EVBN-2018年越南电子商务行业报告（英文）-2019.6-46页.pdf

Source:negativespace.coThis project is co-fundedby the European Union RESEARCH REPORTE-COMMERCEINDUSTRYIN VIETNAMEdition 2018EVBN E-commerce industry in Vietnam2USEFUL CONTACTSMORE INFORMATIONEU-Vietnam Business Network(EVBN)15th Floor,5B Ton Duc Thang,District 1Ho Chi Minh City,VietnamT:+84(0)28 38239515 www.evbn.orgThe Landmark,15th floor,5B Ton Duc Thang St.,District 1,Ho Chi Minh City,Vietnam Tel.+84(0)28 3823 9515 Fax+84(0)28 3823 9514 www.evbn.orgThis publication was produced with the assistance of the European Union.The content of this publication is the sole responsibility of EVBN and can in no way be taken to reflect the views of the European Union.General Statistics Office of Vietnam:http:/www.gso.gov.vnVietnam Customs Statistics:http:/www.customs.gov.vn/Vietnam Trade Promotion Agency(Vietrade):en.vietrade.gov.vnWorld Bank Vietnam:http:/www.worldbank.org/en/country/vietnamEVBN E-commerce industry in Vietnam3ContentsList of AbbreviationsCurrency ExchangeList of FiguresExecutive SummaryChapter 1:Vietnam OverviewGeo-demographicsVietnams EconomyStructure of consumption expendituresChapter 2:Overview of E-commerce in VietnamVietnams digital landscape B2C E-commerce Overview of B2C E-commerce Structure of B2C E-commerce Payment methods Logistics B2B E-commerce Service E-commerceMarket trendsMarket driversMarket barriersChapter 3:Competitive LandscapeDominance of social mediaB2C E-commerce landscapeB2B E-commerce landscapeCase StudiesChapter 4:Profile of End Consumer SummaryList of Trade Fairs and ExhibitionsMain Online and Printed PublicationsUseful ContactsReferencesChapter 5:Regulatory and Legal FrameworkRegulatory and legal framework for investors in the E-commerce industryRelevance and impact of the EVFTA34456810123438404142434445282930321415151618181920212425Opportunities and challenges within the E-commerce industry26CONTENTSEVBN E-commerce industry in Vietnam4ASEAN Association of Southeast Asian Nations B2C Business to Consumer B2B Business to Business C2C Consumer to Consumer CAGR Compound annual growth rate CIT Corporate Income Tax COD Cash-on-delivery EU European UnionEVFTA EU-Vietnam Free Trade Agreement FDI Foreign Direct Investment FOE Foreign Owned Enterprise FTA Free Trade Agreement GDP Gross Domestic Product GRDI Global Retail Development Index IOT Internet of Things MoIT Ministry of Industry and Trade POS Point-of-Sale SME Small and Medium Enterprise Vietnam and Customs Union of Belarus Kazakhstan Russia Free Trade Agreement Vietnam E-commerce Association Vietnam E-commerce and Information Technology Agency Vietnam Japan Economic Partnership Agreement Vietnam Korea Free Trade Agreement World Trade Organization EUR/US$0.81 EUR/VND 27,998.64 LIST OF ABBREVIATIONS CURRENCY EXCHANGEVCUFTAVECOMVECITAVJEPAVKFTAWTOEVBN E-commerce industry in Vietnam5Figure 1:Map of Vietnam with key cities 8Figure 2:Vietnams population 2013-20f 9Figure 3:Forecast of rural and urban population in Vietnam and Asia Pacific,2030 9Figure 4:Nominal GDP and Real GDP growth,2013-20f 10Figure 5:Nominal GDP per capita,2013-20f 10Figure 6:Total registered FDI capital,2010-2017 11Figure 7:Total registered FDI capital by provinces,2017 11Figure 8:Structure of consumption expenditure,2013-22f 12Figure 9:Vietnamese Internet Users 14Figure 10:Smartphone penetration rates in Vietnam 14Figure 11:Structure of retail market in Vietnam 15Figure 12:Vietnam B2C E-commerce market size and its proportion in total retail industry value,2013-20f 16Figure 13:Definitions of types of E-commerce 16Figure 14:Number of registered E-commerce websites in Vietnam by type,2015-2016 17Figure 15:Preferred payment methods in Vietnam,2015-2016 18Figure 16:Estimated E-commerce logistics market value,2018-2022f 18Figure 17:Modes of shipping used by E-commerce businesses in 2016 19Figure 18:Estimated market size of B2B E-commerce in Vietnam,2012-2015 19Figure 19:Growth in E-commerce website access via mobile phone in Southeast Asia 21Figure 20:Percentage of online purchase methods in Vietnam,2013 2016 22Figure 21:Online shopping platform preferred by consumers,2017 28Figure 22:Top 10 E-commerce websites by monthly visits 29Figure 23:List of some B2B E-commerce players in Vietnam 30Figure 24:Tikis homepage and logo 32Figure 25:Auchans homepage and logo 33Figure 26:Online shopping frequency 35Figure 27:Device used to shop online 36Figure 28:Products/services most purchased online 36Figure 29:E-commerce registration process 38Figure 30:Conditions for opening a shop on some key:E-marketplaces in Vietnam 39LIST OF FIGURESVietnam is a land of opportunity for foreign E-commerce companies because of its young population,high Internet penetration rate(ranked 17th in the world)and climbing smartphone penetration rates.Millennials,considered the target population of E-commerce frms,account for 30%of Vietnams population(approximately 30 million people).The penetration of Internet is projected to increase steadily,with the percentage of Internet users set to reach 65%in 2022.Internet services made their frst appearance in Vietnam in 1997.Three years later,however,the Internet usage rate was still insignifcant with a 0.2%local penetration.However,the situation changed drastically over the years.In 2017,approximately 50 million Vietnamese,or half of the population,were connected to the Internet.Despite its late start,Vietnams penetration rate(54%)in 2017 is now higher than the world average(46.5%).Following its accession to the WTO in 2007,Vietnam has allowed foreign investors to establish 100%foreign-owned companies.This has attracted many foreign investors,including E-commerce retailers.As E-commerce is expected to soon become an important part of Vietnams trade sector,currently,big names such as Lazada,Shopee(Sea Limited)and more recently,Amazon,market have seized the opportunity and entered Vietnam.In 2017,the Southeast Asian E-commerce market was growing at 35%per year,2.5 times faster than in Japan.Vietnam ranks 4th for online shopping in the Asia Pacifc region and is expected to continue booming in the coming years,with sales estimated to reach EUR8.1 billion in 2020.This report will discuss the opportunities and challenges of E-commerce in Vietnam in the next 5 years,with a focus on the B2B and B2C sectors.The report will also discuss the impact of the EU-Vietnam Free Trade Agreement(EVFTA)on this market.Executive Summary CHAPTER 1VIETNAM OVERVIEWGeo-demographicsVietnams EconomyStructure of consumption expendituresEVBN E-commerce industry in Vietnam8HanoiDa NangHo Chi Minh CityCan ThoNha TrangI.Geo-demographicsVietnam comprises a landmass of 330,972.4 km2,a vast sea area including a large continental shelf and a string of archipelagos stretching from the Gulf of Tonkin in the North to the Gulf of Thailand in the South.In 2017,Vietnams population was 95.54 million people and is projected to reach 98.4 million in 2020,an increase of 1%on average between 2015-2020.Major cities in Vietnam,namely Hanoi,Hai Phong,Danang,Nha Trang,Ho Chi Minh City,and Can Tho,are well-dispersed geographically.Hanoi,the capital of Vietnam,is the second largest city in Vietnam and is the countrys political and administrative centre.Hanoi is known for its rich culture characterised by South East Asian,Chinese and French influences.Ho Chi Minh City,commonly known as Saigon,is the countrys largest city and the commercial hub of Vietnam.By 2030,Ho Chi Minh City will continue to be the largest city in Vietnam by population with over 10 million inhabitants accounting for 23%of Vietnams total urban population.Image from www.vietnamtourism.gov.vnImage from www.wikipedia.org Figure 1:Map of Vietnam with key citiesEVBN E-commerce industry in Vietnam9Although Vietnam remains predominantly rural,it is expected to undergo significant urbanisation in the next 14 years.By 2030,the urban population is forecasted to increase by 37%from 2017,reaching 45.66 million people,or 43%of the total population of Vietnam.This rapid urbanisation is caused predominantly by the growth of urban cities and the expansion of the urban-based industrial and services sectors.Moreover,high urbanisation rate causes a pressure on the construction sector to increase the number of high-rise apartment buildings and office buildings.2013201420152016e2017f2018f2019f2020f91.5092.5493.5794.5795.5496.4997.4398.36 Figure 2:Vietnams population 2013-20f Source:D&B Figure 3:Forecast of rural and urban population in Vietnam and Asia Pacific,2030 Source:UNDP*Unit:million people44%RURAL56%URBANAsiaPacificVietnam57%RURAL43%URBANEVBN E-commerce industry in Vietnam10II.Vietnams EconomyGross Domestic ProductIn 2017,Vietnams nominal GDP per capita reached 2,029,an increase of 5.4%compared to 2016.Nonetheless,the country has been recognised for its effort to increase the GDP per capita,and expects to reach a GDP per capita of 2,529 in 2020.A solid increase in GDP per capita suggests that an average Vietnamese will have more disposable income to spend on more goods than just basic needs.0501001502002500123456782020f2019f2018e20172016201520142013128.45.46.06.76.26.86.7140.0172.5182.0193.9208.1228.6248.8(bn)(%)Nominal GDP(EUR bn)Real GDP growth(%)Real gross domestic product(GDP)growth is expected to accelerate at 6.7%in 2018,reaching 208.1 billion in value.With this growth rate,Vietnam remains one of the fastest-growing economies in Asia.The solid increase pace is foreseen to continue until 2020,to reach 248.8 billion.The outlook is underpinned by ongoing Government policies regarding the privatisation of state-owned enterprises(SOEs),the maintenance of price stability,the lowering of trade barriers and reduced tax rates.0500100015001,4031,5121,8431,9242,0292,1562,3462,5292000250030002020f2019f2018e20172016201520142013()Figure 4:Nominal GDP and Real GDP growth,2013-20f Source:BMI Figure 5:Nominal GDP per capita,2013-20f Source:BMI EVBN E-commerce industry in Vietnam11In 2017,Vietnam received a record 24 billion of foreign direct investment(FDI).This is a reflection of the increase in trade and production in Vietnam as more global manufacturing giants have decided to move their production facilities to Vietnam to reap the benefits from the numerous incentives to attract investments from the government.Ho Chi Minh City,Vietnams commercial centre,continued to receive the most FDI in 2017 with a total registered capital of nearly EUR 2.7 billion.Provinces such as Binh Duong and Bac Ninh,where LG and Samsung established their manufacturing centres,also received large amounts of FDI at EUR 2.0 and EUR 2.6 billion,respectively.Thanh Hoa and Khanh Hoa are two provinces receiving the highest number of newly registered capital,respectively,due to mega Build Operate Transfer Japans thermal power projects.Foreign Direct Investment2017201620152014201320122011201015,06611,90410,53017,57716,37818,43619,76124,041(mn)OtherBinh DuongKhanh HoaThanh HoaBac NinhHo Chi Minh City2,684.42,640.62,563.82,104.72,003.512,054.1(Unit:EUR mn)Figure 6:Total registered FDI capital,2010-2017Source:GSO Figure 7:Total registered FDI capital by provinces,2017Source:GSO EVBN E-commerce industry in Vietnam12III.Structure of consumption expendituresWith this GDP growth and increase in disposable income,consumption expenditure is expected to grow at a rate of 9%during 2016-22f.The increase in the standard of living will likely also raise the price and the quality of goods purchased by Vietnamese consumers.2014201320152016201720182019202020212022OtherLeisure&educationTransport&communicationsHealth spendingFurnishing and homeHousing and utilitiesClothing&footwearFood,beverages&tobacco62466971575481588396721222824425827930333236540144151555158861866772178786294469747984919810811813014314916017118019521123125327730539642245047250854859865371478274808590971051141251371515886296717067618238999840EUR per year per household1,0002,0003,0004,0005,0006,0001,0601,1631,2781,0351,0781,183 Figure 8:Structure of consumption expenditure,2013-22f Source:BMICHAPTER 2OVERVIEW OF E-COMMERCE IN VIETNAMVietnams digital landscapeMarket trendsMarket driversMarket barriersOpportunities and challenges within the E-commerce industrySource:negativespace.coEVBN E-commerce industry in Vietnam14I.Vietnams digital landscapeVietnam first connected to the Internet in November 1997.In the last 20 years,the country has seen a tremendous increase in the number of Internet users.According to the Minister of Information and Communications,Vietnam had approximately 52 million Internet users in 2017,or a 54%Internet penetration rate,which is above the global average of 46.5%.This puts Vietnam at the top of Asian countries and the numbers are expected to continue rising at a fast pace,thanks to relatively flexible bandwidths services and low cellular data cost.With the increasing accessibility to the Internet,more and more people will have the opportunity to access and use E-commerce services.This rise of Internet adoption can be partly attributed to the countrys high smartphone penetration rate.In the past five years,the country has witnessed a surge in smartphone ownership,thanks to smartphones popularity and the rise of Vietnams per capita disposable income.According to 2017 statistics from Google,nearly 72%of the Vietnamese population use a smartphone.As smartphones are key to conduct E-commerce activities online,the rise of smartphone ownership will have a profound effect on the E-commerce landscape.010203040506019970.217.031.052.02007CAGR 12-17:10.9%20122017Unit:million users10%20%30%40%50%60%70%80%201320%36%55%72%72%2014201520162017 Figure 9:Vietnamese Internet Users Source:Ministry of Information and Communications Figure 10:Smartphone penetration rates in Vietnam Source:Google Consumer BarometerEVBN E-commerce industry in Vietnam15As mentioned in the 2018 EVBN Vietnam Retail Market Study,the retail industry in Vietnam comprises three main channels:traditional,modern and online.This report will be dedicated to the study of the online retail channel,or B2C E-commerce,with a brief overview of the emerging B2B E-commerce channel.TRADITIONALRETAILWetmarketsGrocery storesR E T A I L I N D U S T R YR E T A I L I N D U S T R YHypermarkets SupermarketsDepartment stores/Shopping CentresConvenienceSpecialty StoresE-commerceMODERNRETAILONLINERETAIL1.B2C E-commerce1.1.Overview of B2C E-commerceE-commerce is defined in Decree 52/2013/ND-CP as follows:“E-commerce activity means conducting part or the whole of the process of commercial activity by electronic means connected to the Internet,mobile telecommunications network or other open networks.”Vietnam currently has one of the fastest growing B2C E-commerce markets in Southeast Asia,with a 32.3%CAGR from 2013-17,translating to a market size of EUR 5.5 billion in 2017.The E-commerce industry in Vietnam is forecasted to continue rising rapidly with a forecasted CAGR of 14%during 2017-20f,accounting for 5.2%of total retail sales.Though the E-commerces market share is still relatively small,with