According to Cimigo’s report, “Super App Usage Habits in Vietnam 2025,” Vietnamese users access super apps an average of five times a week, primarily for services such as payments, bike hailing, and food delivery.
The company surveyed nearly 1,000 super app users in Hanoi and Ho Chi Minh City, focusing on platforms such as Grab, Be, ZaloPay, MoMo, Shopee, and TikTok Shop.
MoMo took the lead in usage frequency, averaging 4.16 times per week, followed by Be at 3.60, and Shopee at 3.23. Grab ranked fourth with 2.97, while ZaloPay, TikTok Shop, and Traveloka had lower frequencies of 1.5, 1.31, and 0.17 times per week, respectively.
The report also revealed average spending across services, with online shopping topping the list at VND 1,166,535 per month, double the amount spent on food delivery (VND 591,614) and more than triple the average spent on bike hailing (VND 320,491). Meanwhile, users spent an average of VND 238,950 per month on car hailing services.
As the chart illustrates, super app spending among Vietnamese users follows a distinct pattern: they are most willing to spend on online shopping—aligning with significant expenses like electronics, clothing, and household goods—while food delivery and ride-hailing remain essential in their daily lives.
The second-highest usage frequency was for food delivery (2.83 times per week), reflecting the convenience and growing demand in urban lifestyles. Bike hailing led in terms of usage frequency (3.04 times per week) but had a lower cost per trip, aligning with shorter and more flexible trips preferred by users.
Cimigo observed that most users are adopting a “one-stop-shop” model, utilizing multiple super apps simultaneously to compare offers and experiences. This is partly driven by a desire to save time, money, and streamline their tasks. Apps like MoMo, Shopee, Be, and Grab lead in both brand awareness and conversion to actual users, with Be making a strong mark among younger customers for bike hailing and quick commerce deliveries, although loyal user rates remain modest at around 15%.
Specifically, Be is most used for bike hailing and quick commerce deliveries, Grab is popular for car hailing, MoMo is favored for electronic payments and digital services, and Shopee leads in online shopping and ready-to-eat food deliveries.
Users aged 25 to 44, particularly in Ho Chi Minh City, are heavy spenders across these three key services, indicating that the young urban economic segment is the primary driver of the super app market.
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