Shoppe - A leading online market in VietNam | Bài thảo luận tiếng anh thương mại

TRƯỜNG ĐẠI HỌC THƯƠNG MẠI
KHOA QUẢN TRỊ NHÂN LỰC
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ĐỀ TÀI THẢO LUẬN HỌC PHẦN
TIẾNG ANH THƯƠNG MẠI 1 ĐỀ TÀI:
Shoppe - A leading online market in VietNam
Giảng viên hướng dẫn: Lê Phương Mai
Lớp học phần : 251_ENTI3311_27
Nhóm thực hiện : Nhóm 3 Hà Nội, 2025 Contents
I. Introduction.......................................................................................................................2 1
1. Definition of online Markets....................................................................................2
2. Introduction to Shopee: History, year of establishment, parent company.................2
II. Overview of Shoppe.........................................................................................................2
1. Company Profile.......................................................................................................2
1.1. Basic information: mission, vision, field of operation..........................................2
1.2. Business model: C2C (consumer-to-consumer) and B2C.....................................2
2. Growth and Market Position.....................................................................................3
2.1. Position in the Vietnamese E-commerce Market..................................................3
2.2. Achievements and Outstanding Campaigns..........................................................3
III. Benefits of Shoppe..........................................................................................................4
1. Benefits for Consumers............................................................................................4
1.1. Convenient, easy to use on mobile app.................................................................4
1.2. Wide range of products and competitive prices....................................................4
1.3. Promotions and offers...........................................................................................4
2. Benefits for Sellers / Businesses...............................................................................4
2.1. Opportunity to reach a large number of customers...............................................4
2.2. Marketing support: Shopee Ads, Shopee Live, logistics.......................................4
2.3. Low cost compared to traditional stores...............................................................5
3. Benefits for the Economy.........................................................................................5
3.1. Growth of Vietnam's e-commerce industry..........................................................5
3.2. Creating jobs in logistics, technology, and online marketing................................5
3.3. Promoting electronic payments and the digital economy......................................5
IV. Challenges & Limitations of shoppe...............................................................................6
1.Fierce market Competition........................................................................................6
2.Logistics and Delivery Problems...............................................................................6
3.Counterfeit and Low-Quality Products......................................................................7
V. Future Outlook for Shopee:..............................................................................................7
1.Growth of mobile commerce (m-commerce): The trend of shopping via smartphone is
increasing....................................................................................................................... 7
2. Integration of AI and big data in online shopping....................................................8 2
2.1. Personalize customer experience:.........................................................................8
2.2. Predict consumer trends, optimize marketing:......................................................9
3. Sustainability trend...................................................................................................9
VI. Conclusion....................................................................................................................10
VII. Tài liệu tham khảo.......................................................................................................11 3 I. Introduction
1. Definition of online Markets
An online market, also known as an e-marketplace, is a digital platform where buyers
and sellers meet virtually to exchange goods and services. Unlike traditional markets,
online marketplaces operate beyond geographical boundaries, enabling global transactions
at any time. They provide significant advantages such as convenience, competitive prices,
product variety, and transparency through customer reviews. Many platforms also
integrate secure digital payment systems and logistics support, creating a complete shopping ecosystem.
2. Introduction to Shopee: History, year of establishment, parent company
Shopee is a leading e-commerce platform in Southeast Asia and Taiwan. Established
in 2015 by Forrest Li under Sea Group (formerly known as Garena), Shopee was designed
as a “mobile-first” marketplace, taking advantage of the region’s fast-growing smartphone
usage. With its user-friendly design, attractive promotions such as free shipping, and
gamified shopping experience, Shopee quickly became one of the most popular platforms in the region.
Over the years, Shopee has expanded its presence beyond Singapore to Indonesia,
Malaysia, Vietnam, Thailand, the Philippines, and Taiwan, and even entered emerging markets in Latin America. II. Overview of Shoppe 1. Company Profile
1.1. Basic information: mission, vision, field of operation
Shopee’s mission is “to make online shopping easy, accessible, and enjoyable for
everyone.” Its vision is to become the most trusted and preferred e-commerce platform
across Southeast Asia and beyond. Shopee has built a complete ecosystem to support this
goal, including integrated logistics, digital payments through ShopeePay, seller training
programs, and advertising services. By combining marketplace operations with financial
technology and logistics, Shopee offers an end-to-end solution that benefits both sellers and consumers.
1.2. Business model: C2C (consumer-to-consumer) and B2C 4
Shopee uses a hybrid business model, combining C2C (consumer-to-consumer) and
B2C (business-to-consumer). At first, Shopee focused on C2C, allowing individuals to sell
directly to other consumers. Later, the company launched Shopee Mall, a B2C platform
that hosts official brand stores to ensure authentic and high-quality products. This dual
strategy allows Shopee to meet the needs of both price-sensitive buyers and brand-
conscious consumers, making it a one-stop marketplace for diverse customer segments.
2. Growth and Market Position
2.1. Position in the Vietnamese E-commerce Market
Shopee is currently the leading e-commerce platform in Vietnam, consistently holding
the top spot in both traffic and sales over the years. According to reports from iPrice Group
and Metric.vn, Shopee accounted for more than 70% of the online shopping market share
in 2024, with over 200 million visits to its website and app each month—significantly
surpassing major competitors such as Lazada and Tiki. The Shopee app regularly ranks as
the most downloaded shopping app on both the App Store and Google Play.
Shopee’s strength is not only concentrated in major cities but extends successfully to
provinces and rural areas through its extensive Shopee Express logistics network covering
all 63 provinces. Additionally, it offers diverse payment options, ranging from traditional
methods to e-wallets. The company’s “mobile-first” strategy combined with big data
analytics allows Shopee to deeply understand consumer behavior, personalize shopping
experiences, and retain customer loyalty.
2.2. Achievements and Outstanding Campaigns
Shopee’s distinctiveness is clearly demonstrated through regional marketing
campaigns that are strongly localized for the Vietnamese market. Events like “9.9 Super
Shopping,” “11.11 Mega Sale,” and “12.12 Birthday Sale” not only break sales records
with tens of millions of orders within
24 hours but also create a cultural shopping
phenomenon where consumers eagerly await "golden hours," hunt for discount codes, and
watch livestreams hosted by local KOLs. Shopee was the first platform to involve
international stars such as Cristiano Ronaldo and later Vietnamese singer Son Tung M-TP
in regional campaigns, setting it apart from competitors who mainly focus on price
promotions. This unique combination of technology, entertainment, and localization has 5
enabled Shopee to maintain its position as the most downloaded e-commerce app for many
years and to continually rank highly in the Top 10 Most Trusted E-commerce Brands in Vietnam III. Benefits of Shoppe
1. Benefits for Consumers
1.1. Convenient, easy to use on mobile app
Shopee has a simple mobile app that people can use anytime and anywhere. This helps
customers save time because they do not need to visit physical stores. Even people in small
towns or rural areas can easily order products and get them delivered to their homes.
Shopping becomes faster, easier, and more comfortable for everyone.
1.2. Wide range of products and competitive prices
On Shopee, customers can find a huge variety of products, from clothes and cosmetics
to electronics and household items. They can compare many sellers at the same time to
choose the best option. Because sellers compete with each other, prices are often lower
than in traditional stores. This gives consumers more choices and helps them save money.
1.3. Promotions and offers
Shopee attracts buyers with many promotions such as discount vouchers, flash sales,
and free shipping programs. These offers make online shopping cheaper and more
exciting. At the same time, Shopee has return and refund policies to protect buyers. This
makes customers feel safe and confident when shopping online.
2. Benefits for Sellers / Businesses
2.1. Opportunity to reach a large number of customers
Shopee is the leading e-commerce platform in Vietnam with millions of active users.
This gives sellers the chance to reach customers across the country, not just in their local
area. For example, a small shop in Hanoi can sell to buyers in Ho Chi Minh City or other
provinces. This wide customer base helps businesses grow faster.
2.2. Marketing support: Shopee Ads, Shopee Live, logistics
Shopee provides useful tools to help sellers promote their products. With Shopee Ads,
sellers can place their products in front of more customers. Shopee Live allows them to 6
sell directly through livestream, which is very popular today. In addition, Shopee’s
logistics services like Shopee Express and delivery partners make shipping quicker and more reliable. These s upports reduce the burden
on sellers and improve customer satisfaction.
2.3. Low cost compared to traditional stores
Starting a shop on Shopee is much cheaper than opening a physical store. Sellers do
not need to pay rent, electricity, or hire many workers. They can begin with only a
smartphone and internet connection. This lowers the risk for small businesses and young
entrepreneurs, making it easier for them to enter the market.
3. Benefits for the Economy
3.1. Growth of Vietnam's e-commerce industry
The rapid expansion of online shopping platforms has significantly contributed to the
overall development of Vietnam’s e-commerce industry . With increasing internet
penetration, affordable smartphones, and improved logistics systems, the sector has
become one of the fastest-growing markets in Southeast Asia. This growth not only
strengthens domestic consumption but also attracts foreign investment, helping Vietnam
position itself as a competitive digital hub in the region.
3.2. Creating jobs in logistics, technology, and online marketing
The rise of e-commerce generates extensive employment opportunities across multiple
sectors. Logistics companies require more workers for warehousing, delivery, and supply
chain management. Technology firms benefit from the growing demand for website
development, cybersecurity, and mobile applications. In addition, online marketing and
digital advertising create new career paths for young professionals, encouraging creativity
and innovation while reducing unemployment rates.
3.3. Promoting electronic payments and the digital economy
E-commerce strongly encourages the adoption of cashless transactions through e-
wallets, mobile banking, and QR code payments. This shift enhances financial
transparency, improves efficiency in transactions, and reduces risks related to cash
handling. Moreover, the widespread use of electronic payments supports the establishment
of a modern digital economy, aligning with the Vietnamese government’s strategies for
digital transformation and sustainable economic growth. 7
IV. Challenges & Limitations of shoppe
1. Fierce market Competition
One of the most critical challenges Shopee is currently facing in Vietnam is the fierce
level of market competition. While Shopee has established itself as a leading e-commerce
platform with a wide customer base and strong logistics support, it is under continuous
pressure from powerful rivals such as Lazada, Tiki, and more recently TikTok Shop.
These competitors adopt aggressive strategies, including flash sales, free shipping, and
massive advertising campaigns, to attract and retain users.
For example, TikTok Shop has quickly gained popularity among young consumers by
integrating live-streaming and entertainment into online shopping. This approach creates
an engaging shopping experience that Shopee struggles to replicate effectively. As a
result, many small sellers and buyers are shifting toward TikTok Shop, forcing Shopee to
increase its promotional spending and lower prices, which in turn reduces profit margins.
From a broader perspective, this intense competition can bring positive outcomes,
such as driving Shopee to improve logistics, enhance customer service, and invest more in
innovative technology. However, in the long run, constant price wars and over-
dependence on promotions may weaken Shopee’s financial sustainability. Therefore, the
company needs to balance competitive strategies with long-term development in order to
maintain its leading position in the Vietnamese e-commerce market.
2. Logistics and Delivery Problems
Logistics and supply chain issues are major challenges that Shopee is facing in the
very competitive e-commerce market. Overloaded orders and delayed deliveries are
common issues, especially during peak periods such as holidays, Tet, or big sales such as
“11.11” or “12.12”. When the volume of orders increases suddenly, the delivery system is
easily overloaded, leading to delays in processing and shipping. This not only directly
affects the shopping experience but also reduces Shopee’s brand reputation in the eyes of
consumers. It is also difficult to control the logistics process, from warehouse management
to the final transportation stage, which can easily lead to errors and extra costs. In addition,
the quality of delivery services is not stable, with problems such as loss, damage to goods 8
or unprofessional service attitude, reducing consumer confidence. To overcome this, businesses are focusing
on applying technology, expanding warehouse networks and
cooperating with delivery partners like Giao Hang Nhanh (GHN), J&T Express, Viettel
Post, etc., in order to improve efficiency and keep customers satisfied.
3. Counterfeit and Low-Quality Products
Due to the large and diverse number of sellers, product quality control becomes
difficult, leading to the situation where many products of unknown origin, counterfeit
goods, poor quality goods or goods that do not meet the committed standards are still
being sold. This not only seriously affects the shopping experience and trust of customers,
but also damages the reputation of Shopee as well as the official brands working with the
platform. For example, there have been cases where customers bought high-end cosmetics
on Shopee but received items with blurry packaging and no quality seal, or they ordered
branded sports shoes but got cheap imitations instead. Such negative experiences make
customers more likely to move to other e-commerce platforms like Lazada or Tiki, where
they have more confidence in the origin and quality of goods. This not only affects the
sales of a few individual stores but also directly damages Shopee's brand image. To solve
this problem, Shopee needs to strengthen product quality control measures, strictly handle
violating stores, and at the same time, strengthen cooperation with authorities to prevent
counterfeit and fake goods. In addition, developing programs like Shopee Mall – which
only focuses on genuine brands – is also an important step to enhance reliability, protect
consumer rights and strengthen competitive position in the market.
V. Future Outlook for Shopee:
1.Growth of mobile commerce (m-commerce): The trend of shopping via
smartphone is increasing
In the digital age, mobile commerce (m-commerce) has become a leading trend,
reshaping the way people shop. In the past, online purchases were mostly made on
computers, but smartphones have now taken over as the main tool for shopping. With just a
few taps, users can search for products, complete payments, and track their orders. This
convenience has turned m-commerce into a daily habit. The Southeast Asian (SEA) e-
commerce market is projected to reach USD 325 billion by 2028, driven by the rapid 9
adoption of digital payments and greater interoperability, creating more opportunities for
businesses in cross-border trade, according to Tech Node Global.
For Shopee, the rapid growth of m-commerce is a strategic advantage. From the
beginning, the company focused on building a user-friendly mobile app that appeals to a
wide range of customers. Features such as ShopeePay, cashback programs, flash sales, and
fast delivery services have created a complete ecosystem, allowing shoppers to handle not
only their purchases but also payments and daily needs in one platform. This has made
Shopee a top choice, especially among younger users who prefer speed and convenience.
Moreover, the long-term potential of m-commerce in the region remains strong.
Southeast Asia has a young population, high smartphone penetration, and an increasingly
reliable digital payment system. These conditions provide a solid foundation for Shopee to
expand its services, increase transactions, and strengthen its leadership position. It is clear
that m-commerce is not only an inevitable trend but also a key driver of Shopee’s future growth.
2. Integration of AI and big data in online shopping
2.1. Personalize customer experience:
Shopee has launched the SkinCam feature during the 3.3 Super Sale campaign to
improve beauty shopping experiences, increase brand awareness, and boost interaction with
target customers. At the same time, the platform introduced 14 new skincare brands,
allowing users to enjoy shopping and beauty in one app. Innovation, technology, and
creative marketing are key factors that help Shopee enhance customer experience, especially
as AI grows quickly and shapes the future of online shopping. Reports show that Shopee’s
main users are between 18–34 years old, with order volume 1.5 times higher than average,
and strong interest in health and beauty products such as makeup removers and sunscreen.
In addition, Shopee launched a new set of smart marketing solutions to help brands better
understand customer needs, focus on skincare, and reach target shoppers more effectively.
Shopee has integrated AI to summarize product reviews based on customer feedback.
Instead of reading through hundreds of comments, shoppers can quickly capture the key
information about a product, such as quality, durability, color, functions, and overall user
satisfaction. The AI-generated summaries often highlight standout features like ease of use, 10
reliable quality, and long-lasting performance. For example, with hair dye products, AI can
compile positive feedback about natural-looking colors, non-drying formulas, and careful packaging.
The use of AI in product reviews not only saves time for buyers but also helps sellers
improve their products and services based on real customer insights. This creates a more
efficient shopping experience for users while enabling brands to respond more effectively to consumer needs.
2.2. Predict consumer trends, optimize marketing:
Shopee is expected to benefit from key e-commerce trends in Southeast Asia and
Vietnam. Young users, especially Gen Z and Millennials, prefer shopping experiences with
fun elements such as livestreams and interactive content. Online shopping is also expanding
to suburban and rural areas thanks to digital payments and fast delivery. Categories like
beauty, health, and fashion are growing fast, with strong interest in sustainable and natural products.
To optimize marketing, Shopee can make better use of big data and AI to study
shopping behavior and forecast demand during peak events such as 9 .9 or 11.11.
Personalized strategies are becoming essential, including product suggestions, timely
promotions, and tailored user experiences. At the same time, using influencers, livestreams,
and creative content helps attract Gen Z. A smooth mobile experience, easy payments, quick
delivery, and clear return policies will also strengthen Shopee’s competitive edge. 3. Sustainability trend
As Vietnam's e-commerce sector continues to expand rapidly, sustainability has
become an increasingly important issue for major platforms. Shopee, one of the leading
online marketplaces in Vietnam, has begun to implement various initiatives that align with
global sustainability trends. These include green logistics, support for small and medium-
sized enterprises (SMEs), and the promotion of local products. While challenges remain,
Shopee’s efforts represent a step towards a more sustainable digital economy. 11
First, Shopee has taken concrete steps to develop green logistics solutions in Vietnam.
In June 2025, Shopee signed a strategic cooperation agreement with Vingroup to enhance
logistics infrastructure and delivery systems. As part of the partnership, electric vehicles
from VinFast will be integrated into Shopee’s delivery network to reduce carbon
emissions. Moreover, the companies plan to install smart lockers in Vinhomes residential
areas and Vincom shopping malls to promote efficient, contactless deliveries and reduce
last-mile traffic. These developments mark an important step toward a greener and more intelligent logistics system.
Second, Shopee supports sustainable development by empowering local businesses.
Through the “Shopee Enables SMEs” program, the company has partnered with the
Vietnam E-commerce Association (VECOM) to provide training to 100,000 SMEs across
all 63 provinces and cities in Vietnam. The training focuses on essential digital skills such
as e-commerce operations, livestream selling, and digital marketing. By equipping local
entrepreneurs with the tools to succeed online, Shopee helps them reduce costs, improve
efficiency, and grow sustainably in the digital age.
Third, Shopee actively promotes local and traditional Vietnamese products. Through
initiatives such as “Made in Vietnam,” “Honoring Vietnamese Agricultural Products,” and “Shopee
– Tinh Hoa Việt Du Ký,” the platform has connected small producers,
cooperatives, and farmers with nationwide consumers. These programs not only increase
income for rural communities but also support cultural preservation and regional economic
development. For instance, in Da Nang’s “E-commerce Week 2025,” Shopee helped
promote OCOP (One Commune , One Product) items through Shopee Live, further
bridging the gap between traditional producers and digital markets. VI. Conclusion
In conclusion, Shopee has firmly established itself as one of the leading e-commerce
platforms in Vietnam. With its user-friendly interface, attractive promotions, fast delivery
services, and strong localization strategies, Shopee continues to meet the growing demands of Vietnamese consumers.
Its success also reflects the rapid development of online
shopping habits in Vietnam. As technology advances and digital transformation 12
accelerates, Shopee is expected to play an even more significant role in shaping the future
of the Vietnamese retail market.
VII. Tài liệu tham khảo 1.
Yen Chi , 2025, "Vingroup Partners with Shopee",
https://vnexpress.net/vingroup-hop-tac-voi-shopee 4895492.html? utm_source=chatgpt.com ; 2.
Minh Hue, 2025, ‘Vingroup partners with e-commerce platform Shopee to
develop logistics infrastructure’,
https://theinvestor.vn/vingroup-partners-with-e-
commerce-platform-shopee-to-develop-logistics-infrastructure-d15936.html? utm_source=chatgpt.com ; 3.
Thúy Hạnh, 2025, Vingroup bắt tay với một sàn TMĐT phát triển hạ tầng giao
nhận hàng hoá, https://cafebiz.vn/vingroup-bat-tay-voi-mot-san-tmdt-phat-trien-ha-tang-
giao-nhan-hang-hoa-176250607153809696.chn?utm_source=chatgpt.com ; 4. https://bizhub.vietnamnews
.vn/shopee-to-train-100000-small-businesses-in-e-
commerce-post360706.html?utm_source=chatgpt.com ; 5.
https://nhipcaudautu.vn/phat-trien-ben-vung/tr ach-nhiem-voi-cong-dong/dao-
tao-100000-doanh-nghiep-sieu-nho-nho-va-vua-tren-ca-nuoc-ve-ky-nang-thuong-mai-
dien-tu-3359929/?utm_source=chatgpt.com 6.
https://www.vietnam.vn/en/tuan-le-tm
dt-ket-noi-vung-da-nang-2025-quang-
ba-san-pham-ocop-qua-shopee-live?utm_source=chatgpt.com 7.
https://plo.vn/shopee-ket-noi-s
an-pham-viet-voi-the-gioi-thong-qua-thuong-
mai-dien-tu-post838760.html?utm_source=chatgpt.com 13