P N A T T R I E N C A C L O A I
HiNH GIAO D|CH THIfONG MAI flIEN TUf TREN THE 6101 VA M O T SO KHUYEN NGH! CHO VIET NAM
T r a n T h i T h g p H p c v i d n C o n g n g h # B u u c h f n h V i e n T h o n g
E m a i l : [email protected]
Ngaynh$n: 06/06/2017 Ngay nh$n lai: 26/07/2017 Ngay duy$t dang: 10/08/2017
yVphiti
^ o s y 11/5/2014, Thu tudng Chinh phu da /tj? Quyit djnh so689/QD-TTg phd duydt "ChUdng trinh ')^hit then Thuang mai didn tO quic gia giai doan 2014 - 2020". Trong van bin nay, mtic tidu cy the ve mdi trudng Ong dung ThUdng mai di$n tO (TMDT) Viit Nam din nim 2020 dUdc xie dinh nhU sau: "Mua sam trtfc tuyin trd thanh hinh thtfe phi biin cOa ngtfdi tidu dung; doanh nghidp tfng dung rdng rai cac loai hlnh TMDT nhu doanh nghidp - doanh nghidp (B2B), doanh nghidp - ngudi tiiu dbng (B2C), doanh nghidp - chfnh phu (B2G) tmng ho^t ddng kinh doanh, xuai nhip khi'u".
Mdi ioai hinh giao dich TMBT diu ed nhOng diiu kidn then khai die thO, trong thdi gian tdi Vidt Nam ndn t$p tmng phat triin ioai hinh TMDT nio? vi ddi vdi mii lo^i hlnh giao dich TMDT thi Chfnh phO, doanh nghidp vi ngudi tidu dung ein tham gia nhu the nio?... la cau hdi can cd idi giai. Nghidn etfu niy tiep cdn phat trien cic loai hlnh giao dich TMDT ci d binh didn quoc gia vi binh didn doanh nghidp.
ngudl din/ngudi tidu dOng. Thdng qua thu thip thdng tin thtf cap, phuang phip phong van tay ddi vi phtfdng pbip quan sit khdng tham du. tie gia thtfc hi$n phin tieh xu hudng phat tnen cic loai hinh giao dich TMDT tren the gidi, tren cd sd dd dinh gia eie dieu kidn cOa Vidt Nam va nJt ra mdt si khuyin nghi cho phit triin cic loai hinh TMDT trong thdi gian tdi.
Ttf ktida: giao dieb thUdng mai didn ttf, thUdng mai didn tCf. loai hinh giao dich.
CHINH PHU U 1 . Tong q u a n c a c loai h l n h g i a o d | c h thUdng mgi d i $ n tO ( T M B T )
H i d u t h e o nghTa r f i n g , T M D T la t o d n b f l c d c h o a t d f l n g t h u o n g m a i v a c a c h o a t d f l n g l i e n q u a n d U d e thuc hien m f l t p h a n h a y h o a n t o a n t h f l n g q u a c a c p h U d n g t i e n d i d n tQ v a I n t e m e t Tai V i d t N a m , n g h i d i n h s o 5 2 / 2 0 1 3 / N D - C P n g a y 1 6 / 5 / 2 0 1 3 c u a ThQ t u d n g C h i n h p h u q u y d m h v e T M D T n h u s a u : " H o a t d d n g T M D T Id vide t i d n h a n h m d t p h a n h o S e t o a n b d q u y t r i n h cQa h o a t d d n g t h u o n g m a i bSng p h u d n g t i e n d i d n tQ c d k e t n d i v d i m g n g I n t e r n e t , m a n g v i e n t h f l n g di d d n g h o ^ c c a c m a n g m d k h a c " .
T r o n g s o c d c l o a i h i n h g i a o d ] c h d i d n tQ ( h l n h 1 ) , g i a o d | c h T M D T ' t h u d n g d u p c x e m x e t t d p t r u n g v a o 4 l o a i h i n h c o b a n , g d m : B 2 B - g i a o d ] c h giQa e a e d o a n h n g h i d p ; B 2 C -
g i a o d j c h giQa d o a n h n g h i d p v d i n g u d i t i e u dCing;
C 2 B - g i a o d j c h n g u d i t i d u d u n g v d i d o a n h n g h i d p ; C 2 C - g i a o d i c h giQa n g u d i t i e u d u n g v d i n h a u .
CHiNH PHU DOANH NGHIEP i NGU'OI Tll^U
DUNG
Cliiiili pliu vcri chinh phu(G2G) Dm
Chinii phii VCTI clonnh nghidp (G2B)
Chinh phu \ii\ rguoi lii'ii diing (G2C):
DOANH Doanii nahiSp viii NGHIR _^ cliinhpliulB3Gl:
Dati lim
Doanh nghigp voi doanh ngliiEp[B2Bj:
TTiircfiig iiKfi di^n lit
Doanh nghiip vdi ngirJfiliSu diing • (B2C); Tlamgmi
NGl/ai Tieu DUNG
Nguiii lieu diing voi J chinh phu IC2G)
Dong Ihiie
Nguoi tieu diing voi doanh nghigp {C2B):
Ngucri tifu diing vdi nguiri lieu dung (C2C):M<fflfl
S o 111/2017
H l n h 1 •• Giao dieh didn tO va cic ioai hinh TMDT cd bin
kboa hoc
min TRflO oi
2. Cac d$ng iMc phat trien glao d|ch TMDT hi^n nay
De phat trien eac giao djch TMDT edn phai ed hfli du cae yeu to cd ban gdm: ha tang ky thudt Internet, hg tang phap ly, ha tang thanh toan didn tQ, va he thdng co sd phan phdi.
Kha nang truy cdp Internet la can thiet eho ea ngudi mua va ngUdi bdn trong eae giao djch TMDT Ha tang k? thudt Internet phai du nhgnh, manh dam bao truyen t^i cac ndi dung thdng tin bao gdm: am thanh, hinh anh ky thudt cao, tnjng thQe va sdng dflng. Chi phi ket ndi Intemet phai thap de dam bao ed so lUdng Idn ngudi tieu dung ed kha nang tiep cdn vdi Internet ve m$t tai chinh.
Theo thdng ke eua Miniwatts Marketing Group {www.intemetworidstafs.eom), so ngudi sii dung internet trdn toan cau dat 3,732 t^ ngudi tinh ddn het thang 3 nam 2017. Lidn minh vien thdng the gidi (ITU) cung dUa ra nhQng sd lieu phan anh sU phat trien ngoan muc ve vien thdng va Internet trong 15 nam dau eua the ky 2 1 . Theo dd, so luong thud bao di ddng da tang tQ 738 tridu thud bac !en 7 tJ fhue bao; ty Id ngudi dung Intemet tang tQ 6,5% Idn 43%; gdn mdt nQa sd hd gia dinh tren toan eau da dQpe ket ndi Intemet (46%) so vdi 18% vdo nam 2005; ty Id ngQdi sQ dung mang di dflng bang rfing de truy cdp Internet tang tQ 12%
nam 2007 Idn 47% vdo nam 2015. ITU eung dang ldn ke hoaeh dau tu khoang 450 ty USD de den nam 2020 cd thdm 1,5 ty ngUdi sQ di;ng Intemet.
Cdng nghd thdng tin va truyen thflng ddng mdt vai trd quan frpng trong nhieu nam tiep theo de thd gidi tien nhanh hdn den mdf xa hdi sd hda.
Ve ha tang phap ly, vide xdy dung khudn khd phap ly eho TMDT phai dam bao hai nguydn tac.
ThQ nhat la phai diia vao nen tang khudn khd phap
\y ciia thUdng mai truyen thdng. ThQ hai la phai xda bo cac rao can kiem che sy phat trien cua TMDT.
Ndi each khac, c i n phai cd hd thong hoan chlnh
khBiMe ^ = ^
04 ibiAhinaicae van ban ludt vd eac van de nhU: thQa nhdn phap 1^- ddi vdi thdng dipp dQ lidu, quy djnh ve chO ky didn tQ, bao hp quydn sd hQu tri tue, bao vd sti rieng tQ, bao vd quyen ldi ngudi tidu dung,.., de eac giao dieh TMDT ed thd phat tri^n.
Hidn nay, nhieu quoc gia tren the gidi deu nhdn thay rang khufln khd phap ly dieu chlnh hogt dflng thuong mgi truyen thdng khdng du dap Qng yeu eau cQa TMDT.
Ve hg tang thanh toan didn tQ, bao eao cQa WorldPay vd hoat dflng thanh toan todn cau (Worid Payments Report) cdng bd hdng nam eho thay nhjp dp khai thac cae dieh vu thanh todn didn to tang len rat nhanh. Neu nhU nam 2015, thj trudng TMDT toan cau cd gia trj 1,66 nghin ty USD - tang 14% so vdi nam 2014 thi den nam 2019 con so nay Id 2,4 nghin t^ USD, vdi 23%
trong sd nay duoc thuc hidn ehi qua eae thiet b[
di dflng. Trong s d eac phUdng thQe thanh toan didn tQ, m£ic dQ thanh toan qua the ghi nd (Debit Card) vdn ehiem tJ trpng Idn nhQng cd mQc fdng trudng khdng cao, ehi tQ 573 ty USD vao nam 2014 va dQ bao Idn den 577 ^ USD vao ndm 2019. Thanh todn qua v( didn tQ (eWallet) se la phUdng thQe thanh toan dah dau vdi 6741^ USD vao nam 2019. Tuy nhien hinh thQe tra trQdc (PrePay) qua t h ^ hodc phidu mua hdng (Voucher) la hinh thQe thanh toan ed mQe tang trudng vUdt bdc, tQ 55 ty USD nam 2014 len den 175 tJ USD vao nam 2019.
i HI;; i:il
(Nguon: Globai payments report preview, WorldPay 2015) Hlnh 2; Cic hinh thilc thanh toan di$n til pho bien trong tudng iai
S6' 111/2017
Ve fig tang dich vu phdn phoi, quy mfl eua TMDT bj anh hudng bdi chat IUdng phdn p h ^ san phd'm.
Nhieu ngudi tieu dQng ddn vdi TMDT vi mong mudn tai ve cae san ph^m ky thudt sd hodc vi su ti$n ldi khi CO the nhdn hang hda tai nha. NhOng ydu kem nghiem frpng trong co sd ha tdng phan phdi ed the Idm ean trd TMDT, ddc bidt Id doi vdi hang hda. Cd 4 hd thdng phan phdi khdc nhau trong TMDT gdm:
(1) Phan phdi tn/c tuyen cae san pham didn tQ nhu sach, dta nhac, cae ehUdng trinh phan mem may tinh; (2) Phan phoi san ph^m vdt ly qua buu chinh hodc mang ludi phan phdi cQa ehinh nhOng ngQdi ban; (3) Ngudi mua ttJ di nhdn hang hoa; (4) NgQdi mua ddt hang cac dieh vu nhu du lic^, hang khdng hay nghi dudng, khdng phai giao nhan gi eho den khi sQ dung dich vu. Cd sd hg tdng phan phoi dong gop eho TMDT chO yeu Uidng qua he thdng phan phdi true tuyen va ehuyen phat qua mang ludi buu chlnh. Phdn pha tnic tuyen dUde trien khai qua mdt sd hinh thQe nhu: cho phdp hay han chd kh^ ndng tai ve, pliat true tep (Video Streaming) hodc luu trQ bang dien toan dam mdy. Phan phdi ta/c tuydn phu thupc nhidu vao chat IUdng ket noi Intemet eua ngUdi mua. Theo bao eao cua Akamai (cdng ty quan ly luu lupng Intemet va giai phap cdng nghd cua My) cho biet: toe do Infemet tnjng binh eua toan eau tang 12%, len mQe 7Mb/giay trong qui' 4/2016, tang 26%
so vdi nam 2015. Ben egnh do, cudi nam 2015 tgi Nhdt Ban, Huawei va NTT Docomo da ket hdp vdi nhau de thQ nghidm ket noi khfing day 5G d quy mfi rdng, sQ dung bang tan 6 Ghz. Tdc dp 5G UiQ nghidm da dat tdi 3,6 Gbps, nhanh hdn 200 Idn so vdi mgng 4G hien tgi. Huawei dang day nhanh tde dd trien khai mang 5G va du kien bat dau vdn hanh tQ nam 2018 de chlnh thQe thUdng mai hda vdo nam 2020. Vdl tde dp nhanh nhu vdy, mgng 5G se la tien de dd cdc nfli dung chat lUdng cao ed the trd nen phd bien tren the gidi.
Phdn phdi hang hda hQu hinh qua mgng IQdi buu chinh cung ed vai trd quan trpng. Tfieo bao cao thudng nien cua Lien minh Buu chinh The gidi (UPU), ehi trong nam 2013, tdng cflng da cd 6,4 ty buu kidn va 350,9 ty bQc thQ da dQde cfiuydn phat trdn toan the gidi. Mang ludi cua UPU cd mSt tgi 171 qudc gia vdi 640 nghin didm giao dich d khap moi ndi
3. M$t s d » j hudng phat trien cac loai hlnh giao d|ch TMDT tren the gidi hi§n nay
De rut ra bai hpc ddi vdi phat trien eac loai hinh TMDT tai Viet Nam trong thdi gian tdi, xu hudng
So 111/2017
L V HIEN TRflO Pdl J
phat trien TMDT tren the gidi can dUpc xem xet d ca phgm vi qudc gia va pham vi doanh nghidp. Hai qudc gia cd cdc ddc trUng phat trien TMDT dang chO y la Xn dd vd Trung Qudc cQng vdi hai doanh nghiep tidn phong trong ITnh vye TMDT Id Amazon va Ebay da dUde lua chon phan tich.
AnDd
Theo bao eao eua eMarketer, vao thang 12/2015 An Dfi la mfit trong ba thi trudng TMDT eo tde dp phat trien nhanh nhat khu vye Chdu A - Thai Binh DUdng, cOng vdi Trung Qudc vd Indonesia.
Nam 2015, tdc dfl tang trudng TMDT eua qudc gia ndy dgt mOc 129,5%. Doanh thu ban Id true tuydn cOa An Dd Udc dat 14 ty USD, ehiem 1,'7% tdng doanh thu ban le. Dy liao den nam 2018, mOc doanh thu nay se dat 55,26 ty USD. Vdi toe dp tang tn/dng dudc dy bao rat j f n tUdng tO mde xuat phat diem thap khidn eho An Dp nhdn dUde sy quan tam rat Idn tO nhOng cfing ty TMDT trdn thd gidi, CQ the nhQAniazon. Jeff Bezos, ngudi sang ldp Amazon mudn An Dp ta thj trudng Idn thQ hai cQa cdng ty, sau My va da cd kd hcach dau tu hang ty USD vao thi trudng nay, Hidn tgi, thj trudng ban le tai An Dfi dang hoat dflng vdi sy gdp mat cua cac cdng ty dia phuong nhu Flipkart vd Snapdeal, hodc mdt so eflng ty dUde tai tro tQ Alibaba, ngUdi khdng Id ve TMDT cd xuat xO tQ Trung Qudc. Trong khi cac efing ty dja phUdng vat va danh thj phdn bang each tang mgnh ehi tieu eho hdu can va giam gia ban, didu md cd thd lam vdn cOa hp bj kidt que, Ihl nhOng ngudi tien phong Ong dung TMDT da gdt hai dupe nhQng ket qua nhay vpt. An Do ed the' trd thanh mfit mfi hinh eho eacjhj trUdng mdi ndi tren the gidi noi theo. TMDT tai An Dd cd tidm ndng nhu vdy bdi vl nd cd the mang Igi ba thay ddi sau sac hdn so vdi viee phai gia tang sQ tidn ldi tO hdu can vd xQc tidn bdn thflng qua giam gia. ThO nhdt la An Dfl cap tap trong vide phat tridn hg tang thanh toan va di theo bai hpc thanh cdng tQ Alibaba tgi thj trQdng Trung Qudc Ndu nhuAlipay, mfit chi nhanh cua Alibaba, da hda giai sy mat long tin giQa ngUdi mua va ngudi ban bang cdch glQ tien cOa ngudi mua eho ddn khi hp nhdn dUdc hdng hda mdt cdch an toan, thi tai An Dd md hinh tUdng ty Id Paytm, Paytm duoc hd'tn? phdt fridn bdi Ant Financial chuyen cung cap giai phap vi didn tO (eWallet). Hidn da ed 120 trieu tai khoan, gap 6 lan sd the tin dyng tai qude gia nay. Ben egnh dd, cac cdng ty TMDT eung dang giQp eae doanh nghidp la ngudi ban
khoa hoc c^
mai es
rnrRfio odi
nho le hodc ngudi san xuat tiep edn vdi nhOng nguon vdn mdt each re hdn va de'dang hdn. ThO hai, cac edng ty TMDT dang ndlye khae phue sy ydu kem eua ed sd hg tang giao thdng va dde diem dja ly rfing Idn cua An Dd. Tgi nhOng khu vye dudng xd tac nghen vdi ha tang giao thfing lae hdu, kho bai vd cae diem ptian phdi cua cdc cdng ty canh tranh dupe ghep chung vdi hd thong phan pfidi mang tinh ddc thu eua tQng dja phQdng. Co kfioang mflt nQa sd khaeh hang cua Flipkart va Snapdeal nam d ngoai d cOa cae thanh phd Idn nhat An Dfi. Bdn cgnh dd Amazon tuydn bd dang giup dd hon 6.000 doanh nghiep An Dd bdn hang ra nudc ngoai. Tdc ddng Idn thO ba eua TMDT d An Dfi dya tren chinh ban than hd thdng ban le tai qudc gia ndy. Cdc trung tdm mua sam va chudi cQa hang ehi chidm khoang mflt phan mUdi tdng doanh sd ban le. Cdn vide ket h^p ban hang cua ba trang web TMDT hang dau An Dd Id Flipkart, Snapdeal vd Amazon da vUdt qua nhQng eon sd eua tdng cfing mudi nha ban le truyen thdng ldn nhdt qudc gia nay.
Trung Quoc
Theo dy bao ban le toan cau cua eMarketer, trong nam 2016 Tmng Quoc vUdt qua My trd fhanh th| trudng ban le Idn nha't the gidi vdi td'ng doanh sd 4.886 tJ USD so vdi mQc 4.823 ty USD cOa My.
Ben egnh dd, Trung Qude van tiep tuc duy tri vj the dah dau thi frudng ban le TMBT, dat gan 900 ty USD. Mflt sd ddc die'm pfiat trien eac loai hinh TMDT cCia Trung Qudc ddng chQ y ndu dudi day:
ThO nhat, tang trudng an tUdng ve TMDT Trung Qude cd sQ ddng gdp to Idn cua ngUdi khdng Id Alibaba, mdt eflng ty dQde sang lap vao tfiang 4 nam 1999 va da cho ra ddi mflt san phd'm lich sO la san giao djCh TMDT B2B dau tien eua qudc gia nay. Sy xuat hidn cua Alibaba da giup Trung Qudc ghi danh vao danh saeh eae qude gia cd nen TMDT Idn tren the gidi. TnJdc dd thi Bac My la thj trudng TMDT Idn nhat the gidi va phdt trien on dmh trong mfit thdi gian dai. Hidn nay, Alibaba ket ndi hdn 79 tridu doanh nghidp tren 240 quoc gia va vung lanh thd. Trang web cua cdng ty nay (htttp://www.alibaba.eom) da cd giao didn tieng Anh va frung binh mfli ngay ed hdn 18.740 doanh nghidp mdi tham gia dSng ky giao djch. San TMDT Alibaba com trd ndn dd sfi, ket noi eae doanh nghidp vdi hdn 400.000 mdt hang dupe phan loai trong 27 danh mue hang hda ban ra.
Ngay 19 thdng 9 nam 2014, Alibaba chlnh thOe
phat hanh cd phieu lan ddu tai Sd giao dich ehQng khoan New Yorkvdi vdn hda 231 ty USD, cao hdn cd Amazon vd eBay cdng lai. Thdnh cdng cua Alibaba va theo dd la ddng gdp Idn vao phdt trien TMDT Trung Qudc xuat phdt tQ quan didm khac bidt vdl eae doanh nghipp phUdng tdy eOa ngudi dQng dau edng ty nay - tJ phO Jack Ma - ve thj trudng myc tidu cua eong ty va ve nang lUc edt ioi cua cdng ty. Ve thi trudng muc tieu, Alibaba hudng tdi khdng phai la frung Qudc ma la thi trudng toan cau. Quy md thi trudng vi the khdng phdi la hdn 1 ty dan Trung Qude, ma la hOn 7 ty dan todn cau.
Dd ket ndi "efing xudng eua the gidi", ndi tdp tnjng san xudt mpi loai hang hda, cd gia thdnh canh tranh vdi phan cdn lai cua thdgidi fhi loai hinh giao djch TMDT cdn phdt tridn phai la B2B ehQ khflng phai la B2C nhu cac dien hinh thanh edng ve TMDT d My va cae quoc gia khac. Ben egnh dd, quan sat day du mfl hlnh hogt dfing cua Alibaba, ehQng fa cd the thay day khflng ehi la mfit mfl hlnh kinh doanh TMDT ddn thudn ma Id md hinh kinh doanh cua mflt cflng ty cflng nghe. Alibaba cung cap kha nang tim kiem tren Intemet va d|ch vu luu trQ dien toan dam may. Khdch hang se khdng bao gid ttm kiem dUde san pham gl tren Alibaba bang vide tra cQu tren Google hay Baidu (mang tim kidm Idn nhat cua Trung Qude) ma chi cd the tim thay fren cdc trang cua Alibaba. NghTa la, Alibaba chi cho phdp ngudi dung sQ dijng cdng eu tim kiem eua rieng minh, mpi efing eu tim kiem khac deu bl chdn. Vide dflc quyen cflng cy tim kiem giQp Alibaba thu dUi;ie nguon ldi Idn tQ vide ban vj tri, Qu tien kdt qua tim kiem... Mang kinh doanh di^n toan dam may cua Alibaba vdi thuong hieu Aliyun hidn ta nhd eung cap djch vy Idn nhat Trung Qude vdl 23% thj phan trong nUdc, tUdng tu nhU Amazon tai My. Nhieu ngudi cho rang lOi nhudn ehu yeu cua Amazon khdng phai den tO TMDT md den tQ dich vy di$n toan ddm mdy AWS cua hang.
ThQ hai, TMDT fai khu vye nfing thon Trung Qude dang dUde chQ trpng phat tnen ea tO phia chlnh phu va pfila cae doanh nghiep. Kich eau tidu dOng eua cae hd gia dinh Id mfit trong nhflng ehfnh sach quan trong cQa chinh phu Tmng Qude trong bai toan tai cdu true mfi hinh kinh td eua qude gia nay. Khu vyc ndng thfln hidn cd khoang 700 tridu ngudi, chiem tdi nQa dan sd Trung Qudc.
Tai day, nhu cau tidu dQng cQa ngudi dan khflng phai la thap, nhUng iai gdp nhieu khd khan trong vide tim kiem va tiep edn hdng hda. Nhung eung
khoa hoc .
" • • " - 1 R i a l " s o 111/2017
Jf KIEN TB chlnh nhd do ma TMDT se eo uu the hdn rat nhieu
so vdi nganh bdn le truyen thong, do khdng can phai duy tri nhOng he thdng cOa hang va kho luu trO Idn, va bat ky ai eo may tinh hay dien thogi thdng minh la da eo thd bat ddu mua sam. Mau chdt cQa phat trien TMDT khu vye nfing thdn la phat trien he thdng phan phdi, vd cd hai each de lam vide nay. Vdi Alibaba la viee xay dyng nhOng 'Irung tdm Taobao" tgi eae lang va thj tran, eac trung tdm ndy Id ndi ngudi ddn cfl thd' fdi va hpc each sQ dung may tinh de ddt hang va thanh toan fida ddn true tuydn cung nhu nhan cac mdn hang da dat mua. Trong khi dd thi JD.eom (mfit eflng ty TMDT khac dang cung vdi Alibaba thong tn 80%
th] phan TMDT tai Trung Qudc) thi lai iya chpn mflt phUdng phap khac la md mfit quy tin dung. NgUdi dan dia phUdng cd the vay nhiJng khoan tien nho to JD.eom de ty xay dyng vd phdt tridn mang ludi giao hang ridng ctia hp. Trong vdng 6 thang ke tQ thang 6/2014 khi chQdng trinh ndy di vdo hoat ddng, da ed tdi 200 diem phan phdi mdi cQa JD.eom dQde md theo hinh thQe nay.
ThQ ba, ban le frQc tuyen qua didn thogi dang dan thay the thuang mgi truyen thdng tgi Tnjng Qudc, vdi quy mfl efl the ien tdi 500 ty USD. Theo eMarketer, TMDT trdn ndn tang di ddng se chiem hdn mflt nOa doanh thu ban le trye tuydn tai Tmng Qudc nam 2016. Tfl'ng gid trj ddn liang tQ didn thoai trong nam tdi dQ kien tang hdn 10%, cham mde 500 ty USD va vQdt xa con sd 75 ty USD tai My. Ty Id dan sd truy cdp Intemet tai Tmng Qudc (87%) eao hOn so vdi My (75%). Trong khi dan Trung Qude mua sam chQ ydu qua di ddng thi ngudi My van Qa thich dat hang qua may tinh hon.
SQ phd bidn cua di ddng cQng mOc dp sO dung Internet eao khien kinh doanh true tuydn phat trien manh tgi quoc gia dflng dan nhat thd gidi nay.
Amazon (Amazon.com. Inc)
Thanh ldp tQ thang 7/1995 tQ mdt cdng ty ehuyen ban saeh tren Internet, Amazon com ngay nay Id noi de mpi ngudi den tim mua trQc tuyen bat eO thQ gl. Hang trieu ngUdi trdn khap the gidi da danh gia Amazon.com la trang web ban le hang dau trong lya chpn cQa hp. Nam 2013, theo bao eao eua eflng ty nghidn cQu thQdng mai dien tO Internet Retailer, doanh thu cua Amazon dOng dau bang xep hang tgi MJ vdi 67,9 ty USD, nhieu hdn 49,6 ty USD so vdi nha ban le trye tuyen Idn thO hai Apple (doanh thu 18,3 ty USD), Den nam 2015, Amazon da eflng bd mOc doanh thu 107 ty
So 111/2017
USD va phue vu dupe 300 tneu khaeh hang, Hoat ddng kinh doanh cua Amazon ban dau va eho tdi nay van tdp trung vdo loai hinh giao djch B2C.
Khae vdi Ebay va Alibaba, Amazon efl eac kho fiang khdng Id, eae mat hang dUde frUng bay tren Internet de' khacfi hang lya chpn.
Theo thdi gian, hoat dpng kinh doanh eOa Amazon phat tridn qua cac dau mdc ed ban. Bat ddu tQ trang web chuydn ban sach, Amazon tdng cudng quy mfl kinh doanh bang each da dang hda san pha'm. Den nam 1999, nham tgo dot bien vd doanh thu va Qng dung eflng nghd, Amazon da cho ra ddi zShops, la tdp hdp ede cQa hang trye tuydn fao thanh mflt chp dien tQ (online mall).
zShops eho phep eae eflng ty khae md cOa hang cua minh dQdi sQ bao trd cua Amazon, khach hang cua Amazon duoc lua ehgn nhieu san pham hdn, Vdi vide chuydn hudng kinh doanh sang mdi gidi th! trQdng trong khi van duy tri la mflt nha ban le true tuydn, Amazon da tan dung dude mpi ldi the eua Internet thanh lot thd eua chlnh minh. Mo hlnh kinh doanh eua Amazon lien tyc dUde cai tidn sao eho phu hdp vdi xu the ehung trong ky nguyen sd hfla. Nen tang eua Amazon la sy ket hop giQa thUdng hidu, khdch hdng, eong nghd, kfia nang phan pfidi chuyen nghiep va mot dpi ngu nhdn iQc hOng mgnh. Nam 2013, Amazon dau tu vao he fhdng van ehuyen, djch vu dipn todn dam mdy va cdc dflng may tinh bang, may doc sach Kindle.
Amazon chap nhdn hy sinh lpi nhudn ngan han dd tang trQdng. Ket qua kinh doanh sau dd cOa Amazon da khidn eae nha dau tu lac quan, cd phieu Amazon da fang 8,4% trong phien giao dich thda thudn, tfl'ng eflng ca nam, cd phieu nay da tang 32%. Vao nam 2015, ed phieu eua Amazon da tang 67% bat efiap ehi sd chQng khodn My S&P 500 giam sau.
Thdnli cflng cua Amazon dua tren ba ydu td, ThQ nhat, cdng ty da sQ dung Internet de giai quyet bdi toan khflng gidi han sd IUdng san pham.
ThQ hai, cflng ty kidm scat gid fr| va ldng trung thanh cua khaeh hang fhdng qua eae tai khoan khaeh hang dudc quan ly tot va ed ldi eho ca hai ben. ThQ ba, cdng fy xay dQng mdt he sinh thai de tao chddQng vQng chac trong tfie gidi ky thudt sd.
Khflng ehi ed nipt trang web dep, tien dung, ban hang hieu qua,'TMDT can dUde sy trd giQp trong vide giao hang, vdn chuydn, thanh toan. So vdi Bestbuy, thdi gian can thief dd giai quyet don hang ddi vdi Amazon ehi bang mdt nOa.
Hlioa hoe ^ I'fliai
67
^ K I E M TRflO p d l J
Ebay (eBay, Inc)
DUde fhanh lap nam 1995 vd cd tru sd chinh ddt dSan Jose - California - My. eBay la mflt trong nliOng cflng ty phat trien nhanh nhat trong mpi thdi dai. eBay trd fhanh ndi giao djch mflt IUdng hang hda khdng 16 trj gia den 34 ty USD/nam, 135 tridu thanh vidn chinh thOc cua eBay eO moi giay trao ddi 1,050 USD. Mdi ngay, eBay lai tidp nhdn them khoang 4 trieu loai hang hda khae nhau trdn danh myc rao ban cua minh... NhQng gi dieri ra cho thay eBay da tao ra mflt each, thOc kinh doanh hodn toan ddc thO, chiia tOng tdn tai trQdc do.
Doanh thu ciiu yeu eua Ebay den tQ hoa hdng trong cae giao dich cua khaeh hang, phi quang cdo, phi thanh todn khi thUc hidn thanh toan qua cfl'ng thanh toan Paypal,
Nguyen ty hogt ddng cd ban eua eBay Id nhOng ngudl can ban mpt nhdm hang hda se dang mdn hang dd ten eBay, mdi chao ngudi mua dau gia trong mdt khoang thdi gian nhat dmh. NgQdi mua dUde hang la ngudi chap nhdn tra gia eao nhat eho mdn hang do Nhu vdy, eang cd nhidu ngUdi mua fham gia dau gia thi cuflc dau gid cang sdi ddng, ngudi ban cdng thu dupc ldi, ban dupe hang vdi gia eao, nhieu trudng hpp eao hdn ky vpng ban ddu nhieu Idn. Vide nay se thu hQt nfiQng ngQdi khae thay dupe ldi ieh eua vide ban hang trdn eBay va hp dan dan gidi thieu hang hda eua hp trdn dd. Khi sd IQpng hang hfla dQde rao ban tang len, ngQdi mua cd the tim thay
bat kS' mdn hang nao hp can fren do. Dieu nay iai thu hut nhflng ngudi mua den vdi eBay khidn vide bdn hang tren eBay trd nen de'dang hdn. NhQng ngudi khac thdy dupe ldi Ieh cQa vide ban
eBay thu 5,25% tidn hoa hdng eho mdi cudc giao djch cfing thdm phi thu cho hdng loat d[ch vu keo theo. Mflt trong nhOng bl quyet khae la eBay da xdy dyng dupc ca mfit edng ddng dfing dao nhQng ngudi sO dung dich vu dya trdn long tin lah nhau.
PhUdng chdm hoat dfing eua eBay da mang lai hieu qua Idn, frong dd ngudi mua vd ngudi ban khfing nhOng de'dang lien Ige vdi nhau md cdn ty do trao ddi y kidn va cdng khai danh gia iari nhau sau mdi lan giao dich. Vi dy mfit ngudi ban nao dd sau mdt ndm fham gia mua ban trdn eBay nh$n dUde 99,9% phan hdi tieh eye va dieu nay tao nen uy tfn fhQc dd'y cdng cudc lam an cya anh ta trong nhQng ldn mua bdn sau nay. Ndu nhu Amazon to ra xuat sac vdi mo hinh B2C thi eBay lai la dai dien cQa md hinh C2C dya tren cd sd dau gia giQa nhflng ngQdi mua.
4. Cac dieu ki$n cua Vi^t Nam va khuyen ngh) phat trien cac logi hlnh giao d|ch TMDT trong thdi gian b3i
Cfing bd mdi nhat tai Bao cao ThUdng mgi didn to Viet Nam 2015 cOa Bd Cdng Thuong, gia tri mua hang cOa mdt ngudi mua hang true fuyen frong nam Ude dgt 160 USD, doanh sdTMDT B2C dat khoang 4,07 tJ USD, tang 37% so vdi nam 2014, ehiem khoang 2,8% tong mQc ban le hang hda vd doanh fhu djch vu tidu dOng ca nudc.
Danh gia so bfi eae didu kien nen tang cho phdt tridn TMDT tai Vidt Nam dQpe ndu dUdi ddy:
Bang 2; Quy md thi tn/dng TMDT B2C cua Vidt Nam nam 2015
D i n so V r ^ N a m nam 2015 91,3tneun<]uai
T^ la dSn sd sii dijng Intemet
iSH.
Ti 1$ ngudl dCIng tnlemeliharngia milBsSm tnjctuvgn
62%
I b c tfnh gid In mua hing BUC lu/6n cda 1 ni]uainSm2015 160 USD
U6c tinti doaiA s f i Itiu ll) TMBT B2C nam 2015 4.07 Iv USO
(Ngudn: Bao eao Thtfdng mai didn fi> Viet Nam 2015- Bd Cdng ThUdng) hang frdn eBay nhQ vay se lan lUdt gia nhdp eBay,
vide them ngudi ban fren eBay mfit mdt mang lai ldi Icfi eho ehinh hp, mdt khac mang lai ldi fch eho nhQng ngQdi da gia nhap eBay trude do. NhU vay, eBay da tgo ra dudc liidu Qng mang eho nhQng .ngudi tham gia. Gia frj eua eBay tang len theo eap sd nhan khi ngay eang ed nhieu ngUdi giao drch tren eBay.
Mau chdt quan trpng giup eBay thanh cdng Id d chd eBay dupe xae dmh la ndi trung gian cho nhQng ngQdi ed nhu eau mua ban giao djch vdi nhau chO khdng phai la ndi cdng ty trUc tiep budn ban. Chu nhan eua eBay da khdng phai bd ra nhQng khoan tien khdng Id dd didu hdnh qud trinh giao hang hay luu hang vao kho, Thay vao dd.
Vd ha tdng vd kha nang tiep edn Internet, foe dp fruy c0p Internet cua Vidt Nam eon d mQc thap so vdi the gidi (8,6 Mbps so vdi trung binh 15,9 Mbps), tuy vay ty id thue bao di dfing, tai khoan mgng xd hfli tren sd ddn Vidt Nam d mQe rat ty tudng cho TMDT. T^ng hdp edng bd tQ cac bao edo phan tich ngQdi tidu dOng Vidt Nam eua Google va We are Social eho thay, nam 2015 todn qude ed 39,8 tridu thud bao Intemet hoat ddng, fang 10% so vdi nam 2014; tdng sd tdi khoan mang xa hfii id 28 trieu, tang 40% so vdi nam 2014; tdng sd thud bao di ddng Id 128,3 tri^u, giam 4% so vdi nam 2014; tfl'ng sd tai khoan xa hpi tren mobile la 24 tridu, tang 4 1 % so vdi ndm 2014. Trong sd eac thud bao di dflng, cQ 10 ngUdi khoa hoc _
gmaj' So 111/2017
Y KIEM T R A O M L J
thi ed 8 ngQdi online mdi ngdy; dO tud'i tmng binh ngudl sO dyng Id 34; ed 36% sd ngQdi Vidt Nam van online trong khi xem TV va 90% thiet bi de online lue nay la qua didn thogi thflng minh; trung binh ed 1,4 thiet b| di dflng ket ndi Internet tren mdi ngudl ddn.
Ddc biet, tdc dd kdt ndi Intemet trung binh eua Vipt Nam trong quy 4/2016 la 8,3Mb/giay, vdi mOc tang 115%, va la qudc gia duy nhat cd tdc dd ket ndi tang hdn gdp ddi so vdi cOng ky ndm trudc.
Theo sd lieu eua Akamai, 82% kdt ndi Internet cua Viet Nam dat tdc dd trdn 4Mb/gidy, trdn 10Mb/giay Id 25%; tren 15Mb/giay Id 6,3% (tfieoEkamal).
Vd hg tang phap l;y', khung kho phdp l;^ lidn quan fdl TMDT da cd ban dUde hodn thidn theo hudng quy d|nh ro nghTa vy cOa cdc doanh nghidp, ddng thdi tang cudng vai trd qudn \y cOa cac cd quan nha nudc tQ trung Udng tdi d|a phuong. Lidn tidp nhidu van ban quy pfiam phap ludt lien quan fdl TMDT da dupc ban hdnh, Hai van bdn edt ldi cOa hd thdng phap ludt TMDT la Ngh] d|nh sd 52/2013/ND-CP ngay 16/5/2013 cQa Chinh phO vd ThUdng mgi didn tQva Ngh| d|nh sd 72/2013/ND-CP ngdy 15/7/2013 eua Chlnfi phQ vd quan l^y', eung cap, sQ dung djch vu Internet vd thdng tin trdn mgng. Ddn cudi ndm 2015, khung khd phap ly ve TMDT da dUde hoan thien tQ quy d|nh ve ndi dung ddn ehd tdi xQ \y vi pham hdnh chlnh.
Ve fig tang thanh toan, hidn cd 38 ngdn hdng thUdng mgi tham gia phdi hpp va 6 td chQc khdng phai ngan hang da dQQc cdp phep thyc hidn djch vu vi didn tO, Hd thdng ehuyen mach the da cho phdp chu the cua mdt ngan hdng cd thd rOt tien hodc thanh foan fai hdu hdt ATM/POS eua cac ngdn hang khae. Tfl'ng lupng thd thanh toan dang tuu hanh dat xap xi 69 tridu the, trong do the qudc te la 6,25 tridu the. Nhieu tinh nang khdc dUdc tieh hpp vao the ngdn hdng nhQ: thanh toan tien didn, nude, cudc vidn thdng... hodc thanh toan tidn mua hang hda, djch vy trye tuyen. Da cd 67 ngdn hang fhUdng mgi trien khai djch vu thanh toan qua Internet (Internet Banking) vd 37 ngdn hang fhUdng mai cung Ong eae djch vy thanh todn qua di ddng (Mobile Banking). Cdc hd thdng thanh toan the qude td nhU VISA, MarterCard da san sang eho cac glao d|eh thanh todn qude td.
Ve hg tang phdn phdi, phdn phdi didn tO chu yeu dya tren cd sd tdc dd cua dUdng truyen Internet. Nhu da neu, tde dd Internet cua Vidt Nam dQng d thQ hang thdp tren thd gidi, dieu ndy gdy can trd d ^ vdi doi vdi TMDT md ehu ydu Id I n h
hudng den nhu eau mua nfli dung so. Phdn phm vdt \y qua mgng buu ehinh cdng cpng hidn nay cd 12.757 diem phyc vy, frong dd cd: 2.538 bUu cue, 8.195 Diem BQu dien - \/an hda xa, 706 bUu euc phat, 1.318 thung thu cfing eflng dfic ldp, ban kinh phyc vy binh qudn dgt 2,87 km/did'm, sd ddn phuc vy binh quan dat 7.032 ngudi/diem. Ben egnh he thdng mgng bUu chlnh, tai cac thdnh phd ldn nhQ Ha Ndi va TP. Hd Chi Minh cdn ed iQc iQdng hung hdu lao ddng phd thdng ehuyen ehuyen phat hang hda bang xe may (dUde gpi la shipper) vdl ldi the cd ddng, gia thap va linh hoat, dieu nay kef hdp vdi thdi quen sO dung tidn mdt trong thanh toan dah ddn phuong thOe "phdt hdng - thu tien" (Cash on Delivery) trd nen vfl cung phd bien tai Viet Nam.
TQ nhOng phan tieh tren day eho phep rut ra mfit sd ham y ddi vdi phat trien loai hinh TMDT tai Vidt Nam trong thdi gian tdi nhu sau:
Thtf nhat, khflng efl dien hinh nao ve phat tridn logi hinh TMDT ed thd dp dyng nguydn mau tgi Vidt Nam, eae van de phat trien loai hinh TMDT edn dupc xem xet dUdl quan diem foan didn Nha nQdc, nganh kinh td, doanh nghidp va ngQdi tidu dung. Cae chlnh sach eua Nha nudc ve TMDT can hudng den nhu eau phat tridn cua ea nen kinh td, chudi gid tri cOa cae nganh kinh te Vidt Nam ddi vdl tfie gidi, va ddng thdi can hdtrp doanh nghidp, ngudi tidu dQng trong glal doan daQ trien khai chlnh saeh mflt each quydt lidt. Neu nhU Alibaba phat trien dya frdn md hlnh B2B thi ed sd cua nd phai Id mdt quoc gia eo nen san xuat phat trid'n, tgo ra nhieu cOa cai vdt chat ed tinh egnh tranh tren thd gidi vd de ket ndi glQa qude gia do vdl thd gidi. Dong thdi Alibaba cung phai dya tren sy ung hfl cOa Chlnh phu Trung Qudc trong vide hgn ehe Google tgi qudc gia ndy. Neu nhu eBay dUa frdn ndn tang C2C - dau gia giQa nhQng ngudi mua vdi nhau, thi cd sd cua mo hinh nay phai Id cdc dieu kidn, quy dmh ve tieu chuan hang hda vd ehe tai xO phat ddi vdi cae vi pham.
Thtf hai, cae chlnh saeh eua Nha nude, cac chidn iQpe eua doanh nghiep can xem xet dUdi gde dd san pham tham gia thuong mai, theo dd se rat khae nhau glQa TMDT cho djch vu va TMDT cho hang hda hflu hinh. Neu nhu TMDT cho djch vy (ma ehu yeu la ndi dung so) dya tren sd cd ha tang Internet rdng khap va chat IUdng cao, thi TMDT eho hang hda hQu hinh dya trdn hd thong ehuyen phat buu ehinh. Ddc diem hanh vi sO dyng Internet vd tham gia mgng x§ hdi cua ngUdi dan Viet Nam cd the Id mdt cd hdi cho TMDT ndi dung so phat
So 111/2017
jhDs hoc i'mai
^ f "•""TRfiOtpdl^ZJ-
frien, nhung ITnh vuc nay lgi d d b ] tdn thUdng do ban chat d|ch vy cd tinh phi bidn gidi, cdc nhd cung cap dieh vu ndi dung s d d nude ngoai cd the gay ap lyc cgnh tranh ldn eho cdc nhd cung cap trong nudc. Cae doanh nghidp trong nude can phaf tridn sdn phd'm nfii dung ddnh neng cho ngudi Vidt va tgo thanh gdi djch vy, bao gdm nfli dung sd kem vdi h d t r p tai ve Uiay eho vide chi cung cap mflt kha nang tai vd nhQ hidn nay. TMDT B2C ddi vdi hang hda hQu hinh cho khu vye nflng thfln la mflt ITnh vuc ed thd mang Igi nhieu ed hdi, nhung vide nay khd ed thd chi minh doanh nghiep thuc hidn dUde, Phan phdi qua mgng lUdl buu chlnh cua Buu didn Vidt Nam cd the la phUdng an kha thi can nghien cOu thyc hien trong md hinh nay. Vdi hang chyc ngdn die'm giao djch va Buu didn Vdn hda xa, eung vdi eae tuyen dUdng thu lien tye mdi ngay, danh mye san pham da dang (bao gom ea tai efiinh buu chlnh) vd dang thd hidn tdt vai trd phdt tridn chinh phu didn tO, Buu ehinh Vidt Nam ed the la mdt Qng vien sdng gid trong mfl hlnh TMDT B2C hang hda hQu hlnh ve khu vyc nflng thfln.
7711? ba. ve quan die'm ehien lupc, trpng tam phat trien TMDT can dupe xem xdt theo ca hai phQPng dien. Mflt each pfid bidn chQng ta thudng xem xet theo chudi gia frj san xuat mfit logi san pham, to nguyen vdt lieu dau vao den san pham dau ra va phdn phdi san phd'm dd, ydu td "didn tQ" se dUde bd sung vao eae khau trong chuoi gia trj. Mflf each tiep cdn khac la xem xdt dua tren vung ndng iyc edt loi, ldi the egnh tranh dupc tgo ra tQ nang iQc ndo cQa qudc gia hodc tO nang lyc nao eua doanh nghiSp. Mdt sd dien hinh neu fren eho fhay eae doanh nghiep tdp trung phat trien nang luc canh tranh cua nganh Cdng ngh§ thdng tin, Ky thudt so thay eho nganh ThUdng mai.
Dieu ndy gpi y cho eae d|nh hudng chlnh saeh ddi vdi TMDT fai Vidt Nam theo eac nganh nghe dupe rd net hdn.
Cuoi cung, phat frien TMDT can quan tam den thdi quen vd tdp quan cua ngudi tidu dQng Vidt Nam. Hidn efl mflt nhdm idn khaeh hang giao tiep qua didn thoai dl dfing thay eho may tinh ban hodc may tinh xach tay, hp lufln trye tuyen tren Internet va tham gia ede mang xa hfli, nhung mdt giao djch thUdng mgi lgi ehua hoan thien neu ehu yeu nhflng ngudi nay van sQ dyng the thanh todn qua ngan hang (la hinh thOc true tidp, phi true tuyen). Hinh thOc phat hang thu tien dang phat trien hdn bao gid fiet, tuy vdy nd la mdt hinh fhQc tdn kem ve ehi khoa hpc ^ ^ = ^ ^ ^ ^ = _ = 70 thi/dnfl Rial
phi hon so vdi hinh thQe khae, vd ehi phu hdp vdi khu vye thanh thj cd mdt dfl ddn sd c a o . *
Tai IISu tham khao:
1. Bd Cdng ThQdng, Bao cio ThUdng M$i didn ttf Vidt Nam. 20:5.
2. Akamai Technologies, Inc. Akamais Q4 2016 report, 2017.
3. Nielsen, The Digital Consumer Februrary, 2014.
4. UNCTAD, Information Economy Report.
2015,
5. UPU, Annual Report, 2013,
6. WorldPay, Global payments mport preview, November 2015.
7. Website: https://viww.emarketer.com;
http://viww.ebay.eom/; https://www.amazon.com/;
www.internetworidstats.com.
Summary
On 11th May 2014, Prime Minister signed Decision No. 689/QD-TTg to approve the
"National E-commerce Development Program in 2014 - 2020". The decision sets the specific objectives for Vietnam E-commeree application environment by 2020 as follows: "Online shopping becomes the popular mode to consumers; enter- prises widely apply forms of E-commeree such as business-to-business (B2B), bus in ess-to-con- sumer (B2C), business-to-government (C2G) in business and import-export activities". Each form of E-commerce transactions has its own typical application features. In the future, which form Vietnam should focus on to develop, how the Government, enterprises and consumers should participate in each form of E-commerce, etc. are questions that need answering. This research looks into the development of E-commerce trans- actions from nation, businesses and people/con- sumers approaches. By collecting primary data, faee-to-face interviews and non-participating observations, frie author analyses the develop- ment trends of E-commeree transactions in the worid, on that basis evaluates tfie conditions of Vietnam, then gives out proposals to develop E- commerce transaction forms in tfie coming Hme.
So 111/2017
