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<b>VIETNAM GENERAL CONFEDERATION OF LABOR </b>

<b>TON DUC THANG UNIVERSITY FACULTY OF BUSINESS ADMINISTRATION </b>

<b>SUBJECT: E-COMMERCE FINAL REPORT </b>

<b>ANALYSIS OF SHOPEE VIETNAM'S BUSINESS MODEL CANVAS </b>

<i><b>Lecturer: Dr Doan Xuan Huy Minh Group: 6 </b></i>

<b>1. Cao Phương Quỳnh Nhi 721H0092 2. Phạm Thị Diệu Ngọc721H06663. Tăng Mỹ Ngọc 721H0078 </b>

<b>HO CHI MINH CITY, 15 DECEMBER 2023</b>

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<b>LECTURER’S COMMENTS </b>

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<b>MEMBERSHIP ASSESSMENT TABLE </b>

NO ^FullName

Student

<b>Phương Quỳnh Nhi </b>

(Leader)

721H0092 _• _{1. Overview about}Shopee Vietnam <small>• </small> 2.1. Customer

Segments

<small>• </small> 2.2. Value Propositions<small>• </small> 2.3. Channels <small>• </small> 3.1. Evaluate the

Shopee Vietnam strategy

<small>• </small> 3.2. Shopee Vietnam changes in strategy

100%

<b>Thị Diệu Ngọc </b>

721H0666 _• _Introduction<small>• </small> 2.4. Customer

Relationships <small>• </small> 2.5. Revenue Streams<small>• </small> 2.6. Key Resources <small>• </small> 3.3. Recommendations<small>• </small> Conclusion

100%

<b>Mỹ Ngọc </b>

721H0078 _• _{2.7. Key Activities}<small>• </small> 2.8. Key Partnerships <small>• </small> 2.9. Cost Structure <small>• </small> 3.1. Evaluate the

Shopee Vietnam strategy

<small>• </small> Doing Word Report

100%

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<b>TABLE OF CONTENTS </b>

INTRODUCTION ... 1

I. OVERVIEW ABOUT SHOPEE VIETNAM ... 2

1.1. The Formation History ... 2

1.2. The Achievements of Shopee Vietnam ... 2

II. ANALYZING THE E-COMMERCE STRATEGY OF SHOPEE VIETNAM USING BUSINESS MODEL CANVAS ... 3

III. STRATEGY ASSESSMENT... 13

3.1. Evaluate The Shopee Vietnam Strategy ... 13

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<b>LIST OF IMAGES </b>

Image 1 METRIC Announced the E-Commerce Market Report for Q3/2023 ... 2Image 2 Top E-Commerce Site in Vietnam in 2022 ... 5Image 3 The Warranty Policy of Xiaomi Redmi Note 12 Phones ... 6

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<b>INTRODUCTION </b>

Vietnam is becoming one of the bright spots in the world of e-commerce, and the emergence of Shopee has significantly contributed to the rapid development of this sector. In the competitive business environment, Shopee has created a unique business model, propelling itself to become one of the largest e-commerce platforms dominating the Southeast Asian market. Simultaneously, with the global advancement of technology, the e-commerce sector in Vietnam is experiencing robust formation and growth.

When Shopee launched in Vietnam, many domestic and international e-commerce websites, and applications such as Lazada, Tiki, Sendo, etc., were dominating the market. However, Shopee has now become the largest e-commerce platform in Southeast Asia. Shopee's revenue for the entire year of 2022 reached 91 trillion VND, accounting for nearly 73% of the total revenue of the top 4 platforms. One of the crucial factors contributing to Shopee's success is its intelligent brand-building strategy. Shopee is not merely an e-commerce platform but also a multidimensional online shopping community, creating an engaging and positive shopping experience for consumers. They have leveraged the ubiquity of social media to create innovative advertising campaigns and actively engage with customers.

A question that many people are interested in is: What strategies has Shopee implemented to sustain its business operations, surpass large competitors, and lead the e-commerce market in Southeast Asia in general and in Vietnam in particular? To answer this question, our team conducted research with the topic: "Analysis of Shopee Vietnam's Business Model Canvas."

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<b>I. OVERVIEW ABOUT SHOPEE VIETNAM </b>

<b>1.1. The Formation History </b>

Shopee, owned by SEA Group founded by Forrest Li in 2009, operates in 7 Southeast Asian markets. It officially launched in Vietnam on August 8, 2016, after beta testing. In 2019, Shopee expanded to Brazil.

<b>1.2. The Achievements of Shopee Vietnam </b>

- In 2018, according to the data of the 2018 Vietnam E-commerce Summary Report released by iPrice, Shopee led in website traffic.

- As of 2022, Shopee leads the e-commerce industry with almost 73% of total revenue, equivalent to about 91 trillion VND, according to the 2022 METRIC report. - In Q3 2023, Shopee maintained leadership and stability, increasing its market share by

6% from the Q2, according to the METRIC's report.

<small>Image 1 METRIC Announced the E-Commerce Market Report for Q3/2023</small>

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<b>II. ANALYZING THE E-COMMERCE STRATEGY OF SHOPEE VIETNAM USING BUSINESS MODEL CANVAS </b>

<b>2.1. Customer Segments </b>

Shopee's customer base is mainly in urban areas like Hanoi and Ho Chi Minh City. Demographically, it attracts users aged 16 to 40, irrespective of gender, with online access and smartphone usage, interested in diverse products. Psychologically, Shopee targets those valuing online convenience, time - saving, and promotions.

Based on the above analysis, the group has identified four main customer segments that Shopee targets:

- Frequent spenders, often housewives and mothers, love researching products for the best deals. Shopee caters to them with promotions like "Ngay Hoi Me Va Be" and "Shopee Mum Club," ensuring savings and product quality.

- Spontaneous shoppers, mainly young and influenced by consumerism, are the prime target for Shopee's monthly events like "Double Day Sale" and "Mid-Month Sale." - Convenience seekers prefer the speed of online ordering and payment. Shopee meets

their needs through "ShopeePay" and offers installment payment discounts via "SPayLater."

- Reward seekers, mainly young, buy products with promotions or gifts. Shopee addresses their needs with loyalty programs like "Lac Sieu Xu," "San Xu Shopee," and "Vong Quay Voucher Shopee."

<b>2.2. Value Propositions </b>

<b>- Product Diversity: Shopee provides a diverse product selection, serving as a one-stop </b>

shop for all customers' online shopping needs.

<b>- Competitive Prices: Shopee is known for its affordable prices, with frequent discounts </b>

and promotions.

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<b>- Convenient App: Shopee's user-friendly mobile app facilitates easy browsing, product </b>

comparison, and secure checkout with various payment options.

<b>- Fast and Reliable Shipping: Shopee partners with reputable shipping providers to </b>

ensure fast and reliable delivery.

<b>- Consumer Protection: Shopee offers a buyer protection program that helps resolve </b>

disputes and ensure customer satisfaction.

<b>- Interactivity and Entertainment: Shopee regularly hosts campaigns and games to </b>

make the shopping experience more engaging and rewarding.

Shopee stands out for diverse products and competitive prices. Among the customers who participated in the discussion, as compiled from the "Vietnamese E-commerce Industry 2020", Shopee led in both the "Product diversity" (45.2%) and "Stable, affordable, cheap prices" (40%) segments when surveyed about the "5 key factors that make customers satisfied when experiencing."

<b>2.3. Channels </b>

<b>- Mobile App: The application has a user-friendly interface, making it easy to search </b>

and shop, and provides many attractive features. It is a top channel to reach customers, leading as the most downloaded free shopping app in Vietnam in 2022, according to Statista data.

<b>- Website: Shopee's website provides comprehensive products' information, </b>

promotions, shipping policies, and payment methods. The website is the second most effective channel, rated the top e-commerce site in Vietnam in 2022 with about 84.5 million monthly visitors, according to Statista.

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Source: Statista

<b>- Social Media (Facebook, TikTok, Instagram, YouTube): Shopee regularly organizes </b>

social media marketing campaigns to reach millions of users and increase brand awareness. According to a report by iPrice Group, social media marketing campaigns helped Shopee grow sales by 30% in the first quarter of 2023.

These channels enhance the customer experience through:

<b>- Multi-Channel Presence: Providing customers with convenient access to Shopee </b>

products regardless of their preferred platform.

<b>- Personalized Experience: Using customer data and preferences to personalize </b>

recommendations, promotions, and content for each individual.

<b>- Seamless Transactions: Providing secure and convenient payment options with </b>

real-time order tracking to create peace of mind.

<b>- Community and Engagement: Creating a sense of community through social media </b>

interaction, reviews, and content.

<small>Image 2 Top E-Commerce Site in Vietnam 2022in</small>

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<b>2.4. Customer Relationships </b>

Shopee have various policies to maintain and build good relationships, including:

<b>- Customer Support: Shopee provides customer support services via phone, email, and </b>

online chat to address issues such as order placement problems, inability to apply discount codes, lack of order updates, or refund policies.

<b>- Shopee Chat: Notifies customers of special promotions, discounts, significant sale </b>

days, or items on sale in their shopping carts.

<b>- Product Returns: For damaged or incorrectly delivered products due to the carrier or </b>

seller, customers can contact the seller to initiate the return process.

<b>- Safe Shopping: Shopee provides fraud alerts and essential information for using </b>

services such as "Fraud Warning - Avoid traps before responding to Shopee recruitment messages."

<b>- Product Warranty Policy: Authorized sellers enjoy warranty policies. For example, </b>

the warranty policy for Xiaomi Redmi Note 12 phones:

<b>- Promotional Programs: Shopee offers special programs on holidays and double days </b>

with various benefits such as free shipping vouchers, percentage discounts, ...

<b>- Convenient Payment: Shopee offers multiple payment methods to meet consumer </b>

needs, including cash on delivery, or pay via ShopeePay.

<b>- Shopee Coins: Customers can earn Shopee Coins through various programs such as </b>

shaking for coins, providing feedback on products, and cashback. For example, 20,000 Shopee Coins have a value of 20,000 VND, customers can use them to purchase.

<small>Image 3 The Warranty Policy of Xiaomi Redmi Note 12 Phones</small>

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<b>- Shopee Live: Livestream provides customers with a more realistic view of products </b>

along with various promotional codes during each Live session (such as Free Shipping codes, 20% discount up to 30K VND, etc.)

<b>- Loyalty Program: Each customer, based on the quantity of orders and spending </b>

criteria, can be upgraded to different membership levels (gold, silver, diamond), and each level comes with exclusive vouchers (e.g., gold members receive a 7% discount voucher on orders over 300K VND).

<i><b>• The Impact of Customer Feedback on Company Operations and Offerings: </b></i>

<b>- Improving Service Quality: Feedback helps Shopee identify strengths and </b>

weaknesses in its services, leading to measures for better shopping experiences.

<b>- Building Brand Image: Positive feedback helps Shopee build a reputable and </b>

trustworthy brand image, reassuring customers to use the service with confidence.

<b>2.5 Revenue Streams </b>

Shopee primarily generates revenue from sellers and does not charge buyers. Revenue from buyers is usually generated through the transactions facilitated on the platform.

<b>- Service Fees: These fees are paid when participating in programs like Extra Coins </b>

Back and Free Shipping Extra/Plus.

<b>- Registration Fees: Sellers pay registration fees to join programs like Extra Voucher, </b>

Free Shipping Extra, Free Shipping Extra Plus. For example, the registration fee for Extra Voucher, Free Shipping Extra Plus is 1,000 VND.

<b>- Payment Fees: Transaction fees of 4% for each successful order or orders with </b>

"Return/Refund" requests that the seller accepts. This fee applies to all sellers.

<b>- Fixed Fees: This fee is applied when the order is successfully delivered or refunded. </b>

For non-Shopee Mall sellers, the fee is 3%, Shopee Mall sellers have percentage fees based on the product category.

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<b>- Advertising Fees: Shopee provides various advertising packages, such as Shop Ads. </b>

For instance, the ads appear in the search results page when buyers use keywords set by sellers.

<i><b>• Innovative Revenue Generation Strategies: </b></i>

<b>- International Market Expansion: Shopee can expand into new countries. This </b>

involves integrating translation services and multilingualism. This strategic move is expected to increase revenue by tapping into multiple global markets.

<b>- Diversification of Seller Advertising: Introduce new advertising formats, such as </b>

pop-up ads, banners, videos, etc. For instance, when customers visit the Shopee homepage, product images could automatically pop up on the screen.

<b>2.6 Key Resources </b>

<b>- Brand: Shopee is a leading e-commerce brand in Vietnam with high brand recognition. </b>

This helps easy access to a large customer base and market expansion.

<b>- Technology Platform: Shopee possesses a robust technological platform capable of </b>

handling large transaction volumes swiftly and reliably.

<b>- Payment System: Shopee has a secure and reliable payment system with various </b>

payment methods to process online transactions effectively.

<b>- Human Resources: The workforce has a skilled specializing in e-commerce. This </b>

expertise aids in the efficient development and operation of the business model.

<b>- In Terms of Financial Backing: Shopee is supported by Sea Group, so they can invest </b>

in development and market expansion, leveraging its strong financial position.

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<b>2.7 Key Activities </b>

<i><b>• Developing and Managing the Platform </b></i>

Shopee has invested in prioritizing user and business shopping and selling experience. They concentrate on enhancing the interface, features, and security for a seamless, user-friendly experience.

<i><b>• Marketing and Advertising </b></i>

Shopee focuses on creative marketing strategies, targeting young, dynamic consumers, aiming for virality, and catching the trend. Collaborating frequently with celebrities to boost recognition and engagement. Specifically, they collaborate with celebrities like Bui Tien Dung and Bao Anh to launch TVC "Gi Cung Co, Mua Het O Shopee" or slogans like "Thich Shopping, Luot Shopee" with Son Tung M-TP. Furthermore, Shopee's monthly Super Sale events, like 9.9, 11.11, and 12.12, have been remarkably successful, creating high anticipation among customers.

<i><b>• R&D </b></i>

Shopee invests in R&D to sustain innovation and service development. They analyze market trends and user data to improve their platform, develop new features and advanced technologies to enhance user experience. Some recently developed services include: Shopee Mall, Shopee Free Shipping Xtra, Shopee Pay, Shopee Food, Shopee Live, Shopee PayLater, Shopee Rewards, etc.

<i><b>• Promotion </b></i>

Shopee regularly organizes promotional programs such as Super Sale, Flash Sale, Free Shipping, etc. Additionally, there is the Shopee Coins feature that allows customers to accumulate coins for purchases or to redeem other rewards. Shopee Game allows users to play to earn Coins or discount vouchers, enhancing their experience on the platform.

<i><b>• Logistics and Fulfillment </b></i>

Shopee invests in an efficient logistics system for fast and reliable deliveries. Collaborating with logistics partners and establishing order processing centers optimizes the shipping and fulfillment process. They also offer free intra-city delivery starting at 0 VND via Shopee Express, enticing new customers and increasing sales volume.

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