사람들의 생활이 바빠지면서 시간을 아끼는데 도움을 주는 유틸리티나 서비스가 많이 등장하고 있습니다.
온라인 쇼핑이 바로 그 유익한 서비스 중의 하나입니다.
요즘에는 베트남을 비롯한 전 세계 어디든지 온라인 쇼핑이 활발하게 이루어지고 있습니다.
베트남에서 온라인 쇼핑이 어떻게 발전하게 되었는지 소개해 드리겠습니다.
베트남에서 온라인 쇼핑이 등장했을 때부터 규모가 꾸준히 커지면서 연간 매출액도 계속해서 증가하고 있습니다.
아래 그래프에 따르면 베트남 사람들은 온라인에서 전자 제품과 패션 제품을 가장 많이 구매하고 있다는 것을 알 수 있습니다.
그리고 2021년까지는 온라인 쇼핑 연간 매출액이 지속적으로 늘어날 예정이라고 합니다.
1. 부문별 온라인 쇼핑 연간 매출액
그렇다면 베트남에서의 초기 온라인 쇼핑은 어떤 모습이었을까요?
1997-2000년에 인터넷이 베트남에 본격적으로 들어오기 시작했습니다.
하지만 인터넷 속도가 매우 느리기도 하고 사용자가 별로 없었습니다.
그 당시 베트남 사람에게 온라인 쇼핑이라는 개념은 낯선 개념이었습니다.
2000-2009년에는 온라인 쇼핑의 기초가 생기기 시작했습니다.
사람들이 본인들의 상품을 인터넷에서 소개하고 홍보하기 시작했습니다.
그것을 바탕으로 webtretho, 5giay와 같은 온라인 웹사이트들이 나타나기 시작했습니다.
하지만 이 당시에도 사이트의 규모는 아직 작은 편이었고, 상품의 품질도 보장되지 않았습니다.
2. webtretho 사이트의 모습
3. 5giay 사이트의 모습
그 후, 시간이 흐를수록 인터넷이 더 한층 발전하면서 온라인 쇼핑의 수요도 커지게 되었습니다.
큰 규모의 온라인 쇼핑 웹사이트도 많이 생겨 났습니다.
그 중에 대표적인 웹사이트가 muaban.net, vatgia.vn, rongbay.vn, enbac 등 입니다.
온라인 쇼핑 웹사이트의 발전과 더불어 온라인 결제를 위해서 One-pay, Vn-pay, vtc-pay와 같은 전자 결제 시스템도 등장하기 시작했습니다.
2010-2014년에는 페이스북이 베트남에 들어오면서 베트남에서 가장 많이 사용되는 소셜 네트워크가 되었습니다.
‘Brands vietnam’에 따르면 2014년 말에는 베트남 국민 중 인터넷을 사용하는 인구는 38 % 이상을 차지하고 있었으며 그 중 약 26 %는 페이스북을 사용했다고 합니다.
이러한 흐름 속에서 소셜 네트워크에서의 온라인 쇼핑도 활발해지게 되었습니다.
현재 소셜 네트워크 상에서 많이 거래되는 상품은 패션 상품과 음식이라고 합니다.
뿐만 아니라 스마트폰, 3G 서비스, 클라우드 컴퓨팅이 베트남에서 보편화된 것도 온라인 쇼핑이 더 발전하는데 큰 역할을 했습니다.
SEO(검색엔진최적화), Google Ads도 넓게 활용되여 상품이 적극적으로 홍보되었습니다.
이 기간에는 베트남 사람들이 스마트폰으로 물건을 주문하고 택배를 기다리는 모습을 흔히 볼 수 있었습니다.
전자 상거래 플랫폼도 생겨나면서 온라인 쇼핑에 대한 신뢰도가 증가하게 되었습니다.
Tiki, Lazada, Sendo, Zalora와 같은 플랫폼이 그 당시에 베트남에서 가장 많이 사용되는 전자 상거래 플랫폼이었습니다.
더불어 지불 서비스와 운송 서비스도 새로운 단계를 밟았습니다.
4. Tiki 전자상거래 플랫폼 모습
쿠폰을 발행하는 Groupon(그루폰)이라는 플랫폼이 베트남 시장에 진입하면서 급격한 인기를 얻었습니다.
그러나 시간이 지나면서 2014년에 Groupon은 베트남에서 물러나게 되었습니다.
5. 웹사이트에서 Groupon이 보여지는 모습
2015년부터 현재까지 큰 전자 상거래 플랫폼의 경쟁이 치열해지고 있습니다.
특히 Shopee는 온라인 시장에 늦게 등장했지만 다른 고유 플랫폼보다 큰 성공을 거두고 있습니다.
Shopee의 등장으로 온라인 시장은 경쟁이 더욱 치열해졌습니다.
또한 베트남의 온라인 거래가 외국 회사의 관심을 끌고 있습니다.
대표적인 사건이 Alibaba가 Lazada를 인수한 것입니다.
치열해지는 경쟁 때문에 각각 전자 상거래 플랫폼이 서비스 개선을 위해 노력하고 있습니다.
서비스 개선을 위한 노력으로는 할인 캠페인, 다양한 온라인 지불 수단, 로켓 배송, 교환/환불 서비스 등이 있습니다.
심지어 농촌 지역에서 살고 있는 사람들은 온라인 결제가 어려울 수 있다는 점을 고려하여 COD(Cash on Delivery) 서비스도 제공됩니다.
COD 서비스는 베트남 전자상거래 성장의 원동력이라고 할 수 있습니다.
여전히 현금결제를 선호하는 베트남의 특성을 고려한 서비스입니다.
택배 배송을 받고 난 후 결제를 하는 결제/베송 통합 서비스로,
온라인 쇼핑 시에 구매자는 미리 대금을 지불하지 않고 제품을 먼저 확인한 후 물건 값을 지불하면 되므로 안심하고 물건을 구매할 수 있다는 장점이 있습니다.
6. 1시간 내 상품 배송 보장이라는 문구
베트남의 온라인 쇼핑은 오늘 날에도 여러 발전 단계를 거치고 있습니다.
오늘 날 베트남의 온라인 쇼핑은 해외의 많은 관심을 받고 있습니다.
오늘 베트남의 온라인 쇼핑에 관련된 이야기를 살펴봤는데요,
온라인 쇼핑몰이 발전하면서, 더 많은 산업들이 생겨나는 것을 볼 수 있었습니다.
조금 늦게 온라인 시장에 진입한 베트남이 앞으로 어떤 모습을 보여주게 될까요?
그럼 오늘은 여기까지!
다음 주에 또 만나요~
안녕!
“베트남의 이야기를 들려드립니다.”
Name : 쯔엉(TRAN HAI DUONG)
Country : 베트남
[이미지 출처]
- https://www.eshopworld.com/blog/vietnam-ecommerce-insights/
- https://www.webtretho.com/
- https://www.5giay.vn/
- https://tiki.vn/
- https://muachung.vn/
- https://fptshop.com.vn/dien-thoai/samsung-galaxy-note-9
이 저작물은 크리에이티브 커먼즈 저작자표시-비영리-변경금지 4.0 국제 라이선스에 따라 이용할 수 있습니다.
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