E-commerce giant Shopee has officially announced the rebranding of food delivery service Now in Vietnam to ShopeeFood from August 18.
Now is a food delivery platform run by local tech firm Foody Corporation, 82 percent of whose shares were acquired by Singapore-based Internet company Sea Group in 2017.
According to the firm, the change of name will help it unify the brands in its ecosystem that includes e-commerce platform Shopee and e-wallet ShopeePay, which was renamed from AirPay in June, in order to enhance customer experience.
Following the rebranding, all existing rights of users and partners will remain the same, the company stated.
Users will only need to update their Now app to access the revamped services while account information, balance, and related benefits will not be affected.
In addition to food delivery app Now, the NowShip service will be renamed ShopeeExpress Instant.
Other food delivery brands operating in Vietnam include GrabFood powered by tech unicorn Grab, GoFood by Gojek, Baemin backed by South Korean unicorn Woowa Brothers, and homegrown Loship.
According to online statistics portal Statista, revenue from online food delivery in Vietnam stood at US$302 million in 2020 and is estimated to reach $557 million in 2024.