| dc.description.abstract | Over the last decade, Vietnam has seen a strong growth of E-commerce with the
emergence and expansion of platforms. According to a Statista report, Vietnam E
commerce value have reached 12 billion USD in 2020 – a huge number and being one of
the fastest growth countries in the region. There are four e-commerce platforms that have
good performances in Vietnam in recent years: Shopee, Lazada, Tiki and Sendo. In
previous studies about Vietnam E-commerce industry, most research focused on testing
and finding factors affecting buying intentions of customers via online. Besides findings
from customers' sides, it would be necessary to explore aspects from sellers due to the
increasing number of stores on platforms. The aim of this study is evaluating the
relationships and impacts of factors on sales of e-commerce sellers – through the results
could suggest for start-up, sellers which factors should be improved and invest to gain
better performances.
Applying quantitative method to this research and using secondary data, data was
collected from 211 sellers on Shopee that have been certificated as Shopee Mall or Official
Store. Shopee guarantees that official stores provide accurate data sources to customers
without any concerns about the impact of fake factors affecting the error number. Other
platforms do not allow crawling information about items sold, sales of sellers and will not
include in data collection.
After assessing the relationship and the influence of 5 factors (Price, Traffic, Variety of
Products, Follower and Review) on the store's sales, Traffic, Follower, Review shows
strong relationship and positive influence on Sales while Variety of Products give a weak
result. Besides, this study finds that low-price products are preferred to buy than high
price ones on Shopee.
Relying on the analysis and findings, this research helps existing sellers see the important
role of review numbers and product’s rating. Moreover, investing more on marketing,
promotion to attract product’ views and followers would be good recommendations to
increase sales. New sellers could have an overview to choose a range price and focus on
building factors from the beginning steps. | en_US |
