Phát triển thương mại điện tử trong phân phối sản phẩm nông sản khu vực Tây Nguyên
Kỷ yếu Hội thảo quốc tế “Thương mại và phân phối” lần 1 năm 2018
DEVELOPING E-COMMERCE IN AGRICULTURAL PRODUCTS DISTRIBUTION IN
TAY NGUYEN
PHÁT TRIỂN THƯƠNG MẠI ĐIỆN TỬ TRONG PHÂN PHỐI SẢN PHẨM NÔNG
SẢN KHU VỰC TÂY NGUYÊN
MBA. Bui Lan Phuong, MA. Phan Huong Thao
Thuong Mai University
Abstract
E-commerce development is indispensable and suitable for the new trend. It creates high efficiency and
profit while the traditional economy is gradually saturated. However, the digital economy in Vietnam has only
focused on communication, entertainment, and information, while other areas such as e-commerce still have
many challenges. A country with 53% of the population using the internet and nearly 50 million subscribers
using smartphones, the e-commerce market in Vietnam is expected to boom in the near future. Saving time,
reducing costs, expanding business space, facilitating transactions ... are the practical benefits of e-commerce.
Keywords: e-commerce; agricultural products; distribution; Tay Nguyen
Tóm tắt
Phát triển thương mại điện tử là bước phát triển tất yếu, phù hợp với xu thế mới, mang lại hiệu quả và
giá trị lợi nhuận cao trong khi nền kinh tế truyền thống đang dần bão hoà. Tuy nhiên, kinh tế số hóa của Việt
Nam hiện mới chỉ tập trung vào khía cạnh liên lạc, giải trí và thông tin, trong khi nhiều lĩnh vực khác như
thương mại điện tử vẫn còn nhiều thách thức. Với một quốc gia có đến 53% dân số sử dụng internet và gần 50
triệu thuê bao sử dụng smartphone, thị trường thương mại điện tử ở Việt Nam được dự đoán rất tiềm năng và sẽ
bùng nổ trong thời gian tới. Tiết kiệm thời gian, giảm chi phí, mở rộng không gian kinh doanh, tạo thuận lợi
trong giao dịch… là những lợi ích thiết thực của thương mại điện tử.
Từ khóa: Thương mại điện tử; sản phẩm nông sản; phân phối; Tây Nguyên
1. Agricultural products in Tay Nguyen
Up to now, Tay Nguyen provinces have identified the agricultural economy as the mainstay.
Agriculture is a strength in economic development, 72% of Tay Nguyen’s population is living in rural
areas and 65% of the labor force living by agriculture.
Tay Nguyen provinces’ lands account for 74.25% of the total bazan area in Vietnam. With the
strength of a region with favorable land and weather conditions, suitable for a wide range of crops,
especially long-term industrial crops, annual crops, so since 1975 up to now, Tay Nguyen provinces
have created large-scale specialized production areas for coffee, pepper, rubber, cashew, tea, hybrid
maize and cassava.
Currently, Tay Nguyen has developed into a large agricultural commodity production in
Vietnam. Tay Nguyen has the main exporting with high market demand, reaching high-value export
such as coffee, rubber, pepper, vegetables, flowers...
The agriculture of Tay Nguyen has created a number of strategic export products for Vietnam,
such as coffee with annual output of 1.2 million tons, accounting for 94% of the country's output;
pepper output is 80 thousand tons, accounting for 54% of the country's output; 1.3 million tons of tea,
accounting for 24% of the country's output; cashew nut 63.5 thousand tons, accounting for 19% of the
country's output; 171 thousand tons, accounting for 18% of the country.
Tay Nguyen coffee accounts for most of Vietnam's coffee area and becomes the dominant crop
as well as confirming its position in the world market (accounting for 92.8% of the total coffee area in
the whole country). Tay Nguyen coffee has the highest productivity in the world (higher than 2.5 to 3
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Kỷ yếu Hội thảo quốc tế “Thương mại và phân phối” lần 1 năm 2018
times compared to the productivity of other countries in the world). This has been making Vietnam
become the second largest coffee producer and exporter in the world.
Figure 1: Five provinces in Tay Nguyen
Rubber area keeps the second position in Vietnam with 29% of the area and 20% of output.
Pepper is also the main product with 47% of area and 52.4% output. Apart from the area, output, many
products of Tay Nguyen have high quality, such as Buon Ma Thuot coffee, Chu Se pepper, Bao Loc
Tea,...
Along with the cultural values, ethnic communities traditions of Tay Nguyen, this combination
is the basis and conditions to promote the community connection based on the brand name, the
production organization.
Figure 2: Some export agricultural product in Tay Nguyen
Low value
Although, many agricultural products in Tay Nguyen such as coffee, pepper, rubber are the
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ma
in export
products of Vietnam which are involved in a global value chain, but still at a low value,
just only in production and processed, with the lowest added value.
Tay Nguyen coffee is famous around the world, but so far no common brand for the whole
region. There is a certificate of geographical indications for Buon Ma Thuot coffee. However, this
certification is only for coffee beans, not for processed coffee. The commercial value of this
certification is not high.
Mainly coffee in Buon Ma Thuot and some districts of DakLak are granted for the right to use
the certificate of geographical indications. The number of registered enterprises using trademarks is
limited. Lam Dong has high-quality tea but has not developed its brand yet.
As a major pepper exporter in the world, Vietnamese pepper is still not a famous brand.
Consumers around the world are not familiar with Vietnamese pepper compared to Malaysia's Muntok
pepper, Indonesia's Lampung pepper, or recently China's Hainan pepper. Vietnam has many high-
quality pepper areas such as Chu Se, Phu Quoc... which can develop into branded products:
geographical indications, high-quality certification. Currently, there is the only collective certification
for ChuSe pepper. However, the collective mark of ChuSe pepper is little commercial value because
many countries do not accept this type of label.
2. The reality of e-commerce in Vietnam and in Tay Nguyen
2.1. E-commerce in Vietnam
"Digital Economy" is an economy based on digital technologies. E-commerce, online
advertising on social networking... are the marks of the digital economy in the lives of Vietnamese
people in recent years.
According to a research by Tufts University's Global Business Center, Vietnam now ranks
48/60 countries with fast digitization economies in the world and ranks 22nd in digitizing speed. It
proves that Vietnam is in the digital economy and e-commerce has been prospected to go further.
Figure 3: The percentage of enterprises participating in e-commerce center
According to a survey conducted by the Vietnam E-commerce Association (VECOM) in the
Vietnam E-Commerce Statistics Report 2018, the growth rate in 2017 was estimated at over 25%
compared to the previous year. Many enterprises say that the growth rate in 2018 will remain at the
same level.
The Vietnam E-Commerce Indicator Report 2018 also shows that the growth rate in some
specific areas is spectacular. For online retailers, information from thousands of e-commerce websites
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Kỷ yếu Hội thảo quốc tế “Thương mại và phân phối” lần 1 năm 2018
shows that sales growth in 2017 is up 35%. Surveys by some leading delivery companies show that
revenue growth from delivery services is from 62% to 200%.
According to the latest statistics of the iPrice Group, aggregated from 1,000 different e-
commerce enterprises, Vietnam is joining the game with "good performance", catching most of the
trend of the region. According to iPrice, the total online shopping volume through mobile devices in
Vietnam is really impressive, at 26% in 2017.
Last year, Vietnam topped Southeast Asia in terms of conversion rates - the percentage of
website visits that can lead to successful shopping. E-commerce businesses in Vietnam have a
conversion rate of up to 65%, the highest in the region. Singapore owns the second highest conversion
rate and Indonesia is in third place.
Figure 4: The percentage of enterprises having business support websites on the mobile platform
Growth figures far outpacing forecasts are the factor that attracts more foreign investment in e-
commerce in Vietnam, such as Alipay's Alibaba signed a strategic agreement with Napas; Central
Group acquired Zalora; Shopee received a $500 million investment from Tencent; JD.com, China's
second largest e-commerce corporation, pioneered strategic investments in Tiki; Sendo cooperates
with 3 Japanese investors...
Investment activities and potentials from foreign companies are expected to promote the
development of e-commerce very quickly. It shows the attractiveness of the Vietnamese market. By
2020, it is estimated that about 30% of the Vietnam population will participate in online shopping,
reaching $350/person. Accordingly, e-commerce on the mobile platform and e-commerce positioning
will continue to be the dominant trend in the world, accounting for about 25% of total global retail. It
is predicted that 2018 will be the time of e-commerce while people are almost familiar with online
shopping.
Price, quality, services... will still be important factors to attract users to buy online. The more
consumers know about e-commerce, the more brand, service, technology, value added services such as
shipping, payment, after-sales will be improved.
2.2. E-commerce in Tay Nguyen
Compared to many other provinces, e-commerce in Tay Nguyen appeared rather late, in 2011.
However, after 7 years of implementation, e-commerce has come into life, contributed positively to the
development of production and business activities in the region, helped businesses can do self-
promotion, product introduction, and active international integration.
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me
e
Figure 5: The percentage of enterprises having a specialized department in e-commerce in the Tay Nguyen
region (based on the Author's survey, 2018)
According to the survey, about 95% of government officials and enterprises know the benefits
of e-commerce; 70% of enterprises use e-mail in transactions, information exchange, 10% of
enterprises have websites, periodically update information and promote products; 10% of enterprises
participate in e-commerce websites to purchase goods and services related to production and business
activities of enterprises; 10% of businesses in the fields of trade and services such as transport, culture,
sports, and tourism develop electronic channels for consumers.
A number of enterprises have attended in investing in modern equipment and applying
information technology to the management. They also invest in software applications for production
and business activities; building websites to introduce, promote, sell, exchange information for
expanding the market.
Authorities and enterprises are also exploring the potential of e-commerce, seeking customers
and collaborating on the internet. A Typical example of e-commerce development in Tay Nguyen is
the launch of Kon Tum e-commerce platform in early 2016. Currently, there are 11 enterprises
participating in an electronic trading platform with 25 products. In addition, the Department of Trade
and Industry also supports the construction of 6 websites for enterprises.
Table 1: The assessment of experts about the real situation of e-commerce development in Tay Nguyen
economic region (Based on Nguyen Xuan Thuy, 2016)
Figure in: %
Ordinate
number
Very
low
Very
high
Content
Low Normal High
The increase in the number of enterprise applying e–
commerce in current years
The increase in the number of goods and service
provided through e–commerce in current years
The increase in the proportion of goods and services
traded through e-commerce
The contribution proportion of e-commerce to the
results on the business efficiency of enterprise
The increase of revenue of enterprises based on e-
commerce
1
2
3
4
1.8
1.2
1.8
1.2
10.6
12.9
14.1
16.5
46.5
37.6
39.4
39.4
35.3
39.4
38.8
37.1
5.9
8.8
5.9
5.9
5
6
2.9
1.8
17.6
11.8
34.7
31.8
40
4.7
8.8
E-commerce has brought efficiency for enterprises
45.9
(The assessment were formulated using the Likert Scale of 1 up to 5: very low:1 Æ very high: 5)
3. The importance of e-commerce to enterprises in Tay Nguyen
At present, one of the keys to export growth is online exporting through the effective
application of support tools from e-commerce. Concentrating on development and application of e-
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commerce tools in export activities to boost online export. The survey showed that enterprises having
website and e-commerce platform achieved high export production efficiency with 42% of enterprises
having total online order value on a total export turnover by 50%. At the same time, the rate of a
dispute over the use of electronic contracts is very low, only about 8%.
Website application and e-commerce platform are cost effective and very suitable for the
potential of small and medium enterprises in Vietnam. Specifically, businesses export through e-
commerce channel does not take much investment costs, distribution through intermediation, more
active in finding out the product, expand the business. Concurrently, in developing countries or
countries have export strengths, online export trends are the first choice of businesses.
On the other hand, this is also an indispensable trend as importers and buyers in the world
increasingly prefer to choose the solution to find customers through the internet. The main export
markets of Tay Nguyen agricultural products are the US, EU, Korea, Japan... have high internet usage
rate, so if enterprises exploit and popularize the field e-commerce in export will increase opportunities
to access export markets.
E-commerce in Tay Nguyen should be developed in both B2C (Business To Customer) and
B2B (Business To Business) formats, contributing significantly to the development of the agricultural
products value chain.
With the great benefits and popularity, e-commerce has become an important tool for all
enterprises. These benefits are as follows:
- Promoting information and marketing to the global market at low cost. With today's internet
connection, it places advertising information to millions of people over the world easily. Depending on
the needs and financial ability to pay for promotion, the business needs to have an appropriate
advertising plan.
- Better service for customers: With e-commerce, providing catalogs, information, pricing
information to customers is really quick and convenient. Online shopping has become much easy.
Nowadays, digital life has pushed the pace of life soaring, customers asking everything faster: product
information, purchase, payment, post-sales policies, ...
- Increasing sales: With e-commerce, customers are no longer limited to geographic distance or
working time. Therefore, every business can reach a large number of customers, boosting profit.
- Reducing cost: With e-commerce, it will not cost too much for renting a shop, paying a salary
for staffs,... Especially for exporters, the costs incurred due to the distance can be reduced significantly.
- Competitive advantage: In the context of most enterprises participate in e-commerce, which
enterprise has creative ideas, a good marketing strategy will have the advantage to compete. E-
commerce is a playground for innovation, a breakthrough for all enterprises.
Table 2: The assessment of experts about the advantage of e-commerce development in Tay Nguyen
economic region (Based on Nguyen Xuan Thuy, 2016)
Figure in: %
Ordinate
number
Strongly
disagree
Strongly
Agree
Content
Disagree Neutral Agree
E-commerce helps to expand the scope of
transactions in the global market.
E-commerce reduces costs in business
activities
E-commerce reduces the time between
payment and receipt of goods or services.
E-commerce improves the business image,
customer service, seek business partners.
1
2
3
4
0
0
2.9
1.2
5.3
1.2
2.4
54.7
57.1
60.6
54.7
44.1
37.6
21.8
28.8
0
0
0
16.5
11.2
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Kỷ yếu Hội thảo quốc tế “Thương mại và phân phối” lần 1 năm 2018
E-commerce increases sales in business
activities
E-commerce supports timely decision
making for business activities.
5
6
0
0
0.6
4.1
8.8
20
57.6
57.1
32.9
18.8
(The assessment were formulated using the Likert Scale of 1 up to 5:strongly disagree:1 Æ strongly agree: 5)
4. Proposed solutions to develop e-commerce in agricultural products distribution in Tay
Nguyen
Trade activities through the internet are currently developing, contributing positively to the
development of enterprises in Tay Nguyen. However, some enterprises do not clearly see the role,
benefits and economic efficiency of e-commerce so they are hesitant to apply. The deployment of
information technology and e-commerce is weak.
On the other hand, most enterprises are small and medium. They are limited scale and weak
financial potential. Therefore, they have not paid much attention to information technology and e-
business investing. In addition, online shopping in Tay Nguyen is not really popular, creating a major
obstacle to promote the development of e-commerce in the area.
Therefore, in order to put e-commerce into operation, it is popularly applied in state
management agencies and the majority of enterprises in Tay Nguyen, we need to develop a plan to
accelerate the development of e-commerce in the coming years. Some specific objectives:
- Transactions between state administrative agencies and enterprises and citizens are conducted
online through the provincial portal and through the electronic one-stop shop.
- The system of supermarkets, trade centers, modern distribution centers, electricity, water
supply, telecommunications and communication establishments using payment methods by electronic
payment cards. Applying popularly digital signature certification to ensure safety and security for e-
commerce transactions.
- Online shopping becomes a popular form of consumer purchase; 40% of enterprises participate
in trading floors, 50% of enterprises have their own websites to promote their brands and products.
To achieve these goals:
- Provincial Departments of Industry and Trade should coordinate with specialized agencies to
promote propaganda, dissemination and public awareness about the benefits of e-commerce.
Intensifying training and developing e-commerce human resources for state employees, enterprises,
start-up youth, and students.
- Enterprises in Tay Nguyen region need to develop their e-commerce implementation plans in
line with the requirements and actual conditions of financial resources, human resources as well as
their business goals in the future. E-commerce plan requires careful and appropriate effort for this.
Specifically:
+ Enterprises must determine that the e-commerce development strategy is aimed at long-term
investment rather than short-term investment. Therefore, based on the characteristics of the business
activities, managers need to determine the purpose and target participating in e-commerce. For
example: improve the value and utility of customers, increase the understanding of products, services,
and activities of enterprises, promote the brand, reduce costs, increase revenue, or reach new markets.
+ Enterprises need to assess the impact as well as determine factors that influence the
application of e-commerce such as competitors, customers, marketing programs. In addition, the online
business environment is different from the normal business environment, before conducting e-
commerce application, enterprises need to review the internal and external relationships that affect E-
commerce plans to identify bad situations that may occur during the business process.
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Kỷ yếu Hội thảo quốc tế “Thương mại và phân phối” lần 1 năm 2018
- At the same time, propagating and mobilizing enterprises to accelerate online payment,
develop electronic payment facilities, assist online payment customers, apply standard electronic data
exchange in e-business between enterprises; provide information on the export potential and the
directory of exporters; supporting enterprises to build e-commerce application model.
- In order to develop e-commerce to boost consumption of agricultural products, it is necessary
to strengthen the connection between supply and demand. Production enterprises and e-commerce
center need to have a close and consistent connection with production enterprises. To do that, the
manufacturing needs to do well protecting the mark associated with electronic traceability.
- In the enterprise, the human factor is always playing the leading role and is the success factor
of enterprises. Therefore, to keep up with the continuous development of commune progress.
Assembly, especially the progress of science and technology, businesses need to strengthen the work
training and fostering to raise the professional level for organizations and individuals who participate
in network management activities as well as fully exploit the applicants of e-commerce. Therefore, it is
necessary to train computer experts and to disseminate knowledge about E-commerce not only for the
management department but also for the real parts Competition on e-commerce. Besides, those
enterprises need to send staff to attend training courses on IT, administration network, Internet /Web,
e-commerce etc… at domestic or foreign training institutions; select qualified IT professionals,
experience to hold some important positions in their enterprises.
It can be said that in the current context of integration, e-commerce development is a necessary
need to improve the competitiveness of enterprises. Helping businesses save costs, expanding business
space and facilitating the transaction. Along with the benefits of the business, e-commerce also helps
consumers have a wide choice of goods, services, and suppliers. E-commerce development will change
the traditional way of doing business and trading, bringing great benefits to both businesses and
consumers. From this system, the authorities can receive any feedback from users about the quality of
products. At the same time, the contract will be signed by receiving information from the system.
E-commerce will be a new direction to help enterprises in Tay Nguyen to create
competitiveness and expand market share in the future.
REFERENCES
1. Báo cáo chỉ số TMĐT Việt Nam 2015, 2016, 2017, Hiệp hội TMĐT Việt Nam
2. Cục Thương mại điện tử & kinh tế số, Bộ Công thương
3. Giải pháp phát triển TMĐT - GS., TS. Đỗ Thế Tùng, Học viện Chính trị Quốc gia Hồ Chí Minh
4. Nguyễn Văn Cường (2011), Các giải pháp đột phá phát triển bền vững vùng kinh tế trọng điểm miền Trung
giai đoạn 2011-2020, Science & Techonology Development, Vol 14, No. Q1-2011
5. Sách trắng Thương mại điện tử 2017
6. Website:
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