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Tuyển tập báo cáo hội thảo “Phát triển kinh tế Việt Nam bối cảnh biến đổi toàn cầu” The irreversible trend of Vietnam's e-commerce in the digital era Nguyễn Đình Thúy Hường(1), Đặng Hồng Minh(2), Ngơ Hồ Anh Khơi(3), Dương Thái Lực(4) (1) Đại học Hàng Hải Việt Nam; (2) Đại học FPT; (3) Đại học Nam Cần Thơ; (4) Viện Triết học Phát triển Abstract E-commerce is one of the areas affected by The Fourth Industrial Revolution (Industry 4.0) faster than even because education itself will also create new versions of the next industrialization Industry 4.0 promises "turnaround" steps in this innovation; changing the training program, changing the goals as well as the traditional training model to meet completely new requirements The development of information technology, digital tools, networked networks and metadata will be good tools and means to change the way business is organized and managed through e-commerce So what are the radical steps that need to be taken to ensure the perfection of Vietnam's e-commerce system in the digital age? Keywords: E-commerce, The Fourth Industrial Revolution (Industry 4.0), digital era, applying technology 4.0, digitizing technology Introduction According to economic experts, the industrial revolution 4.0 will create breakthrough changes in production and business This is also a favorable opportunity for Vietnamese businesses in the field of e-commerce According to the trend of international integration in the industrial era 4.0 It can be said that E-commerce is a form that helps businesses find strong markets, sell and export online Industry 4.0 brings opportunities, but with innovation and creativity pressure on ecommerce businesses, because it requires good knowledge and foundation for businesses to develop But at the same time, many businesses want to develop e-commerce without knowing where to start and how to or have invested a lot in e-commerce but not achieved the expected effect Many young people who want to start a business and develop online businesses are not as expected despite investing a lot of effort and time Since then, e-commerce education classes have been born, in order to expand thinking and creativity for each individual as well as business subjects, in the immediate future is to facilitate innovation and development for each subject, followed by promoting the country's renewal process The industrial revolution 4.0 brings many opportunities, but it comes with pressure and innovation for e-commerce businessmen, because there must be good background 117 Tuyển tập báo cáo hội thảo “Phát triển kinh tế Việt Nam bối cảnh biến đổi toàn cầu” knowledge, the business to be able to deeply analyze the problem and come up with a truly effective solution In the recent research [1], we has exploired some problems of e-commerce in digital era, in Vietnam’s laws In this research, we will analyze e-commerce activities in Vietnam and the impact of the 4th industrial revolution in the field of technology 4.0 in the digital age of e-commerce Thereby helping to sketch the overall picture of e-commerce in Vietnam in the process of international integration and giving suitable e-commerce business strategies for managers and enterprises with the desire to meet the needs for the development of ecommerce in the future of Vietnamese businesses E-commerce in the early of the number, mission is irreversible Participating in e-commerce is like opening a market stall, except that the market is sold on the internet and by electronic means, the level of competition is as fierce as the "small traders" in the traditional markets And the question for the new "wet feet" who join the electronic market is how to choose themselves among countless other stalls that are also actively promoting The above question is answered with only a few words, which is "experience, and operational strategy", planning strategies to create outstanding points to attract customers through the forms: organization of promotions and purchases including with gifts From there, online sellers get their own experience for their booths when to and how to do, hit hard on the tastes of customers, making easy and convenient purchases is one among the advantages of e-commerce activities A shop on the street, if the design is not beautiful, the displayed goods are not attractive, not easy to find, and with long payment, it will certainly not attract many people to visit In contrast, an online store too, online shopping has no sales staff to help around, so everything needs to be more clearly presented Lack of necessary information, fonts that are difficult to read, not eye-catching, navigating around, not coordinating well between images and text, not classifying products accordingly, leaving too many products on a page are things that will be inconvenient and annoying for customers to buy Ecommerce marketing is also quite effective, using advertising tactics to increase traffic to online stores, convert that traffic into customers, and get them coming back again and again after purchasing The booth is located on your own channels such as website, Facebook or also on e-commerce floors such as Shopee, Lazada,… At the same time, marketing by email (email) is also a low-cost form, but brings many optimal effects as well as revenue, but most of us often forget the value of advertising through email (email) When the society is "racing" to post a lot on the websites, typically: Facebook Users are overwhelmed, email advertising can provide a more intimate interaction that we have accidentally forgotten Not only that, but e-mails (emails) give space business owners a representation of what cannot be conveyed in social media posts There are many opportunities for business 118 Tuyển tập báo cáo hội thảo “Phát triển kinh tế Việt Nam bối cảnh biến đổi toàn cầu” entities to have the opportunity to send email messages to their customers such as: Welcome / thank you email immediately after the purchase, or send promotional / gift information, sending useful or sometimes company news etc; E-commerce is becoming more and more popular all over the world with many new advanced technologies introduced in the process of operation and development And below is information of some websites that are doing ecommerce activities with high sales in Vietnam according to statistics of iprice.vn (Figure 2) Figure 2: Iprice's statistics on Vietnam's e-commerce sites (Select Data Per Quarter: The second quarter of 2020) Marketing trends in the digital age, the generation of users connected with the habits of using the Internet and the emergence of new technologies will make online marketing drastically change According to research from Nielsen Vietnam, a global leader in information and measurement that enables companies to understand customers and consumer behavior, Vietnam is second only to Singapore in terms of total user time online (ie internet, social networks) The number of mobile phone users in Vietnam accounts for 95%, of which smartphones account for 78% More specifically, up to 79% of users view products on a mobile app or website[5] Up to 75% use a smartphone to find product information before making a purchase By 2020, 55 people in 100 Vietnamese people will be connected to the Internet [5] Since then, it shows that the above studies also show that the generation of users not only has increasingly dense Internet usage but also is exposed to many "social media" channels and learns information on many channels At different times, this has a major impact on the user's decision-making behavior As defined by Cambrige University: “Social media are websites or programs that allow users to communicate and share information on the internet using technology devices” As defined by Dr Tracy L Tulen, author of the book Social Media Marketing: “Social media is an online tool for communication, sharing, and connection between individuals, 119 Tuyển tập báo cáo hội thảo “Phát triển kinh tế Việt Nam bối cảnh biến đổi toàn cầu” communities and organizations interrelated or interdependent by technology and mobile platforms ” Thus, from the common point of the two above concepts, we can briefly understand as follows: Social media are tools used for communicating and sharing information on the internet platform Mr Nguyen Trong Dat, representative of Nielsen Vietnam once said: "When the intensity of Internet usage becomes so dense, it will be increasingly difficult for marketers to attract the attention of users because the user focus will be shorter Even consumer decisionmaking behavior is becoming more and more complex." According to research from Nielsen, current consumer discovery and decision making is not just on one channel, but spread across multiple devices, all the time of the day, and across multiple platforms Therefore, multichannel communication will be a mandatory opportunity that businesses must in the future to compete between actors At the present time, marketing is not about using the information in the past but in real time Therefore, the use of artificial intelligence or other technologies is becoming increasingly important tools in human life E-commerce applicability advanced solutions in Vietnam In the past 2-3 years, e-commerce has become a hallmark of the digital economy in the lives of Vietnamese people Vietnamese businesses as well as consumers are facing great opportunities from the Industrial Revolution 4.0 and the great benefits of the global integration trend This is a good sign for the e-commerce industry in Vietnam as modern technology online business and transactions are gradually replacing traditional forms of buying and selling [8] According to the 2018 E-Commerce White Paper, recently released by the Department of E-Commerce and Digital Economy, the Ministry of Industry and Trade, in 2018, the entire e-commerce industry of Vietnam reached $ 8.06 billion, up 30 percent % compared to 2017, including goods and services [3] With the strength of our country is a young population, and the number of smartphone users accounts for a large proportion, ecommerce transactions on smartphones have also increased rapidly Vietnam is currently considered as one of the potential e-commerce markets with the fastest growth in the world Although there is a lot of potential for development, e-commerce in Vietnam still has obstacles as well as challenges in the development process What we need now is to find effective solutions to improve e-commerce applicability: Firstly, it is necessary to complete the legal framework for e-commerce development because nowadays, e-commerce is a newly developed field in Vietnam In addition, this is also a very specific field, which is the combination of technology and market, between real and virtual factors, between existing entities and entities in digital space [1] For that reason, the legal framework in general still has many shortcomings that need to be completed Therefore, completing policies and laws on e-commerce, building an 120 Tuyển tập báo cáo hội thảo “Phát triển kinh tế Việt Nam bối cảnh biến đổi toàn cầu” ecosystem for e-commerce and digital economy is an important content that needs to be determined to orient e-commerce development in Next time is absolutely necessary The second is to perfect the information technology infrastructure Completing, synchronizing and improving technology infrastructure in general will help keep information on the network safe, confidential and convenient for customers Technological infrastructure is the expressway connecting the e-commerce development elements Since this implementation requires the efforts of many parties, ministries and localities can create a complete and synchronous infrastructure for the development of ecommerce in the future Besides, there is also a need to pay attention to the growing method of electronic payment with a wide range of payment applications of banks However, nowadays, consumers are still concerned about the convenience and security of this payment method In addition, the financial and monetary management is not really complete, there are still many shortcomings, especially in the "cross-border" electronic payment transaction, there are still many shortcomings that we have not resolved As e-commerce goes a step further, online payment is an inevitable requirement To this, in addition to banks and payment intermediaries completing the payment infrastructure, it is necessary to have specific agents and measures to gradually change perceptions and consumer habits of consumers with non-cash payments The third is to complete the "logistics" infrastructure Logistics is an indispensable part of the development of e-commerce and it accounts for a large proportion of the total cost of e-commerce transactions In addition, the logistics infrastructure and capacity also affects the success and failure of an order, which in turn leads to deciding the success and failure of a business Therefore, to ensure the development of e-commerce, along with that the logistics infrastructure in general as well as the logistics infrastructure for e-commerce needs to be completed investment The linkage between the market and logistics infrastructure will help open up the processes of goods distribution and export, save costs, time and improve competitiveness for goods and for Vietnamese businesses [6] The fourth is to find a solution to the market It can be said that many businesses and consumers in Vietnam today have not fully seen the importance and benefits that e-commerce brings Therefore, raising awareness and skills for businesses and consumers about ecommerce is really important Understanding the positive effects that technology as well as e-commerce brings, how to apply e-commerce in production and business activities is very important to change habits and business practices; and consumption according to traditional methods are made in a more modern and efficient direction [2] On the part of the management agency, it is necessary to provide more support for many enterprises to distribute goods at home and abroad effectively with the lowest cost In addition, the regulators also need to have a plan to support businesses to export through cross121 Tuyển tập báo cáo hội thảo “Phát triển kinh tế Việt Nam bối cảnh biến đổi toàn cầu” border e-commerce, in order to promote cross-border e-commerce activities in a more methodical way, creating favorable conditions accessories for Vietnamese manufacturing enterprises to diversify export channels in foreign markets From there, creating favorable conditions for the legal corridor for e-commerce activities (e-commerce) In the coming years, in order to promote e-commerce development, the Government needs to build and complete the basis and policy for the application and development of the digital economy Establishing and operating the basic legal framework for e-commerce Specifically, the amendment of the 2005 Commercial Law in the direction of needing to add some basic central regulations on e-commerce is really necessary On the other hand, it is necessary to develop a new Decree to replace Decree No 52/2013 / ND-CP to be more suitable with the current situation in order to overcome the shortcomings of the old decree It is necessary to complete decrees on sanctioning administrative violations in the field of e-commerce and offer solutions to control research and evaluate objectively on the comprehensive system of e-commerce policy infrastructure [4] The Government and concerned ministries and branches such as the Ministry of Industry and Trade, the Ministry of Information and Communications need to develop and perfect institutions and policies for the development and application of digital economy; establishing and operating essential infrastructure for e-commerce development; establish a common architectural framework and technical platform for B2B, B2C or B2G electronic business models There should be more initiatives and solutions to support the business transition from traditional to digital business It is also necessary to build and strengthen connectivity of supply chains in the country as well as in the region and in the world, to build a name and to operate extensively in the global value chain [9] At the same time, continue to improve and implement the Third E-commerce Development Master Plan in the period from 2016 to 2020 according to Decision No 1563 / QD-TTg dated 8/8 / 2016 of the Prime Minister is part of the National e-commerce development program for the period 2014-2020 approved by Decision No 689 / QD-TTg dated April 15, 2014 of the Prime Minister This plan is considered a fundamental policy document to implement synchronous solutions to promote the development of the national e-commerce sector [4] The goal of this program is to build basic infrastructure and implement solutions and activities to support the development of e-commerce in Vietnam, contribute to building and completing e-commerce to become a popular activity At the same time, it also enhances the competitiveness of enterprises and the national competitiveness, promotes national development in the direction of industrialization and modernization Conclusions 122 Tuyển tập báo cáo hội thảo “Phát triển kinh tế Việt Nam bối cảnh biến đổi toàn cầu” Development of e-commerce in forwarding is a very important and urgent issue at present, in parallel there are still many shortcomings E-commerce development has been promoting business activities of business entities and companies E-commerce development not only makes it easy for businesses and companies to sell their products and services globally, but also helps customers to shop comfortably anytime, anywhere In order to maintain stability and development, it is necessary to have a synchronous linkage between the Government and enterprises in the implementation of solutions to overcoming legal errors and commercial activities, especially e-commerce, so that the goods reach consumers in the most convenient way and the interests of consumers are ensured Since its inception and development up to now, there is no limit in the search for advanced technologies to serve the current development of e-commerce This is to demonstrate that the e-commerce we see today will not be what it is in the next few years Ecommerce will wear a new shirt thanks to the outstanding development and especially the innovation in technology in enterprises in both developed and developing countries Therefore, in the future, it is necessary to have more in-depth studies on the development in some main types of e-commerce In particular, it is necessary to conduct research on the statistics of e-commerce models, from which to evaluate the advantages and disadvantages and how best to operate the e-commerce will contribute more to the development of the country Tóm tắt Thương mại điện tử (TMĐT) những lĩnh vực chịu tác động cách mạng công nghệ (CMCN) 4.0 nhanh giáo dục tạo những phiên mới CMCN Công nghiệp 4.0 hứa hẹn những bước “trở mình” đổi mới này; thay đổi chương trình đào tạo, thay đổi mục tiêu mơ hình đào tạo truyền thống nhằm đáp ứng yêu cầu hoàn toàn mới Sự phát triển công nghệ thông tin, công cụ kỹ thuật số, hệ thống mạng kết nối siêu dữ liệu những công cụ phương tiện tốt để thay đổi cách thức tổ chức, quản lý hoạt động kinh doanh thông qua TMĐT Vậy đâu những bước tiến cấp thiết cần phải thực để đảm bảo hoàn thiện hệ thống thương mại điện tử Việt Nam kỷ nguyên số? Từ khóa: Thương mại điện tử, cách mạng 4.0, kỷ nguyên số, áp dụng công nghệ 4.0, công nghệ số hóa References [1] Dinh Thuy Huong Nguyen, Hoang Minh Dang, Anh Khoi Ngo Ho, Van Ut Tran, Risks Arising from Electronic Commerce in Industry 4.0 and Solutions, Conference on developping Vietnamese e-commerce in the digital era, Hanoi, Vietnam, accepted 123 Tuyển tập báo cáo hội thảo “Phát triển kinh tế Việt Nam bối cảnh biến đổi toàn cầu” [2] Trần Ngọc Trúc Linh, Ngô Hồ Anh Khôi, Nguyễn Trọng Cơ (2019), “Kinh Nghiệm Của Cộng Hòa Pháp Trong Việc Triển Khai Ngành Cơng Nghiệp Văn Hóa”, Hội Thảo Khoa Học uốc Gia Cơng Nghiệp Văn Hóa, Tp.HCM [3] Thúy Nga (2019), “Bốn giải pháp thúc đẩy thương mại điện tử Việt Nam”, Tạp Chí Tài Chính, 2019 [4] Lương Thị Kim Oanh (2019), “Một số biện pháp phát triển thương mại điện tử hoạt động giao nhận”, Tạp chí Cơng Thương [5] Vũ Duy (2018), “Cơng nghệ cơng cụ tiếp thị sống cịn doanh nghiệp kỉ ngun số.” [6] Tạp Chí Cơng Thương (2018), “Logistics thương mại điện tử: Tăng trưởng mạnh thiếu liên kết”, Tạp chí Cơng Thương [7] Lưu Huỳnh (2018), “Sự gia nhập Amazon vào thị trường thương mại điện tử Việt Nam”, Các kết nghiên cứu khoa học ứng dụng công nghệ, số 5+6, 2018 [8] Trần Thị Kim Phượng (2018), “Phát triển thương mại điện tử Việt Nam”, Các kết nghiên cứu khoa học ứng dụng công nghệ, số 5+6, 2018 [9] Phạm Thị Mai Uyên (2018) “Sự phát triển thương mại điện tử thời kỳ 4.0: Thực trạng thương mại điện tử Trung Quốc học cho Việt Nam”, Các kết nghiên cứu khoa học ứng dụng công nghệ, số 5+6, 2018 124