Home delivery service is an important part of last-mile logistics strategy of online retailers. To recover the delivery cost, the retailers often charge a shipping fee based on the monetary value of a consumer’s order, the delivery speed and the distance of delivery from the retailers’ store (or warehouse) to the consumer’s home. In this paper, we estimate the delivery fee that consumers are willing to pay for the service when they order groceries online. The result shows that consumers are willing to pay between VND 10,800 and VND 23,600 for home delivery services, depending on delivery speed, delivery distance and order value.