NGHIENCUU
Thuong mai dito to B2C: Ca hoi va thach thuc cho cac doanh nghiep Met Nam
(Siu Thi Kim Loan, Nguylii Thi Kiin ()anh, Nguy&i Hilng Anh v^ D ^ g Thi Kim Hoa
Hoc vien NOng nghiep Viet Nam
Trong nhung nam gdn ddy, sd lugng ngudi su dgng internet va mua hang true tuydn ngdy cang gia tang. Do vay, Uiuong mai dien hi B2C d \^et Nam ed tiem nang de phdt tiidn. Tuy nhien, song hdnh vdi co hdi la nhirng tiideh tiiiic dat ra vdi cac doanh nghiep. Bdi vidt nhdm khdi quat thge trang thuong mai dien tfl B2C, co hdi va thdeh thlic ddi vdi eac doanh nghiep Vidt nam khi thuc hien md hinh kinh doeinh nay.
1. Tong quan ve thuong mai dien tir B2C Thuong mai didn tii B2C duge hidu la thuong mai giua doanh nghidp va ngudi tieu dung (Business to Customer), lidn quan ddn vide doanh nghiep dua hdn mang internet dd trao ddi cae hang hda dieh vg do minh tao ra hoac do minh phan phdi tdi ngudi tieu dung, khac vdi md hinh TMDT B2B (Business to Business) - giiia doanh nghidp vdi doanh nghidp, ddi tugng khach hang cua md hinh TMDT B2C chinh la ngudi tieu dung ea nhan. Vi vdy, md hinh TMDT B2C edn duge bidt ddn vdi tdn goi Id bdn le true tuyen. Cdc dang B2C chinh d Vidt nam gdm website TMDT, sdn giao dieh TMDT, website khuydn mai tmc tuydn va website dau gia trgc tuydn.
1.1. Tinh hinh thuong mai didn hi B2C orViet Nam Hien nay, nganh thuong mai didn tii Viet Nam dang ed nhirng bude tien vd cung manh me. Hau het cac doanh nghiep ngoai hinh thiic tmyen thdng cdn kiem them hinh thiic mua ban qua mang internet. Viec mua sam true tuyen nay da va dang ddn trd thanh thdi quen tidu dung hang ngay cfla dai bd phan ngudi Viet; nhat la vdi nhiing ngudi he, tidp cdn edng nghe nhanh nhay va quy tiidl gian ngay cang bi bd hep. Didu nay tao co hdi cho cdc doanh nghidp ban hang tare tuyen. Theo du lieu cua bd Cdng Thuong (2018), sd ngudi tham gia mua sdm true tuydn cfla Viet nam tang tii 21,7 trieu ngudi d nam 2016 ddn 39,9 tridu ngudi nam 2018 vdi gid hi mua sam eflng tdng tii 170 USD/ngudi d nam 2016 ien 202 USD/ngudi nam 2018 cho thdy TMDT B2C phat hien manh. Doanh thu tdt cd hdng hod, dich vu qua kenh tore tuydn B2C udc dat hon 8 tj' USD nam 2018, tang 30% so vdi nam 2017. Tuy nhien, ty hgng doanh tiiu TMDT B2C trong tdng miic ban le hang hda va doanh tiiu dich vu tidu dung cd nude cdn kha khidm tdn, chi chidm 4,2% d nam 2018. Dieu nay cho tiiay tiem nang cho kinh doanh TMDT B2C d Viet Nam edn rat ldn.
Bang 1: M^t so thdnK tin lien qnan deo TMDT B2C ff V ?! Nam Chi Ueu
Doanh thu TMDT B2C Ty m)ng doanh thu TMDT B2C trong long doanh thu ban le LTOC tinh so nguoi tham gia mua sam Uvc tuy^n l/ctc tinh gia trj mua sftm tntc tuyen cua 1 ngiroi Ty le ngucri dan sii dyug luteraet
DVT Ty USD
%
Tri?u ngirai USD
%
2016 5 3 21.7
170 54.2
2017 6.2 3,6 33,6 186 58,1
4,2 39,9 202 60.0 Ngu6n B6 Cong thuong Viet Nam. 2018 1.2. linh tufih thuong mai dien tii B2C tren thd gioi Theo Bd Cdng Thuong (2016 va 2018), nam 2016 cd 1,61 ty ngudi hdn toan edu mua hang trgc tuyen.
Doanh thu TMDT B2C toan cdu nam 2018 udc dat 1.822 ty USD, du kien se ldn tdi 2.713 ty USD vdo nam 2022. Thdi gian vd tidn bac cho hoat ddng mua hdng true tuyen cfla ngudi tieu dung eung thay ddi va ed miic do khde nhau giiia eac qud'c gia. Theo Nggc Anh (2017), ty le mua sdm trgc tuyen tai Lien minh chau Au (EU) nam 2017 da tang gdp 2 ldn so vdi nam 2007, tii miic 29,7% len 55%. Mua ban true tuyen ddng gdp hon 9% tdng doanh sd ban le tai chau Au va tinh trong nhung thang ddu nam 2016, ed tdi 18 trieu ngudi dung mang Intemet d khu vue Bde Au mua hang trgc tuydn.
So sanh giua eae qudc gia chau Au, ngudi Anh glG vi tri dan dau vdi gdn 1.118 euro danh cho mua sam true tuyen mdi nam, theo sau bdi ngudi Thuy Sy vol miic chi tieu tmng binh 1.033 euro. Diing thil 3 la ngudi Na Uy, vdi khoan chi tidu tmng binh hem 920 euro mdi nam. Bdo cao cua Hiep hdi Thuong mai va Dat hang qua tiiu didn tu- (BEVH) cho bidt trong khodng thdi gian tur thang 3 ddn thdng 6 nam 2017, doanh thu bdn hang hue tuydn trdn mang tai Diic da dat 13,97 ty euro, tang khodng 12% so vdi eung ky nam 2016.
Tai My, doanh thu TMDT B2C nam 2016 dat khoang 322,2 ty USD (Bd Cdng thuong, 2017). Ddn nam 2018, doanh thu TMDT B2C len tdi 501 ty USD, vdi sd ngudi
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H DLICTNQ ( T H A N Q 3 /tiiam gia mua sdm hue tuydn udc dat 258,9 hidu ngudi va gia hi mua sdm hgc tuydn trong mOt nam khoang 1935 USD/ngudi. Cac chi tidu ndy dugc dg bdo tidp tue tang trong nhiing nam tdi, d^c bidt doanh thu TMDT B2C cd the ldn tdi 707,2 t? USD vdo nam 2022 (Bd Cdng Thuong, 2018)
Bang 2: Thmmg mgi dien tirB2C ina mot so quoc gia nflm 2018 Chi tien
Doanh thu TMDT B2C Uoc tinh so nguoi tham gia mua sira tnrc tuyen LTOC linh gia tq mua sSm ti\ic tuy^n ciia 1 nguoi
DVT
USD Tn?u USD
MJ 501 258,9 1.935.2
Trung Quoc 629,5 792,9 793,9
Ue 18.4 19,3 955,2
Thai Lan 3.7 37,5 99.6 Doanh tbu TAS)TB2C khong bao gom doimb ihn cac son pham trwin rhong sd.dich v\iphm>ph6i so vd cdc hdng hoa da qua sir dimg
Ngufin. Bo Cong thucmg Vi?l Nam, 2018
2. Co hdi thtfc hien TMDT B2C cho cac doanh nghiep Viet Nam
Mdt Id tiem nang tiii trudng TMDT B2C rdt ldn. Nhu Bdng 1 va 2 da tiid hidn: nam 2018 Vi^t Nam cd gdn 40 hieu ngudi tham gia mua sdm true tuydn vdi miic chi mua sdm khoang 202 USD/ngudi, cao hon rat nhidu so vdi cdc nude hong khu vuc nhu Thdi lan, Indonesia, Philipin. Ty le ngudi ddn sti dgng Intemet nam 2018 ldn tdi 60%. Ben eanh dd, ngudi tidu dflng Viet Nam ed thu nhap ngay cdng tdng, ua ehuong cdc dieh vy hien dai va tien ich. Ndu giu dugc tdc do tdng hudng d miic 30% nhu thdi ky 2017-2018 thi doanh thu TMDT B2C cd thd vugt xa mdc 10 ty USD trong nhOng nam tdi. Day ehinh Id co hdi hdp dan ddi vdi cac doanh nghidp 'ua chgn phuang thiic ban hang true tuydn.
Hai la ha tdng ky thuat cho TMDT B2C ngdy cdng dugc edl thidn. TMDT ndi chung vd TMDT B2C ndi rieng edn didu kidn kinh doanh thudn Igi dd phdt tiien, bao gdm ha tdng vidn tiidng, cdng nghe tiidng tin tidn tidn, giao dieh thanh todn trgc tuydn, djch vu logistics, ... Trong thdi gian qua, nhiing nhd cung cap dich vu van chuydn tinydn tiidng nhu Viettel, EMS, VNPost va cac start-up nhu giaohangnhanh, giaohangtietkiem, supership, v.v. hay nhiing doanh nghiep nude ngoai DHL (eCommerce, Grab Express, Lazada Express) dd chdp thdi eo ddu tu vao linh vuc logistic, gdp phan thuc ddy TMDT B2C phat tridn do hang hod duge van chuydn an todn, nhanh ehdng vdi chi phi hgp if hon.
Bdn c ^ h dd, cdc ngan hdng thuong mai dd vd dang ddy m^nh thanh todn didn tii lam cho qua trinh giao dieh, thanh toan trgc hjydn dugc thu^in Igl hon.
Ba la hd tiidng phdp lu^t vd TMDT ddn ddn dugc hoan thi0n. Nhidu ngudi tidu dung e ngai khi mua hdng hue hiydn la lo sg bj Id Uidng tin cd nhan, each thiic thanh todn phiie t^p va khdng an todn, v.v. Trong Uidi gian qua, Viet Nam da ban hdnh, siia ddi vd thue thi mdt sd ludt, nghi dfnh t^o hdnh lang phdp ly chdt che va nhung didu kidn Uiudn Igi cho cdc hoat dgng kinh doanh Uvc hiydn. Chdng han, ngdy 12/6/2018 tai k^ hop thii 5 (Qude hdi khod XIV), Lu§t An ninh mang dd duac
dai bidu Qude hdi bd phldu tiidng qua vd ehinh tiiiic cd hidu lue tii 1/1/2019. Ludt quy dinh ve hoat ddng bdo ve an ninh qudc gia va bdo dam trat ti/, an todn xa hdi tren khdng gian mang; trdch nhidm eua co quan, td chtrc, cd nhdn ed lidn quan. Ngdy 24 Uiang 12 nam 2018 Chinh phu ban hanh Nghi dinh sd 165/2018/ND-CP vd Giao dich dien tii trong hoat ddng tai ehinh, cd hidu luc till hdnh kd tii ngay 10 thdng 02 nam 2019. Nghj dinh sd 27/2018/ND-CP siia ddi mdt sd dieu eua Nghi djnh sd 72/2013/ND-CP vd quan ly, cung cap, sii dung djch vg Intemet vd thdng tin trdn mang v.v...
Bdn la kha nang giam chi phi. Viec tidp tue duy tri vd md thdm ciia hang tmydn thdng hay dpi ngu nhdn vien bdn hang tai cdc tiij trudng se ldm tang chi phi van hdnh cho doanh nghiep. Trong khi dd, TMDT cd nhiing loi thd dae bidt cd thd giup doanh nghiep giam chi phi thue/mua mat bang ban hang, nhan cdng, van chuyen, v.v. Hon nOa, ngudi tidu dflng eung cam thdy thuan tidn vi khdng phdi tdi tan ciia hang, cd khd nang Iga chgn va so sanh nhieu mat hang cung mgt luc d mgi tiidl didm. NhOng loi tiid efla TMDT so vdi hinh thlic ban hang tmydn thdng sd tao eo hdi cho doanh nghiep TMDT B2C.
3. Thach thlic cua TMDT B2C fioi vol cac doanh nghiep Viet Nam
Ben e^nh nhiing ca hgi, cdc doanh nghiep Vidt nam ttiam gia TMDT B2C cung ddi mat vdi khdng it thdch thlic.
Trude hdt, nhdm ngirdi tidu dflng eua eae doanh nghiep Vidt Nam trong giai doan hien nay chfl yeu la gidi tre - nhiing ngudi sdm tidp ean vdi cdng nghd nhung miic thu nhap ehua cao. Trong khi nhdm nhiing ngudi cd Uiu nhap cao chfl yeu la tmng nien vdn quen vdi phuong thiic mua hang tmyen thdng han. Ho la nhdm ngudi khd thieh nghi vdi sg thay ddi nhanh ehdng cua cdng nghe mdi. Sd Hdu dieu tra eua bg Cdng Thuong cho thay cd tdi 43% tdng sd ngudi mua hang true tuyen vdi gia hi mua dudi 3 trieu ddng/ngudi trong nam 2018. Ndu so vdi mdt sd qudc gia nhu My, Tmng Qudc, Due, Uc, v.v. thi gid tri mua sdm binh qudn nam efla ngudi tidu dung Viet Nam cdn rat thdp.
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OiBillMulMng To I lMU-3 lr*JiMJig Iu3lii«g •SlMU'Brg
Ngiidii. Bo Cong Thiiwig I201S)
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NGHIEN Cl/U
Thii hai, niem tin cua ngudi tieu dung vdi cdc san thdy, nhan sg lam trong linh vue nay vdn ttiidu tu ^^'~J^
phdm ban hen mang chua tiige su cao. Rui ro ddi vdi nang phyc vy giao djch TMDT (tao sdn phdm, cap ^^
khach hang la hang hda mua vd khdng dflng nhu chat thdng tin sdn pham, qudng bd sdn phdm, xu ly lugng dugc cdng bd hen hang web khidn nhi^u ngudi hang online...) cho den cdc ky ndng sii dyng cdng cu edn ngdn ngai khi mua hang trgc tuydn. Ben eanh dd, tren eac san TMDT dd gidi thidu va ban sdn phdm.
djch vu cham sde khdeh hang eua doanh nghiep kem
4. Ket iuan va de xuat
TMDT B2C hen thd gidi cung nhu Viet Nam ed bude phat trien manh hong nhiing nam qua. Doanh tiiu toan eau tir md hinh nay dg kidn se dat 2.713 ty USD vao nam 2022. d Viet Nam, vdi so ngudi tham gia mua sdm tnrc tuydn udc khoang 40 trieu va gid tri mua va tam ly lo sg thdng tin ca nhan bi tidt Id cQng lam cho
nhieu khaeh hang e ngai khi mua sdm tirrc tuyen. Day la nhiing khd khan ddi hdi ban than cac doanh nghidp tiiuc hien TMDT B2C can cai tfiien dd tiiay ddi hanh vi, thdi dp cua ngudi tieu dung ve mua bdn true tuydn.
Thii ba, mac du da dugc cai thidn nhung nhin
ehung CO sd ha tdng edng nghe va luat phap d Vidt g ^ ^inh quan''202 USD/ngudi trong nam 2018 eho Nam chua thuc su hoan thien. Dd tiiue day thuong (j^^y f^^y j^gj thi trudng cho TMDT B2C rat ldn khi didu mai dien tii B2C thi hoat ddng sii dgng thanh toan ]^^^ i^j^^ te va ha tdng ky thuat vidn thdng ngay eang khdng dung tien mat cung can phdt hign manh, ngudi ^^gc cdi thidn. Tuy nhien, doanh nghiep thue hien tieu dung phai cam thay thgc su yen tdm va thu^n tidn TMDT B2C d Viet Nam cQng ddi dien vdi nhidu thdeh khi thanh todn true tuydn. Tuy nhien, trdn tiiuc te didu (hiic v^ nidm tin eua ngudi tieu dung, dp luc eanh nay chua dugc nhu ky vong kiiidn cho sd ngudi sdn tranh, nang Igc mua sdm tnrc tuyen va ngudn nhdn sang Uiam gia mua hang online khdng cao. Ket qud i^. p ^ y^y^ j g pj,^, j^^y ^^^ i^j thd eua TMDT B2C, khao sat eua bd Cdng Thuong (2018) eho thay hinh ^kc doanh nghiep Vidt Nam nen da dang kenh phan thlic thanh toan phd bidn nhat duge ngudi mua hdng pj^^-j Q^^^ Y\kng trgc tuyen ben canh hinh tiiiic tmydn tmc tuyen lua chgn la tra tidn mat khi nhan hang (88% thdng), ehu hgng hon den ehdt lugng sdn phdm va tdng sd ngudi dieu tra), trong khi ehi 42% cd sii dung ^ham sde khach hang dd tao nidm tin cho ngudi tidu the ATM ndi dia va 17% sii dung vi didn tii. Ben c^nh dung, va tang cudng dao tao cac ky nang ve TMDT cho dd, vi TMDT dang trong giai doan phat trien, he thdng j ^ j ^^^^ tham gia ban le tme tuyen. Dong thdi, nha luat phdp hidn hanh cua Viet Nam edn chua theo kip
vdi su phdt tridn dd.
Thii tu, miic dp canh tranh ngay cdng khdc liet:
Trong vdi nam trd lai ddy, vdi su ldn ngdi cua TMDT, tiii tnrdng B2C da chiing kidn cude dua gida cac doanh
quan tri doanh nghidp cung ndn nang eao kien thiie va ky nang ve TMDT dd quan ly hieu qua cdc hoat ddng hue tuydn. Bdn canh dd, Nha nude can tiep lye hoan thien he thdng phdp ly, cai thien ha tang ky thuat vd cdng nghe thdng tin, logistic va thanh toan dien tii dd nghidp hong viec ddu tu vao cdng nghd vd phat tiien tao didu kidn thudn Igi eho cac doanh nghiep thue kdnh ban hang online. Mdt sd doanh nghiep ed vdn
nude ngoai i,..j Lazada, Tiki nhan duge sg ddu tu ldn tu cdng ty me (Alibaba vdi Lazada) hay tii ddi tde (Tencent cua Trung Qudc va STIC eua Han Qudc vdi Tiki) da nhanh chdng ttiidt lap vj hi hang dau hong TMDT B2C d Vidt Nam. Trong khi nhung cdng ty Idn ttiudng tiiiet idp kdnh giao hang rieng (ehdng han Lazada Express cfla Lazada), phdn ldn doanh nghidp Viet Nam cdn dga vao djch vg cua bdn thii ba lam cho ngudi tidu dung cam
hien TMDT ndi ehung va TMDT B2C ndi rieng./.
Tai lieu tham Ithao
Bd Cdng thuong. (2016). Bao cdo thuong meii dien hi Viet Nam 2017. NXB HD (www.veeita.gov.vn)
Bd Cdng thuong. (2018). Sdeh trdng tiiuong mai dien tu' Viet Nam 2019. NXB HD (www.veelta.gov.vn)
Golmart. (2019). TOP 30 Trang Web Thuong Mai tlidy tiiieu tin tudng, ddnh gia tiidp hoat ddng giao hang Dien Tir Hang Dau Viet Nam 2019, efla doanh nghiep neu xay ra su cd. Dd giCr chan va thu https://golmart.com.vn/gfomm/cac-trang-thuong-mai- hut ngudi tieu dung, nhidu doanh nghiep phdi hao tdn dien-tu-hang-da
chi phi rat ldn eho cac ehuong hinh khuyen mdi gidm isjggc Anh. (2017). Nganh bdn le tmc tuydn bude gia san pham cung nhu midn phi giao hdng... Didu nay vao thdi ky tang tnrdng manh. Truy cap tai dd dnh hudng den Igi nhuan va khidn hoat ddng TMDT hUps://www.tiiesaigontimes.vn/164991/nganh-ban-le- khdng may hieu qua. Dae biet, su xudt hien eua cac tiTie-tuyen-buoe-vao-thoi-ky-tang-tmong-manh.html thuong hieu ban le hue tuydn qudc td nhu Amazon 6 ^^^^.^^ ^^^ ^ . ^^^^ ^^ ^^.
Vidt Nam se lam eho muc do canh hanh ngay cang gay ^.^^ ^^ https://magiamgiabig.com/blog/mo-hlnh- thuong-mal-dien-tu/
Pham Thanh Binh. (2019). Phat hidn bdn le tmc tuyen cho eac doanh nghidp nhd va viia. http://tapehi- taichinh.vn/tai-chinh-kinh-doanh/phat-trien-ban-le- true-tuyen-eho-cae-doanh-nghiep-nho-va-vua- gat hong tuong lai.
Thii nam, ngudn nhdn Ige phge vu cho TMDT B2C edn tiiieu va ydu: 0 Viet nam, do TMDT ndi ehung va TMDT B2C ndi rieng la mdt linh vuc khd mdi md, chi phdt hidn m ^ h vai nam gdn day nen ngudn nhan Igc
vdn chua dap ling dugc yeu edu tiiuc tidn. Thue td cho 3o''7774"ht^
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