E-wallet MoMo the most used super app in Vietnam: Cimigo

Mobile wallet MoMo leads the Vietnamese market in terms of super apps, being used an average of 4.16 times per week which far outpaces its competitors, according to Cimigo, a big research company in the country.

A survey by Cimigo, conducted from April 1-16, 2025 on 948 users in Ho Chi Minh City (490) and Hanoi (458), shows that Grab is no longer among the top three most frequently used super apps in Vietnam.

Be ranks second at 3.60 times per week, driven by its popularity in ride-hailing and delivery services. Shopee comes in third with 3.23 times per week, largely thanks to its appealing promotions.

In contrast, Grab lags behind with only 2.97 times per week, reflecting intense competition in the super app landscape. Other apps like ZaloPay (1.5 times per week), TikTok Shop (1.46 times), and Traveloka (0.17 times) trail further behind.

The report highlights that the top reasons for user loyalty are: low prices and frequent promotions (93%), fast and convenient service (64%), and consistent quality (53%).

The robust e-payment ecosystem of Vietnamese e-wallet company MoMo is especially attractive to the 18-44 age group in HCMC, catering to their need for quick and cost-effective transactions.

Despite 65% of users rating Grab highly for convenience, the platform has not maintained competitive usage frequency compared to its rivals.

A significant trend noted in the report is that 90% of Vietnamese users utilize multiple super apps for the same service, primarily to compare prices and access promotions.

For instance, 56% of users regularly leverage cashback offers, discount codes, and loyalty points across platforms.

This consumer behavior helps explain why Grab, despite its strong presence in ride-hailing and food delivery, is losing market share to Be (especially popular among users aged 18-44) and Shopee (favored by 96% of online shoppers for its low prices).

The 18-24 age group is driving much of this shift. They use Shopee 3.51 times/week and TikTok Shop 1.64 times, while users aged 44 and older use TikTok Shop less frequently (1.01 times/week) and Traveloka even less (0.15 times). Be continues to be widely used among the 18-44 demographic.

According to the report, the three most-used services on super apps are e-payments: 3.88 times per week, motorbike hailing (3.04 times), and food delivery (2.83 times).

Food delivery leads in spending, averaging VND1.166 million ($43) per month, reflecting the fast-paced urban lifestyle. This is followed by motorbike bookings (VND591,000 or $22.6) and e-payments (VND320,000 or $12.3).

Users in HCMC tend to use these services more frequently than those in Hanoi, particularly for food ordering and ride-hailing.

However, Hanoi shows potential for growth: 64% of users are open to using multi-pickup ride services, and 31% have encountered scenarios requiring them to pick up multiple people on the same trip - a behavior more common among users over 44.

Meanwhile, 30% of users aged 18-24 make additional stops for deliveries or shopping.