What was bound to happen has finally happened — Xanh SM has officially entered the food delivery market to compete with GrabFood and ShopeeFood, under the brand name Xanh SM Ngon. The company has begun inviting restaurants, eateries, and food vendors to join the Xanh Ngon Merchant platform and has launched the Xanh SM Merchant app for food partners on the Android app store.

Currently, Xanh SM Ngon is in the pilot phase in Hanoi, prioritizing establishments with business licenses and food safety certificates. Naturally, staying true to its “green” identity, all deliveries are made using electric vehicles.

Personally, I’m excited and hopeful that the service will soon expand and become available in Saigon as well. Increased competition is much needed in a market dominated by a few players who have been exploiting both customers and vendors with unreasonable policies.