TAM QUAN TRONG CUA THlJCfNG MAI DIEN TlJ DOI VCfl DOANH NGHIEP
> LE HAI LINH
TOM TAT:
Thffdng mai didn tff dang phat trid'n manh me, la mdt phan khdng thd' thid'u trong boat ddng cua doanh nghiep trdn loan did' gidi. Quy md thi trffdng thffdng mai dien tff cija Vidt Nam vdi xud't phdt did'm khd khiem td'n, khoang 4 ty USD vao nam 2015, nhffng tang trffdng khd nhanh va on dinh trong nhffng nam 2016, 2017, 2018, nd'u tid'p luc giff mffc tang trffdng 30%/nam thi thi trffdng \i6c tinh dat 13 ly USD vdo nam 2020. Vdi tdc dp tang trffdng nhanh va dn dinh nhff vay, ket hdp vdi xu hffdng chuydn dich thdi quen mua sdm cua ngffdi tidu diing, cd the khang dinh thu'dng mat dien tff se ngay cdng chid'm ITnh nhffng vi thd' quan trpng hdn ddi vdi cac doanh nghiep. Bai vidt khdi qudt nhffng ldi ich cua doanh nghiep khi tham gia thi trffdng thffdng mai didn tff va nhffng xu hffdng nd'i bat cua cac doanh nghidp khi phdt trien md hinh thffdng mai didn tff hien nay.
Tff khda: Thffdng mai dien tff, doanh nghiep, e-Commercer, EBL
1. Dait van dd
Tff khi internet ra ddi the' gidl khdng thd' phu nhdn tam quan trpng eua nd dd'i vdi mpi ITnh vffc ddi sd'ng xa hdi. Cd the'ndi rang ngdy nay tren the' gldi thffdng mai didn tff dang phat trid'n manh me, nd Id mot phdn khdng thd' thid'u trong boat ddng eua doanh nghidp.
Dd'i vdi Viet Nam song song vdi sif phat trid'n vCfng chdc cua nen kinh td' vdi td'c dp tang trffdng GDP tren 7%, nam 2018 tie'p tuc chffng kie'n sff tang trffdng manh me cua thifdng mai dien tff. Du'a tren thdng tin tff cudc khao sat, VECOM ffdc tinh td'c dd tdng trffdng cua thffdng mai dien tff nam 2018 so vdi nam 2017 dat tren 30%.
Ve quy md, vdi diem xua't phdt tha'p khoang 4 ty USD vdo nam 2015 nhffng nhd td'c dd tang
trffdng trung binh trong 3 nam lien tie'p cao nen quy md thi trffdng thddng mai dien tff nam 2018 Idn tdi khoang 7,8 ty USD. Ne'u td'c dp tang tnfdng ciia nam 2019 va 2020 tid'p tuc d mffc 30% tiii tdi nam 2020 quy md thi trffdng se len tdi 13 ty USD.
Quy md ndy se cao hdn muc tidu ndu trong Ke hoach td'ng thd' phat trien thu'dng mai didn tff giai doan 2016 - 2020, theo muc tieu nay thi quy mo thu'dng mai dien tff ban le (B2C) dat 10 ty USD vao nam 2020.
Theo Bdo cdo e-Conomy SEA 2018 cua Google vd Temasek, quy md thi trffdng thffdng mai didn tiJ Viet Nam nam 2018 Id 9 ty USD. Bdo cao cung dif bdo td'c dp tang trffdng trung binh nam (Compound Average Growth Rate - CAGR) cua giai doan 2015 - 2018 la 25% va thi tnfdng dat 33 ty USD vao nam
118 So 8 - T h d n g 5/2019
KINH TE
2025. Ne'u kich bdn nay xay ra, quy md thi trddng thffdng mai dien iff Vidt Nam nam 2025 dffng thff 3 d Ddng Nam A, sau Indonesia (100 ty USD) va Thai Lan (43 ty USD).
Vdi td'c dp tang trffdng nhanh vd on dinh nhff vay, ket hdp vdi xu hffdng chuyd'n dich thdi quen mua sam cua ngffdi tidu dung ed ihe' khang dinh thffdng mai didn tff se ngay cang chie'm linh nhffng vi the' quan trong hdn dd'i vdi cac doanh nghiep.
2. Nhffng ldi ich do'i vdi doanh nghiep khi tham gia thi trffffng thffdng mai didn tff
Trffdc nhffng ldi ich to Idn vd dd phd' bie'n eua thifdng mai didn tff, hidn nay thu'dng mai didn iff da trd thdnh cdng cu quan trpng dd'i vdi moi doanh nghiep trong hoat ddng kinh doanh cua minh. Ldi ich ma thffdng mai dien tff mang lai cho doanh nghiep cd the' ke de'n la:
- Quang ba thdng tin vd tid'p thi eho thi tru'dng todn eau vdi chi phi thd'p' vdi kha nang ke't nd'i internet bien nay, ban cd the' de dang dffa thdng tin quang cdo de'n hang trieu ngffdi tff khap mpi ndi trdn the' gidi. Tuy thudc vdo nhu cau vd kha nang tdi chinh chi trd cho vide quang ba ma doanh nghiep can ed ke' hoach quang cao cho phu hpp.
- Dich vu td't hdn cho khach hdng: Vdi ihddng mai dien tff, ban ed the' cung ca'p catalogue, thdng tin, bang bao gid ehi tid't cho khach hang mdt cdch nhanh chdng vd thuan tien, vd viec mua hang tren mang da trd nen de dang phd bid'n rd't nhieu. Trong thdi dai ngdy nay, cudc sd'ng sd' hda da ddy nhip sd'ng tang cao, khdch hang ngay cdng ddi hoi mpi thff phai nhanh hdn tff thdng tin sdn pham, vide mua hdng, thanh toan vd cdc ehinh sach hau bdn hdng,...
- Tang doanh thu: Vdi thffdng mai dien tff, dd'i lu'dng khach hdng cua ban gid dd khong cdn gidi ban ve khoang each dia Iy hay thdi gian lam vide. Do dd, mdi doanh nghidp tie'p can dffdc so' Iifdng khdch hang Idn, dd'y cao doanh thu ldi nhudn cua ininh.
- Giam ehi phi: Vdi thffdng mai didn tff se khdng td'n kem qud nhieu cho vide thud cffa hang, mat bang, nhan vien phuc vu,... Dac bidt vdi nhffng doanh nghiep xud't khau, cac chi phi phdt smh do khoang cdch cd the giam thieu di dang kd'.
- Ldi the' canh tranh: Trong bd'i canh da so mpi doanh nghiep hien nay deu tham gia thffdng mai dien tff thi doanh nghiep nao ed nhffng y tffdng sdng
tao, chie'n Iffdc tie'p thi td't se Id ldi the' de' eanh tranh.
Bdi thUdng mai dien tff Id mdt sdn chdi cho sff sdng tao, sd dot phd cho ta't ca moi doanh nghiep.
Tdm lai, thi trifdng thffdng mai dien tff thffc sff la mot ed hpi eho cdc doanh nghiep Viet Nam. Cdc doanh nghidp dffng nghi rang hay cdn qud sdm dd' ndi de'n thifdng mai dien tff. Nhffng ngffdi chid'n thang thddng la nhffng ngffdi di tien phong, hdn nffa, cac doanh nghiep cung da bdt dau quan tdm nhieu de'n thffdng mai didn tff, do dd, de danh la'y ffu the', doanh nghidp cua ban khdng the' thung ihinh di dao vd quan sat ngffdi khac hanh ddng, ma doanh nghidp cua ban phai nhanh lay hanh ddng ngay.
3. Thrfrfng mai dien tff - Nhffng dieu c^n Iffu y vdi doanh nghiep
- Khdng cd khudn mau eho md hinh thu'dng mai didn tff: Khdng ed each td't nha't de dp dung thffdng mai didn iff cho ta't ca cac doanh nghidp. Ban phdi dffa tren dac tinh cua doanh nghidp, sdn phd'm va dich vu eua minh dd' tao ra mdt md hinh thffdng mai didn tff phu hdp cho rieng minh. Va can nhd mdt dieu quan trong Id: chia khda thdnh edng trong thffdng mai dien tff eua ban nam d cum tff "lao net dac trffng cho ridng minh".
- Canh tranh khd'c tiet: Chi phi de trie'n khai thifdngmaidien tff Id rat tha'p nen hau nhff ai eung cd the ap dung thffdng mai didn tff, ddn dd'n canh tranh gay gat trong ITnh vffc nay. Vi thd', de' thanh edng, ban phai bie't each dau tff: quan tam de'n mar- keting qua mang, lien ich va chat Iffdng phuc vu khach hang, tao net dae trffng eho ridng minh. Lam td't 3 ye'u td' ndy, ban se thanh cdng.
- Td'c dp ddi mdi nhanh: CNTT id mdt ITnh vifc ma sff lac hau cdng nghe dien ra ra't nhanh.
thifdng mai dien tff la mdt loai hinh kinh doanh dffa tren sif phdt trie'n cua CNTT, do dd, td'c dp ddi mdi Cling dien ra rat nhanh, ddi hdi DN tham gia thddng mai dien tff phdi ludn ludn ddi mdi;
dd'i mdi cdng nghe, ddi mdi phffdng thffc kinh doanh, ddi mdi tff duy, ddi mdi cung each quan ly... Nd'u ban chdm chap trong vide ddi mdi nay, ban phdi xem lai kha nang thdnh cdng cua minh khi dp dung thffdng mai didn tff.
4. Sff phat trien cua thffdng mai dien tff Sd' lieu thd'ng ke khao sat hdn 4.300 doanh nghiep cua Hiep hdi Thffdng mai dien tff Vidt Nam nam 2018 cho tha'y: 44% doanh nghiep tham gia khdo sdt cho bid't da xdy dffng website.
So 8-Thdng 5/2019 119
ty Id ndy chi nhinh len 1% so vdi nam 2017 vd khdng thay ddi nhieu trong vai nam trd lai ddy.
(Bie'u dd 1).
Tuy nhien da sd' doanh nghiep da ehu trpng nhieu hdn tdi vide cham sdc website cua minh: 47%
doanh nghiep cho bid't thffdng xuyen cdp nhat thdng tin hang ngay va 23% cho bid't cd tan xud't cap nhat thdng tin hdng tuan. (Bid'u dd 2).
Mang xa hdi va ede cdng cu tim kid'm van la hai nen tang dffdc doanh nghidp ddnh gid la dem lai hieu qua cao trong hoat ddng quang bd trffc tuye'n vdi ty Id tifdng ffng Id 52% va 40%, hai cdng cu cdn lai Id bdo didn iff vd tin nhan/ffng dung di ddng deu cd 22% doanh nghidp tham gia khao sdt danh gia hieu qud dem lai d mffc cao (Bie'u do 3).
Trong tdng sd' doanh nghiep tham gia khao sat, ed 45% doanh nghidp danh gia cao hidu qua cua viec ban hang thdng qua
mang xa bdi (tang nhieu so vdi ly Id 39% nam 2017), tid'p theo dd la 32% doanh nghiep danh gia cao kdnh ban hdng thdng qua website doanh nghiep (gidm mdt chut so vdi ty Id 35% nam 2017), hai kenh ffng dung di dpng va san giao dich thffdng mai dien tff hau nhff khdng cd sff thay doi nhieu so vdi nam trffdc.
Nhieu doanh nghidp dang chay dua dd' tao ra Idi the' canh tranh cao nha't, trong khi dd, cdc cdng ty khac lai chi ddn gian la cd gang de bat kip cdc dd'i thu canh tranh bdng nhffng chid'n Iffdc thffdng mai dien tff mdi. Vdy thffdng mai dien tff se di ve dau? Thffdng mai didn tff se phdt trid'n nhif the' nao? Tffdng lai cua thffdng mai dien tff se ra sao?
Bieu do 1: Ty le doanh nghiep xay di/ng website
50% -1 45%
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1 Ngudn- Bdo cdo chi sd tliuong mai dien td Viet Nam 2019 (Vecom) Bieu do 2: Tan suat chdm sdc website cua doanh nghiSp
, m . j -
Hang ngay Hang tuSn Hang thang Thinh thoang
Ngudn: Bdo cdo chi sd thuang mai dien id Viet Nam 2019 (Vecom) Cd the chi ra 5 xu hffdng chinh cua tiiffdng mai dien tff trong thdi gian tdi Id:
a. Bdn hdng da kenh (Multi - channel Selling) Xu bddng ban hang da kenh cho cho phep doanh nghidp cd thd' tie'p can khach hdng ciia minh tren nhieu nen tang, mdi trffdng khde nhau, tff online dd'n offline. Khi ngffdi dung ngay cang ydu cau cao hdn d trdi nghiem va sff lien ldi cua dich vu thi Muhi - channel Selling chac chan se la xu hffdng ndi bat trong giai doan sap tdi.
Xu hffdng gia tang cua mua hdng trffc tuyen thdng qua cac trang mang xa hpi Id khdng thd nghi ngd, do chung ta ddnh nhieu thdi gian tien mang xa hpi va bi tac ddng bdi cac thdng tin v^
120 So 8-Thdng 5/2019
KINH TE
BiSu do 3: Danh gia hifu qua cac kenh quang bd tnJc tuyen cua doanh nghiep
Tin nhan va litig diing di dong
Cac cong cu tim kiem
Mang xa hoi
Bao dien tif
• Thap
• Trung binh a Cao
0% 20% 40% 60% 80% 100%
Ngudn- Bdo cdo chi so thuang mgi dien td Viet Nam 2019 (Vecom)
sdn pham, cua quang cdo nhff Facebook, Instagram hay Zalo. Xu hffdng nay khid'n giao dich, mua hdng tnfc tuyd'n qua cac mang xa hpi gia tang manh me.
b. Thanh todn khi giao hdng vdn Id phuang thdc thanh todn phd bien (COD)
Ha tang thffdng mai dien tff cung cap cho ngffdi tieu diing nhieu Iffa chpn thanh todn: Thanh todn thdng qua ngdn hang, thanh lodn khi nhan bang, thanh loan bang vi dien tff... Tuy nhien, tai Viet Nam hinh thffc thanh loan kbi giao bdng (COD) van la phffdng thffc thanh todn ehu yd'u nhd't, chie'm 75% giao dich. Ly do la bdi thdi quen diing tien mat vd phffdng thffc nay tao ra cam giac an todn hdn cho ngffdi tieu dung, giup hp phdng trdnh ddde edc rui ro ma't hang, hang ldi hay khdng nhdn dffdc hdng dung chd't Iffdng iff ngffdi bdn.
Nhffng day lai la mdt trong nhffng va'n de Idn nhd't can trd sff phat trie'n cua thi trffdng thffdng mai didn tff tai Viet Nam. De phat trien thanh todn khdng diing tien mat, ddi hdi viec qudn ly chd't Iffdng hdng hda tren cdc trang bdn hdng online phai chat che, nhdm tao niem tin cho ngffdi tieu dung. Cdc cd quan chffc nang phai hoat ddng hffu hieu, phdi cd che'tdi nghiem khde vdi ngffdi bdn nham vide bao ve ngffdi mua.
c. Ddy nhanh tdc do giao hdng cdi thien cam nhdn khdch hdng (Customer Experience)
Cd the tha'y cbifa bao gid ngifdi lidu dung lai ddng vai trd trung tdm va cd tie'ng ndi quan tiong trong nen kinh td' sd nhff hidn nay. Mdi trai nghidm, danh gia, phan hoi tich cffc hay lieu cffc cua ngffdi dung deu dnh hffdng manh me tdi hidu qua kinh doanh cua doanh nghidp thifdng mai didn tff, dac biet khi tbi trffdng Viet Nam dang chffng kie'n sff canh tranh gay gat de'n tff nhieu thffdng hidu tam cd.
Ngoai trff cac san pha'm so hda, cac mat hang van phai dffpc giao hdng trffc tid'p. Rd rang la khi thffdng mai didn tff phat trid'n manh thi vide giao hang eung can dffdc cai thien nhanh hdn nffa.
Vdi lam ly bdo bffc nhdn mdn hang mdi mua, ai cung mud'n nhdn hang sdm. Ddy cung la ye'u td'rd't quan trpng giup thffdng mai didn tff eanh tranh vdi thffdng mai truyen thd'ng: Cdi thidn td'c dp giao hang hay la ma't doanh so. Trong nhffng nam tdi, giao hdng trong ngay cd le mot xu hifdng dffdc chd ddi nhieu nha't.
d. Trg ly do (Chatbot, AI)
Thi tru'dng cdng nghe thay ddi qua nhanh chdng, Chatbot hay AI da ihife sff thdm nhap vd dffdc doanh nghidp sff dung mdt cdch hieu qua.
Theo sd lieu Chatbot Magazine, 25% dich vu eham sde khach hdng se dffdc tich hdp vdi irp ly ao AI nam 2020. Trong khi, nghidn cffu thffc hien nam 2018 cho bie't, 34% khach hdng cam thd'y thoai mai khi giao tie'p vdi Chatbot khi mua hang.
Mac du vdn edn kha vung ve, nhffng chatbols dang tid'p tuc dddc cai tie'n vd ky vong se trd tlianb xu hifdng marketing trong kinh doanh va cac website thffdng mai didn iff vao nam tdi. Thifc td', chatbots se la diem cham dau tidn giffa khdch hdng vd he thd'ng tff dpng hda dffde xay dffng bdng nen langAl.
Cdc ehatbdts cham sdc khdch hdng se ngdy cang gid'ng "ngffdi" hdn, ddn dat khach bdng qua hdnh trinh mua hang mUdt hdn. Tuy nhidn, nd'u Idm khdng can than, chatbots se gay hai cho doanh nghidp.
e. Phdn mem dng dung tren dien thoai thdng minh (Mobile Apps)
Vdi sd phdt trien cua Internet, 4G-5G vd cac thie't bi di ddng, dac bidt la didn thoai thdng minh cung phffdng thffc thanh loan dien tff dffpc sff dung rdng rai. Vi vay, xu hffdng thffdng mai didn iff tren nen tang di ddng thdng qua phan mem ffng dung Id dieu ta't ye'u. Ddy cung Id nhffng gi da xay ra d cac qud'c gia phat tndn da di trffdc.
Mobile Apps dang la xu hffdng dung de mua hdng trffc tuyd'n cua ngifdi diing. Tuy nhien, cac doanh nghiep vdn edn dang lung tung chffa hidu dung va lam chud'n trdn mobile de ddp ffng khach hdng, tang ty Id chuyen ddi mua hdng.
Sff tham nhap ciia didn thoai thdng minh va internet dang tang dan len. Theo Bao cao
"Ngffdi lieu dung tffdng lai" cua Thought Lead- ership, khi du'dc hdi dieu gi ban khdng thd' sd'ng
thie'u, cd tdi 45% cho rdng didn thoai Id thff ye'u.
Nhffng Iy do khie'n doanh nghiep thffdng mai dien tff can coi Mobile Apps nhff la mdt xu hffdng ta't yd'u:
- 82% ngffdi diing sff dung didn thoai tiffde khi mua mdt thff gi do.
- 90% thdi gian sff dung di ddng danh cho Apps, - 2/3 Traffic cua cdc nen tang e-Commerce de'n tff thie't bi thdng minh cam lay (smart phone, mdy tinh bang.. ) va Mobile Apps.
- Nam 2018, doanh thu thffdng mai dien iff t^
Mobile Apps cham md'c 206.53 ly USD, tang tnfdng 155%.
5. Kd't Iu0n
Dd'i vdi cac doanh nghiep va khdch hang, thifdng mai didn tff cd mdt iffdng lai rd't tffdi sang.
Cd rd't nhieu thach thffc dat ra dd'i vdi cdc doanh nghiep, tuy nhien vdi tam dnh hffdng va xu hudng trd thanh I kenh phdn phd'i quan trong cac doanh nghiep khdng the khdng quan tam tdi tam quan trpng cua thffdng mai dien tff dd'i vdi doanh nghidp va danh nhffng nguon life tffdng xffng cua doanh nghiep cho vide phat trien thu'dng mai dien tff.
Trong mdt thi trddng ma ngddi sff dung va nhffng dd'i thu canh tranh chi each nhau mdt cu nhap chudi tbi cac doanh nghiep tham gia kinh doanh trffc tuyd'n budc phai tao ra dffdc net khac bidt trong dieh vu eua minh so vdi cdc dd'i thu canh tranh ne'u khdng hp ciing se ehi nhu" nhffng nha cung cd'p hang hda he't sffc binh thifdng khac.
Thffdng mai dien tu" se ngay cang chie'm linh nhffng vi thd'quan trpng dd'i vdi cac doanh nghiep vdi td'c dp tang tru'dng thi trffdng nhanh va dn dinh kd't hdp vdi xu hffdng chuyen dich thdi quen mua sdm cua ngifdi tieu dung •
TAI LIEU THAM KHAO:
1. Gido trinh Thuang mgi dien td - Dgi hgc Ngoai Thuang Hd Ngi - 2013.
2 Bdo cdo chi sd thuang mai dien td Viet Nam 2015. 2016, 2017, 2018 cua Hiep hdi Thuong mgi dien td Viet Nam.
3. Porter, M.E.. Heppelmann. J.E (2016), How smart, connected products are transforming competition. Harv. Bus.
Rev. 2016, Volume 92, p.l8.
4. E-commerce 2014 Business. Technology. Society (10th edition)
5. Nguyin Dinh Ludn, Tong quan vi ihuong mat dien td d Viel Nam, Tgp chi Tdi chinh, sd thdng 8/2015.
122 So 8-Thdng 5/2019
KINHTE
6. Thuong mgi dien tH vdi cdch mang cdng nghiep 4.0, Bg Khoa hgc vd Cdng nghe, Cue Thdng tin khoa hgc v cdng nghe qudc gia, thdng 11/2017.
Ngay nhan bai: 2/4/2019
Ngay phan bi$n danh gia va sffa chffa: 12/4/2019 Ngay chap nhan dang bai: 22/4/2019
Thong tin tdc gid:
ThS. LE HAI LINH
Khoa Vdn tai Kinh te - Trffdng Bai hpc Giao thdng van tai
THE INPORTANCE OF E-COMMERCE TO ENTERPRISES
• Master. LE HAI LINH Faculty of Transport and Economics University of Transport and Communication
ABSTRACT:
E-commeree is growing rapidly and becoming an indispensable part of businesses worldwide. Although the e-commerce market of Vietnam in 2015 was just about 4 billion USD, it experienced a fast growth from 2016 lo 2018 with a growth rate of about 30% per year.
The e-commeree market of Vietoam is expected to be worth about 13 billion USD by 2020.
With such fast and stable growth rate combined with the change in shopping habits of consumers, it can be affirmed that the e-commerce will play an increasingly important role in businesses. This article generally presents benefits of enterprises when taking part in the e-commerce market and emerging trends when enterprises develop e-commerce business models.
Keywords: E-commerce, enterprise, EBL
