Tiếng Việt
In an interview with Vietnam Business Magazine, Mr. Trần Đình Toản, Vice President of OSB Group and Member of the Vietnam Export Support Alliance (VESA) of the Vietnam E-Commerce Association (VECOM), shared that cross-border e-commerce will develop in an increasingly specialized direction, particularly with the integration of commerce and technology being an inevitable trend.
From your point of view, what is the biggest milestone in the development of Vietnam’s cross-border e-commerce in 2024?
Mr. Trần Đình Toản: In my opinion, the biggest milestone in Vietnam’s cross-border e-commerce in 2024 is the development of the omnichannel business model. Alongside B2B cross-border e-commerce platforms, new channels and platforms have emerged to support bringing Vietnamese goods to international markets. These include new access channels such as B2C (retail), B2B2C (from wholesale to retail), D2C (direct from manufacturer to consumer), and platforms providing data that support global trade activities.
Not only businesses, but even individual sellers are expanding their market access through various platforms and tools. This helps them to be flexible in choosing their business model, from B2B wholesale to direct B2C retail.
In particular, traditional markets that used to operate offline are now transitioning to online platforms, facilitating sales and supporting exports. This trend not only boosts e-commerce but also opens up many new opportunities for Vietnamese businesses in conquering international markets.
In summary, omnichannel business is becoming a dominant trend, playing a significant role in boosting exports and enhancing the position of Vietnamese products in the global market.
How do you assess the capacity of Vietnamese enterprises in applying cross-border e-commerce?
Mr. Trần Đình Toản: From my perspective, Vietnamese enterprises have adapted positively to e-commerce. A clear example is the narrowing gap between businesses in urban and rural areas, as well as between large and small enterprises.
Enterprises clearly recognize the important role of e-commerce in general and cross-border e-commerce in particular. However, the correct application and effective investment still face many limitations. Many businesses follow trends, invest half-heartedly, or consider e-commerce as a secondary channel. This is a major mistake because, without proper investment, both time and resources will be wasted.
Currently, businesses must realize that e-commerce is no longer an optional choice but a key channel for competition. Investments must be strategic and well-planned. The competition in e-commerce is fierce and has many differences from traditional commerce. If businesses do not adapt, they will face significant challenges.
A practical example: many businesses still respond to customer inquiries too slowly, sometimes after half a day or even several days. This is no longer acceptable today. Companies need to set KPIs for staff, such as responding to customers within a few hours. Additionally, there should be staff available at booths 24/7 to meet global demand, as customers come from different time zones. Today’s customers, especially younger generations, are very busy and impatient. They expect quick and direct support.
Furthermore, e-commerce platforms today have integrated many modern tools and features, such as AI or VR, to enhance the user experience. Using these platforms is like driving a modern car: if you don’t know how to utilize all the features or use them incorrectly, it’s a waste and could lead to unwanted consequences.
E-commerce platforms, from traditional B2B to newer platforms, all aim to enhance the customer experience. This is the key factor. As the saying goes, “Traffic is King, but customer experience is Queen.”
Therefore, both sides – the platform and the business – need to adapt. Platforms must continuously improve and diversify their features, while users must know how to make the most of these tools. Only by doing so can businesses and platforms achieve sustainable success in e-commerce.
How do you predict the development trend of cross-border e-commerce in the coming years, especially regarding the integration of commerce and technology?
Mr. Trần Đình Toản: In the coming years, cross-border e-commerce will develop in a more specialized direction. After the diversification of platforms, businesses will focus on selecting and investing in the most suitable channels to achieve the highest efficiency.
The integration of commerce and technology is inevitable and unavoidable. Today, e-commerce is not just about online sales, but also about applying modern technological solutions and features. A typical example is live-stream selling, which has brought about a significant change in business practices.
For the B2B model, technology is also playing a strong supporting role. In the past, businesses had to spend months analyzing market data, but now, with just a few seconds and the help of technologies like AI, machine learning, and new technological solutions, they can immediately identify which markets their products are suitable for and where they should sell. This not only shortens the time but also significantly improves business efficiency.
However, the key issue is that businesses need to quickly adapt to this trend in order to optimize operations and cut costs. While businesses previously had to go through each step or conduct their own research and work independently, today, with the support of technology and professional value-added services, businesses can leap ahead in adopting e-commerce, thereby optimizing costs and improving business results.
Based on the current situation and trends, do you have any recommendations for the authorities to support businesses in adapting to and applying cross-border e-commerce effectively?
Mr. Trần Đình Toản: First, state management agencies need to strengthen and promote activities to advertise and support Vietnam’s key export products, especially national brand products, through cross-border e-commerce channels. This could include developing national and regional online stores on cross-border e-commerce platforms and organizing special programs like virtual fairs and virtual reality fairs.
Second, building and encouraging public-private partnership models to promote the development of cross-border e-commerce by establishing e-commerce infrastructure, logistics, international payments, and carbon credit trading platforms.
Third, further increase state support resources for the Vietnamese export business community in applying cross-border e-commerce through training programs, specialized consulting, awareness-raising activities, and especially financial support programs for businesses participating in cross-border e-commerce platforms. This would help enhance the competitiveness of Vietnamese exporters.
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Established in 2007, with years of development, extensive experience, and high expertise, OSB Group has steadily affirmed its position and stature as a pioneering technology group in the fields of Telecom & Satellite, System Integration, E-commerce & Digital Tech, Security & Defence in the domestic market, expanding to regional and international markets.
As a pioneer in e-commerce, OSB became the first official authorized agent of Alibaba.com in Vietnam, providing services to thousands of manufacturers and exporters to expand their markets globally, delivering sustainable value to businesses, and making significant contributions to the country’s economic development.
Keeping pace with the ever-evolving demands of technology and market trends, OSB has built a comprehensive multi-service ecosystem to support export activities and facilitate end-to-end digital transformation for businesses. Embracing the digital transformation wave, OSB, with its experienced and capable team, collaborates with leading partners in artificial intelligence (AI), virtual reality, and augmented reality (AR/VR). The Group consistently leads in deploying and applying digital transformation platforms in corporate governance and workforce development.