RCEP Digital Economy Delegation-Vietnam Review

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RCEP Digital Economy Delegation-Vietnam Review

RCEP跨境电子商务

2024-07-04

2024年6月3日至7日，广东省网商协会与中国（广东）-RCEP 跨境电商合作联盟组织 RCEP 数字经济游学考察团—越南站活动，带领会员企业代表分别从线上下零售、电子支付、物流、技术支持等课题开展本土考察，参访了越南5家本地电商生态企业、1家本地协会，参加1个本土展览会，并举办了 2 场交流对接活动与12家本地电商生态企业对接。

From June 3rd to 7th,the Guangdong e-Business Association（GDeBA） and the RCEP Cross-border E-commerce Cooperation Organization(RCEP organization) succesfully organized a digital economy delegation to Vienam.

The delegation conducted on-site investigations in areas such as online retail, payments, logistics and technology, visited 5 ourstanding e-commerce companies and Vietnam E-commerce Association(VECOM), and participated in Vietnam Sourcing Expo, hosted a . They also held 2 matchmaking events, interacting with 12 local e-commerce enterprises.

一、越南基本情况 Information about Vietnam

越南总人口达到接近1亿人，仅河内、胡志明人口超千万级别;越南有7210 万互联网用户，越南的互联网普及率为总人口的73.2% ;人均可支配收入年均增速5%。

Vietnam's total population has reached close to 100 million, with Hanoi and Ho Chi Minh City both having populations exceeding 10 million. The country has 72.10 million internet users, with an internet penetration rate of 73.2% of the total population, and the average annual growth rate of per capita disposable income is 5%.

越南电子商务近年取得强劲增长，企业对消费者(B2C)电子商务收入从2018年的80亿美元跃升至2023年的205亿美元，B2C电子商务收入占全国商品和服务零售总额8%左右。预计2024年B2C在线零售平台营业额和销售量将保持快速增长，营业额有望达650万亿越盾(约1967亿元人民币)。

Vietnam's e-commerce has seen robust growth, with B2C revenue surging from $8 billion in 2018 to an estimated $20.5 billion in 2023, about 8% of total retail. B2C online platforms are expected to see continued rapid growth in 2024, with turnover projected to reach VND 650 trillion (around RMB 196.7 billion).

二、越南消费市场基本状况 Basic State of Consumer Market

越南消费者习惯与支付方式：越南的互联网用户表现出购买量高但客单价相对较低的趋势，这主要源于他们对价格的敏感度和对性价比的追求，越南消费者更接受白牌。在消费偏好上，越南的互联网用户偏向于购买快速消费品，以手机及周边、女装、美妆、家具类等为本土热销品类。此外，随着生活水平的提高，消费者对电子产品、时尚美容、玩具DIY、个人护理等产品的需求也在逐渐增加。

近年来，随着电子支付的普及和消费者信任度的提高，货到付款的占比正在逐渐下降。越南市场在短时间内完成压缩式前进发展电子支付，是电商市场发展得以快速发展的基础。

Habbits and Payments：Vietnamese consumers exhibit high purchase volume but low average order value, favoring price-sensitive, value-driven white-label products. Local bestsellers span consumer goods like mobile devices, apparel, beauty, and furniture, while demand is also rising for electronics, fashion, toys, and personal care. E-commerce growth has been driven by the rapid advancement of digital payments, as cash-on-delivery declines amid growing consumer trust in e-payments.

三、社媒(TK)、直播电商在越南的情况 Social Medias and Livesteaming Platforms

在越南，消费者能轻松获得全球社交媒体使用，国家不限制民众使用。除了全球知名的社交媒体平台如Facebook和Instagram外，越南还拥有自己成功的社交媒体应用程序，如Zalo和Viber。

社媒和TikTok在越南都拥有庞大的用户群体和广泛的影响力。社交媒体已成为越南消费者购物和了解产品信息的重要渠道。在2023年初至2024年初之间，越南的社交媒体用户增加了650万（+9.8%），这表明社交媒体在越南仍然保持着强劲的增长势头。Facebook、Instagram在越南拥有大量用户，TikTok在越南也非常受欢迎。到2024年，东南亚地区的TikTok用户数量已逼近3亿大关，市场GMV份额超过LAZADA排在SHOPEE之后第二位。

Vietnamese consumers have broad access to global and domestic social media platforms. In addition to Facebook and Instagram, Vietnam also has successful domestic social media apps like Zalo and Viber.

Social media and TikTok have massive, influential user bases in the country, serving as key channels for Vietnamese consumers to discover and purchase products. From early 2023 to early 2024, Vietnam saw a 9.8% increase in social media users, indicating continued strong growth. Facebook, Instagram, and the rapidly rising TikTok, which is expected to become the second largest e-commerce platform in Southeast Asia by GMV, are all hugely popular in the Vietnamese market.

四、越南线上、线下消费市场现状 Online and Offline Consumer Markets

线上：数据显示2023年越南B2C平台的交易额达到498.9万亿越南盾，预计2024年越南B2C平台的收入将达到650亿越南盾，5大电商平台Shopee、TikTok Shop、Lazada、Tiki和Sendo的销售额也将同比增长35%，达到310万亿越南盾（约合883亿人民币）。在越南，货架电商仍然占据主流，shopee成为越南线上第一平台，2023年GMV高达117亿美元，市场份额接近60%。TK取代LAZADA成为第二平台，增速趋势持续。

线下：2024年越南零售市场规模预计为2763.7亿美元（约2万亿人民币），预计到2029年将达到4880.8亿美元，复合年增长率为12.05%。越南零售百货主要参与者为：SAIGON CO.OP,GENTRAL GROUP, AEON,LOTTE MART,VINGROUP。

越南市场商品价格在线上和线下割裂严重，同质产品在线上平台及线下店铺价差巨大，成为推动越南电商发展一大因素。越南本地供应链缺乏，消费市场接近8成产品来自中国，消费者对中国产品接受度较高。越南主要城市消费水平不低，进入商超零售市场多采取代理公司形式。

Online: Vietnam's B2C e-commerce platforms recorded a gross merchandise value of 498.9 trillion VND in 2023. This is projected to grow to 650 trillion VND in 2024, with the top 5 platforms - Shopee, TikTok Shop, Lazada, Tiki, and Sendo - collectively seeing a 35% year-on-year increase to 310 trillion VND (around 83 billion RMB). Traditional e-commerce remains mainstream, with Shopee leading the market with a 60% share and a GMV of $11.7 billion in 2023. TikTok Shop has surpassed Lazada to become the second largest platform, maintaining strong growth momentum.

Offline:Vietnam's retail market is forecast to grow from $276.37 billion in 2024 to $488.08 billion by 2029, at a 12.05% CAGR. The major players include SAIGON CO.OP, CENTRAL GROUP, AEON, LOTTE MART, and VINGROUP. Significant price gaps between online and offline channels for the same products have fueled e-commerce growth, while the local supply chain lacks depth, with around 80% of consumer goods imported from China which Vietnamese consumers readily accept. Consumption levels are relatively high in major cities, where retailers often enter through agency arrangements.

五、进入越南市场注意事项 Precautions

1、语言文化差异：虽然越南学习中文的人数增多，但大部分越南商人英语能力较差。越南不盛行加班文化，离职率相对较高，企业文化管理理念与中国完全不同，因此中国企业进入越南市场往往需要自带团队才能保持高效运作。在人员培养花费的成本较高。

2、越南基础设施和大数据支持不足：越南的基础设施发展有限，特别是在零售业中，商场、店铺等基础设施可能无法满足奢侈品牌的要求。企业需要投入更多的时间和精力来寻找合适的销售渠道。

3、供应链限制：越南本土供应链及配套不足，导致供应力不足以满足市场需求。消费品市场约8成来自中国，趋同竞争大。

Cultrual Difference: Vietnamese businesspeople generally lack strong English skills, despite more learning Chinese. Overtime culture is uncommon in Vietnam, which also has high employee turnover. The corporate culture and management approaches differ greatly from China's. This requires Chinese firms entering Vietnam to bring their own teams, as local personnel training is costly.

Iimited Infrastructure :Vietnam's infrastructure development is limited, especially in the retail sector, where shopping malls and stores may fail to meet the requirements of luxury brands. This means companies need to invest significant time and effort to find suitable sales channels.

Insufficient Supply Chain:Vietnam's local supply chain and supporting infrastructure are insufficient, leading to supply shortages unable to meet market demand. Around 80% of the consumer goods market is supplied by imports from China, resulting in intense homogeneous competition.

六、参访企业 Enterprises

物流综合Logistics

越南邮政VIETNAM POST

越南邮政(Vietnam Post)在越南各地都设有分支机构，能够提供全国范围内的快递服务。越南邮政与中国邮政等已开展了合作项目，无论是在供应链侧，商业销售的电商平台，支付解决方案等越南邮政都有极大的发展空间。目前河内单日快件处理约为1万单/天，VP拥有越南最大的仓库面积，覆盖全越南40多个点。越南目前缺乏供应链和支付支持,越南邮政期望同协会一道建立紧密合作联系，促成VP与团员间的实际成果落地。

本次考察团的访问由越南邮政董事长兼总经理CHU QUANG HAO亲自带领团队接待和交流，参与部门包括经营部、商业及渠道中心、邮政物流公司、数据服务公司、管理部门等部门负责人出席交流会议。越南邮政十分重视本次与考察团的交流意见，为后续深入合作作全面铺垫。

Vietnam Post has nationwide branch coverage and courier services, and has collaborated with partners like China Post. It sees significant growth potential in areas like supply chain, e-commerce, and payments. Currently, Vietnam Post processes around 10,000 packages per day in Hanoi and has the largest warehouse network in the country. However, Vietnam lacks robust supply chain and payment infrastructure, so Vietnam Post aims to closely collaborate with associations to drive tangible results.

The visit was led by Vietnam Post's top leadership, with participation from heads of key business units. Vietnam Post valued this exchange and sees it as laying the groundwork for deeper future cooperation.

协会Associations

越南电子商务协会VECOM

越南电子商务协会会员覆盖线上支付，本土平台，快递物流，教育发展等企业。目前拥有本土会员500家。协会每年出具越南电商报告(主要经济发展城市)，促进推广中小企业产品进入全球市场。协会成立跨境电商合作联盟，目前已与老挝合作设立海外仓，计划推动商品以正清方式进入越南，与中国陕西省合作推动跨境电商合作。VECOM不断致力于提高越南本土产品品质，促进越南产品出口;协助全球优质产品进入越南本土市场。

VECOM合作委员会主席、人力资源开发部部长，物流订单履行部长，中部电子商务协会主席出席会议，并组织VECOM的有影响力的企业进行交流洽谈。本土优秀电商平台SAPO,SENDO ,FADO,TiKi,支付企业PVComBank等代表出席会议，为中国企业进入越南市场提供建议，共策共赢。

The Vietnam E-commerce Association (VECOM) has over 500 members covering online payments, domestic platforms, logistics, and education. VECOM publishes an annual e-commerce report to promote SME products globally, and has established a cross-border e-commerce alliance, cooperating with Laos on overseas warehouses and China's Shaanxi province on cross-border initiatives.

VECOM aims to improve Vietnamese product quality for exports, while also helping global brands enter the local market. The meeting was attended by VECOM leadership and representatives from influential local e-commerce and payment platforms such as SAPO,SENDO ,FADO,TiKi and PVComBank, who provided recommendations to Chinese companies looking to enter Vietnam, fostering mutually beneficial cooperation.

直播及服务商Livestreaming platforms

Vzone

Vzone成立于2019年，是越南一家知名的电商机构，由具有丰富互联网大公司工作经验的黎叔创立。Vzone专注于电商直播领域，尤其在TikTok电商业务上通过自孵化达人取得了显著的成功。公司提供品牌咨询与开发服务，与KOL KOC合作。提供电商直播服务、网红孵化与培养，品牌合作与推广、供应链管理、数据分析和优化等多方位服务，提高自身在电商直播领域的竞争和影响力。

创始人黎叔为考察团企业剖析了越南市场的机会点，深刻分析vzone越南本土发展过程中各种风险和挫折，为团员上了一堂生动的咨询分享课堂。

Vzone, founded in 2019, is a prominent Vietnamese e-commerce company established by Mr.Lai, who has extensive experience working at major internet companies. Vzone focuses on e-commerce livestreaming, particularly TikTok, achieving notable success through self-incubating influencers. The company provides brand consulting and development services, collaborating with KOLs and KOCs. Vzone offers a wide range of services including livestreaming, influencer incubation and training, brand cooperation and promotion, supply chain management, and data analysis, enhancing its competitiveness and influence in the e-commerce livestreaming space.

During the business delegation's visit, Mr.Lai provided an in-depth analysis of the opportunities and challenges Vzone faced in developing its Vietnamese business, delivering an insightful consulting session for the delegates.

平台E-Commerce Platforms

SHOPEE(越南)

2016年SHOPEE进入越南市场，截止到2024年1月，越南购物类移动应用的活跃用户规模已经飙升至3100万,市场份额高达67.9%至78.3%，处于领先地位。

SHOPEE越南于2023年成立华商队伍，专为入驻的华人企业进行点对点无障碍沟通服务。本次考察团的考察由SHOPEE总部委派跨境类目负责人Lynn全程陪同指导和解答。越南本土华商队伍负责人KAIWEN 携本土团队相关负责人为考察团成员专场讲解并答疑，并指导相关入驻流程及专人对接。

SHOPEE has dominated the active users of mobile shopping app market since entering in Vietnam in 2016. By January 2024, it had 31 million active users, capturing 67.9% to 78.3% market share.

To better serve Chinese enterprises on its platform, SHOPEE Vietnam established a dedicated Chinese merchant team in 2023 to provide seamless communication support. For this business delegation visit, SHOPEE headquarters sent Ms.Lynn(the cross-border category manager)to accompany the delegation.Ms.KAIWEN(Vietnamese Chinese merchant team leader) KAIWEN and her local team also provided guidance on the registration process and assigned dedicated contacts.

百货连锁及零售连锁Retails and Stores

Saigon co.op

成立于1989年的国有企业，Saigon co.op西贡第一家商超连锁集团，具有35年历史的越南第一商超集团。经过数年积累的与外资合资经营商超的丰富经验，合作社逐步形成多元化业务模式。

集团年营业额超130亿美金，自有品牌占全品类约8%。旗下卖场800个，覆盖全越南。同时也有线上商超，货品与线下商超同步，拥有1000万会员粉丝，线上APP主要以自有粉丝购买为主。线上业务目前占零售业务比例约8%，并逐渐增加。

考察团由Saigon co.op供应链发展部门总经理 Nancy女士接待。参会部门还有集团物流部、电商部等部门负责人共同出席，为团员解答入驻西贡集团的流程，关键点及建议。

Saigon Co.op is Vietnam's first supermarket chain group, established in 1989 with over 35 years of history. Through joint venture experience, the state-owned enterprise has developed a diversified business model.

The group has over $13 billion in annual revenue, with its own brands accounting for 8% of total product offerings. It operates 800 stores nationwide and also has an online platform with over 10 million registered members, contributing about 8% of retail sales.

For this delegation visit, Saigon Co.op's supply chain development department general manager, Ms. Nancy, hosted the group. Other department heads joined to explain the process and provide recommendations for enterprises interested in working with the supermarket chain.

IEBE私享局（越南）36期：

探讨越南电商发展趋势

36th IEBE PRIVATE BANQUET（VIETNAM）

考察团出席了由协会主办的IEBE私享局第36期-越南专场，就近日走访见闻共同探讨越南电商发展的趋势与机遇，kita ees cco夏明豪先生和ksher支付越南国家经理陈原玉先生参加了私享局。

夏总和陈经理分别向考察团成员介绍了越南基本经济情况，并提出依托越南快速发展的节奏，中国企业需要更注意本地合规经营，长线主义经营才能获得越南消费者尊重。

The delegation attended the 36th IEBE Private Salon , and discussed trends and opportunities especially in e-commerce development in Vietnam. Kita EES's Mr. Xia Minghao and Ksher Pay's Vietnam Country Manager Mr. Chen Yuanyu participated.

Mr. Xia(COO of Kita Ees Company) and Mr. Ngoc(Vietnam country manager) introduced local economic landscape to the delegation. They advised that to gain Vietnamese consumer respect, Chinese enterprises need to focus on local compliance and long-term strategic thinking, capitalizing on Vietnam's rapid growth.

展会Expo

越南采购博览会SOURCING VIETNAM 2024

越南国际采购2024由越南工业和贸易部主办的活动，最终使命是促进越南制造和出口企业与国外零售分销网络和进口商之间的直接联系。该活动包括一些列论坛，研讨会，商业配对活动以及展览。该展会也是越南一年一度的重要采购展览会，汇聚了领先的制造商和出口商。越南采购展展览面积约1万方，展商500家约1万多种商品，涵盖加工食品、服装纺织、时尚配饰、鞋帽箱包、运动户外、家居装饰等行业。

考察团全程获越南驻穗总领馆支持，越南工业贸易部大力支持和链接，亚洲部专员全程VIP式对接，为考察团答疑并协助考察团在越行程。

The Vietnam Sourcing Expo 2024 is an event organized by Vietnam's Ministry of Industry and Trade. Its mission is to facilitate direct connections between Vietnamese manufacturing/export enterprises and overseas retailers/importers. The event includes forums, seminars, business matching, and exhibitions. It is Vietnam's important annual procurement fair, gathering leading manufacturers and exporters. The expo has 10,000 sqm of exhibition space, 500 exhibitors showcasing over 10,000 products across sectors like food, textiles, fashion, and home goods.

The delegation received full support from the Vietnamese Consulate General and Ministry of Industry and Trade.

总结Summary

越南的电商市场具有巨大的发展潜力，在东南亚市场范围中属于市场规模、复合增长增速均列前位的优质蓝海。越南线上市场份额占比整体零售市场约10-15%比例，有绝佳的市场潜力。因越南文化差异、基建、技术和供应链落后的现实原因，导致电商发展收到一定限制。越南市场透明度有待提高，计划进入越南市场的企业必须抱有长期建设主义，诚信合规经营，方可获得持续健康发展。

Vietnam's e-commerce market holds immense potential as one of the fastest-growing and largest in Southeast Asia, currently accounting for 10-15% of the country's total retail. However, cultural differences, underdeveloped infrastructure, technology, and supply chains pose challenges. To succeed, enterprises must adopt a long-term, compliant, and transparent approach, adapting to local realities and building up the market responsibly to achieve sustainable growth in this promising yet complex market.