E-commerce firms face rivals from Japan, Thailand, China, South Korea

Aeon, a Japanese e-commerce group, has launched aeoneshop. The website began its operation on January 1, 2017, mostly distributing the products from Japan and the ones bearing Topvalu, an Aeon’s private band. In Vietnam, nearly 1,000 products bear the brand.

Of the products it distributes, Aeon hopes ‘Me va Be’ (mother and babies) products will be popular with Vietnamese mothers who like Japanese goods.

Initially, Aeon will only delivery goods in HCMC. Like other e-commerce websites, Aeon will provide free deliveries to orders worth at least VND300,000.

Analysts said that Aeon’s policies on goods purchases, payments and exchanges are nearly the same as other e-commerce firms.

With Aeon in Vietnam, the market now has the most powerful rivals in the region. Two months ago, South Korean Lotte launched the Lotte.vn website, hoping for an ambitious plan to hold 20 percent of market share and become a top player in the market.

Meanwhile, Jack Ma of China, a billionaire who owns Alibaba, has taken over Lazada in Vietnam, while Thailand’s Central Group bought Zalora Vietnam through Nguyen Kim, of which it holds a large capital stake.

The Vietnamese e-commerce market is known as a ‘money burning machine’, meaning that investors pay big money even though profits are unpredictable.Competing against the four big players from Japan, South Korea, Thailand and China are three Vietnamese groups – Adayroi (Vingroup), Tiki (VNG) and Vuivui (The Gioi Di Dong).

Lingo, Beyeu and Deca all have left the market because they ‘did not have enough money to burn’. Tiki has reported a loss of VND160 billion in the last eight months since it received investment from VNG.

Analysts believe that those who have more powerful financial capability will win the battle, leaving the field to foreign companies.

Commenting about the competitiveness of aeoneshop.com and Lotte.vn, Nhip Cau Dau Tu said they had the advantage of confidence. Lotte.vn focuses on cosmetics and fashion products because ‘South Korean cosmetics’  are popular in Vietnam.

Aeon focuses on electronics and children’s products because products from Japan have a good reputation among Vietnamese.

The second advantage is the large store network. Aeon, for example, besides the four shopping malls in HCMC and Hanoi, also has 18 Fivimart shops in Hanoi and 66 Ministop shops in HCMC after acquiring 30 percent of Fivimart and 49 percent of Citimart stakes.