ShopeeFood在东南亚外卖市场发展迅猛，尤其在印尼市场超越了本土巨头Gojek。根据Momentum Works的报告，ShopeeFood在2024年的GMV达到23亿美元，超过Gojek的19亿美元。ShopeeFood的增长主要来自印尼和越南市场，并在泰国超越Foodpanda成为市场第三。文章分析了ShopeeFood的市场策略，认为其可能将外卖业务作为进军快速商业领域的跳板，类似于美团和Zomato在中国的成功案例。该报告还分析了东南亚外卖市场的趋势、关键参与者和策略。

🚀ShopeeFood的GMV在2024年增长超过50%，达到23亿美元，超过了印尼本土按需服务冠军Gojek的19亿美元。

🇮🇩印尼是ShopeeFood增长的主要动力，其市场份额估计为18%。越南是增长最快的食品配送市场，ShopeeFood紧随Grab之后。

📊在泰国，ShopeeFood在2024年下半年实现了显著增长，超越Foodpanda成为市场第三名。在马来西亚，ShopeeFood也从Foodpanda手中夺取了一部分市场份额。

🎯ShopeeFood可能不会直接挑战Grab在外卖领域的统治地位，而是将其作为快速商业的敲门砖，类似于美团和Zomato的战略。

ShopeeFood riders in Bandung, Indonesia

Shopee’s food delivery business kept growing at a rapid pace, even though the management of Sea Group (Shopee’s parent) stopped mentioning it in their earnings many quarters ago.

According to numbers in Momentum Works’ latest Food Delivery Platforms in Southeast Asia released yesterday, we estimate ShopeeFood’s GMV of 2024 was already larger than Gojek (US$2.3b vs. US$1.9b), Indonesia’s homegrown on demand champion.

That came as ShopeeFood grew its GMV more than 50% in the year (from US$1.5b to US$2.3b). Most of the growth came from Indonesia, where ShopeeFood had an estimated 18% market share, and Vietnam, the fastest growing food delivery market (26% YoY) where ShopeeFood has followed Grab closely. 

In Thailand, with especially the growth during the second half of 2024, ShopeeFood has overtaken Foodpanda as the number 3 player in the market. Whilst in Malaysia, ShopeeFood also took some market share from Foodpanda.

Will Shopee aim to eventually challenge Grab’s dominance in food delivery, or will ShopeeFood serve as a foot in the door for quick commerce when it eventually takes off?

The latter seems to be a more reasonable strategy – especially look at how Meituan has challenged traditional ecommerce platforms like JD.com in China, and how Zomato’s quick commerce arm Blinkit has posed a threat to ecommerce platforms in India.

“Food delivery platforms in Southeast Asia 5.0” analyses trends, key players and strategies, as well as global benchmarks (e.g. Meituan is now in 8 cities in Saudi Arabia, with an eventual aim to build quick commerce). The report is available for US$42.95 here.

If you have any questions and queries about the food delivery sector in Southeast Asia, China and beyond, please reach out to see how we can help.

P.S. Momentum Works Immersion team is in Hangzhou preparing for Cohort 4 of Ecommerce & Live Commerce Immersion. You can register for the last remaining spots here.

The post ShopeeFood overtakes Gojek in food delivery first appeared on The Low Down - Momentum Works.