The Ultimate Guide to Shaping Long-Term Value Chains for E-Commerce Success

According to the Ministry of Industry and Trade, Vietnam’s e-commerce has achieved an average growth rate of 16-30% annually over the past four years, leading the world. However, this promising field is not for solo players but attracts the participation of numerous domestic e-commerce platforms and FDI enterprises.

To win consumers’ favor and increase their market share in a competitive context, e-commerce platforms need to create strategies that set them apart from their rivals. Besides the price war and promotions, enterprises must be bold and have a strategic vision in terms of policies and service quality improvement, even if it may cause controversial opinions in the initial implementation phase.

In March, Shopee updated the return and refund policy for all orders on the platform to 15 days. Of course, users were delighted as the psychological barrier of worry when placing orders online was significantly removed, especially for those new to e-commerce.

“I feel that the rights of online shoppers are better protected, and every dong spent brings worthy value,” said Ms. Thanh Mai from Hanoi.

Sellers’ reactions were not unanimous. Experienced sellers understand that returns and refunds are part of after-sales service, something not uncommon in retail store models. If the buyer is not satisfied, they are allowed to return the item. This flexibility actually makes buyers have a good impression of the brand and increases the likelihood of returning to the store. However, some sellers may not fully grasp this concept or worry about buyers taking advantage of the policy.

In fact, other e-commerce platforms in Vietnam have implemented similar policies as Shopee. Internationally, many e-commerce platforms offer return periods ranging from 30 to 90 days. To ensure smooth operations, these platforms have specific and stringent rules to prevent buyers from exploiting the policy. All feedback and evidence of complaints provided by sellers are considered and resolved through a proper process.

“If we want to stay on the platform, we’ll have to get used to the new regulations, which are actually nothing new globally. It takes time to adapt, but we have to do it if we don’t want to be left behind. If the platform can’t attract customers, there won’t be any growth opportunities for sellers either,” said Mr. Gia Minh, owner of a home appliance store on Shopee.

E-commerce platforms are increasingly focusing on user experience.

Also this year, Shopee introduced the feature to cancel orders during the shipping process, allowing buyers to reconsider their purchase decisions and reduce impulsive shopping, a policy suitable for the current unstable economic context and consumers’ tendency to be frugal. The platform still takes responsibility for return shipping costs, ensuring that sellers’ interests are not affected.

In parallel, Shopee also launched the “Fast Delivery as Promised” program. “In the past, delivery times could range from four to five days nationwide, but now it’s less than two days nationwide, and in big cities, it’s almost the same day,” said a Shopee representative. If the buyer does not receive the goods within the committed time, the platform compensates with a voucher worth VND 15,000, a firm move to upgrade the quality and credibility of the logistics service.

Last July, the platform further increased the free shipping benefit to VND 500,000 with the “Free Shipping Fee” program, a direct way to attract customers in remote locations, those who need to buy in bulk, and those who prefer authentic products from Malls. This is also the highest level of support in the online shopping market, helping the seller community connect with potential customers they could not reach before.

Mr. Tran Tuan Anh, Director of Shopee Vietnam, said, “Customer experience, complaint resolution, and consumer protection are the lifeblood of e-commerce businesses.” To ensure this, Shopee has introduced certain mechanisms and policies to control and improve the competitiveness of the seller community.

Mr. Nguyen Anh Duc, Chairman of the Vietnam Retailers Association, affirmed, “Policy changes are necessary to protect consumers and make online sellers more responsible in their business, preventing the purchase of unsuitable products.”

Adapting to policy changes and taking advantage of the benefits and trend-selling features on the e-commerce platform is the optimal choice for sellers.

“As the e-commerce market grows stronger, the policies of these platforms must be more careful to ensure the benefits of all involved parties. This is not a short-term issue but a long-term roadmap to enhance the professionalism of trading activities on e-commerce platforms,” Shopee’s representative summarized.