1.
Ecommerce and e-commerce platform
Electronic commerce (e-commerce) maintaining relationships and conducting
business transactions that include selling information, services, and goods by
means of computer telecommunications networks1. Almost anything can be
purchased through e-commerce today by using computers, tablets,
smartphones, and other smart devices.
E-commerce can be a substitute for brick-and-mortar stores (traditional
businesses that operates in a building, such as a store or retailer). Some
businesses choose to maintain both.
Figure 1 Brick-and-mortar store
Figure 2 E-commerce retailer and a e-commerce platform
1
Zwass, Vladimir. "e-commerce." Encyclopedia Britannica, 30 Apr. 2025,
https://www.britannica.com/money/e-commerce. Accessed 16 May 2025.
Figure 3 Business using both brick-and-mortar and E-commerce
E-commerce operates in several market segments, including business-to-
business, business-to-consumer, consumer-to-consumer, and consumer-to-
business.
Table 1 A typology of marketspace niches, with retailing examples
Businesses Consumers
Businesses B2B B2C
GlobalNetXchange Toysrus
RetailLink ACFC
Consumers C2B C2C
Adabra.com EBay.com
Ybag.com QXL.co.uk
Letsbuyit.com
Priceline.com
In VietNam there are many e-commerce platforms such as Shopee, Lazada,
Tiki, Tiktok, etc. Each of these has a different business model which focuses
on one or multiple market segments.
Shopee is the most famous e-commerce platforms. Shopee has the highest
website traffic in Southeast Asia, reaching 89 million visits per month, even
surpasses the combined traffic of Lazada and Tiki, which amounts to only
half of Shopee’s (according to iPrice, 2021).
Shopee has adopted a diversified business model encompassing C2C
(Consumer-to-Consumer), B2C (Business-to-Consumer), and B2B (Business-
to-Business) platforms. Upon its entry into the Vietnamese market in August
2016, Shopee initially operated under the C2C model, serving primarily as an
intermediary that facilitated transactions between individual buyers and
sellers.
As of now, the C2C model has demonstrated remarkable success. This is
evidenced by Shopee’s expansive cross-border sales network and the
substantial volume of user participation on the platform. The scale of buyer–
seller engagement on Shopee represents a benchmark that many other e-
commerce platforms aspire to reach.
Figure 4 Shopee interface
Building upon its foundation in the C2C model, Shopee has expanded its
operations to include the B2C (Business-to-Consumer) model. Through this
model, Shopee functions as a platform that facilitates direct transactions
between businesses and consumers. The development of this business
model is exemplified by the launch of Shopee Mall in 2017.
A key feature of Shopee Mall is Shopee’s commitment to offering only
authentic products supplied by reputable retail enterprises in Vietnam. This
initiative has helped Shopee strengthen consumer trust and elevate the
quality assurance of its platform.
Figure 5 Shopee Mall
Additionally, while B2B (Business-to-Business) is not an officially prioritized
model within Shopee’s strategic framework, B2B activities still occur on the
platform, primarily in the form of wholesale transactions. Shopee enables
organizations, businesses, manufacturers, and distributors to collaborate,
conduct commerce, and co-create competitively priced products for the
broader market.
Lazada and Tiki have similar business strategies. Lazada offers a relatively
large volume of goods due to its partnerships with a wide range of sellers
across the market. It can be said that while Lazada’s product assortment
exceeds that of Tiki, it still falls short in comparison to Shopee’s. Despite
Lazada’s extensive product offerings and its partnerships with a diverse
array of sellers, customers can be assured of product authenticity and quality
when shopping through LazMall, which features carefully curated and verified
items from trusted brands and retailers. Tiki offers a smaller range of
products compared to other e-commerce platforms, primarily due to its strict
product screening and verification processes. As a result, product quality is
generally more reliable. Tiki’s policy guarantees 100% genuine products,
with a full refund offered if authenticity is not upheld.
Figure 6 Lazada and Tiki interface
Tiktok shop is a new e-commerce platform, an integrated e-commerce
feature within the TikTok application, enabling users to purchase products
directly showcased in videos or livestreams. This functionality allows for a
seamless shopping experience, merging content consumption with real-time
purchasing behavior. TikTok Shop primarily focuses on fashion and fast-
moving consumer goods (FMCGs). These product categories align well with
the preferences of TikTok’s user base, which largely consists of young,
dynamic, and trend-conscious individuals. TikTok Shop utilizes videos and
livestreams to showcase products, enabling users to view items in a more
vivid and
Figure 7 Tiktok shop interface
interactive manner. This approach enhances the visual appeal and provides a
dynamic shopping experience for consumers
