Sendo exits grocery delivery as Vietnamese retail shifts
The FPT-founded platform will shut its online grocery arm this month, ending an attempt to challenge established omnichannel retailers and wet markets.
Samuel Okafor
Jul 3, 2026 · 1 min read
July 10 marks the end of operations for Sendo Farm. The decision by CEO Tran Hai Linh to cease online grocery services follows a broader retreat from the marketplace model where the company once held a major stake. Despite raised capital totaling over $112 million in previous rounds, the platform found the friction of competing with traditional wet markets and neighborhood stores insurmountable in an increasingly crowded delivery sector.
The closure highlights the difficulty of scaling pure-play digital grocery services in markets where physical retail networks, such as WinMart and Bach Hoa Xanh, already possess deeply entrenched logistics. Sendo, which saw its e-commerce market share slide below 1% last year, is now restructuring to optimize resources as the Vietnamese consumer landscape consolidates around a few dominant regional platforms.