20 E-COMMERCE

INDUSTRY
20 ANALYSIS IN
VIETNAM

Huynh Trong Nhan (16263)

Mai Hoang My (16667)
Nguyen Thi Ngoc Phuong (15921)
Nguyen Ngoc Lan Anh (16095)
 PAGE 01 TABLE OF CONTENT

TABLE OF CONTENTS:

Executive Summary: …………………………………………………….. 03

Chapter 1: Overview of the e-commerce industry:…… 05

Chapter 2: SWOT Analysis:....................................... 06

1. Strengths :……………………………………………………………………. 07

2. Weaknesses: ………………………………………………………..……… 10

3. Opportunities: ……………………………………………………………… 11

4. Threats: ……………………………………………………………………….. 12

Chapter 3: A specific example (TIKI):………………………….. 15

Chapter 4: Future plan for e-commerce industry:….…. 19

Conclusion: ……………………………………………………………………… 23

Source of references: ………………………………………………….. 24

EXECUTIVE
SUMMARY
 PAGE 03 EXECUTIVE SUMMARY

Vietnam is a land of opportunity for international E-commerce

companies because of its young population, high Internet

penetration rate, and growing mobile penetration levels. Millennial

considers the target demographic of E-commerce companies,

comprising 30% of the people of Vietnam. Internet penetration is

expected to increase steadily, with the number of Internet users

estimated to hit 65% by 2022.

The Internet began to land in Vietnam in 1997. However, the Internet

utilization rate was negligible three years later, with local

penetration of 0.2%. Over the years., the situation changed

drastically. Around 50 million Vietnamese (half of the population)

were connected to the Internet in 2017. Vietnam's penetration rate

(54 percent) is higher than the world average (46.5 percent), given

its late launch.

Having followed the WTO since 2007, Vietnam has allowed

international firms to set up 100 percent foreign-owned

enterprises. This has drawn many foreign companies,

including retailers, on E-commerce. While E-commerce is

expected to become a significant part of Vietnam's trade

market soon, some big names like Lazada, Shopee (Sea

Limited) have taken the opportunity and joined the Vietnam

market. In Southeast Asia, the e-commerce industry expanded

at 35 percent per year in 2017, 2.5 times faster than in Japan.

Vietnam ranks 4th in the Asia Pacific region for internet

shopping and is expected to continue to grow in the coming

years, with revenues forecast to hit 8.1 billion euro by 2020.

This report will mainly discuss the information about strengths,

weaknesses, opportunities and threats of e-commerce, with

its specific example (TIKI) and the future plan for e-commerce

industry in Vietnam.
Chapter 1:

OVERVIEW OF E-
COMMERCE INDUSTRY
OVERVIEW OF E-COMMERCE PAGE 05

According to the World Trade

Organization: "E-commerce includes the

production, advertising, sales and

distribution of products that are traded

and paid on the Internet, but are

tangibly delivered both delivered

products and digitized information via

the Internet. In 2019, worldwide e-

commerce retail amounted to the US $

3.53 trillion, and e-retail sales are

expected to increase to the US $ 6.54

trillion by 2022. Therefore, online

shopping is one of the most popular

online activities worldwide.

Due to a large number of Vietnamese

population using a smartphone, it creates a

profound effect on the e-commerce

landscape for both domestic and

international investment. According to

online statistic portal Statista: "Vietnam

achieved the world's sixth-largest e-

commerce revenue in 2018 and hold the

runner-up position in Southeast Asia in this

area, and in this year the number of

Vietnamese consumers online shopping was

39.9 million, a growth of 6.3 percent when

compared to the previous year, with an

average consumer spending US $ 202, an

increase of US $ 16 since 2017". Most of the

current internet users in Vietnam are young

consumers, which is a favorable

condition for Vietnam to develop e-

commerce. This industry will keep booming

in the future and will be a great opportunity

for investors.
Chapter 2:

THE SWOT ANALYSIS

STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
 PAGE 07 SWOT ANALYSIS

01 STRENGTHS
E-commerce is seen as a field of great opportunity

in Vietnam because the number of Internet users is

rising sharply. Although e-commerce only received

some attention in Vietnam after 2011, Vietnam’s

retail market has been considered one of the most

competitive markets in South East Asia with such a

fast growth rate. Simultaneously, the typical ways

of introducing products can take an extended time

to succeed in the required market, resulting in

higher costs and reduced quality. Therefore, the

applying of e-commerce in business activities is an

essential and practical trend in Vietnam.

The biggest strength of e-commerce businesses is its

extensive accessibility. In the past, shopping meant
physically traveling to a particular place within
specified times. With e-commerce, if a need arises,
buyers can now open their preferred shopping app or
type an address and automatically visit the website and
purchase products from the comfort of their homes, at
whatever time of the day (or night).

Nowadays, the unpredictable Covid-19 pandemic has

significantly impacted both commodity trading and
customer demand over the last three months and has
even managed to change customer shopping habits.
However, when Covid-19 broke out in Vietnam, it was
expected to prosper and considered to give companies
the ability to take advantage of e-commerce as it will
increase online shopping behavior. It has introduced
many traditional Vietnamese consumers to the
convenience of online shopping. They might not return
to old ways, as the outbreak forced people who would
generally go out to shop at a nearby supermarket to
make purchases online.
 PAGE 08 SWOT ANALYSIS

Another considerable strength of online shopping is

that products tend to have lower prices when
compared to traditional retail channels because e-
commerce typically involves sellers interacting
directly with consumers and cutting out middlemen
such as distributors. Besides, e-commerce stores
usually have significantly lower overheads than
brick-and-mortar stores, which have to account
more for rent costs, employee salaries,…

Top 10 e-commerce most-using applications in Vietnam

Currently, it is easy to seek out popular e-commerce platforms in Vietnam, like

Tiki.com, Lazada.vn, Shopee, Sendo, and nhommua.com with many thousands of page
views per day. iPrice’s report ranked the most used e-commerce apps in Vietnam in
2019. Among them, Shopee, Tiki, Lazada and Sendo have remained the same ranking
throughout the year, despite competition from different applications like Wish and
Aliexpress. This shows that Vietnamese consumers are very loyal to their favorite
shopping apps.

Many enterprises have selected these e-commerce platforms as an efficient channel

to introduce and sell their products. We now see four primary services having e-
commerce development, online retail, social media, online travel and
including
motorbike, and car booking services, including food delivery. These services have
had fast growth in recent years, which makes many foreign enterprises have invested
in them, such as Tiki (JD.com & VNG), Shopee (Sea Group), or Lazada (Alibaba). In the
long term, Vietnamese consumers will have opportunities to experience e-commerce
services at a suitable price and good quality.
 PAGE 09 SWOT ANALYSIS

Our latest research show that

there are now 64 million internet
users in Vietnam, accounting for
more than half of the total
population. It is even higher than
the world average internet
penetration rate of 46.64
percent, according to Vietnam’s
Ministry of Information and
Communication (MIC).
Consumers in Vietnam spent
roughly 6 billion USD on online
purchases in 2018, which more
than 1 billion USD higher than the
total for the previous year, with
some of the sectors (fashion,
electronics, food, furniture,
travel,…).
There is a related trend on the
website platform. The
researchers found that up to
45% of Vietnamese consumers
enter e-commerce marketplaces
by typing the website address
directly into their browsers,
rather than searching for it on
Google or clicking on
advertisements, while examining
consumer behavior. This figure is
considerably higher than the
global average of just 27.49
percent (according to
SimilarWeb, 2019).

The main traffic suction channels of the top 4 e-commerce

platforms in Vietnam

==> Businesses can quickly access customers, no matter

space and time. With the advantages that such platforms
bring, many experts say e-commerce can help small
businesses compete on equal terms with significant
brands within promoting and international trade.
 PAGE 10 SWOT ANALYSIS

WEAKNESSES 02
Besides those strengths mentioned above, there exists several
weaknesses in e-commerce industry. There are 3 primary market
barriers:

A. LACK OF TRUST:
Lack of trust remains the greatest hindrance to the development of E-commerce in Vietnam.
It applies to various aspects of a transaction, from product quality to customer service, data
protection, banking fraud, unfulfilled deliveries, etc. This lack of reliance stems from an
immature market and the lack of technological infrastructure in the whole country. What’s
more, absence of direct interaction between buyers and sellers makes impossible to affect
the decision making.

B. PREDOMINANT OF COD METHOD:

Despite its growing E-commerce market, the e-
payment ecosystem in Vietnam is rather inadequate.
Vietnam is still a cash-based culture and Vietnamese
consumers customarily distrust financial institutions
when it comes to securing, saving and transferring
their money. For that solid reason, credit cards and
online banking are not widely used. Furthermore, many
consumers see credit card and online banking
transaction fees as unnecessary costs. Such fees may
also discourage large transactions. From the prospect
of E-commerce operators, COD leads to higher
cancellation rates and lower profitability. Therefore,
this cultural preference will continue to restrain the
expansion of Vietnam’s E-commerce industry.

C. UNDERDEVELOPED LOGISTICS AND DELIVERY

FACILITIES:
Vietnam stands in need of a better logistics infrastructure to support
the growth of its E-commerce industry. Regularly, third-party logistics
providers and E-commerce websites are duty-bound to work together
to meet the demand of the frequent, small-sized orders of
Vietnamese consumers. Moreover, E-commerce in Vietnam depends
on a high number of reliable shippers, since shippers not only deliver
the product to customers but also collect payment. Therefore, most
market players use a combination of in-house delivery teams and
third-party service providers. Online sellers, no matter what their size
is, tend to opt for outsourced delivery services, either partly or fully,
for the supply of a great number of packages concurrently. Further
investment in logistics technology and infrastructure is still requisite
to tackle current problems such as failed deliveries and high costs.
 PAGE 11 SWOT ANALYSIS

03 OPPORTUNITIES
E-Commerce is one of the most exciting
spaces for today's global online
community and young startup economy
is along for the ride. And particularly in
Viet Nam, new applications have appeared
every year to serve the potential market.
Economists have realized many new and
expanded oppotunities that Vietnam can
fully exploit to reach out further in the
international market. Understanding the
trends of society, the needs of
organizations and training institutions has
begun to deploy e-commerce human
resource training. Moreover, educating
intensive human resources will create
favourable conditions for trade
development e-commerce in the future.

E-commerce has developed for a long

time in the world, and Vietnamese
businesses have the opportunity to refer to
successful business models in the world
market, from which to find a commercial
business model. E-commerce is best suited
to the situation in Vietnam to deploy. Thus,
the chance of success will be higher than
finding a new model yourself. Examples like
Vinabook and Nhommua are two-star e-
commerce business models 100% copy from
Amazon and Groupon.

Number of average visits per month

of VN e-commerce applications

Up to now, e-commerce is no stranger

to users in Vietnam as in the initial
period of 2000-2005. Majority of
businesses websites are available, and
most urban consumers use the Internet
to search for the item they need. Thus,
this new trend will facilitate
favourable for Vietnamese businesses
to invest in new types of business - this
electronic business.
 PAGE 12 SWOT ANALYSIS

The increasingly healthy

development of the Internet, as well
as technological infrastructure,
creates favorable conditions for e-
commerce to develop. Up to this
point, Vietnam has about 38% of
businesses have their website and
more than 93% of companies
connected to the Internet to serve
production and business (according
to the Ministry of Industry and Trade
injured).

The e-commerce market in Vietnam

is desirable to foreign investors out.
This is an excellent opportunity for
e-commerce businesses. Vietnam
makes use of capital to develop
internal e-commerce country. The
trend of globalization has opened up
many new opportunities for the
economy Vietnam's economy as well
as e-commerce in Vietnam are
integrated development into the
world: Vietnam joining the World
Trade Organization (WTO) has
facilitated Vietnam e-commerce
conditions to enter the global
market. E-commerce in our country
will have many opportunities to
develop and expand the market
schools, looking for partners in many
different countries, are not limited
at all space and time. Moreover, the
Government of Vietnam is very
interested and has invested a lot of
money in this area.
 PAGE 13 SWOT ANALYSIS

THREATS 04
According to the E-commerce and
Information Technology Department,
Vietnam's e-commerce sector will
increase by 25% from 2018-2020.
According to the General Statistics
Office, in 2018, Vietnam’s e-
commerce retail sales grew by 30%,
reaching nearly US $8 billion ( in 2016,
e-commerce retail revenue stood at
US $5 billion, up 20% and in 2017 it
was US $6.2 billion, up 20%). Over the
next four years, the domestic e-
commerce market is expected to be
worth $US10 billion. In addition to
businesses, foreign investment funds
and global corporations are also
actively buying shares and investing in
e-commerce sites in Vietnam, making
this market increasingly active.

But besides that, the e-commerce industry has threats that affect more or less the
growth and development of businesses. Industries in general and e-commerce in
particular have potential threats. E-commerce security threats are causing havoc in
online trading. The industry experiences up to 32.4% of all successful threats
annually. Hackers usually target e-commerce store admins, users, and employees
using a myriad of malicious techniques. There are various types of e-commerce
threats. Some are accidental, some are purposeful, and some of them are due to
human error. The most common security threats are phishing attacks, money thefts,
data misuse, hacking, credit card frauds, and unprotected services. There are four
main reasons for the threat in E-commerce: competition, fraud, privacy
concerns, and future regulation.
 PAGE 14 SWOT ANALYSIS

Firstly, competition is the most reason

which causes a threat. Due to the low
barriers, opponents are allowed to
enter the market easily. This increases
the competition level and causes a
reduction in prices and profit margins.
Secondly, fraud’s purposes are to
deceive another party to obtain a
profit. It can be Money, Goods,
Sensitive information. Thirdly, some
customers not likely to give too much
their personal information because of
fears that the information will leak out.
Finally, due to the rapid development
of E-commerce nowadays and the
amount of tax revenue lost to it, the
government could write legislation to
impose a tax on all online sales. This
would get rid of one incentive for
conducting business online.

The current infrastructure

has not had any significant
changes in Vietnam, the
ineffective logistics system
and the dominant COD
payment method have been
creating a huge obstacle
for the development of
electronic commerce.
Investors intending to seek
for entering the E-
commerce market in
Vietnam will have to adapt
and innovate to succeed in
this field.
 Chapter 3:

A SPECIFIC EXAMPLE
 PAGE 16

A SPECIFIC EXAMPLE

Tiki was founded in 2010 by Mr. Tran Ngoc Thai Son. The story of Tran Ngoc Thai Son's
startup with Tiki.vn started from the time he was only 30 years old. Realizing the need to
buy and read books for Vietnamese consumers, especially for foreign language books, he
thought of a tool to help people buy books more easily. In 2010, the starting capital for
him to open the company with only $ 5,000 of his savings. The name Tiki.vn Tien Loi and
Tiet Kiem (Convenience and Savings). In 2010, Tiki had received the investment of VND
384 billion from VNG Joint Stock Company. Thanks to this investment, Tiki has more
conditions to develop software systems and technology. He realized that the potential
and development of e-commerce in Vietnam with the changing shopping and
consumption habits shifted to online shopping, so he transformed Tiki into a multi-industry
retail website. Tiki's ambition is to become the leading e-commerce website in Vietnam.
Up to now, Tiki.vn e-commerce website provides products in different categories as
follows: Books, Phones- Tablets, Digital Devices- Digital Accessories, Consumer
Electronics, Houses of Life, Beauty- Health, Stationery, Toys- Souvenirs, Mother and
Babies, and Sports. PPL (product placement) is no stranger to brands when brand images,
such as logos or products, are integrated into programs or videos and have become
increasingly popular in recent years. Tiki, along with Vietnamese stars, is Tiki's promotional
campaign with images of shipper and Tiki boxes cleverly appearing in Vietnamese music
videos' scenes. Specifically, Tiki has partnered with the Maybelline cosmetics firm New
York and singer Hien Ho on December 12, 2019. The campaign lasted for 17 days, based on
the scenes of Maybelline's new lipstick product in singer MV Ho Hien, using advertising
tools from Facebook to maximize access to the audience. The products are women from
18-30 years old in Vietnam, from which they promote and promote sales of lipstick
products of this cosmetic brand. The campaign has recorded many impressive results.
Specifically, purchases of this product on Tiki grew 2.7 times, Increase 17% of application
installation rate on Tiki, Return on ad spend on mobile apps increased 5.5 times, Return
on ad spend for website increased by 7.2 times, Partner sales during this period also
increased by 3.3 times.
 PAGE 17

A SPECIFIC EXAMPLE

SWOT OF TIKI:
Tiki is one of the most e-commerce platforms today
with a huge traffic and purchases. Previously, Tiki's
business model was B2C, meaning that all products
sold on Tiki were imported by Tiki. However, Tiki has
transformed the model into B2B2C, which mean
individuals can open a store on Tiki to sell, similar to
other e-commerce platforms such as Lazada,
Sendo, Adayroi ...

TIKI's logo

First of all, Tiki has many strengths. Tiki has a long history, is a business
in the e-commerce industry established in 2010, with a long history of
business, Tiki has created a trust for customers. Besides, Tiki has a large
and strong financial source, pouring capital continuously. At the
beginning of 2018, Tiki received additional money from JD Group,
adding to the investment of 44 million USD received in 2017. By
September 2018, this company continues to receive an additional
VND122 billion from VNG. Moreover, Tiki products are convenient and
close to all customers. In terms of the trust, 85% of customers are
satisfied with the quality and service of Tiki. With 400,000 customers
buying goods at Tiki every month, the return and exchange rate is only
0.95% with the return and exchange policy as prescribed, creating
favorable conditions for buyers. Tiki's extensive distribution network and
fast delivery. Tiki has built and implemented its unique selling point
(USP) with a fast delivery service with an average nationwide delivery
time of only 1.6 days, allowing customers to receive goods in 2 hours in
Ha Inner and TP. HCM, and ensure the quality of goods when it reaches
the user. Tiki keeps up with trends and customer needs, constantly
changing itself to interact well with customers. Tiki is constantly
launching special promotions and communications to boost awareness
of diversity, especially household products and technology.

Besides the strengths, Tiki also has weaknesses. Every year, Tiki incurs
heavy losses. According to the financial report of Tiki Joint Stock
Company, this enterprise recorded an accumulated loss of nearly 308
billion dong at the end of 2016. If calculating the loss of 282 billion
dong in VNG's 2017 annual report, the accumulated loss of this e-
commerce site has reached nearly VND 600 billion after 7 years of
operation. Moreover, the policy of wrapping plastic books with combos
brings mixed opinions. Tiki has a plastic wrap policy, using 99k packs of
40 books or 199k packs of 100 books. This has stimulated customers'
demand for book protection. However, not everyone needs to buy so
much, so it creates discomfort and needs to adjust this policy by the
unit.
 PAGE 18

A SPECIFIC EXAMPLE

Despite being established long ago, Tiki still has many opportunities to
grow. The marketplace brings great potential to Tiki. Businesses can actively
cooperate with Tiki to make marketing and boost sales, but the quality must
still be controlled by Tiki's supply chain system. In this way, Tiki can control
the quality of input, and possibly through businesses to resonate for their e-
commerce platform. The trend of online shopping is increasing sharply. With
the rapid development of online business, consumers are increasingly buying
online, this is a great opportunity for the development of Tiki in particular
and e-commerce platforms in general. Tiki also gained the trust and great
resonance from Google and Facebook. Recently, Tiki joined with Google as
Tet City. And every year, Tiki will send my employees through Facebook
headquarters, learn how to build customer database - this is a big project
of Tiki, to understand customers better and help them have the right choice.
Working with large companies has brought Tiki more experience and
empowered the brand.

There is some threat that affects the development of Tiki. Tiki has strong
competitors. Regarding the booming development of the current e-
commerce market, Tiki has many competitors worth worrying about such as
Lazada, Shopee, Sendo ... Marketplace policy has brought great
opportunities for new development. of Tiki, but this is also a big challenge
for the quality of product input, traceability, and building trust with
customers when implementing the marketplace model. E-commerce is a
relatively new form of sales in Vietnam, so the cost to maintain pages,
warehouses and customer support is very high. While the risk of customers
ordering but not receiving goods is still very large, businesses must bear all
the costs due to the return of goods, the quality of goods through many
stages of transportation is difficult to ensure quality such as original.
Chapter 4:
FUTURE PLAN FOR
E-COMMERCE
 PAGE 20 FUTURE PLAN FOR E-COMMERCE

2019 was a year of many surprises

for the Vietnamese e-commerce
sector: more and more new
ambitious players joining this
heated competition, besides that
some companies abruptly left the
market. There are also strong
positive movements from the big
brands. With that starting point,
2020 is predicted to be an
especially exciting year for
Vietnamese e-commerce. Here are
three predictions on what Viet Nam
market might be heading towards,
according analysts from e-
commerce start-up iPrice Group.

A. AN INCREASED FOCUS ON PROFITABILITY

INSTEAD OF GROWTH:
In Vietnam, this trend is taking shape
in 2019 with two e-commerce
companies closing their online
marketplaces to focus more on
profitable business sectors. Lotte.vn, a
Vietnam-focused online marketplace
by Lotte will be shut down with the
plan of changing their retail strategy.
Another e-commerce website that is
to be shut down is Adayroi with a
notice of shifting to the new retail
model.
Looking at the remaining major e-
commerce players in the country, it’s
easy to see that most of them are
reliant on investors’ money. Shopee
Vietnam, Lazada Vietnam, Tiki and
Sendo, the four most visited online
marketplaces in Vietnam, according The loss of 4 largest companies in
iPrice’s Map of E-commerce, all
Vietnam throughout 2016, 2017, 2018,
reported huge losses in 2018 and then
continued to raise more money from
2019
foreign investors in 2019.

These companies will soon have to

start thinking about shifting their
business models towards profit
generating instead of growth in traffic
or merely number of users, or they risk
meeting the same fate of Lotte.vn and
Adayroi.
 PAGE 21 FUTURE PLAN FOR E-COMMERCE

B. EXTRA EFFORTS ON INFRASTRUCTURES:

GOOD RESULTS THAT TIKI OBTAINED AFTER DEBUTING TIKINOW

Noticing the high demand among e-commerce consumers for speedy and
timely delivery, Vietnamese top e-commerce companies are currently
racing to improve its delivery speed using various strategies. Most notably,
Vietnamese e-commerce platform Tiki introduced TikiNow, a shipping
policy that promised to deliver products within 2 hours which has leveled
up the standard of delivery services in VietNam

Looking at 2020, delivery infrastructures will continue to play an important

part in consumer’s choice and a focus of competition between companies.
Quick, punctual, and responsive customer service & delivery might even
become a deciding factor in the e-commerce marketplace competition.
 PAGE 22 FUTURE PLAN FOR E-COMMERCE

C. OPPORTUNITIES FOR SME E-COMMERCE

BUSINESSES (SMALL + MEDIUM ENTERPRISES):

One notable start-up among them is

Lozi. The Vietnamese consumer-to-
consumer (c2c) ecommerce portal
announced last October that it has
secured an eight-digit funding (in
US dollars). The company is now
setting its eyes on becoming a one-
stop solution for Vietnamese
consumers’ one-hour delivery needs.

It seems that as technologies and infrastructures supporting e-

commerce, such as online payments, logistics and customer
relationship management tools are becoming more advanced and
accessible, it is now easier than ever for SME in Vietnam to join the e-
commerce game. As consumers’ needs for online shopping increases,
so will their sophistication and expectation. More and more Vietnamese
are now looking for specific products, brands, or services that cater to
their niches, which brings about opportunities for Vietnamese SME e-
commerce businesses to excel in 2020 and beyond.
CONCLUSION PAGE 23

CONCLUSION:
Powered by increasing Internet access, wider smartphone usage and
improved technological infrastructure, the E-commerce landscape in Vietnam
has taken off impressively in the recent years.

Thanks to the growing prevalence of Internet access, the use of broader smar
tphones and infrastructure, and technological improvements, Vietnam has ma
de significant improvements in recent years, attracting more international inv
estors. In particular , online trading has seen substantial change in two main 
areas: B2B and B2C.

After analysing the E-commerce industry by using SWOT analysis, it is easily

noticeable that the main limitation of the E-commerce industry in Vietnam is
the lack of trust. This attitude discourages people from participating in online
trade due to concerns over product quality, data privacy and unfulfilled
orders. Another disadvantage is the skewed preference of Vietnamese
consumers for cash-on-deliver payments. Besides, the technological
infrastructure and logistics networks have not met up with the growth of E-
commerce. In the long run, if these barriers are not removed, they will
seriously pose themselves as blocks to E-commerce development. All these
trends put pressure on the E-commerce logistics industry and call for the
expansion of the network and new logistics solutions. Meanwhile, cross-
border E-commerce is expected to grow as the government implements a
legal framework and creates incentives.

E-marketplaces are gaining much popularity with C2C platforms such as

Sendo, Tiki, and Shopee. It can be said after analysing SWOT that Tiki is
known as a major e-commerce site with professional service quality. Despite
the strengths, there exists some weaknesses. Take a plastic wrap policy as an
example. Besides, oppoturnities need to be taken into consideration. Tiki can
control the quality of input, and possibly through businesses to resonate for
their e-commerce platform and gradually approach the intenational economy,
even though it still faces a quite number of threats such as other strong
competitors.

Overall, with the rising lifestyle and the governmental support, the E-
commerce landscape of Vietnam is promising for companies willing to be
patient and able to differentiate themselves successfully.
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