At the “Khát Expo 2025” event organized by Horecavn on March 27, Mr. Tran Quang Sang, CEO of DIGIFNB and Food Apps expert, emphasized the importance of delivery drivers in the supply chain. He pointed out that many sellers today only focus on their products, marketing strategies, or customer care, neglecting the fact that delivery drivers are the ones who bring the products directly to the customers.
According to Mr. Sang, “Delivery drivers are not just mere couriers; they are the face of the seller to the customers. A timely delivered order, carefully packaged, and accompanied by a friendly attitude from the driver will increase customer satisfaction, retention, and enhance the brand’s reputation.”
On the contrary, if the delivery is delayed, or the driver displays a negative attitude or disregard for the order’s condition, customers will have a bad impression of the seller, regardless of the product’s quality.
Drivers are the link between sellers and customers
At this event, Mr. Sang also mentioned the crucial role of delivery drivers on platforms like ShopeeFood and GrabFood. With the rapid growth of food delivery services, drivers have become an integral part of the customer experience.
“ShopeeFood and GrabFood are large food delivery platforms where drivers act as the link between sellers and customers. If the drivers are efficient, deliver orders promptly, and are friendly, customers will be satisfied and tend to order more. However, if the order is delayed, the food gets cold, or the driver is unfriendly, it directly impacts the restaurant and the platform”, said Mr. Sang.
The expert also emphasized that restaurants and eateries should proactively collaborate with drivers to ensure a smooth delivery process. “I once worked with an eatery owner on ShopeeFood, and they significantly improved their sales by simply supporting their drivers better – preparing orders faster, packaging them more carefully, and even allocating a separate area for drivers to wait for orders. These small gestures enhance the service quality and customer retention.”
Mr. Sang also suggested that sellers pay attention to three critical factors to ensure the best support from delivery drivers for their business: choosing a reputable delivery partner, building good relationships with drivers, and monitoring and providing feedback on the delivery service.
Sellers should not entirely rely on the delivery company but also monitor customer feedback and promptly contact the delivery company when issues arise. “We cannot avoid mistakes, but if we know how to handle them promptly, customers will be more understanding. When there is a problem with an order, take the initiative to contact the driver or the delivery company to resolve it as soon as possible,” advised Mr. Sang.
Food Apps Expert, Mr. Tran Quang Sang.
Mr. Sang shared a real-life story that clearly illustrates the importance of delivery drivers. “I once consulted for an online bakery. Initially, they only focused on cake quality and advertising, but customers were still dissatisfied because orders were often delayed. After working more closely with the delivery team and helping them optimize their routes, customer feedback improved significantly. The repeat purchase rate increased by 30% just by improving the delivery process.”
According to Mr. Sang, the customer experience does not end with the product but encompasses the entire process from ordering to receiving the product. “If you want customers to remember you, ensure that they not only like your product but also appreciate the way you deliver it to them,” he said.
Mr. Sang concluded that online business is not just about making sales but also about creating a comprehensive shopping experience for customers. Delivery drivers are an essential link in this supply chain. “Sellers who care about their delivery drivers not only improve their service but also enhance their brand reputation and increase profits. Remember, a happy and professional driver can help retain customers longer than any promotional program,” emphasized the expert.
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