ACADEMY OF POLICY AND DEVELOPMENT INTERNATIONAL SCHOOL OF ECONOMIC AND FINANCE GRADUCATION THESIS Topic: “EXPORT ELECTRONIC PRODUCT TO MALAYSIA VIA CROSS-BORDER ECOMMERCE FOR SHOPEE VIETNAM: POTENTIAL AND SOLUTIONS” Instructor: MSc Hoang Kim Thu Student full name: Tran Huong Ly Student ID: 5083106545 Class: KTĐN CLC 8.2 Hanoi, Jun 2020 ACKNOWLEDGE I hereby declare that the topic: “EXPORT ELECTRONIC PRODUCT TO MALAYSIA VIA CROSS-BORDER ECOMMERCE FOR SHOPEE VIETNAM: POTENTIAL AND SOLUTIONS” is an independent research work under the guidance of the instructor: MSc Hoang Kim Thu I not have any copying by others The topic, the content of my thesis is the product that I have made efforts to research during my study at the University The data and results presented in the thesis are completely honest I would like to take full responsibility and discipline of the subject and the University if there is a problem.” Introduction Reasons of choice Along with the development of international integration or internationalization, traditional international trade methods have shortcomings that cannot meet the needs of the market Meanwhile, e-commerce is also a platform of commerce, which has been developing in many countries around the world Today's popular forms of commerce such as e-commerce and ebusiness have quickly become one of the essential components of corporate strategy and a catalyst a strong catalyst for economic development In addition, the development of the internet, communication, and the integration of information and communication technology (ICT) in enterprises have made the distance between businesses and consumers become shorter (in other words, businesses now it's easier to reach customers), that's not just within a country, but across countries Thereby promoting the economic development of a country and promoting international cooperation, export, and trade between countries in the region and the world Vietnam is considered as one of the fastest-growing e-commerce markets in Southeast Asia, with high and continuous growth from 2015 to the present E-commerce has played an important role in national economic development According to the Department of E-commerce and Digital Economy (Ministry of Industry and Trade), the growth of Vietnam's e-commerce market is at the highest level in the past years, the total retail sales of goods nationwide in 2019 reached 4.2% In 2019, the whole country had 39.9 million people participating in online shopping, the average online shopping value per capita reached 202 USD In addition, with the emergence of the Covid-19 pandemic, promoting Vietnam to catch up with trends in the world, promoting international trade and exchange of goods through the platform of ecommerce and commerce cross-border electronics Shopee Vietnam is one of the leading e-commerce companies in Vietnam, established in 2015, providing online shopping services via mobile phone applications Currently, Shopee's offices are present in 10 countries around the world, with the Shopee app being popular in out of 10 countries Along with the rapid development and demand of the market, Shopee Vietnam has been implementing a strategy of trade exchange and export of goods on a crossborder e-commerce platform to Southeast Asian countries, especially to Malaysian market – one of the fast growing of Shopee in Southeast Asian The Malaysian government is implementing many policies to push the develop of using ecommerce, Malaysian consumers have high level of using technology and shopping online via ecommerce platform In addition, the electronic product has contributed to the main activity on ecommerce platform and one of the potential export products of Vietnam, this type of product does not use any preservatives or additives as agricultural product, therefore it is suited for exporting This report “Export electronic product to Malaysia via cross-border ecommerce for Shopee Vietnam: Potential and Solutions” would like to point out the potential of exporting electronic product to Malaysia by Shopee Vietnam's CBE strategy and proposed solutions for cross-border trade The structure of the report consists of the following three parts: Chapter 1: Literature review Chapter 2: Potential for export electronic product to Malaysia via CrossBorder Ecommerce of Shopee Vietnam Chapter 3: Recommended solutions for export activity of electronic goods to Malaysian market of Shopee Vietnam Research objectives and mission 2.1 Research objective Based on evaluating the operation situation of Shopee company, the demand and potential of Malaysian market, the status of exporting electronic goods on the cross-border e-commerce platform of Shopee Vietnam Company The topic is implemented to propose solutions to promote export Vietnam's electronic goods export to Malaysia market via the cross-border ecommerce platform of Shopee Vietnam Company 2.2 Research mission To achieve the above goal, the thesis focuses on solving the following four tasks: ➢ The theoretical basis of electronic goods export activities ➢ The theoretical basis of e-commerce activities and cross-border e-commerce ➢ Analysis of the current situation of exporting electronic goods on the cross-border e-commerce platform of Shopee Vietnam to the Malaysian market ➢ Proposing solutions to promote the export of Vietnamese electronics to the Malaysian market through Shopee Vietnam's cross-border e-commerce platform Research methodologies 3.1 The method of data collection Sources of information and data, the research uses three main sources of information: from the market analysis report of the Department of Ecommerce and Digital Economy (Ministry of Industry and Trade), the Internet, and some other scientific research articles The method of data collection in the thesis is mainly the observation method 3.2 Methods of data analysis Some traditional methods such as data summarize, comparison and contrast method, and logical method had been used in this research Data summarize (or information summarization) is the primary step in insights, it is pointed at extricating valuable data and common patterns from the crude data Two strategies for information summarization are through tables and charts Data comparison and contrast technique use the data that had been carefully collected to define the performance of the objectives in other sources Logical method is based on international theory and experience to analyze the export process of Vietnam's electronic goods Contents CHAPTER 1: LITERATURE REVIEW .1 1.1 Theoretical background of export 1.1.1 Definition and characteristics of export 1.1.2 Classifications and forms of export 1.1.3 Roles of export 1.1.4 Criteria for evaluating export performance of a business 1.2 Theoretical background on export via e-commerce cross border .11 1.2.1 Definition and benefit of e-commerce .11 1.2.2 Definition of e-commerce cross-border 15 1.2.3 Characteristics of export via e-commerce cross border 16 1.2.4 Benefits of export via e-commerce cross border .17 1.2.5 Factors affecting export via e-commerce cross border .18 1.3 Overview of electronic product 20 1.3.1 Definition of electronic product 20 1.3.2 Classifications and characteristics of electronic product 20 1.4 Case study: Alibaba Cross-border e-commerce 21 1.4.1 Alibaba’s Cross-border E-commerce Profile .21 1.4.2 Lessons from Alibaba’s CBE platforms for implementing CBE for Shopee Vietnam 25 CHAPTER 2: POTENTIAL FOR EXPORT ELECTRONIC PRODUCT TO MALAYSIA VIA CROSS-BORDER ECOMMERCE OF SHOPEE VIETNAM 27 2.1 Overview of Shopee Vietnam 27 2.1.1 General information about Shopee and Shopee Vietnam 27 2.1.2 Historical development .29 2.1.3 Core strategies .29 2.1.4 Field of business 31 2.1.5 Retail process .32 2.1.6 Organizational structure 33 2.1.7 Partners and Competitors 35 2.1.8 Business performance of Shopee Vietnam from 2016 - 2020 36 2.1.9 Comparison between traditional export method versus CBE of Shopee Vietnam 39 2.1.10 Factors affecting Shopee Vietnam’s export performance 43 2.2 Orientation in the development of Shopee in 2021 45 2.2.1 Principal targets of the Company 46 2.2.2 Growth strategy 47 2.3 Potential to export Vietnamese electronic products to Malaysia via crossborder e-commerce 49 2.3.1 Overview of Malaysian electronic market and ecommerce development 49 2.3.2 The demand for electronic products via e-commerce of Malaysia 54 2.3.3 Malaysia’s regulations on import electronic products from Vietnam .56 2.4 Exporting electronic goods of Shopee Vietnam to Malaysia 58 2.4.1 Process of exporting electronic goods via CBE of Shopee Vietnam to Malaysia 58 2.4.2 Certain results of Shopee Vietnam's CBE project 59 2.5 Evaluation and forecast business performance of CBE project by Shopee Vietnam 60 CHAPTER 3: RECOMMENDED SOLUTIONS FOR EXPORT ACTIVITY OF ELECTRONIC GOODS TO MALAYSIAN MARKET OF SHOPEE VIETNAM 63 3.1 SWOT analysis 63 3.2 Possible solutions for enhancing export performance via cross border ecommerce for Shopee Vietnam 67 3.2.1 Marketing approach 67 3.2.2 Logistics operation 68 3.2.3 Business management 68 3.2.4 Sale and customer service 69 3.3 Recommendations to Vietnam’s authority .69 CONCLUSION 71 REFERENCES 73 Word CIF CBE GDP UNCTAD US GMV ADO ICT 3PL ASEAN EU LIST OF TABLES AND FIGURES Name Figure 1.1: Top B2C e-commerce companies by GMV, 2020 Table 1.1: Aliexpress online delivery logistics solutions Figure 2.1: The retail process of Shopee Vietnam Figure 2.2: The operational structure of Shopee Vietnam Table 2.1: Asset and liabilities structure of Shopee Vietnam ($USD thousands) Figure 2.3: Traditional export supply chain Figure 2.4: Detailed process flow of CBE method of Shopee Vietnam Figure 2.4: Order flow of CBE of Shopee Vietnam Figure 2.5: Online retail value across ASEAN Figure 2.6: Foreign online retail value across ASEAN Table 2.2: Compare the characteristics of e-commerce platforms in Malaysia Figure 2.7: Ecommerce spends by Category in Malaysia, 2020 Figure 2.8: The six Thrust Areas of the National eCommerce Strategic Roadmap Figure 2.9: ADO/ADGMV in May and forecast of Shopee Vietnam ShopeePay wallet Buyers can choose pay for their bills by credit cards or Shopee wallet 2.4.2 Certain results of Shopee Vietnam's CBE project CBE is a relatively new project with Shopee Vietnam Shopee Vietnam has started planning this project since 2020 and started implementing the CBE project from March 2021 Up to now, the project has been implemented for more than months Shopee Vietnam has implemented and achieved certain results as follow Informed to Vietnamese sellers and choose potential sellers, Vietnamese sellers need to be aware of the project about how to sell goods in regional market, the operation of Shopee Vietnam and CBE project of Shopee Vietnam Besides, Shopee Vietnam implements the process of choosing the top high performed sellers in platforms base on criteria above It helps Shopee Vietnam has the qualified sellers and under control products to export to Malaysia From now, there are over 2,922 sellers are in ELHA cluster, and over 2,589 sellers apply Shopee’s CBE project Advanced technology, the processes, and activities taking place on the Shopee e-commerce platform are recorded and verified by the software algorithm, by Shopee managed and operated by a leading corporation in technology advanced, the operation of the logic system The algorithm used not only makes it easy for sellers to manipulate, buyers not only easily use and search for products, but also help connect sellers and buyers through product connection forms through consumer behavior stored in the media, not just on Shopee's search history This is a large database and is a prerequisite and leading advantage of Shopee Export marketing strategic capabilities, this is one of the first steps in developing and implementing CBE strategies and plans Shopee has researched and come up with a plan to implement it from the early days of entering the Malaysian market Understanding consumer behavior and local culture, Malaysians are now no stranger to e-commerce in general and Shopee in particular When only in 2020, Shopee has successfully become the ecommerce platform with the most visits in Malaysia Develop the logistics system, Shopee has developed the delivery system in domestic and cross-border delivery With the 3PL Masking system which is to strengthen the user experience, parcel allocation efficiency and cost optimization of logistics and operation At the moment, the masked channel for buyers includes: Instant channel; Express Channel; Economy Channel (as can be seen as the structure of Aliexpress) Moreover, Shopee Express was build which help Shopee Vietnam control the quality of order and the speed of delivery Payment system, enhance the payment system with high-end technology Changed the non-cash payment service AirPay to ShopeePay It is considered as the improvement and increase in brand identity AirPay is the local app in Vietnam, Shopee Pay is oriented as regional payment service 2.5 Evaluation and forecast business performance of CBE project by Shopee Vietnam Shopee Vietnam's CBE project has been implemented since March 2021, heading to the Malaysian market, previously the company has implemented this project in countries such as Singapore and the Philippines During the stage of project implementation, the company has received achievements and discovered limitations that need to be overcome to gradually improve its system Achievement and forecast, the company that has established a brand’s reputation and is at the forefront of the CBE trend in Malaysia As a platform that is widely used and preferred by many people in Malaysia in 2019, 2020 Initially exporting goods from Vietnam to Malaysia, creating a premise for the development of the solar power platform and exporting goods across borders With May orders of 1,280 orders, the average basket size (ABS) was $7.10, average daily gross merchandise value was $9,088 With the prediction that the Malaysian market will be the leading and growing market in the countries that Shopee Vietnam is targeting Contributing the majority of that is Shopee's ELHA electronics segment, with the most exported category being Mobile & Accessories Figure 2.9: ADO/ADGMV in May and forecast of Shopee Vietnam (Source: Shopee Vietnam) Limitations, the project is in the process of being built and initially carrying out the first orders for exporters, so errors in the implementation process cannot be avoided So far, the shortcomings are recognized by the company and users that, for the CBE method, the exchange of product information between the seller and the buyer, although it can be based on the Live Chat section on the Shopee platform; delivery time for goods from CBE that have not met the requirements of the buyer; The choice between sellers from Vietnam is still not much and the goods are not diversified Causes, first of all, for the exchange of product information between buyers and buyers, there are language barriers and operating time zones, if sellers are not fluent in international languages, it is difficult to advise.,exchange information with the buyer, along with the disadvantage of time Although only hour behind the time zone in Malaysia, this can also cause sellers to lose the opportunity to reach potential customers The next thing to mention is that the choice between sellers from Vietnam on the Shopee platform in Malaysia is not much, because the project is in the early stages of operation and is gradually being carried out It takes a certain time for the information and operational processes to be tested and conducted well, from which the information is delivered to the correct seller Shopee Vietnam will need to develop a framework to train sellers on the company's CBE program Since then, gradually diversifying products and options for buyers Buyers in Malaysia are currently experimenting with translations and products imported from Vietnam because when they use Shopee's promotions when buying, they need to pay for the goods in advance and by AirPay or Shopee Pay, this makes shoppers nervous and afraid when making purchasing decisions because their consumer confidence has not been built, they are experimenting with small and low-value items such as accessories of mobile and electronic devices CHAPTER 3: RECOMMENDED SOLUTIONS FOR EXPORT ACTIVITY OF ELECTRONIC GOODS TO MALAYSIAN MARKET OF SHOPEE VIETNAM 3.1 SWOT analysis i Strength The working environment and human assets that have encounter and instructive foundation Shopee centers on preparing individuals from representatives to dealers, to get it the method and operation of the stage and framework From there, utilize and apply the system's utilities most ideally The finest benefit and make strides great relations with clients With a call center for counseling and client care counting dealers and shoppers, not as it were with e-mail, chat box, and hotline for coordinate contact In expansion, the deals administration and advancement group is progressively being advanced and dispersed to diverse categories to back dealers to develop and create on Shopee's stage Increment the obtainment of products at a cheap cost with the suitable quality Sure, as the cheapest e-commerce stage within the advertise, Shopee has propelled buyers with the motto "Where it is cheaper, Shopee discounts", not so that the merchandise on Shopee come with the same cost Shopee gives venders with speculations to meet the standard of the cheapest showcase cost Subsequently making a competitive advantage for venders and Shopee Improving product quantity control by the development of accessories is increasing Diversify products sold on e-commerce platforms as well as improve product quality After attracting and maintaining the price factor, Shopee has improved and raised the criteria for products sold and exchanged on the e-commerce platform, products sold on Shopee are now not only profitable competitive price advantage but also an advantage in product quality State-of-the-art data innovation framework and application of tall innovations Shopee's administration, dissemination, and showcasing framework are progressively upgraded with high-tech highlights Particularly the highlights in upgrading the customer's shopping involvement, capturing the customer's utilization behavior through the look history and the behavior of utilizing social systems Improving innovation in electronic installment, joining highlights in application utilization Organizing closely with accomplices who are huge dealers and shipping companies - 3PL companies In this manner broadening items, making more conditions for client encounter, making openings for venders to approach clients, and expanding income Diminish the hazard of transportation, meet wants and prerequisites of the showcase Strong foothold in Vietnam and solidly built experience in ecommerce Shopee Vietnam is growing strongly, currently holding the No position in Vietnam market and leading ecommerce platfroms in Malaysia Along with the fact that Shopee has branches and offices in many Asian countries, opening sales to the Malaysian market will have many advantages ii Weakness Acquirement of the most recent items taking after campaign’s improvements Expanded venture in items that have a history of offering some time recently will cause the seller's items to be out of adjust Besides, there will be items that take after the drift of the advertise, which cannot be based on the deal’s history of the past trim The seller's product management is not strictly guaranteed When Shopee launched an initial outreach, campaign called "Where is cheaper, Shopee refunds", many questions about the quality of the goods were raised However, when posting products for sale on the Shopee e-commerce platform, the seller needs to provide full documents to prove the origin of the goods and the original purchase invoice Updating invoices and documents for current products only takes place for the first time when selling products, for the number of goods sold and imported in a period is different, leading to the assurance of first quality into the product cannot be carefully controlled iii Opportunities Covid-19 and the development of online market enhance the development of e-commerce in Malaysia as well as other South East Asian countries, the e-commerce trend is being responded to and encouraged by the government and consumers In addition, the emergence of the Covid-19 pandemic has changed global consumer behavior toward online shopping Create opportunities and favorable conditions for Shopee Vietnam to thrive in Vietnam and Southeast Asia It shows that the demand for online shopping in Malaysia is a potential market Besides, the Asian market has many development opportunities for this field In conjunction with the improvement of technology innovation, the 4.0 era, Shopee Vietnam is proposed to co-operate with many innovative companies and commercial businesses, high end brand companies Recently, the co-operate between Vietnam Ministry of Agriculture and Rural Development and Shopee Vietnam has been taking place in consuming agriculture products This is an opportunity for e-commerce companies in general and Shopee Vietnam can reach deeper and wider to consumers After successfully developing with electronic products in Malaysia and other countries, the e-commerce platform will receive and develop more categories to diversify the product portfolio There are still many products and categories that have not been developed and sold on e-commerce platforms such as agricultural products, fresh consumer products This is an area of concern at a time when the Covid-19 epidemic continues to develop in society According to experts' predictions, the development and demand for shopping for necessities and agricultural products are strongly developed on the e-commerce platform iv Threats Effective marketing research system, especially in price strategy Cost competition will be a fight between dealers on the e-commerce floor and between e-commerce stages When inquiring for the cost of the item at an afterward time will ought to be lower than the cost of the past item This is often a subordinate calculate and potential of the dealer and the company when the competition takes place increasingly fiercely in today's e-commerce showcase The usage of showcasing campaigns that not coincide with competitors and not lose the gathering of people could be a challenge for e-commerce companies in common and Shopee in specific In Malaysia, there have been many e-commerce websites existing, local sellers are selling on Shopee So, the challenge for Shopee Vietnam is how to make Shopee Vietnam have a foothold and how to build up the reputation of Vietnamese electronic products and raise up the trust from Malaysian buyers When there is a part of activity from interior and exterior the application gets to zone, it is critical to guarantee that the stage has innovation protections With circumstances of data robbery and organize interruption, when circumstances like this happen, inside a brief period, hundreds of exchanges will be influenced Customers and seller’s information about payment and private information will be lost and changed, in some cases, it need to be guaranteed and protected in high level This is an importance aspect effect the trust from sellers and buyer when the technology information is developing in leaps and bound Sellers take actions to discredit the entire e-commerce platform, typically when the seller intentionally gives defective products to customers This causes both the company and the seller to lose credibility Another challenge is that if a discredit occurs, the exchange of goods in the country can be carried out simply by the exchange and return of defective goods, a change of purchase intention between the parties also requires a clear mechanism and process, because the cross-border implementation is very complex 3.2 Possible solutions for enhancing export performance via cross border ecommerce for Shopee Vietnam As analyzed above, for Shopee Vietnam's CBE project, there are obstacles and influencing factors such as culture and consumer, payment, law and regulations, marketing Along with the analysis and practical experience when working at Shopee Vietnam, the author has some possible solutions for enhancing export performance by CBE for Shopee Vietnam Shopee Vietnam needs a long-term strategy to approach new markets, from many aspects as Marketing strategy, financial strategy, human resource, law and needs a separate department for foreign market development 3.2.1 Marketing approach Distinctive societies and approaches from distinctive nations lead definitely to particular shopper behavior, such as installments and products inclination Vendors must be taken nearby characteristics under consideration when planning CBE operations Include a local-language adaptation of the site, other than there's a programmed dialect change device or back for dialect transformation for dealers and buyers to effortlessly trade data Expand nearby installment alternatives All inclusive, credit cards are broadly prevalent, but a few nations have particularly nearby inclinations, such as AirPay and Momo in Vietnam, Malaysia has Astute, Touch'n Go It is basic to consider the neighborhood installment setup in arrange to make strides client fulfillment Set up a service center in host country The establishment of call centers in target markets, aligned with after-sale services, supports companies maintaining similar service levels as they are used to in the domestic market 3.2.2 Logistics operation The rise of e-commerce and globalization has changed utilization designs The coordination’s framework ought to be outlined to meet needs for little, assorted, and high-frequency pickups and provide at distinctive areas, totally different bundling, agreeing to distinctive plans and rigid client benefit requirements Improve the quality of the stockroom, at the side the products dissemination framework Household and trade Guarantee products are given to the ultimate customer on time, quality is ensured According to the lesson form Alibaba cross border business, the crossborder e-commerce project might cooperate with logistics companies or thirdparty logistics providers to integrate products and logistics, thereby forming a logistics scale effect A global logistics distribution system can be formed even after years of development 3.2.3 Business management Improve the quality of sellers through managing sales performance through seller evaluation criteria Quality assurance of the seller comes with the quality of the product When products are exported to other countries, they need to ensure that they have papers and guaranteed quality This is the first step to build the brand of the product, the trust of customers using services and products provided by Shopee Vietnam, and sellers from Vietnam Managing the operation system, it is necessary to build a specialized management department to receive problems arising in the export of goods Organize training, guide sellers, give specific information about the program how to operate the CBE project to the sellers who meet the requirements Make sure the vendor is aware of the project's program, standards, and operations Besides, in Malaysia, Shopee Vietnam needs to develop a suitable marketing strategy and customer outreach program so that consumers in Malaysia know about the presence of Vietnamese sellers on the Shopee shopping app in Malaysia Ensure safety for e-commerce transactions, improve information technology and electronic informatics systems Avoid hackers, take advantage of the development of the e-commerce platform to get the user's database 3.2.4 Sale and customer service Recognizing the proper accomplice empowers vendors to get to to worldwide markets effectively and quickly, and back them with the taking after aspects: Payment service: Rearrange the method of money change and assess calculation, set up associations with numerous installment alternatives, make strides security and decrease fraud Promoting benefit and marketing service: Get it neighborhood shoppers and lawful issues, discover potential items, see estimating in favored monetary forms, back check out online with the installment clients prefer 3.3 Recommendations to Vietnam’s authority Government plays a key part to illuminate the above-mentioned issues through the speculation in logistics’ framework, positive enactment for encouraging traditions clearance and combating fake items These measures will significantly advance cross-border e-commerce trade The state not only plays an important role in supporting human resource training and disseminating knowledge about e-commerce, creating a legal environment; build infrastructure for e-commerce and manage e-commerce transactions to protect the interests of participants, but also develop public services to promote the development of e-commerce Promote the provision of public services such as e-customs; tax declaration and tax payment, export, and import procedures; Business registration and specialized licenses related to commerce, dispute resolution, etc on the Internet are the things to State agencies must apply e-commerce in public procurement and bidding; associated with administrative reform, transparency, improving the effectiveness of national administration, and building e-government The State Bank should actively implement the non-cash payment scheme and continue to improve the legal basis related to electronic payments, a very important stage in e-commerce activities Currently, the law cannot keep up with transactions, so the State Agencies and the National Assembly need to build and complete the legal system related to e-commerce, cashless payment system, electronic delivery, etc In order to protect the rights for consumers, ecommerce companies and ensure the safety and reliability of the transaction Enhance the develop on the internet and information security to protect users’ information in Vietnam Avoid any circumstance from internet violation via e-commerce or internet transactions Encourage the internet suppliers and ecommerce businesses work together and co-operate to ensure the security Improve the infrastructure in domestic to adopt with the demand of using and `accessing of consumers Further, strengthen regional and international cooperation in e-commerce development From 2006 until now, Vietnam has actively cooperated in multilateral trade on e-commerce with regional and international organizations, such as ASEAN, APEC, UNCITRAL (United Nations Commission on International Trade Law) Vietnam has also had proactive bilateral cooperation in this field with the US, China, Korea, Taiwan, Japan The Ministry of Industry and Trade has also supported our country's businesses and associations to join international organizations on Ecommerce, such as the Asia-Pacific E-commerce Alliance (PAA), the Alliance of prestigious Asia-Pacific e-commerce website certification organizations (ATA) In 2008, Vietnam E-commerce Development Center (EcomViet) became an official member of ATA In the coming time, Vietnam needs to further promote this regional and international cooperation to well implement international commitments on e-commerce to develop and perfect standards and regulations on electronic data exchange domestic harmonization with international standards CONCLUSION This research has clarified and pointed out the potential in the field of ecommerce and export electronic products via cross border ecommerce to Malaysian market for Shopee Vietnam The development of the electronics industry on the CBE platform will bring many direct benefits to international trade and export in the in the region such as expanding the Vietnamese electronics consumptions market, increasing sales and export turn over, making the most business operating costs, etc Chapter analyzes the theories related to the export and export of Vietnamese electronic products, at the same time it gives the lessons from Alibaba, China – one of the leading corporations in ecommerce and CBE business in the world due to the construction of information technology system, quality of sellers and products are managed, delivery system and cashless payment systems Based on the theory presented in chapter 1, chapter and chapter mainly focus on introducing Shopee Vietnam, as well as the opportunities and challenges for CBE activities with the electronics industry when exporting to Malaysia The potential of Vietnam’s electronics exports to Malaysia is clearly identified through factors such as the development of the e-commerce market, the demand for Malaysian electronics, the support from the Vietnamese and Malaysian governments, etc Along with the development strategies of Shopee Vietnam, the CBE project comes with challenges and limitations that still exist During the research process, the author has coped with some difficulties such as: finding information about the number of electronic goods exported via CBE method and the market share of Vietnamese electronic products in Malaysia Some documents are incomplete and not up to date Therefore, the author hopes to receive suggestions to improve the thesis I would like to express my sincere thankful to my teachers in the Academy of Policy and Development, especially my teachers in the International School of Economics and Finance I would like to express my deep and sincere gratitude to my research supervisor, Master Hoang Kim Thu, for providing invaluable guidance and supporting me throughout this report Her dynamism, vision, sincerity, and motivation have deeply inspired me She has taught me the methodology to carry out the research and to present the research works as clearly as possible It was a great privilege and honor to work and study under her guidance REFERENCES Vietnamese Commercial Law, Clause 1, Article 28, 2005 iPrice (2019), State of eCommerce in Southeast Asia 2019 iPrice (2020), State of eCommerce in Southeast Asia 2020 Statistica (2018), Ecommerce in Malaysia International Trade Administration (2018), US Department of Commerce, Malaysia – E-commerce The Star Online (2019), E-commerce platform Shopee confident of sustaining strong growth AseanUp (2019), Top 10 e-commerce sites in Malaysia 2019 Iprice (2019), The Map of E-commerce in Malaysia, September 2019 Malaysia Digital Economy Corporation (2019), National eCommerce Strategic Roadmap 10 Liang Liu, Xiayu Jiang, Jian Wu (2018), Business school Beijing China, Research on the Development of Cross-Border Ecommerce in China 11 X.Q Fu (2017), Case Study and Strategic Choice of Sino- Russian Cross-border E-commerce Based on AliExpress, Ningbo University 12 M.J Huang (2017), Chongqing University, Research on the Internationalization Strategy of China's Ecommerce Enterprises— 13 Website, General Department ò Vietnam Customs 14 Website, Shopee Vietnam 15 Website, Alibaba service ... therefore it is suited for exporting This report ? ?Export electronic product to Malaysia via cross- border ecommerce for Shopee Vietnam: Potential and Solutions? ?? would like to point out the potential. .. Chapter 2: Potential for export electronic product to Malaysia via CrossBorder Ecommerce of Shopee Vietnam Chapter 3: Recommended solutions for export activity of electronic goods to Malaysian... platforms for implementing CBE for Shopee Vietnam 25 CHAPTER 2: POTENTIAL FOR EXPORT ELECTRONIC PRODUCT TO MALAYSIA VIA CROSS- BORDER ECOMMERCE OF SHOPEE VIETNAM 27 2.1 Overview of Shopee