
Across Southeast Asia, food delivery has become a staple of daily life: convenient, fast, and deeply ingrained in urban culture. While the global appetite for food delivery apps is winding down, Asia Pacific (APAC) is bucking the trend.
Data shows that despite a worldwide drop of 41 per cent in the first half of 2025, APAC emerged as a rare bright spot, with installs rising 30 per cent year-over-year (YoY). Users in the region also spent more time on these apps, with average YoY session durations increasing from 12.13 to 13.76 minutes.
This momentum is especially clear in fast-growing, mobile-first markets like Southeast Asia, where food delivery spending in the region climbed to US$19.3 billion in 2024, marking a 13 per cent year-on-year increase led by Vietnam and Indonesia. Driven by rising urbanisation, increased mobile usage, and a strong culture of app-based ordering, platforms in cities like Jakarta, Manila, and Bangkok are improving the app experience by making it more relevant, tailored, and seamless for users.
At the same time, economic pressures are prompting companies to rethink how they grow. With consumer spending becoming more selective and acquisition costs rising, app-based food brands are shifting focus from downloads and discounts to long-term engagement, loyalty, and value. Mobile marketing is playing a key role in powering this shift, helping marketers meet the evolving needs of today’s more discerning consumers
From mass reach to meaningful retention
Consumers in the region are becoming more deliberate with their spending. Many are cutting back on non-essential purchases, but they are still drawn to platforms that offer more than just speed or price. There is growing demand for apps that provide relevant, timely experiences that feel personalised and rewarding.
Also Read: How the upcycling movement can help build a true circular food economy
Food delivery platforms are adjusting their strategies accordingly. Instead of relying solely on discount-led campaigns, many are embracing more targeted approaches based on user behaviour over time. Personalisation is a key driver here, with consumers responding well to offers that align with their cultural context, daily habits, and preferences.
To make these experiences possible, marketers are turning to mobile measurement and analytics platforms to gain better insight into the user journey. In a region where consumers often jump between different apps, channels, and devices, understanding where users come from and what keeps them active is essential.
These platforms are now vital for teams to accurately track key engagement signals across fragmented digital ecosystems. With this comprehensive data capture, marketers can better understand where high-quality users originate and how their post-install behaviour translates into long-term value, shifting the emphasis beyond mere downloads towards smarter targeting and retention.
Crucially, robust deep linking capabilities play an important role in eliminating friction points. They ensure that when a user engages with a promotion or notification, they are instantly directed to the exact, relevant in-app content, significantly reducing drop-off, boosting conversion rates, and maintaining excellent brand experiences.
Also Read: Everything you should know about the future of futuristic food technology
The next chapter of loyalty in food delivery
The continued growth of Southeast Asia’s food delivery sector is not a given. It is a reflection of how quickly platforms in the region are adapting to meet the demands of a mobile-first, experience-driven market.
As consumers become more selective, loyalty will depend less on blanket promotions and more on thoughtful engagement. The ability to understand user needs, personalise content at scale, and measure what drives results will define the next phase of success.
In this landscape, marketing tools that provide transparency and actionable insights are becoming essential. Platforms that combine these capabilities with an understanding of local culture and user expectations will be best positioned to lead. The region’s food delivery growth story is far from over. With the right strategy, the platforms can continue to deepen their user relationships, even as global trends shift around them.
—
Editor’s note: e27 aims to foster thought leadership by publishing views from the community. Share your opinion by submitting an article, video, podcast, or infographic.
Enjoyed this read? Don’t miss out on the next insight. Join our WhatsApp channel for real-time drops.
Image courtesy: DALL-E
The post How mobile marketing is powering the next phase of food delivery growth in Southeast Asia appeared first on e27.










Impact startup funding grew from US$150M in 2020 to US$850M in 2024, a 467 per cent increase.
The number of deals nearly quadrupled, showing deepening investor appetite.
These deals span cleantech, agritech, inclusive fintech, and healthtech—indicating broad demand across sectors.