Fast delivery - "new standard" of e-commerce
The desired delivery speed of consumers is increasingly being shortened. According to a study published in March 2026 by StateGlobe, the expectation for online order delivery time for Vietnamese consumers is about 3.2 hours per order.
Ms. Tran Hoang To Uyen - Marketing Director of NutiFood - said that deliveries within a few hours are no longer a competitive advantage. "The "need now - want quickly" consumption trend will be a long-term shift. Especially for the fast-moving consumer goods industry, where demand arises frequently and is immediate, deliveries within just a few hours are gradually becoming a new standard of expectation.
Mr. Nguyen Vinh Hung, Head of Southern Operations Business Department of Homefarm, also said "The rate of customers returning to place online orders on our floor is up to 80%, showing the great potential of express delivery methods, while creating pressure on the business's application processing process.
Businesses and e-commerce platforms upgrade operations to shorten delivery
NutiFood chose to focus on upgrading operations by optimizing the đơn processing process and building a flexible distribution network. “Since participating in the exchange's Hỏa tốc channels, we have stepped up investment and significantly re-adjusted the operating system.
Specifically, we focus on optimizing the application processing process in a standardized and streamlined direction, in order to reduce the time to prepare applications while still ensuring product quality during transportation. At the same time, NutiFood also integrates the "Nutrition House" chain of stores available in major cities such as Hanoi and Ho Chi Minh City into the distribution network to become more and more complete in operation," Ms. Uyen said.
NutiFood also aims to expand the product portfolio suitable for fast delivery channels and strengthen the application of technology in management.
Homefarm chose to invest heavily in the physical store system as a core part of its operation strategy. Currently, the business has built 166 points of sale nationwide. "We aim for the goal of having a Homefarm store within a radius of 5km for consumers to access," Mr. Hung shared.
This store system is integrated as a "order processing point" for online orders, helping businesses shorten delivery distance and time, ensuring products are always delivered from the nearest store to the buyer.
Despite different strategies, both businesses affirmed that close cooperation with Shopee is a key factor to meet the delivery needs of users, and highly appreciated Shopee's operating capacity and efforts to reinvest in express transportation methods.
Participating in the Hot-Speed Delivery Channel - Priority right from the early days of the floor deployment, Homefarm has received many positive feedbacks. “For the first time, customers can receive online orders in just 1 hour. Many customers have expressed their excitement and satisfaction with this new experience.
With NutiFood, this business just participated in Hot Delivery - Priority in March this year but is also gradually seeing positive signs. "We see outstanding advantages when deploying Shopee's Hot Delivery methods. That is fast delivery speed, transparency and significantly improved customer experience," a NutiFood representative shared.
