Overview of E-commerce picture in 2019: Four heroes promote Shopee – Tiki – Lazada – Sendo; Viettel joined the race, Vingroup abandoned the ring

Tram Ho

The Department of E-Commerce and Digital Economy (Ministry of Industry and Trade) has stated that Vietnam is considered as one of the countries with the fastest e-commerce growth in the world, with a speed of 25-30%. Each year, 2.5 times that of Japan. Experts also affirmed that the strong growth of e-commerce industry will become a significant support for digital economic development programs and plans in Vietnam.

The potential for growth also results in fierce competition. In 2019, the e-commerce industry is considered as a multicolored picture with the withdrawal of Vuivui, Adayroi, … until Vietjet Air’s idea of ​​joining the game.

Toàn cảnh bức tranh TMĐT năm 2019: Tứ hùng tranh bá Shopee - Tiki - Lazada - Sendo; Viettel gia nhập cuộc đua, Vingroup từ bỏ sàn đấu - Ảnh 1.


The report on e-commerce index in 2019 by the Vietnam E-Commerce Association (Vecom) said that from 2016, Vietnam’s e-commerce industry will enter a new phase with a fast and stable development speed. Regarding the growth rate, Vecom estimates that e-commerce in 2018 increased by over 30% compared to 2017, 2019 figures are not yet published.

In terms of scale, if in 2015 the market size was only about 4 billion USD, by 2018 the figure would have nearly doubled to 7.8 billion USD. This market includes online retail, online travel, online marketing, online entertainment and online retail shopping for other digital products and services. If the growth rate of 2019 and 2020 continues at 30%, Vecom estimates that by 2020, it will reach 13 billion USD.

Other data from Google e-Conomy SEA Report 2018 and Temasek, the size of Vietnam’s e-commerce market in 2018 was $ 9 billion. The report also forecasts an average annual growth rate of 25% for CAGR for the period of 2015-2018 and a market of US $ 33 billion by 2025. If this scenario occurs, the size of the Vietnamese e-commerce market In 2025, the South ranked third in Southeast Asia, after Indonesia (USD 100 billion) and Thailand (USD 43 billion).

Recently, a study called “Riding the Digital Wave: Southeast Asia’s Discovery Generation” (Facebook: Taking advantage of the Digital Wave: Discovery Generation of Southeast Asia “) by Facebook and management consulting firm Bain & Company The number of Southeast Asian online consumers has increased by 2.8 times, from 90 million in 2015 to 250 million in 2018. By 2025, Southeast Asia is estimated to have 310 million. online consumers.

By that time, online spending will grow three times faster than the growth in the number of online customers, with apparel and personal care being the top two industries.

Vietnam’s online shopping is forecast to have the fastest growth rate and ranked 2nd in value, with an increase of 6.5 times from USD 3.7 billion in 2018 to USD 24.4 billion in 2025. , just behind Indonesia in Southeast Asia.

Toàn cảnh bức tranh TMĐT năm 2019: Tứ hùng tranh bá Shopee - Tiki - Lazada - Sendo; Viettel gia nhập cuộc đua, Vingroup từ bỏ sàn đấu - Ảnh 2.


Order fulfillment service, e-wallet has close relationship with online retail. Along with the high growth rate of e-commerce, 2018-2019 witnessed the strong development of logistics services, last-mile delivery and order fulfillment. The three outstanding elements of this sector are strong increase in investment, application of advanced technology and fierce competition.

According to a survey of the Vietnam E-Commerce Association, Vietnam Post Corporation (Vietnam Post) is a business providing delivery services hired by 61% of online sales units, followed by is Viettel Post Company (Viettel Post) with the rate of 25%. The corresponding rates for EMS, Fast delivery and Savings delivery are 5%, 1% and 1%. Other delivery units accounted for only 13%.

The situation changed for outsourcing delivery services in two e-commerce centers, Hanoi and Ho Chi Minh City. Ho Chi Minh. Vietnam Post and Viettel Post are still the most hired delivery companies, but the rate has dropped significantly.

In addition, the level of competition among delivery companies is very high, especially in the city. Ho Chi Minh. Specifically, in Hanoi, the number of units that hire Vietnam Post is 20%, ViettelPost is 52%, EMS is 4%, Fast delivery is 10%, Savings delivery is 9%, other delivery businesses are 20%. . The corresponding rates in Tp. Ho Chi Minh City is 15%, 28%, 10%, 5%, 7% and 43%.

The average growth rate in 2018 compared to 2017 of the delivery companies participating in the Vecom survey was 70%, the lowest growth rate of the enterprise was still 30% and there were 3 businesses reaching the growth rate. over 100% growth.

Toàn cảnh bức tranh TMĐT năm 2019: Tứ hùng tranh bá Shopee - Tiki - Lazada - Sendo; Viettel gia nhập cuộc đua, Vingroup từ bỏ sàn đấu - Ảnh 3.

E-commerce floor 2019: come, people go



At the beginning of 2018, Tiki was injected with money by the Chinese JD Group to supplement the 44 million USD investment it received in 2017. By September 2018, the company received an additional VND 122 billion from VNG.

According to Dealstreet Asia, in March 2019, Tiki started a new round of funding of $ 75 million from Singapore’s Northstar Group investment fund. Only three months later, also under Dealstreet Asia, Tiki raised to $ 100 million, led by a group of Korean investors including Korea Investment Partners, STIC Investments and Sparklabs Ventures.


In the first 6 months of last year, Shopee Vietnam was also increased by more than 1,200 billion dong by its parent company SEA (Singapore).


Before Shopee’s expansion, in March 2018, Alibaba Group decided to pour an additional $ 2 billion into Lazada to increase its competitiveness.


Not inferior to rivals, in 2018, e-commerce platform Sendo also called for a total of $ 51 million from SBI Holdings (Japan) and a number of other companies. By November 2019 Sendo confirmed the completion of the C series round funding up to US $ 61 million. The two investors participating in this round are EV Growth (Indonesia) and Kasibornbank (Thailand). Funds previously invested in Sendo.vn are Softbank Ventures Asia, SBI Group, Daiwa PI Partners.

Constantly pouring capital, Big 4 e-commerce industry continues to ponder the money-burning race. The data shows that if in 2015-2016, the loss of approximately VND 1,000 billion / year of Lazada was astonishing in the industry, now both Lazada and Shopee’s biggest competitor have pushed the hole surface up to more. 2,000 billion / year.

If in 2016, the loss of Shopee, Lazada, Tiki, and Sendo was only VND 1,700 billion, in 2017 it doubled to VND 3,400 billion and in 2018 continued to increase by one and a half to VND 5,100 billion.

Toàn cảnh bức tranh TMĐT năm 2019: Tứ hùng tranh bá Shopee - Tiki - Lazada - Sendo; Viettel gia nhập cuộc đua, Vingroup từ bỏ sàn đấu - Ảnh 4.

According to iPrice Group’s report, as of September 2018, Shopee led the average monthly traffic on computers and mobile phones (more than 40 million), Tiki unexpectedly surpassed Lazada, which ranked second with more than 30 million visits. counter. Some sources have not verified that Shopee is leading the market with an average of 250,000 orders / day, followed by Lazada with 120,000 orders / day and finally Tiki with about 40,000 orders / day.

If in other years, e-commerce products mainly focused on attracting buyers with promotions and supporting sellers, in 2019, Shopee announced that it would start collecting online sales fees for each order. public, with a rate of 1-2% from April. However, Tiki is free to pay merchants within 2 years from 5.4. The payment reduction policy will apply to exchanges. For consumers, Shopee started to stop offering free shipping with COD instead of switching to supporting customers using Airpay wallets.



Right from the end of December, 2018, Vui Vui.com e-commerce site of Mobile World said goodbye after 2 years of operation. At the time of launch, Vuivui was expected by its founders to grow strongly in 4-5 years, or even rise to lead the industry in 2020.


By March, Robins.vn abruptly closed, surprising many consumers. Robins.vn launched in May 2017 after the merger with Zalora. This e-commerce platform owned by Central Group (Thailand) specializes in retailing products from clothing, shoes to accessories, beauty.


On December 17, Vingroup announced a complete withdrawal of the retail sector. Accordingly, Vincom Commercial General Services Joint Stock Company sends notices to suppliers about stopping sales on e-commerce websites adayroi.com and adayroi with VinID application. Specifically, some sources said Vincommerce will suspend all sales on adayroi.com website from 6pm on December 17, 2019.

The reason Vingroup announced that this is the next step in the group’s restructuring roadmap is to focus all resources for the core priority area of ​​Industry – Technology. Thus, the e-commerce website of this group was closed after 4 and a half years of operation.

Toàn cảnh bức tranh TMĐT năm 2019: Tứ hùng tranh bá Shopee - Tiki - Lazada - Sendo; Viettel gia nhập cuộc đua, Vingroup từ bỏ sàn đấu - Ảnh 5.



In the opposite direction, the event that made e-commerce business in July Viettel suddenly entered the market when it silently launched the MyGo ride-hailing app and the Voso.vn (Shells) platform. These two units are operated by Viettel Post company. A representative from Viettel Post said that Voso.vn is the first true e-commerce channel of Viettel when participating in this market. Viettel’s goal is to become the largest e-commerce platform in Vietnam but not to compete or replace big names such as Shopee, Lazada, Tiki or Sendo.

E-commerce floor of Vietjet?

Also in July, Japan’s Nikkei newspaper reported that Vietjet wanted to build an e-commerce trading floor not only for airline tickets but for customers’ needs. All partners and suppliers participate to sell to hundreds of millions of Vietnamese and global users. Ms. Nguyen Thi Thuy Binh, Deputy General Director of Vietjet said that this platform includes finance, insurance, banking as well as hotel, consumer goods … Partners can use blockchain technology to share transactions. together at your convenience.


In March 2019, the Hanoi City Market Management Department proposed to bring forms of business through social networks such as Facebook, use applications for smart mobile technology devices such as Zalo, Viber … In the case of e-commerce websites, it is mandatory to notify the state management agency.

Information from this agency in 2018, the Department checked 120 cases of e-commerce activities; sanctioning administrative violations of 47 cases with a total fine of VND 521,000,000.

The online contracting can be done on the Facebook page itself via Message (messenger), comments, Online form or links to third-party online ordering applications. The two parties can also enter into an offline contract by exchanging via telephone (voice) or other channels such as Whatsapp, Viber, Zalo.

Currently the seller provides information on the address, phone, email or website and information about the goods. However, almost no sellers provide information on business registration certificate or personal tax code.

The Facebook report also pointed out that 48% of consumers said they knew new products and services through social networks. The three main reasons for buying decisions include positive reviews from customers, good deals or promotions, in addition to the attractiveness of the product. However, promotion is not the main buying motivation, because approximately 60% of Vietnamese consumers say they buy when they want, not necessarily having a promotion, while only 18% focus on Promotional elements when buying.

Mr. Khoi Le, Director of Global Sales, Vietnam Market at Facebook commented: “In Vietnam alone, 50% of respondents said they were willing to learn new brands, or buy many different brands, when buying online, this means that businesses of all sizes, including specialized units of one product group, also have a significant opportunity to compete in bigger scale in Southeast Asia “.

Social networks play a prominent role in connecting consumers with each other and with the seller. Survey results this year show that social networking continues to be the most popular marketing channel of businesses. At the same time, the proportion of businesses that rated social selling was highly effective at 45%, while it was 32% for website sales and 22% for mobile apps. Not only individuals, households, small and medium enterprises, but many large businesses have actively used social networks to market and take care of customers.


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Source : Trí Thức Trẻ