy, the mashed potatoes warm,
and the biscuit soft and sweet. Nothing was missing, and the packaging kept
everything in good shape. Honestly, it was exactly the comforting dinner I needed after a long day.
Looking back, the only tiny downside was that the delivery fee was a bit
higher than usual because of peak hours. But overall, I was really happy with
how smooth and easy the whole process was. ShopeeFood basically saved my evening
PART 4: COMPARISON WITH COMPETITORS 4.1 GrabFood
Functional Advantages vs. ShopeeFood Service Options: GrabFood offers more premium delivery options
(Premium, Express, Priority), which tend to be faster and more reliable for
large meals or complex orders. ShopeeFood, on the other hand, primarily
targets smaller, lighter orders with a focus on affordability and promotions.
Brand Loyalty: GrabFood tends to build stronger brand loyalty among users who prioritize reliability, especially older customers and those
ordering full meals frequently. ShopeeFood’s reliance on discounts and promotions makes it more attractive to younger, cost-conscious users.
GrabFood’s service consistency appeals to those seeking reliability at a slightly higher cost
Emotional Advantages vs. ShopeeFood Professionalism: GrabFood delivery personnel are generally seen as
professional but offer less personal interaction compared to ShopeeFood.
ShopeeFood focuses on creating an emotional connection through polite
greetings and careful handling of food, elevating customer satisfaction. However , GrabFood's reliable service gives customers peace of mind,
which also contributes to emotional trust
Brand Identity: While GrabFood has a strong brand presence, it can feel impersonal due to its focus on reliability over emotional engagement. ShopeeFood, with its branded packaging, friendly riders, and frequent
promotions, reinforces a more personal connection with customers, making
it top-of-mind for 50% of surveyed users
Drawbacks: GrabFood’s higher pricing may lead to frustration among budget-
conscious customers, particularly those who feel they are paying more for
service that doesn’t always feel "personal". ShopeeFood’s lower-cost service can be seen as a trade-off for less premium service but more consistent
emotional satisfaction among younger users Drawbacks vs. ShopeeFood
Higher Costs: GrabFood’s premium services, such as Priority or Express
delivery, come with higher fees, making it less appealing to price-sensitive
consumers. ShopeeFood’s key advantage remains its frequent promotions,
free-shipping deals, and ecosystem integration (ShopeePay, ShopeeCoins).
Promotion Style: While both platforms are competitive with promotions,
ShopeeFood’s integration with Shopee’s wider ecosystem gives it an edge in terms of integrated discounts (ShopeePay and ShopeeCoins).
GrabFood’s approach includes stackable vouchers and collaborations with
card providers but doesn’t have the same level of widespread integration. 4.2. BeFood
Functional Advantages vs. ShopeeFood
Competitive Pricing: BeFood offers very competitive pricing, especially as it attempts to capture a larger portion of the market. This makes it
appealing for customers who are highly price-sensitive. ShopeeFood, while
competitive, often offers more promotions and additional incentives like free shipping, but BeFood can sometimes offer even lower costs for specific orders.
Local Identity: BeFood’s local branding and community connection often
resonate with users who value Vietnamese identity in service. ShopeeFood,
while strong in branding, has a more corporate feel due to its integration
with the larger Shopee ecosystem, which might appeal less to those looking
for a more locally rooted brand
Servicing Less Covered Areas: In areas where GrabFood or ShopeeFood
have less presence, BeFood could potentially outperform by offering faster
delivery or better service due to less congestion, particularly in suburban or peripheral areas.
ShopeeFood, however, has broader city coverage and
more restaurant partners in major hubs like Hanoi and HCM City.
Emotional Advantages vs. ShopeeFood
Community Feel: BeFood’s local identity and connection to Vietnamese
culture can create an emotional bond with customers who prefer to support local brands. In comparison, ShopeeFood’s large-scale, Shopee-backed operation might feel more impersonal but has cultivated a sense of
reliability and familiarity through its strong ecosystem
Rider Behavior: BeFood drivers are generally polite, but inconsistencies in
service and lack of professionalism can negatively affect the emotional
connection with customers. ShopeeFood’s riders are generally seen as more
courteous, and the personal touches (e.g., polite greetings) often elevate the
emotional experience for consumers Drawbacks vs. ShopeeFood
Smaller Scale & Fewer Resources: BeFood’s smaller scale compared to ShopeeFood and GrabFood means it struggles with fewer restaurant
partners and delivery riders. ShopeeFood’s advantage here is its extensive
network of partners, allowing for faster and more diverse delivery options,
particularly in high-demand areas Inconsistency in Service: BeFood is still developing its operational capacity, and this leads to more variation in service quality. Some customers report inconsistencies in food quality, delivery speed, and
professionalism compared to ShopeeFood, which has a more established infrastructure
Tracking & Customer Support: BeFood’s tracking system and customer
support features are less refined than ShopeeFood’s. ShopeeFood has more
robust tracking and clearer notifications for customers, helping to reduce
uncertainty around delivery times Overall Comparison Table Criterion ShopeeFood GrabFood BeFood Delivery Speed Good for Strong in Good in well- small/light premium/express covered areas; orders; best in modes; more can lag in less central zones; consistent for full covered zones variability in meals peak times
Food Condition/ Fine for simple Often better Mixed; depends Quality upon items;
packaging / handling; heavily on Arrival challenges with attention to partner items needing
preserving condition restaurant & heat/cold
especially in premium packaging retention service Rider Variable but Generally stronger Inconsistent;
Professionalism/ improving; some perception of sometimes Service complaints in professionalism good, off-peak / sometimes less remote areas so Tracking & Decent;
Good; more options Less refined in Communication notifications, and clearer many cases; status updates; communication basic tracking, room for (especially in sometimes less improvement premium) feedback Cost/Extra Fees Competitive;
Higher, especially for Competitive; lots of express / priority; often lower promotions; fewer freebies cost, but fewer freeship premium thresholds etc. service options Consistency & High in core More consistent Less Reliability
zones; less so in overall (especially consistency;
fringe zones or paid/priority options) more variable bad conditions experience depending on time & place => The competition in Vietnam’s doorstep delivery market reflects three
distinct value propositions: ShopeeFood dominates the mass market through
affordability and promotions; GrabFood captures premium users by offering reliability and service quality; while BeFood experiments with low-cost
strategies to gain a foothold. To sustain its leadership, ShopeeFood must evolve from being a “promotion-driven platform” into a service that guarantees
consistent quality, especially for larger and more complex orders. Only by
closing this service gap can ShopeeFood defend its wide customer base and
outpace the premium positioning of GrabFood in the long run.
PART 5: INNOVATIVE SOLUTIONS
5.1. Doorstep Smile Program This program is a crucial initiative aimed at enhancing the emotional
connection at the moment of delivery. It focuses on mandatory, short-form training
for all delivery drivers, emphasizing the importance of human
interaction. The goal is to move beyond simply dropping off a package and
instead, deliver a pleasant and memorable experience.
Training Modules: Drivers would undergo a brief but impactful training session. Key areas include:
Greeting: Instructing drivers to initiate a friendly greeting like "Hello, your ShopeeFood order is here!" Eye Contact & Smiling: Emphasizing the importance of making brief,
respectful eye contact and offering a genuine smile. This small gesture can
significantly reduce perceived stress and rush.
Polite Handover: Training on how to properly and politely hand over the
order, including confirming the order and saying "Thank you" or "Enjoy your meal."
Driver Incentives: To ensure high compliance and positive reinforcement, the program should be linked to performance metrics. Drivers who
consistently receive high ratings for their polite and friendly demeanor
could earn bonus points, a higher commission, or special rewards within
the ShopeeFood driver ecosystem.
5.2. Smart AI Notification
This solution leverages technology to improve functional efficiency and
reduce customer anxiety. It aims to provide more precise and proactive delivery updates, creating a sense of control and preparedness for the customer.
Predictive AI: The ShopeeFood app's AI would analyze real-time traffic data, weather conditions, and driver location to offer more accurate
delivery time predictions. Instead of a broad "10-20 minutes," the app
could notify the customer: "Your driver is 2 minutes away and has turned onto your street." Proactive Alerts: The system would send automated, context-specific alerts. For example:
"Heads up! Your driver is 2 minutes away. Please be ready to receive your order."
"The driver is at your doorstep now."
Benefit: This level of precision eliminates uncertainty and the need for the
customer to constantly check the app. It also gives the customer time to
prepare for the delivery, leading to a smoother, faster, and more convenient transaction.
5.3. Eco-Friendly Personal Touch
This initiative transforms the delivery experience from a simple transaction
into a brand-building moment that aligns with modern consumer values. It
addresses the growing demand for sustainability and provides a subtle, yet
impactful, emotional bonus for the customer.
Biodegradable Packaging: Partner with restaurants to encourage or provide
biodegradable packaging and utensils. This not only reduces environmental
impact but also positions ShopeeFood as a socially responsible brand. Small "Thank You" Sticker: Incorporate a small, aesthetically pleasing
"Thank you" sticker made from recycled paper on the delivery bag. This
simple addition makes the customer feel appreciated.
Discount Coupon: On select orders, a small, personalized discount coupon
for the next order could be included inside the sealed bag. This acts as a
surprise and delight element, encouraging repeat business. The inclusion of
these items shows that ShopeeFood cares about the entire delivery process, not just the speed 5.4. Gamification
Gamification uses game-like elements to increase customer engagement
and driver motivation. It adds a layer of fun and surprise, transforming the
mundane act of ordering food into an exciting and rewarding experience.
Surprise Vouchers: Implement a system where random deliveries contain a
surprise voucher for a free item from a popular restaurant or a significant
discount on the next order. The app could announce: "You've been selected
for a surprise! Check your bag!"
Loyalty Quests: Customers could participate in "loyalty quests" within the app. For
instance, "Order 3 times this week to unlock a free delivery
coupon." This encourages frequent use and builds a sense of achievement.
Driver Rewards: The gamification model should also extend to drivers. A
"Driver of the Month" program, where the driver with the highest customer
ratings receives a special badge on their profile and a financial bonus,
would motivate them to provide excellent service consistently. This creates
a positive feedback loop, directly linking driver performance to tangible rewards
PART 6: FUTURE PERSPECTIVE
6.1. Brand evolution
In the long run, ShopeeFood must evolve beyond being perceived as a budget-
friendly delivery app. Heavy reliance on discounts is not a sustainable strategy
in Vietnam’s highly competitive market, which is projected to reach USD 3.67
billion by 2029 with an annual growth rate of 11.47% (Statista, 2024). As competitors saturate the
field with similar promotions, ShopeeFood should
reposition itself as a lifestyle partner rather than a discount-driven service. By aligning with modern urban values such as convenience, well-being, and community, it can create emotional attachment and long-term loyalty.
Campaigns that highlight “smart eating and healthy living” would resonate
strongly with young urban consumers who are increasingly health-conscious
6.2. Technology enhancement Artificial intelligence and advanced route optimization will be decisive in
shaping future customer experiences. In Vietnam, traffic congestion causes
delivery times to increase by 30–40% during peak hours (World Bank, 2023).
AI can address this by predicting demand patterns, suggesting optimal delivery
routes, and offering personalized recommendations. For example, algorithms
might anticipate a spike in orders during football matches or rainy days and prepare restaurants and riders accordingly. By becoming a proactive and
intelligent companion rather than a reactive delivery app, ShopeeFood can
differentiate itself in a crowded market
6.3. Service expansion
To ensure sustainable growth, ShopeeFood must expand beyond food delivery
into groceries, pharmaceuticals, and other daily essentials. This is not simply diversification but ecosystem building. Competitors such as GrabMart and Baemin Mart have already moved in this direction, reflecting consumer
demand for one-stop convenience. Leveraging its broader ecosystem of Shopee and ShopeePay, ShopeeFood can develop a “super-app” experience where
users order everything from meals to medicine within a single platform. This deeper integration into daily routines will increase order frequency and strengthen customer dependence
6.4. Customer experience
In a market where functions are easily replicated, the true differentiator is
experience. ShopeeFood’s advantage will depend on how well it can deliver
both emotional and practical value. Curated food recommendations, nutrition- based meal suggestions, or exclusive collaborations with eco-friendly
restaurants could elevate the brand. Moreover, sustainable packaging solutions would not only reduce environmental impact but als o enhance customer satisfaction. Transforming an ordinary delivery into a meaningful and
personalized experience builds brand trust and long-term loyalty
6.5. Sustainability leadership
Finally, sustainability must be central to ShopeeFood’s strategy. With Vietnam
committed to achieving net-zero emissions by 2050, logistics companies face
increasing pressure to reduce their carbon footprint. Early adoption of electric
vehicles and eco-friendly packaging would position ShopeeFood as a pioneer
in green delivery. Such initiatives improve operational efficiency while also
strengthening the brand’s social reputation. This approach will particularly
appeal to Gen Z, who now make up 32% of Vietnam’s population (GSO, 2024)
and strongly prefer brands that embody social responsibility. By leading in
sustainability, ShopeeFood can future-proof its business and win the loyalty of
a socially conscious generation CONCLUSION ShopeeFood’s doorstep delivery experience demonstrates both strong
competitive advantages and pressing challenges in Vietnam’s dynamic food delivery market. Functionally, the platform leverages real-time tracking, seamless integration with the Shopee ecosystem, frequent promotions, and broad restaurant coverage to provide customers with convenience and
reliability. Emotionally, polite driver interactions, branded packaging, and a
familiar visual identity contribute to building trust and customer loyalty. However , shortcomings such as inconsistent delivery times, food quality
issues, technical glitches, and occasional unfriendly service encounters weaken the brand’s value promise. When compared with competitors, ShopeeFood stands out for affordability a nd promotions but lags behind GrabFood in consistency and premium service quality, while also facing competitive
pressure from BeFood’s pricing strategies.
Looking ahead, ShopeeFood’s success depends on moving beyond discount-
driven growth toward delivering a consistently superior customer experience.
By improving packaging standards, enhancing rider professionalism, adopting
smart technologies, and embracing sustainability initiatives, ShopeeFood can transform ordinary deliveries into meaningful, memorable moments.
Ultimately, the platform’s long-term competitiveness will rest on its ability to balance functional efficiency with emotional resonance, ensuring customer
trust, satisfaction, and loyalty in an increasingly demanding market.