{"id":82897,"date":"2019-10-18T02:36:42","date_gmt":"2019-10-18T02:36:42","guid":{"rendered":"http:\/\/blog.boxme.asia\/vi\/?p=82897"},"modified":"2019-10-18T02:36:42","modified_gmt":"2019-10-18T02:36:42","slug":"thuong-mai-dien-tu-o-trung-dong-va-bac-phi-mena-co-hoi-vuot-ra-ngoai-su-cuong-dieu","status":"publish","type":"post","link":"https:\/\/boxme.asia\/vi\/thuong-mai-dien-tu-o-trung-dong-va-bac-phi-mena-co-hoi-vuot-ra-ngoai-su-cuong-dieu\/","title":{"rendered":"Th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed \u1edf Trung \u0110\u00f4ng v\u00e0 B\u1eafc Phi (MENA): C\u01a1 h\u1ed9i v\u01b0\u1ee3t ra ngo\u00e0i s\u1ef1 c\u01b0\u1eddng \u0111i\u1ec7u"},"content":{"rendered":"

Ng\u00e0nh c\u00f4ng nghi\u1ec7p b\u00e1n l\u1ebb t\u1ea1i Trung \u0110\u00f4ng v\u00e0 B\u1eafc Phi (Middle East and North Africa – MENA<\/strong>) \u0111ang tr\u00ean \u0111\u00e0 thay \u0111\u1ed5i quan tr\u1ecdng. Th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed \u0111ang tr\u1edf th\u00e0nh hi\u1ec7n th\u1ef1c, thay \u0111\u1ed5i th\u00f3i quen mua h\u00e0ng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng, h\u00ecnh th\u00e0nh nh\u1eefng tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng m\u1edbi, ph\u00e1 v\u1ee1 nh\u1eefng m\u00f4 h\u00ecnh kinh doanh v\u00e0 t\u1ea1o c\u01a1 h\u1ed9i t\u0103ng tr\u01b0\u1edfng cho c\u00e1c nh\u00e0 b\u00e1n l\u1ebb l\u1edbn, nh\u1ecf c\u0169ng nh\u01b0 th\u1ebf h\u1ec7 c\u1ee7a nh\u1eefng ng\u01b0\u1eddi m\u1edbi trong cu\u1ed9c ch\u01a1i th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed. <\/span><\/p>\n

\u0110\u1ec3 hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed trong khu v\u1ef1c, Google v\u00e0 Bain & Company \u0111\u00e3 kh\u1edfi x\u01b0\u1edbng nghi\u00ean c\u1ee9u n\u00e0y v\u1edbi m\u1ee5c \u0111\u00edch h\u1ed7 tr\u1ee3 c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0, doanh nghi\u1ec7p, nh\u00e0 b\u00e1n l\u1ebb v\u00e0 c\u00e1c b\u00ean li\u00ean quan \u0111\u1ebfn h\u1ec7 sinh th\u00e1i kh\u00e1c trong vi\u1ec7c ra quy\u1ebft \u0111\u1ecbnh v\u00e0 \u0111\u01b0\u1ee3c Boxme Global t\u1ed5ng h\u1ee3p l\u1ea1i trong b\u00e0i vi\u1ebft. Nghi\u00ean c\u1ee9u \u0111\u00e1nh gi\u00e1 c\u00e1c \u0111\u1ed9ng l\u1ef1c th\u1ecb tr\u01b0\u1eddng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed hi\u1ec7n nay (tr\u00ean c\u1ea3 hai ph\u00eda cung v\u00e0 c\u1ea7u) t\u1ea1i MENA \u0111\u1ec3 th\u00f4ng b\u00e1o tri\u1ec3n v\u1ecdng t\u01b0\u01a1ng lai cho ng\u00e0nh c\u00f4ng nghi\u1ec7p n\u00e0y trong khi th\u1eed nghi\u1ec7m trong vi\u1ec7c x\u00e2y d\u1ef1ng c\u00e1c m\u00f4 h\u00ecnh th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed \u1edf c\u00e1c th\u1ecb tr\u01b0\u1eddng kh\u00e1c. <\/span><\/p>\n

Th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed l\u00e0 \u0111\u1ed9ng l\u1ef1c \u0111\u1ec3 t\u0103ng tr\u01b0\u1edfng ph\u01b0\u01a1ng th\u1ee9c b\u00e1n l\u1ebb tr\u00ean to\u00e0n c\u1ea7u<\/span><\/h2>\n

N\u0103m 2017, ng\u00e0nh th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed \u0111\u00e3 d\u1eabn \u0111\u1ea7u khi v\u01b0\u1ee3t qua 10% t\u1ed5ng doanh s\u1ed1 b\u00e1n l\u1ebb tr\u00ean to\u00e0n c\u1ea7u. Ng\u00e0y nay, th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed l\u00e0 m\u1ed9t th\u1ecb tr\u01b0\u1eddng c\u00f3 gi\u00e1 tr\u1ecb 2,2 ngh\u00ecn t\u1ef7 \u0111\u00f4 la v\u00e0 n\u00f3 \u0111ang m\u1edf r\u1ed9ng v\u1edbi t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng h\u00e0ng n\u0103m l\u00e0 24%, nhanh g\u1ea5p b\u1ed1n l\u1ea7n so v\u1edbi to\u00e0n ng\u00e0nh b\u00e1n l\u1ebb tr\u00ean th\u1ebf gi\u1edbi. Th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed \u0111ang tr\u1edf th\u00e0nh \u0111\u1ed9ng l\u1ef1c t\u0103ng tr\u01b0\u1edfng quan tr\u1ecdng cho b\u00e1n l\u1ebb khi \u0111\u00f3ng g\u00f3p 7% trong n\u0103m 2012 v\u00e0 39% v\u00e0o n\u0103m 2017 v\u00e0 con s\u1ed1 n\u00e0y \u0111\u01b0\u1ee3c hy v\u1ecdng s\u1ebd v\u01b0\u1ee3t qua 50% v\u00e0o n\u0103m 2020.<\/span><\/p>\n

MENA \u0111ang b\u01b0\u1edbc v\u00e0o giai \u0111o\u1ea1n ba c\u1ee7a vi\u1ec7c \u00e1p d\u1ee5ng k\u1ef9 thu\u1eadt s\u1ed1<\/span><\/h2>\n

Vi\u1ec7c \u00e1p d\u1ee5ng k\u1ef9 thu\u1eadt s\u1ed1 t\u1ea1i MENA \u0111\u00e3 kh\u00f4ng \u0111i theo con \u0111\u01b0\u1eddng th\u01b0\u1eddng th\u1ea5y \u1edf c\u00e1c th\u1ecb tr\u01b0\u1eddng kh\u00e1c. Khi ng\u01b0\u1eddi ti\u00eau d\u00f9ng ho\u1ea1t \u0111\u1ed9ng tr\u00ean c\u00e1c n\u1ec1n t\u1ea3ng tr\u1ef1c tuy\u1ebfn, c\u00e1c doanh nghi\u1ec7p th\u01b0\u1eddng theo \u0111\u00f3 m\u00e0 ph\u00e1t tri\u1ec3n d\u1ea7n d\u1ea7n h\u1ec7 sinh th\u00e1i k\u1ef9 thu\u1eadt s\u1ed1 trong c\u00e1c l\u0129nh v\u1ef1c nh\u01b0 truy\u1ec1n th\u00f4ng v\u00e0 th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed. Tr\u1ea3i nghi\u1ec7m c\u1ee7a nh\u1eefng ng\u01b0\u1eddi t\u1ea1i MENA \u0111\u00e3 kh\u00e1c.<\/span><\/p>\n

\u0110\u1eb7c bi\u1ec7t l\u00e0 trong H\u1ed9i \u0111\u1ed3ng H\u1ee3p t\u00e1c v\u00f9ng V\u1ecbnh (GCC) di\u1ec5n ra v\u00e0o kho\u1ea3ng gi\u1eefa nh\u1eefng n\u0103m 2000, vi\u1ec7c \u00e1p d\u1ee5ng Internet \u0111\u1ea1i ch\u00fang \u1edf MENA, ch\u1ee7 y\u1ebfu l\u00e0 \u0111i\u1ec7n tho\u1ea1i th\u00f4ng minh v\u00e0 ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i, \u0111\u01b0\u1ee3c c\u1ee7ng c\u1ed1 b\u1eb1ng vi\u1ec7c gia t\u0103ng t\u1ed1c \u0111\u1ed9 \u0111\u01b0\u1eddng truy\u1ec1n Internet t\u1ea1i khu v\u1ef1c. Ch\u00fang t\u00f4i g\u1ecdi \u0111\u00e2y l\u00e0 \u201cgiai \u0111o\u1ea1n ti\u00eau d\u00f9ng k\u1ef9 thu\u1eadt s\u1ed1\u201d. C\u00e1c doanh nghi\u1ec7p \u0111\u00e3 ch\u1eadm ch\u00e2n trong vi\u1ec7c gia nh\u1eadp cu\u1ed9c ch\u01a1i k\u1ef9 thu\u1eadt s\u1ed1. Cu\u1ed1i c\u00f9ng ch\u00fang t\u00f4i \u0111\u00e3 b\u1eaft \u0111\u1ea7u th\u1ea5y k\u1ef9 thu\u1eadt s\u1ed1 \u0111\u00f3ng vai tr\u00f2 trung t\u00e2m h\u01a1n trong chi\u1ebfn l\u01b0\u1ee3c kinh doanh sau n\u0103m 2010, \u0111i \u0111\u1ea7u l\u00e0 ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng. V\u00e0 s\u1ef1 thay \u0111\u1ed5i \u0111\u00e3 di\u1ec5n ra v\u00f4 c\u00f9ng \u1ea5n t\u01b0\u1ee3ng. Trong v\u00f2ng 5 n\u0103m, th\u1ecb ph\u1ea7n c\u1ee7a ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng k\u1ef9 thu\u1eadt s\u1ed1 \u0111\u00e3 t\u0103ng t\u1eeb d\u01b0\u1edbi 10% v\u00e0o n\u0103m 2012 l\u00ean \u0111\u1ebfn h\u01a1n 30% v\u00e0o n\u0103m 2017. Ch\u00fang t\u00f4i g\u1ecdi \u0111\u00e2y l\u00e0 giai \u0111o\u1ea1n truy\u1ec1n th\u00f4ng k\u1ef9 thu\u1eadt s\u1ed1.<\/span><\/p>\n

Th\u00e1ng 3\/2017, Amazon \u0111\u00e3 ra th\u00f4ng b\u00e1o mua l\u1ea1i Souq, c\u00f4ng ty th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed h\u00e0ng \u0111\u1ea7u MENA v\u1edbi gi\u00e1 580 tri\u1ec7u \u0110\u00f4 la M\u1ef9. Cu\u1ed1i n\u0103m 2017, Ch\u1ee7 t\u1ecbch c\u1ee7a Emaar Properties, Mohamed Alabbar \u0111\u00e3 cho ra m\u1eaft li\u00ean doanh th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed m\u1edbi, v\u1edbi kho\u1ea3n h\u1ed7 tr\u1ee3 1 t\u1ef7 USD \u0111\u01b0\u1ee3c t\u00e0i tr\u1ee3 b\u1edfi Qu\u1ef9 \u0111\u1ea7u t\u01b0 c\u00f4ng c\u1ee7a \u1ea2 R\u1eadp Saudi. \u0110i\u1ec1u n\u00e0y \u0111\u00e1nh d\u1ea5u s\u1ef1 kh\u1edfi \u0111\u1ea7u c\u1ee7a m\u1ed9t giai \u0111o\u1ea1n k\u1ef9 thu\u1eadt s\u1ed1 m\u1edbi trong MENA – \u201cth\u1eddi k\u1ef3 th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed\u201d.<\/span><\/p>\n

Th\u1ecb tr\u01b0\u1eddng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed MENA tr\u1ecb gi\u00e1 8,3 t\u1ef7 USD v\u1edbi kh\u1ea3 n\u0103ng t\u0103ng tr\u01b0\u1edfng \u0111\u00e1ng k\u1ec3<\/span><\/h2>\n

N\u0103m 2017, th\u1ecb tr\u01b0\u1eddng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed MENA \u0111\u1ea1t 8,3 t\u1ef7 USD. V\u1edbi t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng trung b\u00ecnh h\u00e0ng n\u0103m l\u00e0 25%, th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed trong khu v\u1ef1c \u0111\u00e3 c\u00f3 d\u1ea5u hi\u1ec7u t\u0103ng tr\u01b0\u1edfng h\u01a1n so v\u1edbi m\u1ee9c t\u0103ng tr\u01b0\u1edfng trung b\u00ecnh to\u00e0n c\u1ea7u. GCC v\u00e0 Ai C\u1eadp chi\u1ebfm 80% th\u1ecb tr\u01b0\u1eddng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed v\u00e0 t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng l\u00ean \u0111\u1ebfn 30% h\u00e0ng n\u0103m, nhanh h\u01a1n g\u1ea5p \u0111\u00f4i so v\u1edbi nh\u1eefng khu v\u1ef1c kh\u00e1c trong MENA (xem H\u00ecnh 1).<\/span><\/p>\n

H\u00ecnh 1:<\/span><\/p>\n

Th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed \u1edf Trung \u0110\u00f4ng v\u00e0 B\u1eafc Phi (MENA) tr\u1ecb gi\u00e1 8,3 t\u1ef7 \u0111\u00f4 la, t\u0103ng 25% m\u1ed7i n\u0103m k\u1ec3 t\u1eeb 2014<\/span><\/p>\n

\"\"<\/span><\/i><\/p>\n

Ghi ch\u00fa: Th\u1ed1ng k\u00ea bao g\u1ed3m c\u00e1c ho\u1ea1t \u0111\u1ed9ng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed B2C (Business to Consumer – Doanh nghi\u1ec7p t\u1edbi Kh\u00e1ch h\u00e0ng) v\u1ec1 c\u00e1c l\u0129nh v\u1ef1c nh\u01b0 th\u1eddi trang, ch\u0103m s\u00f3c c\u00e1 nh\u00e2n, l\u00e0m \u0111\u1eb9p, \u0111i\u1ec7n t\u1eed v\u00e0 h\u00e0ng gia d\u1ee5ng, kh\u00f4ng bao g\u1ed3m c\u00e1c ho\u1ea1t \u0111\u1ed9ng B2B (Business to Business), C2C (Consumer to Consumer), giao \u0111\u1ed3 \u0103n, du l\u1ecbch, gi\u1ea3i tr\u00ed, d\u1ecbch v\u1ee5 v\u00e0 c\u00e1c ho\u1ea1t \u0111\u1ed9ng t\u1ef1 ph\u1ee5c v\u1ee5; GCC l\u00e0 vi\u1ebft t\u1eaft c\u1ee7a H\u1ed9i \u0111\u1ed3ng h\u1ee3p t\u00e1c v\u00f9ng v\u1ecbnh v\u00e0 g\u1ed3m c\u00e1c n\u01b0\u1edbc Bahrain, Kuwait, Oman, Qatar, Saudi Arabia v\u00e0 UAE; MENA bao g\u1ed3m c\u00e1c n\u01b0\u1edbc trong kh\u1ed1i GCC v\u00e0 Ai C\u1eadp, Algeria, Iraq, Jordan, Lebanon, Libya, Mauritania, Morocco, Syria, Tunisia v\u00e0 Yemen.<\/span><\/i><\/p>\n

Tr\u00ean th\u1ebf gi\u1edbi, vi\u1ec7c ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed \u0111i theo nh\u1eefng chi\u1ec1u h\u01b0\u1edbng kh\u00e1c nhau theo t\u1eebng qu\u1ed1c gia, khu v\u1ef1c. T\u1ea1i Trung Qu\u1ed1c v\u00e0 c\u00e1c th\u1ecb tr\u01b0\u1eddng ph\u01b0\u01a1ng T\u00e2y ti\u00ean ti\u1ebfn nh\u1ea5t nh\u01b0 Anh, M\u1ef9, Ph\u00e1p v\u00e0 \u0110\u1ee9c, t\u1ef7 l\u1ec7 th\u00e2m nh\u1eadp v\u00e0o th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed c\u1ee7a t\u1ed5ng doanh s\u1ed1 b\u00e1n l\u1ebb \u0111\u00e3 v\u01b0\u1ee3t m\u1ee9c 10%, ri\u00eang n\u01b0\u1edbc Anh \u0111\u1ea1t 16%. Ng\u01b0\u1ee3c l\u1ea1i, s\u1ef1 th\u00e2m nh\u1eadp th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed c\u1ee7a t\u1ed5ng doanh s\u1ed1 b\u00e1n l\u1ebb \u1edf m\u1ed9t s\u1ed1 th\u1ecb tr\u01b0\u1eddng kh\u00e1c nh\u01b0 Brazil, Th\u1ed5 Nh\u0129 K\u1ef3 v\u00e0 \u1ea4n \u0110\u1ed9 v\u1eabn c\u00f2n d\u01b0\u1edbi m\u1ee9c 5%.<\/span><\/p>\n

Trong MENA, s\u1ef1 th\u00e2m nh\u1eadp th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed c\u1ee7a t\u1ed5ng doanh s\u1ed1 b\u00e1n l\u1ebb trung b\u00ecnh \u0111\u1ea1t 1,9% v\u00e0o n\u0103m 2017, v\u1edbi GCC l\u00e0 3%. UAE (C\u00e1c Ti\u1ec3u v\u01b0\u01a1ng qu\u1ed1c \u1ea2 R\u1eadp Th\u1ed1ng nh\u1ea5t) l\u00e0 th\u1ecb tr\u01b0\u1eddng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed ti\u00ean ti\u1ebfn nh\u1ea5t trong khu v\u1ef1c, v\u1edbi t\u1ef7 l\u1ec7 th\u00e2m nh\u1eadp l\u00e0 4,2%, t\u01b0\u01a1ng t\u1ef1 nh\u01b0 Th\u1ed5 Nh\u0129 K\u1ef3 v\u00e0 Brazil. \u1ea2 R\u1eadp Saudi (KSA) \u1edf m\u1ee9c 3,8% theo s\u00e1t UAE. \u1ede m\u1ee9c 2,5%, t\u1ef7 l\u1ec7 th\u00e2m nh\u1eadp th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed c\u1ee7a Ai C\u1eadp trong t\u1ed5ng doanh s\u1ed1 b\u00e1n l\u1ebb t\u01b0\u01a1ng \u0111\u01b0\u01a1ng v\u1edbi \u1ea4n \u0110\u1ed9 v\u00e0 Indonesia (xem H\u00ecnh 2).<\/span><\/p>\n

H\u00ecnh 2:<\/span><\/p>\n

S\u1ef1 th\u00e2m nh\u1eadp th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed \u1edf Trung \u0110\u00f4ng v\u00e0 B\u1eafc Phi (MENA) v\u1eabn c\u00f2n r\u1ea5t th\u1ea5p so v\u1edbi c\u00e1c khu v\u1ef1c kh\u00e1c, song c\u00f3 nhi\u1ec1u c\u01a1 h\u1ed9i \u0111\u1ec3 ph\u00e1t tri\u1ec3n<\/span><\/p>\n

\"\"<\/span><\/p>\n

V\u1edbi b\u1ed1i c\u1ea3nh to\u00e0n c\u1ea7u, th\u1ecb tr\u01b0\u1eddng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed MENA c\u00f3 c\u01a1 h\u1ed9i ph\u00e1t tri\u1ec3n \u0111\u00e1ng k\u1ec3 trong v\u00e0i n\u0103m t\u1edbi. Li\u1ec7u c\u00e1c qu\u1ed1c gia \u1edf MENA \u0111\u00e3 s\u1eb5n s\u00e0ng \u0111\u1ec3 n\u1eafm b\u1eaft c\u01a1 h\u1ed9i \u1edf ph\u00eda tr\u01b0\u1edbc?<\/span><\/p>\n

Ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u1edf MENA \u0111\u00e3 s\u1eb5n s\u00e0ng cho th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed<\/span><\/h2>\n

Ng\u01b0\u1eddi ti\u00eau d\u00f9ng MENA, \u0111\u1eb7c bi\u1ec7t l\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u1edf GCC, l\u00e0 nh\u1eefng ng\u01b0\u1eddi c\u00f3 hi\u1ec3u bi\u1ebft nh\u1ea5t v\u1ec1 k\u1ebft n\u1ed1i v\u00e0 k\u1ef9 thu\u1eadt s\u1ed1 tr\u00ean th\u1ebf gi\u1edbi. UAE v\u00e0 KSA l\u00e0 nh\u1eefng n\u01a1i c\u00f3 l\u01b0\u1ee3ng ng\u01b0\u1eddi truy c\u1eadp Internet, \u0111i\u1ec7n tho\u1ea1i th\u00f4ng minh v\u00e0 ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i cao nh\u1ea5t tr\u00ean to\u00e0n c\u1ea7u, trong khi Ai C\u1eadp l\u00e0 qu\u1ed1c gia c\u00f3 m\u1ee9c \u0111\u1ed9 d\u00e0nh th\u1eddi gian tr\u1ef1c tuy\u1ebfn cao nh\u1ea5t (xem H\u00ecnh 3).<\/span><\/p>\n

H\u00ecnh 3: <\/span><\/p>\n

So v\u1edbi c\u00e1c th\u1ecb tr\u01b0\u1eddng c\u00f3 th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed ph\u00e1t tri\u1ec3n h\u01a1n, khu v\u1ef1c GCC \u0111i \u0111\u1ea7u v\u1ec1 c\u00e1c s\u1ed1 li\u1ec7u nh\u01b0 Internet, \u0111i\u1ec7n tho\u1ea1i th\u00f4ng minh v\u00e0 ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i<\/span><\/p>\n

\"\"<\/span><\/p>\n

Internet \u0111\u00f3ng m\u1ed9t vai tr\u00f2 quan tr\u1ecdng trong vi\u1ec7c tr\u1ea3i nghi\u1ec7m mua s\u1eafm c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng trong vi\u1ec7c t\u00ecm ki\u1ebfm, nghi\u00ean c\u1ee9u v\u00e0 mua h\u00e0ng th\u1ef1c t\u1ebf. B\u1ea5t k\u1ec3 khi h\u1ecd mua s\u1eafm tr\u1ef1c tuy\u1ebfn hay t\u1ea1i c\u1eeda h\u00e0ng, ng\u01b0\u1eddi ti\u00eau d\u00f9ng trong khu v\u1ef1c \u0111\u1ec1u b\u1ecb \u1ea3nh h\u01b0\u1edfng n\u1eb7ng n\u1ec1 b\u1edfi c\u00e1c ho\u1ea1t \u0111\u1ed9ng tr\u1ef1c tuy\u1ebfn c\u1ee7a m\u00ecnh (xem H\u00ecnh 4).<\/span><\/p>\n

H\u00ecnh 4:<\/span><\/p>\n

Kh\u00e1ch h\u00e0ng \u1edf Trung \u0110\u00f4ng v\u00e0 B\u1eafc Phi l\u00e0 nh\u1eefng ng\u01b0\u1eddi am hi\u1ec3u v\u1ec1 k\u1ef9 thu\u1eadt s\u1ed1, v\u1edbi \u0111a s\u1ed1 c\u00e1c giao d\u1ecbch mua s\u1eafm c\u1ee7a h\u1ecd \u0111\u1ec1u qua tr\u1ef1c tuy\u1ebfn, b\u1ea5t k\u1ec3 mua h\u00e0ng \u1edf \u0111\u00e2u<\/span><\/p>\n

\"\"<\/span><\/p>\n

Internet \u0111\u00f3ng m\u1ed9t vai tr\u00f2 quan tr\u1ecdng trong qu\u00e1 tr\u00ecnh t\u1ef1 kh\u00e1m ph\u00e1 cho c\u1ea3 ng\u01b0\u1eddi mua tr\u1ef1c tuy\u1ebfn v\u00e0 mua t\u1ea1i c\u1eeda h\u00e0ng, v\u1edbi 48% ng\u01b0\u1eddi ti\u00eau d\u00f9ng UAE v\u00e0 KSA c\u00f3 \u0111\u01b0\u1ee3c \u00fd t\u01b0\u1edfng v\u00e0 ngu\u1ed3n c\u1ea3m h\u1ee9ng mua s\u1eafm online. Con s\u1ed1 n\u00e0y g\u1ea7n g\u1ea5p \u0111\u00f4i so v\u1edbi nh\u1eefng g\u00ec ch\u00fang ta nh\u00ecn th\u1ea5y \u1edf Anh.<\/span><\/p>\n

Trong qu\u00e1 tr\u00ecnh nghi\u00ean c\u1ee9u, vai tr\u00f2 c\u1ee7a c\u00e1c \u0111\u1ed9ng c\u01a1 t\u00ecm ki\u1ebfm ch\u00ednh l\u00e0 c\u00f4ng c\u1ee5. G\u1ea7n 56% ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u1edf UAE, KSA v\u00e0 Ai C\u1eadp b\u1eaft \u0111\u1ea7u mua s\u1eafm online b\u1eb1ng c\u00e1ch s\u1eed d\u1ee5ng c\u00e1c c\u00f4ng c\u1ee5 t\u00ecm ki\u1ebfm thay v\u00ec th\u00f4ng qua trang web c\u1ee7a nh\u00e0 b\u00e1n l\u1ebb. H\u1ecd li\u00ean t\u1ee5c t\u00ecm ki\u1ebfm c\u00e1c s\u1ea3n ph\u1ea9m v\u00e0 quan t\u00e2m h\u01a1n \u0111\u1ebfn nh\u1eefng g\u1ee3i \u00fd online, v\u1edbi nh\u1eefng \u0111\u1ee3t cao \u0111i\u1ec3m nh\u1ea5t l\u00e0 c\u00e1c s\u1ef1 ki\u1ec7n mua s\u1eafm ch\u00ednh theo m\u00f9a (xem H\u00ecnh 5). So v\u1edbi nh\u1eefng th\u1ecb tr\u01b0\u1eddng kh\u00e1c, ng\u01b0\u1eddi mua s\u1eafm trong khu v\u1ef1c c\u1edfi m\u1edf h\u01a1n v\u1edbi s\u1ef1 l\u1ef1a ch\u1ecdn khi nghi\u00ean c\u1ee9u tr\u1ef1c tuy\u1ebfn. H\u1ecd c\u00f3 xu h\u01b0\u1edbng t\u00ecm ki\u1ebfm chung chung v\u00e0 \u00edt th\u01b0\u01a1ng hi\u1ec7u h\u01a1n khi ti\u1ebfn h\u00e0nh truy v\u1ea5n. V\u00ed d\u1ee5: 43% truy v\u1ea5n Google T\u00ecm ki\u1ebfm trong ph\u00e2n kh\u00fac may m\u1eb7c \u1edf UAE v\u00e0 KSA l\u00e0 chung chung v\u00e0 kh\u00f4ng li\u00ean quan \u0111\u1ebfn c\u00e1c th\u01b0\u01a1ng hi\u1ec7u, trong khi con s\u1ed1 n\u00e0y \u1edf Anh l\u00e0 32%.<\/span><\/p>\n

H\u00ecnh 5<\/span><\/p>\n

C\u00e1c truy v\u1ea5n li\u00ean quan \u0111\u1ebfn mua s\u1eafm tr\u00ean Google T\u00ecm ki\u1ebfm c\u00f3 t\u00ednh th\u1eddi v\u1ee5 cao, \u0111\u1eb7c bi\u1ec7t t\u1eadp trung v\u00e0o th\u00e1ng Ramadan v\u00e0 c\u00e1c l\u1ec5 h\u1ed9i khuy\u1ebfn m\u00e3i l\u1edbn nh\u01b0 White Friday<\/span><\/p>\n

\"\"<\/span><\/p>\n

Vai tr\u00f2 c\u1ee7a video trong vi\u1ec7c mua s\u1eafm c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng trong khu v\u1ef1c r\u1ea5t quan tr\u1ecdng, ph\u1ea3n \u00e1nh s\u1ef1 n\u1ed5i b\u1eadt t\u1ed5ng quan c\u1ee7a video online trong \u0111\u1eddi s\u1ed1ng s\u1ed1 c\u1ee7a ng\u01b0\u1eddi d\u00f9ng Internet t\u1ea1i MENA. \u1ede khu v\u1ef1c UAE v\u00e0 KSA, 20% ng\u01b0\u1eddi ti\u00eau d\u00f9ng xem video online khi nghi\u00ean c\u1ee9u v\u1ec1 s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5, con s\u1ed1 n\u00e0y ch\u1ec9 d\u1eebng \u1edf m\u1ee9c 7% \u1edf Anh. D\u1ef1a tr\u00ean nghi\u00ean c\u1ee9u \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n \u0111\u1ed1i \u0111\u1ed1i v\u1edbi ph\u1ee5 n\u1eef trong khu v\u1ef1c KSA, th\u00f4ng qua YouTube, 50% ng\u01b0\u1eddi mua h\u00e0ng \u0111\u00e3 bi\u1ebft \u0111\u1ebfn nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u m\u1edbi v\u00e0 70% ng\u01b0\u1eddi mua h\u00e0ng theo d\u00f5i c\u00e1c th\u01b0\u01a1ng hi\u1ec7u m\u00e0 h\u1ecd quan t\u00e2m tr\u00ean YouTube. Do \u0111\u00f3, s\u1ebd c\u00f3 1 trong 2 kh\u00e1ch h\u00e0ng s\u1ebd \u0111\u1ebfn c\u1eeda h\u00e0ng b\u00e1n l\u1ebb offline ho\u1eb7c k\u00eanh th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed sau khi h\u1ecd xem video YouTube.<\/span><\/p>\n

Ng\u01b0\u1eddi ti\u00eau d\u00f9ng trong khu v\u1ef1c lu\u00f4n \u01b0u ti\u00ean cho vi\u1ec7c d\u00f9ng \u0111i\u1ec7n tho\u1ea1i di \u0111\u1ed9ng, h\u1ecd l\u1ef1a ch\u1ecdn smartphone cho vi\u1ec7c t\u00ecm ki\u1ebfm v\u00e0 mua s\u1eafm online. T\u1ea1i UAE v\u00e0 KSA, t\u1ef7 l\u1ec7 s\u1eed d\u1ee5ng \u0111i\u1ec7n tho\u1ea1i di \u0111\u1ed9ng trong vi\u1ec7c truy v\u1ea5n t\u00ecm ki\u1ebfm li\u00ean quan \u0111\u1ebfn mua s\u1eafm \u0111\u00e3 \u0111\u1ea1t 70%. Ph\u1ea7n l\u1edbn ng\u01b0\u1eddi mua s\u1eafm (55%) \u1edf UAE, KSA v\u00e0 Ai C\u1eadp th\u00edch s\u1eed d\u1ee5ng \u0111i\u1ec7n tho\u1ea1i th\u00f4ng minh \u0111\u1ec3 mua s\u1eafm tr\u1ef1c tuy\u1ebfn.<\/span><\/p>\n

Mua s\u1eafm online l\u00e0 m\u1ed9t ph\u1ea7n m\u1edf r\u1ed9ng t\u1ea5t y\u1ebfu c\u1ee7a th\u00f3i quen ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u1ee7a nh\u1eefng ng\u01b0\u1eddi \u1edf MENA. H\u01a1n 60% ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u1edf khu v\u1ef1c UAE v\u00e0 KSA c\u00f9ng v\u1edbi 43% \u1edf Ai C\u1eadp \u0111\u00e3 c\u00f3 \u00edt nh\u1ea5t m\u1ed9t l\u1ea7n giao d\u1ecbch th\u00e0nh c\u00f4ng khi mua s\u1eafm online. \u0110i\u1ec1u n\u00e0y ch\u1ee9ng minh ho\u1ea1t \u0111\u1ed9ng tr\u1ef1c tuy\u1ebfn t\u1ea1i \u0111\u00e2y kh\u00f4ng thua k\u00e9m c\u00e1c th\u1ecb tr\u01b0\u1eddng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed ph\u00e1t tri\u1ec3n h\u01a1n nh\u01b0 M\u1ef9 v\u00e0 Anh, n\u01a1i m\u00e0 th\u1ecb ph\u1ea7n th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed trong t\u1ed5ng doanh s\u1ed1 b\u00e1n l\u1ebb g\u1ea5p ba \u0111\u1ebfn b\u1ed1n l\u1ea7n so v\u1edbi MENA. H\u01a1n th\u1ebf n\u1eefa, ng\u01b0\u1eddi mua h\u00e0ng tr\u1ef1c tuy\u1ebfn \u1edf UAE v\u00e0 KSA b\u1ecf s\u1ed1 ti\u1ec1n kh\u00f4ng h\u1ec1 nh\u1ecf khi mua s\u1eafm tr\u1ef1c tuy\u1ebfn khi gi\u00e1 tr\u1ecb trung b\u00ecnh m\u1ed7i \u0111\u01a1n h\u00e0ng c\u1ee7a h\u1ecd kho\u1ea3ng 150 \u0110\u00f4 la, th\u1eadm ch\u00ed l\u00e0 nhi\u1ec1u h\u01a1n so v\u1edbi c\u00e1c \u0111\u1ed1i t\u00e1c c\u1ee7a h\u1ecd \u1edf M\u1ef9 v\u00e0 Anh m\u1ed7i khi mua s\u1eafm online.<\/span><\/p>\n

Tuy nhi\u00ean, ng\u01b0\u1eddi ti\u00eau d\u00f9ng MENA v\u1eabn ch\u01b0a th\u1ef1c s\u1ef1 vi\u1ec7c mua s\u1eafm tr\u1ef1c tuy\u1ebfn v\u00e0o th\u00f3i quen mua s\u1eafm c\u1ee7a h\u1ecd. H\u1ecd c\u00f3 xu h\u01b0\u1edbng mua h\u00e0ng tr\u1ef1c tuy\u1ebfn \u00edt h\u01a1n khi mua h\u00e0ng ngay t\u1ea1i c\u1eeda h\u00e0ng. Trong khi ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u1edf M\u1ef9 th\u1ef1c hi\u1ec7n trung b\u00ecnh 19 l\u1ea7n mua h\u00e0ng tr\u1ef1c tuy\u1ebfn m\u1ed7i n\u0103m, th\u00ec ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u1edf MENA ch\u1ec9 th\u1ef1c hi\u1ec7n vi\u1ec7c n\u00e0y t\u1eeb 2 \u0111\u1ebfn 4 l\u1ea7n m\u1ed7i n\u0103m. T\u1ef7 l\u1ec7 ng\u01b0\u1eddi mua h\u00e0ng th\u1ef1c hi\u1ec7n thao t\u00e1c cu\u1ed1i khi mua h\u00e0ng online l\u00e0 ch\u1ec9 12% \u1edf UAE v\u00e0 KSA, qu\u00e1 th\u1ea5p so v\u1edbi 47% \u1edf Anh l\u00e0 m\u1ed9t v\u00ed d\u1ee5 kh\u00e1c v\u1ec1 t\u1ea7n su\u1ea5t mua h\u00e0ng th\u1ea5p c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng trong khu v\u1ef1c (xem H\u00ecnh 6).<\/span><\/p>\n

H\u00ecnh 6:<\/span><\/p>\n

Ng\u01b0\u1eddi mua h\u00e0ng \u1edf UAE, \u1ea2 R\u1eadp Saudi v\u00e0 Ai C\u1eadp chi ti\u00eau nhi\u1ec1u cho m\u1ed7i l\u1ea7n mua h\u00e0ng nh\u01b0 ng\u01b0\u1eddi mua h\u00e0ng \u1edf Anh, M\u1ef9 v\u00e0 Trung Qu\u1ed1c, nh\u01b0ng t\u1ea7n su\u1ea5t mua \u00edt h\u01a1n<\/span><\/p>\n

\"\"<\/span><\/p>\n

C\u00f3 nhi\u1ec1u nguy\u00ean nh\u00e2n khi\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng r\u1eddi kh\u1ecfi c\u00e1c giao d\u1ecbch tr\u1ef1c tuy\u1ebfn. H\u1ea1n ch\u1ebf trong vi\u1ec7c l\u1ef1a ch\u1ecdn s\u1ea3n ph\u1ea9m, th\u1eddi gian giao h\u00e0ng v\u00e0 d\u1ecbch v\u1ee5 kh\u00f4ng nh\u1ea5t qu\u00e1n v\u1edbi cam k\u1ebft \u0111\u00e3 l\u00e0m tr\u00ec ho\u00e3n vi\u1ec7c ti\u1ebfp c\u1eadn th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed trong khu v\u1ef1c. Tuy nhi\u00ean, nh\u1eefng ph\u00e1t tri\u1ec3n g\u1ea7n \u0111\u00e2y \u0111ang b\u00e1o hi\u1ec7u m\u1ed9t s\u1ef1 thay \u0111\u1ed5i trong qu\u1ef9 \u0111\u1ea1o v\u00e0 b\u01b0\u1edbc kh\u1edfi \u0111\u1ea7u c\u1ee7a m\u1ed9t ch\u01b0\u01a1ng m\u1edbi trong th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed \u1edf MENA.<\/span><\/p>\n

S\u1ef1 l\u1ef1a ch\u1ecdn s\u1ea3n ph\u1ea9m tr\u1ef1c tuy\u1ebfn \u0111ang b\u1eaft k\u1ecbp<\/span><\/h2>\n

Vi\u1ec7c ti\u1ebfp c\u1eadn c\u00e1c s\u1ea3n ph\u1ea9m c\u00f2n g\u1eb7p nhi\u1ec1u h\u1ea1n ch\u1ebf  l\u00e0 m\u1ed9t trong nh\u1eefng th\u00e1ch th\u1ee9c ch\u00ednh c\u1ea3n tr\u1edf s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed \u1edf MENA. N\u1ec1n t\u1ea3ng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed l\u1edbn nh\u1ea5t khu v\u1ef1c Souq cung c\u1ea5p kho\u1ea3ng 8.4 tri\u1ec7u s\u1ea3n ph\u1ea9m, \u00edt h\u01a1n nhi\u1ec1u so v\u1edbi 550 tri\u1ec7u s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c Amazon cung c\u1ea5p \u1edf M\u1ef9. Trong khi b\u1ed1n danh m\u1ee5c th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed h\u00e0ng \u0111\u1ea7u chi\u1ebfm m\u1ed9t n\u1eeda th\u1ecb tr\u01b0\u1eddng M\u1ef9 th\u00ec c\u00e1c danh m\u1ee5c mua s\u1eafm t\u01b0\u01a1ng t\u1ef1 n\u00e0y chi\u1ebfm 80% th\u1ecb tr\u01b0\u1eddng t\u1ea1i khu v\u1ef1c MENA.<\/span><\/p>\n

M\u00f4 h\u00ecnh doanh nghi\u1ec7p v\u1eeba v\u00e0 nh\u1ecf (SME) l\u00e0 x\u01b0\u01a1ng s\u1ed1ng c\u1ee7a vi\u1ec7c m\u1edf r\u1ed9ng c\u00e1c danh m\u1ee5c s\u1ea3n ph\u1ea9m \u1edf h\u1ea7u h\u1ebft c\u00e1c th\u1ecb tr\u01b0\u1eddng tr\u00ean th\u1ebf gi\u1edbi. T\u1ea1i M\u1ef9, m\u1ed9t n\u1eeda s\u1ed1 m\u1eb7t h\u00e0ng \u0111\u01b0\u1ee3c mua tr\u00ean Amazon \u0111\u1ebfn t\u1eeb h\u01a1n m\u1ed9t tri\u1ec7u doanh nghi\u1ec7p v\u1eeba v\u00e0 nh\u1ecf. T\u1ea1i Trung Qu\u1ed1c, Alibaba \u0111\u00e3 t\u00ecm c\u00e1ch th\u00fac \u0111\u1ea9y v\u00e0 ghi danh c\u00e1c doanh nghi\u1ec7p v\u1eeba v\u00e0 nh\u1ecf v\u00e0o th\u1ecb tr\u01b0\u1eddng c\u1ee7a m\u00ecnh, mang \u0111\u1ebfn cho ng\u01b0\u1eddi ti\u00eau d\u00f9ng nhi\u1ec1u l\u1ef1a ch\u1ecdn khi mua s\u1eafm tr\u1ef1c tuy\u1ebfn. \u0110\u00e2y kh\u00f4ng ph\u1ea3i l\u00e0 tr\u01b0\u1eddng h\u1ee3p di\u1ec5n ra \u1edf MENA. C\u00e1c doanh nghi\u1ec7p v\u1eeba v\u00e0 nh\u1ecf chi\u1ebfm kho\u1ea3ng 90% nh\u01b0ng ch\u1ec9 \u0111\u00f3ng g\u00f3p 15% \u0111\u1ebfn 30% GDP c\u1ee7a MENA, \u0111\u1ed1i l\u1eadp v\u1edbi t\u1ef7 l\u1ec7 50% th\u01b0\u1eddng th\u1ea5y \u1edf c\u00e1c th\u1ecb tr\u01b0\u1eddng ph\u00e1t tri\u1ec3n.<\/span><\/p>\n

C\u00e1c nh\u00f3m ng\u00e0nh l\u1edbn, \u0111\u1eb7c bi\u1ec7t l\u00e0 trong c\u00e1c danh m\u1ee5c c\u1ed1t l\u00f5i nh\u01b0 th\u1eddi trang v\u00e0 \u0111i\u1ec7n t\u1eed, trong l\u1ecbch s\u1eed \u0111\u00e3 th\u1ed1ng tr\u1ecb ng\u00e0nh b\u00e1n l\u1ebb \u1edf MENA. H\u1ea7u h\u1ebft c\u00e1c nh\u00f3m n\u00e0y \u0111\u1ec1u ch\u1eadm ch\u00e2n trong vi\u1ec7c \u0111\u01b0a ra nhi\u1ec1u s\u1ef1 l\u1ef1a ch\u1ecdn h\u01a1n cho nh\u1eefng c\u1eeda h\u00e0ng online l\u00e2u \u0111\u1eddi. Ng\u01b0\u1eddi ta \u01b0\u1edbc t\u00ednh r\u1eb1ng c\u00f3 g\u1ea7n 20% c\u00e1c th\u01b0\u01a1ng hi\u1ec7u th\u1eddi trang h\u00e0ng \u0111\u1ea7u th\u1ebf gi\u1edbi c\u00f3 m\u1eb7t t\u1ea1i MENA s\u1edf h\u1eefu c\u00e1c n\u1ec1n t\u1ea3ng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed t\u1ea1i \u0111\u1ecba ph\u01b0\u01a1ng, cung c\u1ea5p d\u1ecbch v\u1ee5 giao h\u00e0ng cho ng\u01b0\u1eddi ti\u00eau d\u00f9ng trong khu v\u1ef1c.<\/span><\/p>\n

S\u1ef1 m\u1ea5t c\u00e2n \u0111\u1ed1i ngu\u1ed3n cung n\u00e0y trong khu v\u1ef1c \u0111\u00e3 t\u1ea1o ra c\u01a1 h\u1ed9i cho th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed xuy\u00ean bi\u00ean gi\u1edbi, v\u1edbi nh\u1eefng nh\u00e0 cung c\u1ea5p kh\u00f4ng thu\u1ed9c khu v\u1ef1c MENA chi\u1ebfm m\u1ed9t th\u1ecb ph\u1ea7n \u0111\u00e1ng k\u1ec3 trong vi\u1ec7c thu h\u00fat s\u1ef1 quan t\u00e2m c\u1ee7a kh\u00e1ch h\u00e0ng khi mua s\u1eafm online. T\u00ednh \u0111\u1ebfn n\u0103m 2017, th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed xuy\u00ean bi\u00ean gi\u1edbi chi\u1ebfm g\u1ea7n 50% th\u1ecb tr\u01b0\u1eddng trong GCC, con s\u1ed1 n\u00e0y \u1edf m\u1ee9c d\u01b0\u1edbi 13% \u1edf Anh v\u00e0 6% \u1edf M\u1ef9 (xem H\u00ecnh 7).<\/span><\/p>\n

H\u00ecnh 7<\/span><\/p>\n

Th\u1ecb ph\u1ea7n nh\u1eadp kh\u1ea9u duy tr\u00ec \u1edf m\u1ee9c cao \u1edf th\u1ecb tr\u01b0\u1eddng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed Trung \u0110\u00f4ng v\u00e0 B\u1eafc Phi<\/span><\/p>\n

\"\"<\/span><\/p>\n

Amazon, eBay v\u00e0 AliExpress l\u00e0 m\u1ed9t tr\u01b0\u1eddng h\u1ee3p \u0111i\u1ec3n h\u00ecnh. Nh\u1eefng ng\u01b0\u1eddi tham gia cu\u1ed9c ch\u01a1i th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed to\u00e0n c\u1ea7u n\u00e0y \u0111\u00e3 t\u00edch c\u1ef1c trong vi\u1ec7c marketing t\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng MENA \u1edf t\u1ea5t c\u1ea3 danh m\u1ee5c h\u00e0ng h\u00f3a n\u00f3i chung. C\u00e1c d\u1ecbch v\u1ee5 giao h\u00e0ng ph\u1ed5 bi\u1ebfn tr\u00ean to\u00e0n c\u1ea7u nh\u01b0 Aramex, Shop & Ship, \u0111\u01b0a ra cho ng\u01b0\u1eddi mua h\u00e0ng tr\u1ef1c tuy\u1ebfn \u1edf MENA \u0111\u1ecba ch\u1ec9 giao h\u00e0ng ngay t\u1ea1i \u0111\u1ecba ph\u01b0\u01a1ng \u1edf c\u00e1c th\u00e0nh ph\u1ed1 l\u1edbn tr\u00ean th\u1ebf gi\u1edbi, t\u1ea1o \u0111i\u1ec1u ki\u1ec7n v\u1eadn chuy\u1ec3n h\u00e0ng \u0111\u1ebfn khu v\u1ef1c c\u1ee7a h\u1ecd, \u0111i\u1ec1u n\u00e0y \u0111\u00e3 h\u1ed7 tr\u1ee3 ho\u1ea1t \u0111\u1ed9ng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed to\u00e0n c\u1ea7u t\u1ea1i MENA.<\/span><\/p>\n

Danh m\u1ee5c c\u00e1c m\u1eb7t h\u00e0ng th\u1eddi trang v\u00f4 c\u00f9ng th\u00edch h\u1ee3p v\u00e0 thu\u1eadn l\u1ee3i cho th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed xuy\u00ean bi\u00ean gi\u1edbi, v\u1edbi nh\u1eefng \u0111\u01a1n v\u1ecb nh\u01b0 Yoox Net-a-Porter (YNAP), Farfetch v\u00e0 Asos v\u00f4 c\u00f9ng ch\u1ee7 \u0111\u1ed9ng khi nh\u1eafm m\u1ee5c ti\u00eau \u0111\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng MENA. H\u1ecd c\u00f2n cung c\u1ea5p c\u00e1c t\u00f9y ch\u1ecdn giao h\u00e0ng v\u00e0 tr\u1ea3 h\u00e0ng nhanh ch\u00f3ng v\u00e0 kh\u00f4ng t\u1ed1n k\u00e9m (giao h\u00e0ng trong hai ng\u00e0y v\u00e0 tr\u1ea3 h\u00e0ng mi\u1ec5n ph\u00ed trong h\u1ea7u h\u1ebft c\u00e1c tr\u01b0\u1eddng h\u1ee3p). Nh\u1eefng nh\u00e0 b\u00e1n l\u1ebb t\u1ea1i Trung Qu\u1ed1c \u0111\u00e3 t\u0103ng tr\u01b0\u1edfng doanh thu \u0111\u00e1ng k\u1ec3 v\u1edbi vi\u1ec7c kinh doanh c\u00e1c m\u1eb7t h\u00e0ng trong danh m\u1ee5c th\u1eddi trang \u0111\u01b0\u1eddng ph\u1ed1 cao c\u1ea5p, b\u1eb1ng c\u00e1ch \u0111\u1ea7u t\u01b0 v\u00e0o chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb \u0111\u1ecba ph\u01b0\u01a1ng v\u00e0 t\u00f9y ch\u1ec9nh m\u00f4 h\u00ecnh kinh doanh c\u1ee7a h\u1ecd v\u1edbi c\u00e1c trang web mua b\u00e1n ti\u1ebfng \u1ea2 R\u1eadp, kho b\u00e3i \u0111\u1ecba ph\u01b0\u01a1ng, t\u00f9y ch\u1ecdn v\u1eadn chuy\u1ec3n nhanh v\u00e0 ch\u00ednh s\u00e1ch ho\u00e0n tr\u1ea3 thu\u1eadn ti\u1ec7n. \u1ede KSA, s\u1ed1 l\u01b0\u1ee3ng truy v\u1ea5n Google T\u00ecm ki\u1ebfm nh\u1eefng nh\u00e0 cung c\u1ea5p Trung Qu\u1ed1c nh\u01b0 JollyChic v\u00e0 Shein \u0111\u00e3 t\u0103ng l\u00ean m\u1ed7i n\u0103m v\u00e0 \u1edf m\u1ee9c 60% trong ba n\u0103m qua, khi\u1ebfn h\u1ecd tr\u1edf th\u00e0nh m\u1ed9t trong nh\u1eefng \u0111i\u1ec3m \u0111\u1ebfn th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed ph\u1ed5 bi\u1ebfn nh\u1ea5t tr\u00ean th\u1ecb tr\u01b0\u1eddng. (JollyChic g\u1ea7n \u0111\u00e2y \u0111\u00e3 nh\u1eadn \u0111\u01b0\u1ee3c t\u00e0i tr\u1ee3 xoay v\u00f2ng t\u1eeb Series C, v\u1edbi m\u1ee9c \u0111\u1ecbnh gi\u00e1 1 t\u1ef7 USD \u0111\u01b0\u1ee3c b\u00e1o c\u00e1o t\u1eeb Sequoia Capital. \u0110\u00e2y l\u00e0 s\u1ef1 ph\u00e1t tri\u1ec3n \u0111\u00e1ng k\u1ec3 cho m\u1ed9t n\u1ec1n t\u1ea3ng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed t\u1eadp trung nhi\u1ec1u v\u00e0o th\u1ecb tr\u01b0\u1eddng GCC, \u0111\u1eb7c bi\u1ec7t l\u00e0 KSA.)<\/span><\/p>\n

C\u00e1c nh\u00e0 b\u00e1n l\u1ebb khu v\u1ef1c v\u00e0 nh\u1eefng \u201cng\u01b0\u1eddi ch\u01a1i\u201d th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed c\u0169ng \u0111\u00e3 ch\u00fa \u00fd \u0111\u1ebfn s\u1ef1 m\u1ea5t c\u00e2n b\u1eb1ng cung – c\u1ea7u v\u00e0 t\u1ea7m quan tr\u1ecdng c\u1ee7a c\u01a1 h\u1ed9i th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed. Khu v\u1ef1c n\u00e0y \u0111ang b\u1eaft \u0111\u1ea7u th\u1ea5y m\u1ed9t b\u01b0\u1edbc thay \u0111\u1ed5i v\u1ec1 t\u00ednh \u201cs\u1eb5n c\u00f3\u201d c\u1ee7a c\u00e1c s\u1ea3n ph\u1ea9m khi \u0111\u01b0\u1ee3c \u0111\u0103ng b\u00e1n tr\u1ef1c tuy\u1ebfn.<\/span><\/p>\n

Trong nh\u1eefng n\u0103m tr\u1edf l\u1ea1i \u0111\u00e2y, th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed \u0111\u00e3 tr\u1edf th\u00e0nh m\u1ed9t trong nh\u1eefng \u01b0u ti\u00ean chi\u1ebfn l\u01b0\u1ee3c h\u00e0ng \u0111\u1ea7u c\u1ee7a c\u00e1c t\u1eadp \u0111o\u00e0n b\u00e1n l\u1ebb l\u1edbn nh\u1ea5t \u1edf MENA. Nh\u1eefng nh\u00f3m n\u00e0y chuy\u1ec3n sang kinh doanh m\u00f4 h\u00ecnh \u0111a k\u00eanh \u0111\u00e3 \u0111\u1ea7u t\u01b0 ngu\u1ed3n l\u1ef1c \u0111\u00e1ng k\u1ec3 \u0111\u1ec3 cho ra m\u1eaft h\u01a1n 35 k\u00eanh th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed m\u1edbi k\u1ec3 t\u1eeb \u0111\u1ea7u n\u0103m 2017, bao g\u1ed3m c\u00e1c th\u01b0\u01a1ng hi\u1ec7u nh\u01b0 Ounass, Nisnass, H & M, Mothercare, HomeCentre, Centerpoint, Street Street , Ace, Lacoste, Swarovski, Level Kids v\u00e0 CarrefourNow,… M\u1ed9t v\u00e0i \u0111\u01a1n v\u1ecb trong \u0111\u00f3 \u0111\u00e3 h\u1ee3p t\u00e1c v\u1edbi nh\u1eefng ng\u01b0\u1eddi l\u00e0m trong l\u0129nh v\u1ef1c th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed to\u00e0n c\u1ea7u \u0111\u1ec3 \u0111\u1ea9y nhanh chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp c\u1eadn th\u1ecb tr\u01b0\u1eddng c\u1ee7a h\u1ecd. T\u1eadp \u0111o\u00e0n Chalhoub \u0111\u00e3 h\u1ee3p t\u00e1c v\u1edbi Farfetch \u0111\u1ec3 ra m\u1eaft trang web qu\u1ea3n l\u00fd h\u00e0ng h\u00f3a cho ng\u01b0\u1eddi ti\u00eau d\u00f9ng MENA b\u1eb1ng ti\u1ebfng \u1ea2 R\u1eadp v\u00e0 cung c\u1ea5p th\u00eam nhi\u1ec1u s\u1ef1 l\u1ef1a ch\u1ecdn s\u1ea3n ph\u1ea9m \u0111\u1ecba ph\u01b0\u01a1ng b\u1eb1ng c\u00e1ch th\u00eam c\u00e1c ch\u1ee7 \u0111\u1ec1, th\u01b0\u01a1ng hi\u1ec7u nh\u01b0\u1ee3ng quy\u1ec1n c\u1ee7a Chalhoub v\u00e0o n\u1ec1n t\u1ea3ng. Qu\u1ef9 \u0111\u1ea7u t\u01b0 Symphony Investments c\u1ee7a Mohamed Alabbar \u0111\u00e3 li\u00ean doanh v\u1edbi YNAP \u0111\u1ec3 h\u1ed7 tr\u1ee3 nh\u1eefng c\u00f4ng ty th\u1eddi trang TM\u0110T m\u1edf r\u1ed9ng trong khu v\u1ef1c.<\/span><\/p>\n

Nh\u1eefng ng\u01b0\u1eddi l\u00e0m E-commerce c\u0169ng \u0111\u00e3 th\u00eam c\u00e1c l\u1ef1a ch\u1ecdn cho s\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd, c\u1ea3 v\u1ec1 m\u1eb7t t\u1ed5 ch\u1ee9c v\u00e0 th\u00f4ng qua quan h\u1ec7 \u0111\u1ed1i t\u00e1c. Vi\u1ec7c Souq \u0111ang ti\u1ebfn h\u00e0nh gia nh\u1eadp v\u1edbi Amazon h\u1ee9a h\u1eb9n s\u1ebd mang l\u1ea1i h\u00e0ng tri\u1ec7u SKU m\u1edbi cho th\u1ecb tr\u01b0\u1eddng. C\u00f4ng ty n\u00e0y g\u1ea7n \u0111\u00e2y \u0111\u00e3 ra m\u1eaft Amazon Global Store \u1edf UAE v\u00e0 KSA, v\u1edbi giao di\u1ec7n t\u1eeb l\u1ef1a ch\u1ecdn s\u1ea3n ph\u1ea9m cho \u0111\u1ebfn ph\u01b0\u01a1ng th\u1ee9c thanh to\u00e1n \u0111\u1ec1u mang t\u00ednh \u0111\u1ecba ph\u01b0\u01a1ng. Vi\u1ec7c x\u00e2y d\u1ef1ng h\u1ec7 th\u1ed1ng kho b\u00e3i nhanh ch\u00f3ng l\u00e0 tr\u1ecdng t\u00e2m c\u1ea7n ph\u1ea3i l\u00e0m t\u1ea1i Noon. C\u00f4ng ty \u0111\u00e3 d\u1ea7n ti\u1ebfn h\u00e0nh c\u00e1c th\u1ecfa thu\u1eadn h\u1ee3p t\u00e1c v\u1edbi c\u00e1c t\u1eadp \u0111o\u00e0n b\u00e1n l\u1ebb eXtra v\u00e0 Alshaya \u0111\u1ec3 t\u0103ng c\u01b0\u1eddng c\u00e1c d\u1ecbch v\u1ee5 v\u1ec1 ng\u00e0nh h\u00e0ng \u0111i\u1ec7n t\u1eed v\u00e0 th\u1eddi trang. Th\u00f4ng qua quan h\u1ec7 \u0111\u1ed1i t\u00e1c v\u1edbi eBay, Noon h\u1ee9a h\u1eb9n s\u1ebd mang \u0111\u1ebfn cho kh\u00e1ch h\u00e0ng \u1edf MENA nh\u1eefng tr\u1ea3i nghi\u1ec7m mua s\u1eafm v\u00f4 c\u00f9ng thu\u1eadn ti\u1ec7n v\u1edbi h\u00e0ng tri\u1ec7u s\u1ea3n ph\u1ea9m m\u1edbi. V\u1edbi vi\u1ec7c m\u1edf r\u1ed9ng trong kh\u00e2u s\u1ea3n xu\u1ea5t v\u00e0 h\u1eadu c\u1ea7n t\u1ea1i Trung Qu\u1ed1c, Souq \u0111ang m\u1edf \u0111\u01b0\u1eddng cho vi\u1ec7c nh\u00e2n r\u1ed9ng c\u01a1 h\u1ed9i l\u1ef1a ch\u1ecdn s\u1ea3n ph\u1ea9m cho kh\u00e1ch h\u00e0ng v\u00e0 c\u00e2n b\u1eb1ng l\u1ea1i cu\u1ed9c ch\u01a1i v\u1edbi nh\u1eefng b\u00ean c\u00f3 tr\u1ee5 s\u1edf \u0111\u1eb7t t\u1ea1i Trung Qu\u1ed1c \u0111ang nh\u1eafm v\u00e0o khu v\u1ef1c.<\/span><\/p>\n

\u201c<\/span>S\u1ef1 th\u00e2m nh\u1eadp \u0111ang \u1edf m\u1ee9c th\u1ea5p hi\u1ec7n nay ch\u1ee7 y\u1ebfu l\u00e0 do kho\u1ea3ng c\u00e1ch l\u1edbn trong ngu\u1ed3n cung. Th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed v\u1eabn c\u00f2n m\u1edbi trong khu v\u1ef1c, nh\u01b0ng ch\u00fang ta \u0111ang \u1edf m\u1ed9t b\u01b0\u1edbc ngo\u1eb7t v\u00f4 c\u00f9ng th\u00fa v\u1ecb trong 12 th\u00e1ng s\u1eafp t\u1edbi \u0111\u00e2y.<\/span><\/i>\u201d Faraz Khalid – CEO, Noon.<\/span><\/p>\n

Th\u1ecb tr\u01b0\u1eddng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed MENA t\u01b0\u01a1ng \u0111\u1ed1i ph\u00e2n m\u1ea3nh<\/span><\/h2>\n

Souq l\u00e0 \u0111\u01a1n v\u1ecb \u0111\u1ea7u ti\u00ean tham gia v\u00e0o th\u1ecb tr\u01b0\u1eddng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed \u1edf MENA v\u00e0 ti\u1ebfp t\u1ee5c duy tr\u00ec l\u00e0 ng\u01b0\u1eddi d\u1eabn \u0111\u1ea7u. Tuy nhi\u00ean, th\u1ecb tr\u01b0\u1eddng v\u1eabn t\u01b0\u01a1ng \u0111\u1ed1i ph\u00e2n m\u1ea3nh, v\u1edbi 2 \u0111\u01a1n v\u1ecb d\u1eabn \u0111\u1ea7u chi\u1ebfm t\u1eeb 25% \u0111\u1ebfn 40% th\u1ecb tr\u01b0\u1eddng. \u0110i\u1ec1u n\u00e0y tr\u00e1i ng\u01b0\u1ee3c v\u1edbi h\u1ea7u h\u1ebft c\u00e1c th\u1ecb tr\u01b0\u1eddng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed kh\u00e1c, n\u01a1i m\u00e0 t\u1ef7 l\u1ec7 c\u1ee7a top 2 th\u01b0\u1eddng cao h\u01a1n 50% (xem H\u00ecnh 8).<\/span><\/p>\n

H\u00ecnh 8<\/span><\/p>\n

Th\u1ecb tr\u01b0\u1eddng online \u1edf Trung \u0110\u00f4ng v\u00e0 B\u1eafc Phi c\u00f3 d\u1ea5u hi\u1ec7u ph\u00e2n m\u1ea3nh h\u01a1n so v\u1edbi c\u00e1c th\u1ecb tr\u01b0\u1eddng kh\u00e1c tr\u00ean th\u1ebf gi\u1edbi, n\u01a1i m\u00e0 Top 2 d\u1eabn \u0111\u1ea7u chi\u1ebfm h\u01a1n 50% th\u1ecb ph\u1ea7n trong khu v\u1ef1c<\/span><\/p>\n

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Khi th\u1ecb tr\u01b0\u1eddng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed ph\u00e1t tri\u1ec3n v\u00e0 t\u0103ng th\u00eam s\u1ef1 c\u1ea1nh tranh, m\u1ed9t s\u1ed1 th\u1ecb tr\u01b0\u1eddng \u0111\u00e3 ch\u1ee9ng ki\u1ebfn m\u1ed9t phong tr\u00e0o h\u01b0\u1edbng t\u1edbi h\u1ee3p nh\u1ea5t. \u1ea4n \u0110\u1ed9 l\u00e0 m\u1ed9t tr\u01b0\u1eddng h\u1ee3p \u0111i\u1ec3n h\u00ecnh. N\u0103m 2005, \u1ea4n \u0110\u1ed9 l\u00e0 m\u1ed9t th\u1ecb tr\u01b0\u1eddng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed non tr\u1ebb, v\u1edbi s\u1ed1 l\u01b0\u1ee3ng ng\u01b0\u1eddi b\u00e1n l\u1edbn, bao g\u1ed3m Flipkart v\u00e0 Myntra c\u1ea1nh tranh \u0111\u1ec3 d\u1eabn \u0111\u1ea7u th\u1ecb tr\u01b0\u1eddng. Th\u1ecb tr\u01b0\u1eddng \u0111\u00e3 h\u1ee3p nh\u1ea5t v\u1edbi vi\u1ec7c Amazon v\u00e0 Flipkart n\u1eafm gi\u1eef h\u01a1n 60% th\u1ecb ph\u1ea7n. Amazon \u0111\u00e3 tri\u1ec3n khai c\u00e1c kho\u1ea3n \u0111\u1ea7u t\u01b0 \u0111\u00e1ng k\u1ec3 k\u1ec3 t\u1eeb khi gia nh\u1eadp th\u1ecb tr\u01b0\u1eddng v\u00e0o n\u0103m 2013 v\u00e0 Flipkart \u0111\u00e3 c\u1ee7ng c\u1ed1 v\u1ecb th\u1ebf c\u1ee7a m\u00ecnh th\u00f4ng qua m\u1ed9t lo\u1ea1t c\u00e1c cu\u1ed9c mua l\u1ea1i c\u00e1c \u0111\u1ed1i th\u1ee7 nh\u01b0 nh\u00e0 b\u00e1n l\u1ebb \u0111i\u1ec7n t\u1eed LetsBuy.com v\u00e0o n\u0103m 2012, nh\u00e0 b\u00e1n l\u1ebb th\u1eddi trang Myntra n\u0103m 2014 v\u00e0 eBay \u1ea4n \u0110\u1ed9 v\u00e0o n\u0103m 2017.<\/span><\/p>\n

Ng\u01b0\u1eddi l\u00e0m th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed thu\u1ea7n t\u00fay \u0111\u00e3 th\u1eafng trong v\u00f2ng \u0111\u1ea7u ti\u00ean, nh\u01b0ng tr\u00f2 ch\u01a1i v\u1eabn ti\u1ebfp t\u1ee5c<\/span><\/h2>\n

T\u00ednh \u0111\u1ebfn n\u0103m 2017, ng\u01b0\u1eddi l\u00e0m th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed thu\u1ea7n t\u00fay \u0111\u00e3 ki\u1ec3m so\u00e1t h\u01a1n 90% th\u1ecb tr\u01b0\u1eddng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed \u1edf MENA, c\u1ee7ng c\u1ed1 l\u1ee3i th\u1ebf d\u1eabn \u0111\u1ea7u c\u1ee7a h\u1ecd.<\/span><\/p>\n

\u1ede h\u1ea7u h\u1ebft c\u00e1c th\u1ecb tr\u01b0\u1eddng m\u1edbi n\u1ed5i n\u01a1i c\u01a1 s\u1edf h\u1ea1 t\u1ea7ng b\u00e1n l\u1ebb t\u01b0\u01a1ng \u0111\u1ed1i k\u00e9m ph\u00e1t tri\u1ec3n, nh\u1eefng ng\u01b0\u1eddi l\u00e0m th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed thu\u1ea7n t\u00fay \u0111\u00e3 t\u00ecm c\u00e1ch chi\u1ebfm \u0111\u01b0\u1ee3c th\u1ecb ph\u1ea7n l\u1edbn c\u1ee7a th\u1ecb tr\u01b0\u1eddng (xem H\u00ecnh 9). Tr\u01b0\u1eddng h\u1ee3p c\u1ee7a Trung Qu\u1ed1c l\u00e0 v\u00ed d\u1ee5 \u0111i\u1ec3n h\u00ecnh. V\u00e0o \u0111\u1ea7u th\u1ebf k\u1ef7 21 v\u00e0 trong v\u00f2ng 10 n\u0103m, d\u00e2n s\u1ed1 t\u1ea7ng l\u1edbp trung l\u01b0u c\u1ee7a Trung Qu\u1ed1c \u0111\u00e3 t\u0103ng g\u1ea7n 200 tri\u1ec7u ng\u01b0\u1eddi, t\u1ea1o ra nhu c\u1ea7u \u0111\u00e1ng k\u1ec3 cho c\u00e1c s\u1ea3n ph\u1ea9m b\u00e1n l\u1ebb m\u00e0 m\u1ed9t h\u1ec7 sinh th\u00e1i b\u00e1n h\u00e0ng thu\u1ea7n t\u00fay k\u00e9m ph\u00e1t tri\u1ec3n trong l\u1ecbch s\u1eed kh\u00f4ng th\u1ec3 \u0111\u00e1p \u1ee9ng. Th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed, \u0111\u1eb7c bi\u1ec7t l\u00e0 Alibaba \u0111\u00e3 n\u1ed7 l\u1ef1c gi\u1ea3i quy\u1ebft c\u00e1c th\u00e1ch th\u1ee9c h\u1ec7 sinh th\u00e1i th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed c\u1ed1t l\u00f5i trong c\u00e1c kh\u00e2u nh\u01b0 l\u1ef1a ch\u1ecdn s\u1ea3n ph\u1ea9m, thanh to\u00e1n v\u00e0 h\u1eadu c\u1ea7n, m\u1edf \u0111\u01b0\u1eddng cho th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed m\u1edf r\u1ed9ng nhanh ch\u00f3ng v\u00e0 gi\u1ea3i quy\u1ebft nhu c\u1ea7u ti\u00eau d\u00f9ng ng\u00e0y c\u00e0ng t\u0103ng. Alibaba v\u00e0 nh\u1eefng ng\u01b0\u1eddi l\u00e0m th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed thu\u1ea7n t\u00fay kh\u00e1c \u0111\u00e3 t\u00ecm c\u00e1ch chi\u1ebfm \u0111\u01b0\u1ee3c ph\u1ea7n l\u1edbn th\u1ecb tr\u01b0\u1eddng.<\/span><\/p>\n

H\u00ecnh 9<\/span><\/p>\n

Nh\u1eefng ng\u01b0\u1eddi l\u00e0m th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed thu\u1ea7n t\u00fay \u0111\u00e3 gi\u00e0nh chi\u1ebfn th\u1eafng trong tr\u1eadn chi\u1ebfn \u0111\u1ea7u ti\u00ean \u1edf khu v\u1ef1c Trung \u0110\u00f4ng v\u00e0 B\u1eafc Phi, ph\u00f9 h\u1ee3p v\u1edbi c\u00e1c th\u1ecb tr\u01b0\u1eddng m\u1edbi n\u1ed5i kh\u00e1c<\/span><\/p>\n

\"\"<\/span><\/p>\n

Ng\u01b0\u1ee3c l\u1ea1i, c\u00e1c nh\u00e0 b\u00e1n l\u1ebb truy\u1ec1n th\u1ed1ng t\u1ea1i c\u00e1c th\u1ecb tr\u01b0\u1eddng b\u00e1n l\u1ebb ph\u00e1t tri\u1ec3n nh\u01b0 M\u1ef9 v\u00e0 Anh chi\u1ebfm kho\u1ea3ng 40% th\u1ecb ph\u1ea7n. Trong khi Amazon ti\u1ebfp t\u1ee5c d\u1eabn \u0111\u1ea7u th\u1ecb tr\u01b0\u1eddng v\u1edbi g\u1ea7n 50% c\u1ed5 ph\u1ea7n th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed \u1edf M\u1ef9, c\u00e1c nh\u00e0 b\u00e1n l\u1ebb \u0111\u00e3 s\u1edbm chuy\u1ec3n sang h\u00ecnh th\u1ee9c kinh doanh th\u00f4ng qua th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed v\u00e0 t\u1eadn d\u1ee5ng l\u1ee3i th\u1ebf c\u1ea1nh tranh offline c\u1ee7a h\u1ecd \u0111\u1ec3 chuy\u1ec3n sang mua s\u1eafm tr\u1ef1c tuy\u1ebfn thu\u1eadn l\u1ee3i h\u01a1n. Nh\u00e0 b\u00e1n l\u1ebb Williams Sonoma c\u1ee7a Hoa K\u1ef3 \u0111\u00e3 s\u1edbm cho ra m\u1eaft h\u00ecnh th\u1ee9c mua s\u1eafm tr\u1ef1c tuy\u1ebfn t\u1eeb \u0111\u1ea7u th\u1ebf k\u1ef7 v\u00e0 nh\u1edd \u0111\u00f3, c\u00f4ng ty \u0111\u00e3 thu th\u1eadp \u0111\u01b0\u1ee3c d\u1eef li\u1ec7u t\u1eeb kh\u00e1ch h\u00e0ng v\u00e0 c\u00e1c ngu\u1ed3n th\u00f4ng tin kh\u00e1c. Hi\u1ec7n nay, Williams Sonoma \u0111\u00e3 t\u1ea1o ra g\u1ea7n 54% doanh s\u1ed1 b\u00e1n h\u00e0ng tr\u1ef1c tuy\u1ebfn. M\u1eb7c d\u00f9 c\u00f3 s\u1ef1 kh\u1edfi \u0111\u1ea7u ch\u1eadm ch\u1ea1p v\u00e0 chi\u1ebfm ch\u01b0a \u0111\u1ebfn 4% tr\u00ean t\u1ed5ng doanh s\u1ed1 th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed, Walmart g\u1ea7n \u0111\u00e2y \u0111\u00e3 \u0111\u1ea9y m\u1ea1nh \u0111\u1ea7u t\u01b0 th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed v\u1edbi vi\u1ec7c mua l\u1ea1i Jet.com v\u00e0 t\u1eadp trung v\u00e0o vi\u1ec7c cung c\u1ea5p tr\u1ea3i nghi\u1ec7m mua s\u1eafm t\u00edch h\u1ee3p online – offline, \u0111\u1eb7c bi\u1ec7t l\u00e0 m\u1eb7t h\u00e0ng t\u1ea1p h\u00f3a. Walmart \u0111ang hy v\u1ecdng s\u1ebd t\u0103ng th\u1ecb ph\u1ea7n hi\u1ec7n t\u1ea1i c\u1ee7a m\u00ecnh tr\u00ean th\u1ecb tr\u01b0\u1eddng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed.<\/span><\/p>\n

Nh\u1eefng ng\u01b0\u1eddi b\u00e1n truy\u1ec1n th\u1ed1ng \u1edf MENA \u0111i theo c\u00e1c chi\u1ebfn l\u01b0\u1ee3c kh\u00e1c nhau trong vi\u1ec7c ti\u1ebfp c\u1eadn th\u1ecb tr\u01b0\u1eddng. Alshaya, T\u1eadp \u0111o\u00e0n Apparel, T\u1eadp \u0111o\u00e0n Chalhoub v\u00e0 T\u1eadp \u0111o\u00e0n Landmark \u0111\u00e3 thi\u1ebft l\u1eadp m\u1ed1i quan h\u1ec7 v\u00e0 ph\u00e2n ph\u1ed1i v\u1edbi nh\u1eefng b\u00ean \u0111\u1ed1i t\u00e1c th\u1ee9 ba \u0111ang l\u00e0m e-commerce, \u0111\u1ec3 cho ra m\u1eaft th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a h\u1ecd tr\u1ef1c tuy\u1ebfn. Ng\u01b0\u1ee3c l\u1ea1i, nh\u1eefng b\u00ean nh\u01b0 Al Tayer, Al-Futtaim v\u00e0 Majid Al Futtaim ch\u1ec9 t\u1eadp trung v\u00e0o vi\u1ec7c ra m\u1eaft c\u00e1c k\u00eanh th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed c\u1ee7a ri\u00eang h\u1ecd (xem H\u00ecnh 10).<\/span><\/p>\n

S\u1ef1 t\u1eadp trung ng\u00e0y c\u00e0ng t\u0103ng cao v\u00e0o th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed \u0111ang th\u00fac \u0111\u1ea9y s\u1ef1 chuy\u1ec3n \u0111\u1ed5i l\u1edbn m\u1ea1nh trong c\u00e1c nh\u00f3m b\u00e1n l\u1ebb l\u1edbn khi h\u1ecd chuy\u1ec3n sang m\u00f4 h\u00ecnh b\u00e1n h\u00e0ng \u0111a k\u00eanh – omni channel.<\/span><\/p>\n

H\u00ecnh 10<\/span><\/p>\n

Nh\u1eefng ng\u01b0\u1eddi b\u00e1n truy\u1ec1n th\u1ed1ng \u1edf Trung \u0110\u00f4ng v\u00e0 B\u1eafc Phi \u0111\u00e3 ti\u1ebfp c\u1eadn th\u1ecb tr\u01b0\u1eddng theo nh\u1eefng c\u00e1ch kh\u00e1c nhau trong nh\u1eefng n\u0103m g\u1ea7n \u0111\u00e2y<\/span><\/p>\n

\"\"<\/span><\/p>\n

\u201c<\/span>Ch\u00fang t\u00f4i nh\u1eadn ra \u0111\u00e2y kh\u00f4ng ph\u1ea3i l\u00e0 v\u1ec1 chuy\u1ec3n \u0111\u1ed5i k\u1ef9 thu\u1eadt s\u1ed1; n\u00f3 n\u00f3i v\u1ec1 s\u1ef1 chuy\u1ec3n \u0111\u1ed5i v\u1ec1 giai \u0111o\u1ea1n.<\/span><\/i>\u201d Patrick Patrick Chalhoub, Gi\u00e1m \u0111\u1ed1c \u0111i\u1ec1u h\u00e0nh, Chalhoub Group<\/span><\/p>\n

Nh\u1eefng nh\u00e0 b\u00e1n h\u00e0ng truy\u1ec1n th\u1ed1ng c\u00f3 l\u1ee3i th\u1ebf trong vi\u1ec7c ph\u00e1t tri\u1ec3n h\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i c\u1ee7a m\u00ecnh theo xu h\u01b0\u1edbng b\u00e1n h\u00e0ng \u0111a k\u00eanh, nh\u01b0 d\u1ecbch v\u1ee5 “click \u0111\u1ec3 l\u1ea5y h\u00e0ng”, bi\u1ebfn c\u00e1c kho h\u00e0ng th\u00e0nh nh\u1eefng trung t\u00e2m ph\u00e2n ph\u1ed1i nh\u1ecf, thay \u0111\u1ed5i vai tr\u00f2 c\u1ee7a c\u1eeda h\u00e0ng t\u1eeb m\u1ed9t n\u01a1i ch\u1ec9 \u0111\u1ec3 b\u00e1n h\u00e0ng th\u00e0nh m\u1ed9t tr\u1ea3i nghi\u1ec7m v\u1eeba truy\u1ec1n th\u1ed1ng v\u1eeba \u0111\u01b0\u1ee3c c\u00f4ng ngh\u1ec7 ho\u00e1.<\/span><\/p>\n

\u201c<\/span>C\u00e1c c\u1eeda h\u00e0ng s\u1ebd ph\u1ea3i ph\u00e1t tri\u1ec3n \u0111\u1ec3 tr\u1edf th\u00e0nh trung t\u00e2m ho\u00e0n thi\u1ec7n cung c\u1ea5p cho kh\u00e1ch h\u00e0ng s\u1ef1 tr\u1ea3i nghi\u1ec7m v\u1ec1 h\u00e0nh tr\u00ecnh mua s\u1eafm c\u00e1c d\u1ecbch v\u1ee5 s\u1ed1 h\u00f3a tr\u00ean c\u00e1c \u0111i\u1ec3m ti\u1ebfp x\u00fac v\u00e0 vi\u1ec7c thanh to\u00e1n kh\u00e1c nhau.\u201d<\/span><\/i> Law Hani Weiss, Gi\u00e1m \u0111\u1ed1c \u0111i\u1ec1u h\u00e0nh c\u1ee7a Majid Al Futtaim Retail<\/span><\/p>\n

Th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n \u0111ang \u1edf m\u1ed9t c\u1ea5p \u0111\u1ed9 ph\u00e1t tri\u1ec3n kh\u00e1c th\u00f4ng qua c\u00e1c danh m\u1ee5c b\u00e1n l\u1ebb c\u1ed1t l\u00f5i<\/span><\/h2>\n

Kh\u00f4ng ph\u1ea3i t\u1ea5t c\u1ea3 c\u00e1c danh m\u1ee5c b\u00e1n l\u1ebb trong khu v\u1ef1c \u0111\u1ec1u c\u00f3 c\u00f9ng m\u1ee9c \u0111\u1ed9 tr\u01b0\u1edfng th\u00e0nh trong l\u0129nh v\u1ef1c th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed. Trong khi c\u00e1c l\u0129nh v\u1ef1c nh\u01b0 thi\u1ebft b\u1ecb \u0111i\u1ec7n t\u1eed, l\u00e0m \u0111\u1eb9p v\u00e0 ch\u0103m s\u00f3c c\u00e1 nh\u00e2n c\u00f3 m\u1ee9c \u0111\u1ed9 th\u00e2m nh\u1eadp g\u1ea7n h\u01a1n v\u1edbi nh\u1eefng g\u00ec \u0111\u01b0\u1ee3c th\u1ea5y trong c\u00e1c th\u1ecb tr\u01b0\u1eddng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed ph\u00e1t tri\u1ec3n, th\u00ec th\u1eddi trang v\u00e0 h\u00e0ng ho\u00e1 ti\u00eau d\u00f9ng v\u1eabn c\u00f2n b\u1ecb t\u1ee5t l\u00f9i ph\u00eda sau. Kh\u00f4ng gian cho s\u1ef1 t\u0103ng tr\u01b0\u1edfng l\u00e0 v\u00f4 c\u00f9ng l\u1edbn gi\u1eefa c\u00e1c danh m\u1ee5c (xem H\u00ecnh 11).<\/span><\/p>\n

H\u00ecnh 11<\/span><\/p>\n

\u0110i\u1ec7n t\u1eed v\u00e0 th\u1eddi trang l\u00e0 nh\u1eefng danh m\u1ee5c tr\u1ef1c tuy\u1ebfn l\u1edbn nh\u1ea5t hi\u1ec7n nay, trong khi danh m\u1ee5c \u0111i\u1ec7n t\u1eed, l\u00e0m \u0111\u1eb9p v\u00e0 d\u1ecbch v\u1ee5 ch\u0103m s\u00f3c c\u00e1 nh\u00e2n c\u00f3 t\u1ef7 l\u1ec7 th\u00e2m nh\u1eadp th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed cao nh\u1ea5t<\/span><\/p>\n

\"\"<\/b><\/p>\n

Thi\u1ebft b\u1ecb \u0111i\u1ec7n t\u1eed<\/b><\/p>\n

L\u0129nh v\u1ef1c \u0111i\u1ec7n t\u1eed \u0111\u00e3 \u0111i ti\u00ean phong trong vi\u1ec7c chuy\u1ec3n sang th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed trong MENA. V\u1edbi 2,9 t\u1ef7 \u0111\u00f4 la trong khu v\u1ef1c GCC v\u00e0 Ai C\u1eadp, \u0111\u00e2y l\u00e0 danh m\u1ee5c th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed l\u1edbn nh\u1ea5t v\u1edbi m\u1ee9c t\u0103ng tr\u01b0\u1edfng l\u00e0 23% m\u1ed7i n\u0103m trong v\u00e0i n\u0103m g\u1ea7n \u0111\u00e2y.<\/span><\/p>\n

Tr\u00ean c\u00f4ng c\u1ee5 T\u00ecm ki\u1ebfm Google, c\u00e1c truy v\u1ea5n li\u00ean quan \u0111\u1ebfn \u201cElectronics\u201d \u0111\u00e3 t\u0103ng g\u1ea7n 30% trong ba n\u0103m qua. \u0110i\u1ec7n t\u1eed c\u0169ng l\u00e0 danh m\u1ee5c th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed c\u00f3 t\u1ec9 l\u1ec7 th\u00e2m nh\u1eadp cao nh\u1ea5t trong khu v\u1ef1c v\u1ec1 t\u1ed5ng doanh s\u1ed1 b\u00e1n l\u1ebb ( 16% ) trong n\u0103m 2017, t\u0103ng t\u1eeb 10% trong n\u0103m 2014. V\u00e0 n\u00f3 c\u00f3 k\u00edch th\u01b0\u1edbc ti\u00eau th\u1ee5 trung b\u00ecnh cao nh\u1ea5t: $ 350 tr\u1ef1c tuy\u1ebfn so v\u1edbi $ 371 ngo\u1ea1i tuy\u1ebfn.<\/span><\/p>\n

G\u1ea7n 70% ng\u01b0\u1eddi mua s\u1eafm tr\u1ef1c tuy\u1ebfn t\u1ea1i GCC v\u00e0 Ai C\u1eadp \u0111\u00e3 mua thi\u1ebft b\u1ecb \u0111i\u1ec7n t\u1eed tr\u1ef1c tuy\u1ebfn \u00edt nh\u1ea5t m\u1ed9t l\u1ea7n, ch\u1ee7 y\u1ebfu s\u1eed d\u1ee5ng qua n\u1ec1n t\u1ea3ng \u0111i\u1ec7n tho\u1ea1i th\u00f4ng minh (56% so v\u1edbi 31% s\u1eed d\u1ee5ng m\u00e1y t\u00ednh \u0111\u1ec3 b\u00e0n). Trong<\/span><\/p>\n

khi \u0111i\u1ec7n tho\u1ea1i di \u0111\u1ed9ng chi\u1ebfm ph\u00e2n kh\u00fac l\u1edbn nh\u1ea5t trong ng\u00e0nh \u0111i\u1ec7n t\u1eed, nh\u1edd v\u00e0o s\u1ef1 t\u00edch c\u1ef1c trong v\u0103n ho\u00e1 c\u00f4ng ngh\u1ec7 cao, ph\u00e2n kh\u00fac thi\u1ebft b\u1ecb gia d\u1ee5ng v\u1eabn b\u1ecb t\u1ee5t l\u1ea1i ph\u00eda sau v\u1edbi nh\u1eefng kh\u00f3 kh\u0103n \u1edf kh\u00e2u v\u1eadn chuy\u1ec3n cu\u1ed1i..<\/span><\/p>\n

Nh\u1eefng ng\u01b0\u1eddi ch\u01a1i thu\u1ea7n t\u00fay trong l\u0129nh v\u1ef1c th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed c\u1ee7a MENA chi\u1ebfm ph\u1ea7n l\u1edbn th\u1ecb tr\u01b0\u1eddng. Souq \u0111\u00e3 l\u00e0 ng\u01b0\u1eddi ti\u00ean phong v\u00e0 d\u1eabn \u0111\u1ea7u th\u1ecb tr\u01b0\u1eddng khu v\u1ef1c, trong khi Wadi \u1edf KSA v\u00e0 Jumia \u1edf Ai C\u1eadp c\u0169ng l\u00e0 nh\u1eefng ng\u01b0\u1eddi ch\u01a1i kh\u00e1 m\u1ea1nh m\u1ebd. Noon \u0111ang gi\u00e0nh \u0111\u01b0\u1ee3c th\u1ecb ph\u1ea7n nh\u01b0 m\u1ed9t ng\u01b0\u1eddi m\u1edbi tham gia nhi\u1ec7t huy\u1ebft, v\u00e0 Awok, trong khi \u0111\u00f3, c\u1ea1nh tranh trong ph\u00e2n kh\u00fac gi\u00e1 tr\u1ecb. H\u1ea7u h\u1ebft c\u00e1c nh\u00e0 b\u00e1n l\u1ebb \u0111i\u1ec7n t\u1eed truy\u1ec1n th\u1ed1ng \u0111\u00e3 ra m\u1eaft c\u00e1c k\u00eanh th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed v\u1edbi m\u1ee9c \u0111\u1ed9 th\u00e0nh c\u00f4ng kh\u00e1c nhau cho \u0111\u1ebfn nay (xem H\u00ecnh 12).<\/span><\/p>\n

H\u00ecnh 12<\/span><\/p>\n

Nh\u1eefng c\u00e1i t\u00ean h\u00e0ng \u0111\u1ea7u trong l\u0129nh v\u1ef1c \u0111i\u1ec7n t\u1eed \u0111\u01b0\u1ee3c l\u1ef1a ch\u1ecdn \u1edf Trung \u0110\u00f4ng v\u00e0 B\u1eafc Phi<\/span><\/p>\n

\"\"<\/b><\/p>\n

Th\u1eddi trang<\/b><\/p>\n

Th\u1eddi Trang v\u1edbi th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed \u0111\u01b0\u1ee3c \u0111\u1ecbnh gi\u00e1 1,1 t\u1ef7 \u0111\u00f4 la t\u1ea1i GCC v\u00e0 Ai C\u1eadp, v\u00e0 n\u00f3 \u0111\u00e3 t\u0103ng tr\u01b0\u1edfng 20% m\u1ed7i n\u0103m trong ba n\u0103m qua. T\u1ef7 l\u1ec7 th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed trong t\u1ed5ng doanh s\u1ed1 b\u00e1n l\u1ebb \u1edf m\u1ee9c 2%, v\u1eabn c\u00f2n t\u01b0\u01a1ng \u0111\u1ed1i th\u1ea5p so v\u1edbi c\u00e1c th\u1ecb tr\u01b0\u1eddng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed ph\u00e1t tri\u1ec3n kh\u00e1c, nh\u01b0 \u1edf Anh (25%) v\u00e0 Trung Qu\u1ed1c (31%), L\u00fd do ch\u1ee7 y\u1ebfu l\u00e0 s\u1ef1 h\u1ea1n ch\u1ebf v\u1ec1 l\u1ef1a ch\u1ecdn c\u1ee7a s\u1ea3n ph\u1ea9m. G\u1ea7n 50% ng\u01b0\u1eddi mua s\u1eafm tr\u1ef1c tuy\u1ebfn t\u1ea1i GCC v\u00e0 Ai C\u1eadp \u0111\u00e3 mua c\u00e1c m\u1eb7t h\u00e0ng th\u1eddi trang tr\u1ef1c tuy\u1ebfn \u00edt nh\u1ea5t m\u1ed9t l\u1ea7n. V\u1edbi gi\u00e1 trung b\u00ecnh $ 107, k\u00edch th\u01b0\u1edbc gi\u1ecf h\u00e0ng trung b\u00ecnh tr\u1ef1c tuy\u1ebfn cao h\u01a1n $ 95 trong gi\u1ecf h\u00e0ng ph\u1ed5 th\u00f4ng.<\/span><\/p>\n

V\u1edbi g\u1ea7n 900 tri\u1ec7u USD, th\u1ecb tr\u01b0\u1eddng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed th\u1eddi trang \u0111\u01b0\u1eddng ph\u1ed1 cao c\u1ea5p chi\u1ebfm g\u1ea7n 2% t\u1ed5ng doanh s\u1ed1 b\u00e1n l\u1ebb trong danh m\u1ee5c n\u00e0y trong n\u0103m 2017. Gi\u00e0y v\u00e0 qu\u1ea7n \u00e1o n\u1eef l\u00e0 nh\u1eefng danh m\u1ee5c ph\u1ee5 l\u1edbn nh\u1ea5t. C\u1ea1nh tranh gi\u1eefa nh\u1eefng ng\u01b0\u1eddi ch\u01a1i th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed trong khu v\u1ef1c v\u00e0 qu\u1ed1c t\u1ebf \u0111ang v\u00f4 c\u00f9ng gay g\u1eaft. Namshi \u0111\u00e3 c\u00f3 nh\u1eefng b\u01b0\u1edbc \u0111i \u0111\u1ea7u ti\u00ean trong m\u1ea3ng gi\u00e0y v\u00e0 qu\u1ea7n \u00e1o; c\u00f4ng ty n\u00e0y hi\u1ec7n \u0111ang ph\u1ea3i \u0111\u1ed1i m\u1eb7t v\u1edbi s\u1ef1 c\u1ea1nh tranh \u0111\u00e1ng k\u1ec3 t\u1eeb nh\u1eefng ng\u01b0\u1eddi ch\u01a1i th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed kh\u00e1c trong khu v\u1ef1c, ch\u1eb3ng h\u1ea1n nh\u01b0 Souq v\u00e0 Noon, n\u1ed5i c\u1ed9m nh\u1ea5t \u1edf khu v\u1ef1c KSA. Nh\u1eefng ng\u01b0\u1eddi ch\u01a1i th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed c\u00f3 tr\u1ee5 s\u1edf t\u1ea1i Trung Qu\u1ed1c, d\u1eabn \u0111\u1ea7u b\u1edfi JollyChic v\u00e0 Shein, \u0111\u00e3 x\u00e2y d\u1ef1ng v\u1ecb th\u1ebf th\u1ecb tr\u01b0\u1eddng m\u1ea1nh m\u1ebd trong v\u00e0i n\u0103m qua. C\u00e1c nh\u00e0 b\u00e1n l\u1ebb Omnichannel c\u0169ng \u0111\u00e3 cho th\u1ea5y s\u1ef1 hi\u1ec7n di\u1ec7n c\u1ee7a h\u1ecd, v\u1edbi T\u1eadp \u0111o\u00e0n Landmark, T\u1eadp \u0111o\u00e0n Chalhoub, T\u1eadp \u0111o\u00e0n Al Tayer v\u00e0 T\u1eadp \u0111o\u00e0n Apparel, ra m\u1eaft c\u00e1c k\u00eanh th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed ho\u00e0n to\u00e0n m\u1edbi v\u00e0 t\u1ea1o ra m\u1ed9t h\u00ecnh th\u00e1i m\u1edbi tr\u00ean th\u1ecb tr\u01b0\u1eddng (xem H\u00ecnh 13).<\/span><\/p>\n

H\u00ecnh 13<\/span><\/p>\n

Nh\u1eefng ng\u01b0\u1eddi \u0111ang l\u00e0m trong l\u0129nh v\u1ef1c th\u1eddi trang \u0111\u01b0\u1eddng ph\u1ed1 \u0111\u01b0\u1ee3c l\u1ef1a ch\u1ecdn \u1edf Trung \u0110\u00f4ng v\u00e0 B\u1eafc Phi<\/span><\/p>\n

\"\"<\/span><\/p>\n

V\u1edbi th\u1ecb tr\u01b0\u1eddng \u01b0\u1edbc t\u00ednh 200 tri\u1ec7u USD, th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed th\u1eddi trang xa x\u1ec9 \u0111\u00e3 ph\u00e1t tri\u1ec3n v\u1edbi t\u1ed1c \u0111\u1ed9 nhanh h\u01a1n th\u1eddi trang \u0111\u01b0\u1eddng ph\u1ed1 cao c\u1ea5p. N\u00f3 chi\u1ebfm 7% t\u1ed5ng doanh s\u1ed1 b\u00e1n l\u1ebb th\u1eddi trang xa x\u1ec9. V\u1edbi m\u1ed9t th\u1eddi gian d\u00e0i b\u1ecb chi ph\u1ed1i b\u1edfi nh\u1eefng c\u00e1i t\u00ean m\u00e1u m\u1eb7t trong l\u0129nh v\u1ef1c th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed xa x\u1ec9 to\u00e0n c\u1ea7u nh\u01b0 Net-A-Porter v\u00e0 Farfetch, th\u00ec gi\u1edd \u0111\u00e2y c\u00e1c nh\u00e0 b\u00e1n l\u1ebb \u0111a k\u00eanh trong khu v\u1ef1c \u0111\u00e3 c\u00f3 th\u1ec3 b\u1eaft k\u1ecbp, v\u1edbi Ounass v\u00e0 Level Shoes c\u00f3 \u0111\u01b0\u1ee3c l\u1ef1c k\u00e9o \u0111\u00e1ng k\u1ec3. Quan h\u1ec7 \u0111\u1ed1i t\u00e1c Chalhoub-Farfetch v\u00e0 Alabbar-YNAP s\u1ebd th\u00fac \u0111\u1ea9y t\u0103ng tr\u01b0\u1edfng th\u1ecb tr\u01b0\u1eddng v\u00e0 cung c\u1ea5p nhi\u1ec1u l\u1ef1a ch\u1ecdn s\u1ea3n ph\u1ea9m h\u01a1n cho ng\u01b0\u1eddi mua s\u1eafm MENA (xem H\u00ecnh 14).<\/span><\/p>\n

H\u00ecnh 14<\/span><\/p>\n

Nh\u1eefng c\u00e1i t\u00ean \u0111\u01b0\u1ee3c l\u1ef1a ch\u1ecdn trong trong b\u1ee9c tranh th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed v\u1ec1 Th\u1eddi trang cao c\u1ea5p<\/span><\/p>\n

\"\"<\/b><\/p>\n

L\u00e0m \u0111\u1eb9p v\u00e0 ch\u0103m s\u00f3c c\u00e1 nh\u00e2n<\/b><\/p>\n

L\u00e0m \u0111\u1eb9p v\u00e0 ch\u0103m s\u00f3c c\u00e1 nh\u00e2n l\u00e0 h\u1ea1ng m\u1ee5c c\u00f3 t\u1ef7 l\u1ec7 th\u00e2m nh\u1eadp cao th\u1ee9 hai trong khu v\u1ef1c, v\u1edbi quy m\u00f4 th\u1ecb tr\u01b0\u1eddng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed kho\u1ea3ng 1 t\u1ef7 \u0111\u00f4 la t\u1ea1i GCC v\u00e0 Ai C\u1eadp. V\u00e0 v\u1edbi th\u1ecb ph\u1ea7n th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed tr\u00ean t\u1ed5ng doanh s\u1ed1 b\u00e1n l\u1ebb \u1edf m\u1ee9c 11%, danh m\u1ee5c mang t\u00ednh khu v\u1ef1c d\u1eabn \u0111\u1ea7u h\u1ea7u h\u1ebft c\u00e1c th\u1ecb tr\u01b0\u1eddng ph\u00e1t tri\u1ec3n v\u1ec1 th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed nh\u01b0 M\u1ef9 v\u00e0 Anh, \u0111\u1ee9ng \u1edf m\u1ee9c 8% \u0111\u1ebfn 9%. Ph\u00e2n kh\u00fac l\u00e0m \u0111\u1eb9p cao c\u1ea5p chi\u1ebfm 1\/5 th\u1ecb tr\u01b0\u1eddng, \u01b0\u1edbc t\u00ednh tr\u1ecb gi\u00e1 200 tri\u1ec7u USD.<\/span><\/p>\n

Gia t\u0103ng ni\u1ec1m tin c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng trong vi\u1ec7c x\u00e1c th\u1ef1c c\u00e1c s\u1ea3n ph\u1ea9m n\u1ec1n t\u1ea3ng, l\u0129nh v\u1ef1c l\u00e0m \u0111\u1eb9p, l\u0129nh v\u1ef1c c\u1ea7n d\u00e0nh s\u1ef1 t\u1eadp trung ch\u00ednh \u0111\u00e3 ph\u00e1t tri\u1ec3n. S\u1ef1 ra m\u1eaft c\u1ee7a nh\u1eefng nh\u00e3n hi\u1ec7u l\u00e0m \u0111\u1eb9p \u0111\u1ebfn t\u1eeb \u1ea2 R\u1eadp \u0111\u00e3 th\u00fac \u0111\u1ea9y th\u00eam s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a danh m\u1ee5c n\u00e0y. V\u00ed d\u1ee5, Namshi \u0111\u00e3 khai tr\u01b0\u01a1ng m\u1ed9t nh\u00e1nh th\u01b0\u01a1ng hi\u1ec7u l\u00e0m \u0111\u1eb9p v\u00e0 n\u01b0\u1edbc hoa v\u00e0o n\u0103m 2015, v\u00e0 Souq h\u1ee3p t\u00e1c v\u1edbi N\u01b0\u1edbc Hoa Rasari \u0111\u1ec3 m\u1edf r\u1ed9ng b\u1ed9 s\u01b0u t\u1eadp n\u01b0\u1edbc hoa Ph\u01b0\u01a1ng \u0110\u00f4ng c\u1ee7a h\u1ecd v\u00e0o n\u0103m 2016. Ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i v\u00e0 s\u1ef1 ph\u1ed5 bi\u1ebfn ng\u00e0y c\u00e0ng t\u0103ng c\u1ee7a nh\u1eefng ng\u01b0\u1eddi c\u00f3 \u1ea3nh h\u01b0\u1edfng tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i \u0111\u00e3 \u0111\u00f3ng vai tr\u00f2 quan tr\u1ecdng trong vi\u1ec7c thu h\u00fat ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 th\u00fac \u0111\u1ea9y vi\u1ec7c mua b\u00e1n tr\u1ef1c tuy\u1ebfn. V\u00ed d\u1ee5, Huda Kattan \u0111\u00e3 thi\u1ebft l\u1eadp \u0111\u01b0\u1ee3c s\u1ef1 hi\u1ec7n di\u1ec7n \u0111\u00e1ng k\u1ec3 c\u1ee7a m\u00ecnh tr\u00ean YouTube (2,4 tri\u1ec7u ng\u01b0\u1eddi \u0111\u0103ng k\u00fd; 100 tri\u1ec7u l\u01b0\u1ee3t xem video) v\u00e0 qu\u1ea3n l\u00fd \u0111\u1ec3 x\u00e2y d\u1ef1ng m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u l\u00e0m \u0111\u1eb9p \u0111\u1ea7y h\u1ee9a h\u1eb9n, Huda Beauty, t\u1eeb \u0111\u00f3 \u0111ang th\u00fac \u0111\u1ea9y nhu c\u1ea7u mua s\u1eafm tr\u1ef1c tuy\u1ebfn.<\/span><\/p>\n

G\u1ea7n 60% ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u1edf GCC v\u00e0 Ai C\u1eadp \u0111\u00e3 c\u00f3 \u00edt nh\u1ea5t m\u1ed9t l\u1ea7n mua nh\u1eefng s\u1ea3n ph\u1ea9m l\u00e0m \u0111\u1eb9p online, ch\u1ee7 y\u1ebfu th\u00f4ng qua \u0111i\u1ec7n tho\u1ea1i th\u00f4ng minh v\u1edbi 57%, 29% l\u00e0 s\u1eed d\u1ee5ng m\u00e1y t\u00ednh \u0111\u1ec3 b\u00e0n. K\u00edch th\u01b0\u1edbc gi\u1ecf h\u00e0ng tr\u1ef1c tuy\u1ebfn trung b\u00ecnh l\u00e0 $ 90, l\u1edbn h\u01a1n so v\u1edbi t\u1ea1i c\u1eeda h\u00e0ng l\u00e0 $ 59.<\/span><\/p>\n

L\u0129nh v\u1ef1c l\u00e0m \u0111\u1eb9p trong th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed \u0111ang ph\u1ea3i \u0111\u1ed1i m\u1eb7t v\u1edbi s\u1ef1 c\u1ea1nh tranh \u0111\u00e1ng k\u1ec3 gi\u1eefa nh\u1eefng ng\u01b0\u1eddi l\u00e0m th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed trong khu v\u1ef1c v\u00e0 c\u00e1c nh\u00e0 b\u00e1n l\u1ebb \u0111a k\u00eanh. Trong khi Souq l\u00e0 c\u00f4ng ty d\u1eabn \u0111\u1ea7u th\u1ecb tr\u01b0\u1eddng hi\u1ec7n t\u1ea1i trong danh m\u1ee5c n\u00e0y th\u00ec Sephora \u0111\u00e3 thi\u1ebft l\u1eadp m\u1ed9t v\u1ecb tr\u00ed v\u00f4 c\u00f9ng m\u1ea1nh trong ph\u00e2n kh\u00fac. Cu\u1ed9c chi\u1ebfn ng\u00e0y c\u00e0ng kh\u1ed1c li\u1ec7t h\u01a1n khi xu\u1ea5t hi\u1ec7n nh\u1eefng \u201cng\u01b0\u1eddi ch\u01a1i\u201d kh\u00e1c nh\u01b0 Ounass, Wojooh, Estee Lauder, MAC, noon v\u00e0 Namshi hay nh\u01b0 JollyChic c\u00f3 tr\u1ee5 s\u1edf t\u1ea1i Trung Qu\u1ed1c \u0111\u00e3 b\u1eaft \u0111\u1ea7u b\u01b0\u1edbc v\u00e0o th\u1ecb tr\u01b0\u1eddng (xem H\u00ecnh 15).<\/span><\/p>\n

H\u00ecnh 15<\/span><\/p>\n

Nh\u1eefng nh\u00e0 b\u00e1n h\u00e0ng danh m\u1ee5c l\u00e0m \u0111\u1eb9p \u0111\u01b0\u1ee3c tuy\u1ec3n ch\u1ecdn t\u1ea1i th\u1ecb tr\u01b0\u1eddng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed Trung \u0110\u00f4ng v\u00e0 B\u1eafc Phi<\/span><\/p>\n

\"\"<\/b><\/p>\n

C\u1eeda h\u00e0ng t\u1ea1p h\u00f3a<\/b><\/p>\n

H\u00e0ng t\u1ea1p h\u00f3a l\u00e0 danh m\u1ee5c trong th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed c\u00f3 t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng nhanh nh\u1ea5t trong ba n\u0103m qua v\u1edbi h\u01a1n 250%. M\u1eb7c d\u00f9 t\u0103ng tr\u01b0\u1edfng theo c\u1ea5p s\u1ed1 nh\u00e2n, tuy nhi\u00ean, h\u00e0ng t\u1ea1p h\u00f3a v\u1eabn l\u00e0 lo\u1ea1i h\u00ecnh b\u00e1n l\u1ebb \u00edt \u0111\u01b0\u1ee3c th\u00e2m nh\u1eadp nh\u1ea5t, ch\u01b0a \u0111\u1ebfn 1% t\u1ed5ng doanh s\u1ed1 b\u00e1n h\u00e0ng v\u00ec n\u00f3 c\u00f3 m\u1eb7t \u1edf h\u1ea7u h\u1ebft c\u00e1c th\u1ecb tr\u01b0\u1eddng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed ph\u00e1t tri\u1ec3n. V\u1edbi quy m\u00f4 th\u1ecb tr\u01b0\u1eddng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed \u01b0\u1edbc t\u00ednh g\u1ea7n 200 tri\u1ec7u \u0111\u00f4 la t\u1ea1i GCC v\u00e0 Ai C\u1eadp, g\u1ea7n 60% ng\u01b0\u1eddi mua h\u00e0ng t\u1ea1p h\u00f3a trong khu v\u1ef1c ch\u01b0a bao gi\u1edd mua c\u00e1c m\u1eb7t h\u00e0ng n\u00e0y tr\u1ef1c tuy\u1ebfn v\u00e0 k\u00edch th\u01b0\u1edbc gi\u1ecf h\u00e0ng online ($144) cao h\u01a1n \u0111\u00e1ng k\u1ec3 so v\u1edbi mua t\u1ea1i c\u1eeda h\u00e0ng ($68).<\/span><\/p>\n

Carrefour v\u1eabn duy tr\u00ec l\u00e0 ng\u01b0\u1eddi d\u1eabn \u0111\u1ea7u danh m\u1ee5c n\u00e0y \u1edf UAE, n\u01a1i m\u00e0 c\u00f4ng ty n\u00e0y b\u1eaft \u0111\u1ea7u v\u1eadn h\u00e0nh tr\u1ef1c tuy\u1ebfn. Ngo\u00e0i ra, th\u1ecb tr\u01b0\u1eddng \u0111\u00e3 \u0111\u1ea1t \u0111\u01b0\u1ee3c l\u1ef1c k\u00e9o trong MENA. C\u1ee5 th\u1ec3 trong KSA, th\u01b0\u01a1ng hi\u1ec7u baqalas \u0111\u00e3 \u0111\u00f3ng m\u1ed9t vai tr\u00f2 quan tr\u1ecdng trong th\u1ecb tr\u01b0\u1eddng kinh doanh h\u00e0ng t\u1ea1p h\u00f3a trong l\u1ecbch s\u1eed \u1edf \u0111\u1ecba ph\u01b0\u01a1ng, m\u1eb7c d\u00f9 v\u1eabn c\u00f3 nh\u1eefng th\u00e1ch th\u1ee9c v\u1ec1 m\u1eb7t h\u1eadu c\u1ea7n nh\u01b0ng c\u01a1 h\u1ed9i \u0111\u1ec3 \u0111\u01b0a nh\u1eefng ng\u01b0\u1eddi ch\u01a1i online th\u00f4ng qua c\u00e1c th\u1ecb tr\u01b0\u1eddng kh\u00e1c l\u00e0 r\u1ea5t \u0111\u00e1ng k\u1ec3. V\u0103n h\u00f3a giao h\u00e0ng drive-through v\u00e0 giao h\u00e0ng qua \u0111i\u1ec7n tho\u1ea1i h\u1ee9a h\u1eb9n s\u1ebd gi\u00fap vi\u1ec7c chuy\u1ec3n \u0111\u1ed5i sang mua s\u1eafm tr\u1ef1c tuy\u1ebfn d\u1ec5 d\u00e0ng h\u01a1n \u1edf MENA. M\u1ed9t v\u00e0i ng\u01b0\u1eddi ch\u01a1i \u0111\u00e3 cho th\u1ea5y s\u1ef1 ti\u1ebfn b\u1ed9 trong vi\u1ec7c gi\u1ea3i quy\u1ebft c\u01a1 h\u1ed9i n\u00e0y, c\u1ee5 th\u1ec3 l\u00e0 InstaShop, Trolley v\u00e0 El Grocer \u1edf UAE; Todoorstep v\u00e0 Nana Direct trong KSA; Knockmart v\u00e0 Dakakyn \u1edf Ai C\u1eadp. Nh\u1eefng ng\u01b0\u1eddi ch\u01a1i \u1edf th\u1ecb tr\u01b0\u1eddng ng\u00e1ch v\u1edbi v\u1edbi s\u1ef1 \u0111\u1ec1 xu\u1ea5t gi\u00e1 tr\u1ecb \u0111\u1ed9c \u0111\u00e1o c\u0169ng \u0111ang ho\u1ea1t \u0111\u1ed9ng tr\u00ean th\u1ecb tr\u01b0\u1eddng – Sanadeeg cho c\u00e1c \u0111\u01a1n \u0111\u1eb7t h\u00e0ng s\u1ed1 l\u01b0\u1ee3ng l\u1edbn v\u00e0 Kibsons cho c\u00e1c m\u1eb7t h\u00e0ng th\u1ef1c ph\u1ea9m t\u01b0\u01a1i s\u1ed1ng \u1edf UAE. Nh\u1eefng ng\u01b0\u1eddi ch\u01a1i cung c\u1ea5p nhi\u1ec1u danh m\u1ee5c h\u00e0ng h\u00f3a, v\u00ed d\u1ee5 nh\u01b0 Souq v\u00e0 noon, h\u1ecd b\u00e1n nh\u1eefng m\u1eb7t h\u00e0ng thu\u1ed9c danh m\u1ee5c h\u00e0ng t\u1ea1p h\u00f3a, nh\u01b0ng v\u1eabn ch\u01b0a cho ra m\u1eaft c\u00e1c s\u1ea3n ph\u1ea9m thu\u1ed9c m\u1eb7t h\u00e0ng d\u1ec5 h\u1ecfng cho c\u1eeda h\u00e0ng c\u1ee7a m\u00ecnh (xem H\u00ecnh 16).<\/span><\/p>\n

H\u00ecnh 16<\/span><\/p>\n

Nh\u1eefng nh\u00e0 b\u00e1n h\u00e0ng t\u1ea1p h\u00f3a \u0111\u01b0\u1ee3c tuy\u1ec3n ch\u1ecdn t\u1ea1i th\u1ecb tr\u01b0\u1eddng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed Trung \u0110\u00f4ng v\u00e0 B\u1eafc Phi<\/span><\/p>\n

\"\"<\/span><\/h2>\n

T\u01b0\u01a1ng lai \u0111\u1ea7y h\u1ee9a h\u1eb9n<\/span><\/h2>\n

M\u1eb7c d\u00f9 \u0111\u01b0\u1ee3c cho l\u00e0 mu\u1ed9n \u0111\u1ec3 b\u1eaft \u0111\u1ea7u, song th\u1ecb tr\u01b0\u1eddng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed MENA \u0111\u00e3 t\u1ea1o ra nhi\u1ec1u \u0111\u00f2n b\u1ea9y trong v\u00e0i n\u0103m qua. Khu v\u1ef1c n\u00e0y v\u1eabn \u0111ang b\u1eaft \u0111\u1ea7u m\u1ed9t chu k\u1ef3 \u00e1p d\u1ee5ng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed v\u00e0 t\u01b0\u01a1ng lai c\u00f3 th\u1ec3 s\u1ebd c\u00f3 nhi\u1ec1u h\u00ecnh th\u1ee9c kh\u00e1c.<\/span><\/p>\n

Con \u0111\u01b0\u1eddng t\u0103ng tr\u01b0\u1edfng c\u1ee7a th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed \u0111\u00e3 thay \u0111\u1ed5i t\u00f9y thu\u1ed9c v\u00e0o th\u1ecb tr\u01b0\u1eddng. T\u1ea1i c\u00e1c th\u1ecb tr\u01b0\u1eddng b\u00e1n l\u1ebb \u0111\u01b0\u1ee3c thi\u1ebft l\u1eadp t\u1ed1t, ch\u1eb3ng h\u1ea1n nh\u01b0 M\u1ef9, s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed l\u00e0 tuy\u1ebfn t\u00ednh v\u00e0 ph\u1ea3i m\u1ea5t h\u01a1n hai th\u1eadp k\u1ef7 \u0111\u1ec3 th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed \u0111\u1ea1t \u0111\u01b0\u1ee3c 12% tr\u00ean t\u1ed5ng doanh s\u1ed1 b\u00e1n l\u1ebb. \u1ede c\u00e1c th\u1ecb tr\u01b0\u1eddng kh\u00e1c, v\u00ed d\u1ee5 \u1edf Trung Qu\u1ed1c, n\u01a1i h\u1ec7 sinh th\u00e1i b\u00e1n l\u1ebb truy\u1ec1n th\u1ed1ng k\u00e9m ph\u00e1t tri\u1ec3n trong l\u1ecbch s\u1eed, t\u0103ng tr\u01b0\u1edfng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed \u0111\u00e3 ph\u00e1t tri\u1ec3n nhanh h\u01a1n \u0111\u00e1ng k\u1ec3, v\u1edbi th\u1ecb ph\u1ea7n th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed trong t\u1ed5ng doanh s\u1ed1 b\u00e1n l\u1ebb t\u0103ng l\u00ean 14% ch\u1ec9 sau 8 n\u0103m (xem H\u00ecnh 17) .<\/span><\/p>\n

H\u00ecnh 17<\/span><\/p>\n

Con \u0111\u01b0\u1eddng t\u0103ng tr\u01b0\u1edfng c\u1ee7a th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed kh\u00e1c nhau \u1edf m\u1ed7i th\u1ecb tr\u01b0\u1eddng; v\u00ed d\u1ee5, t\u0103ng tr\u01b0\u1edfng \u1edf M\u1ef9 l\u00e0 tuy\u1ebfn t\u00ednh so v\u1edbi t\u0103ng tr\u01b0\u1edfng \u1edf Trung Qu\u1ed1c<\/span><\/p>\n

\"\"<\/span><\/p>\n

B\u00ean c\u1ea1nh s\u1ef1 s\u1eb5n s\u00e0ng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a nhi\u1ec1u y\u1ebfu t\u1ed1 kh\u00e1c trong h\u1ec7 sinh th\u00e1i, s\u1ef1 gia nh\u1eadp c\u1ee7a nh\u1eefng ng\u01b0\u1eddi l\u00e0m th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed l\u1edbn c\u00f3 th\u1ec3 gi\u00fap \u0111\u1ea9y nhanh s\u1ef1 chuy\u1ec3n \u0111\u1ed5i sang th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed. \u1ea4n \u0110\u1ed9 l\u00e0 m\u1ed9t tr\u01b0\u1eddng h\u1ee3p \u0111i\u1ec3n h\u00ecnh. Tr\u01b0\u1edbc khi Amazon ra m\u1eaft, th\u1ecb tr\u01b0\u1eddng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed \u1edf \u1ea4n \u0110\u1ed9 \u0111\u00e3 t\u0103ng 38% m\u1ed7i n\u0103m t\u1eeb n\u0103m 2009 \u0111\u1ebfn 2012. Sau khi Amazon th\u00e2m nh\u1eadp v\u00e0o n\u0103m 2013, th\u1ecb tr\u01b0\u1eddng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed \u1ea4n \u0110\u1ed9 \u0111\u00e3 tr\u1ea3i qua th\u1eddi k\u1ef3 v\u00f4 c\u00f9ng \u0111\u1ec9nh cao. T\u0103ng tr\u01b0\u1edfng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed t\u0103ng h\u01a1n g\u1ea5p \u0111\u00f4i, trung b\u00ecnh 88% m\u1ed7i n\u0103m k\u1ec3 t\u1eeb 2013-2016, trong khi th\u00e2m nh\u1eadp th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed t\u0103ng t\u1eeb 0,4% n\u0103m 2013 l\u00ean 1,8% v\u00e0o n\u0103m 2016. S\u1ef1 ra m\u1eaft c\u1ee7a Amazon Prime v\u00e0o n\u0103m 2016 \u0111\u00f3ng vai tr\u00f2 l\u00e0 ch\u1ea5t x\u00fac t\u00e1c, v\u1edbi s\u1ef1 th\u00e2m nh\u1eadp c\u1ee7a th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed t\u0103ng l\u00ean 2,5% trong n\u0103m ti\u1ebfp theo (xem H\u00ecnh 18).<\/span><\/p>\n

H\u00ecnh 18<\/span><\/p>\n

S\u1ef1 gia nh\u1eadp c\u1ee7a l\u01b0\u1ee3ng l\u1edbn nh\u1eefng ng\u01b0\u1eddi l\u00e0m th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed c\u00f3 th\u1ec3 gi\u00fap \u0111\u1ea9y nhanh s\u1ef1 thay \u0111\u1ed5i, v\u00ed d\u1ee5 nh\u01b0 s\u1ef1 gia nh\u1eadp c\u1ee7a Amazon v\u00e0 ra m\u1eaft Amazon Prime v\u00f4 c\u00f9ng n\u1ed5i b\u1eadt \u1edf \u1ea4n \u0110\u1ed9<\/span><\/p>\n

\"\"<\/span><\/p>\n

Ch\u00fang ta c\u00f3 th\u1ec3 \u01b0\u1edbc t\u00ednh r\u1eb1ng th\u1ecb tr\u01b0\u1eddng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed \u1edf MENA c\u00f3 ti\u1ec1m n\u0103ng t\u0103ng tr\u01b0\u1edfng g\u1ea5p 3,5 l\u1ea7n v\u00e0o n\u0103m 2022, \u0111\u1ea1t t\u1ed5ng quy m\u00f4 th\u1ecb tr\u01b0\u1eddng l\u00e0 28,5 t\u1ef7 \u0111\u00f4 la v\u00e0 t\u1ef7 l\u1ec7 th\u00e2m nh\u1eadp 7% t\u1ed5ng doanh s\u1ed1 b\u00e1n l\u1ebb, t\u01b0\u01a1ng t\u1ef1 nh\u01b0 nh\u1eefng g\u00ec \u0111\u01b0\u1ee3c th\u1ea5y \u1edf ch\u00e2u \u00c2u ng\u00e0y nay ( xem h\u00ecnh 19).<\/span><\/p>\n

H\u00ecnh 19<\/span><\/p>\n

V\u1edbi c\u00e1c nguy\u00ean t\u1eafc c\u01a1 b\u1ea3n \u0111\u00fang \u0111\u1eafn t\u1ea1i th\u1ecb tr\u01b0\u1eddng, quy m\u00f4 cho ng\u00e0nh th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed \u1edf Trung \u0110\u00f4ng v\u00e0 B\u1eafc Phi (MENA) d\u1ef1 ki\u1ebfn s\u1ebd t\u0103ng l\u00ean g\u1ea5p b\u1ed1n l\u1ea7n hi\u1ec7n t\u1ea1i<\/span><\/p>\n

\"\"<\/span><\/p>\n

D\u1ef1 b\u00e1o c\u1ee7a ch\u00fang t\u00f4i k\u00eau g\u1ecdi th\u1ecb tr\u01b0\u1eddng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed KSA t\u0103ng tr\u01b0\u1edfng 27% m\u1ed7i n\u0103m, \u0111\u1ea1t kho\u1ea3ng 10 t\u1ef7 \u0111\u00f4 la v\u00e0o n\u0103m 2022, v\u1edbi t\u1ef7 l\u1ec7 t\u1ed5ng doanh s\u1ed1 b\u00e1n l\u1ebb \u1edf m\u1ee9c 8%. T\u1ea7ng l\u1edbp trung l\u01b0u \u0111\u01b0\u1ee3c m\u1edf r\u1ed9ng, vai tr\u00f2 c\u1ee7a ph\u1ee5 n\u1eef ng\u00e0y c\u00e0ng t\u0103ng cao trong l\u1ef1c l\u01b0\u1ee3ng lao \u0111\u1ed9ng, c\u1ea3i thi\u1ec7n c\u00f4ng t\u00e1c h\u1eadu c\u1ea7n v\u00e0 ti\u1ebfp c\u1eadn c\u00e1c s\u1ea3n ph\u1ea9m tr\u1ef1c tuy\u1ebfn \u1edf c\u00e1c th\u00e0nh ph\u1ed1 c\u1ea5p 2 v\u00e0 c\u1ea5p 3 l\u00e0 nh\u1eefng \u0111\u1ed9ng l\u1ef1c ch\u00ednh cho s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a th\u1ecb tr\u01b0\u1eddng.<\/span><\/p>\n

\u201c<\/span>Th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed \u0111\u00e3 cho ch\u00fang t\u00f4i quy\u1ec1n ti\u1ebfp c\u1eadn v\u00e0o m\u1ed9t nh\u00f3m kh\u00e1ch h\u00e0ng ho\u00e0n to\u00e0n m\u1edbi \u1edf c\u00e1c v\u00f9ng xa, khu v\u1ef1c ph\u00e1t tri\u1ec3n nhanh nh\u1ea5t c\u1ee7a ch\u00fang t\u00f4i ng\u00e0y h\u00f4m nay<\/span><\/i>.\u201d Law Abdulkarim A. Alagil, CEO, Jarir Bookstore<\/span><\/p>\n

Ch\u00fang t\u00f4i d\u1ef1 b\u00e1o th\u1ecb tr\u01b0\u1eddng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed UAE s\u1ebd t\u0103ng tr\u01b0\u1edfng 31% m\u1ed7i n\u0103m, \u0111\u1ea1t 9 t\u1ef7 USD v\u00e0o n\u0103m 2022 v\u00e0 ch\u00fang t\u00f4i hy v\u1ecdng c\u00f3 nhi\u1ec1u s\u1ef1 l\u1ef1a ch\u1ecdn s\u1ea3n ph\u1ea9m h\u01a1n, s\u1ef1 gia nh\u1eadp c\u1ee7a nh\u1eefng ng\u01b0\u1eddi ch\u01a1i m\u1edbi v\u00e0 \u0111\u1ed5i m\u1edbi trong c\u00e1c m\u00f4 h\u00ecnh kinh doanh s\u1ebd \u0111\u00f3ng vai tr\u00f2 quan tr\u1ecdng trong s\u1ef1 t\u0103ng tr\u01b0\u1edfng n\u00e0y.<\/span><\/p>\n

\u1ede Ai C\u1eadp, ch\u00fang ta th\u1ea5y th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed t\u0103ng 33% m\u1ed7i n\u0103m v\u00e0 \u0111\u1ea1t 3 t\u1ef7 \u0111\u00f4 la v\u00e0o n\u0103m 2022. S\u1ef1 th\u00e2m nh\u1eadp c\u1ee7a Internet c\u00f4ng ngh\u1ec7 cao v\u00e0 m\u1edf r\u1ed9ng l\u1ef1a ch\u1ecdn s\u1ea3n ph\u1ea9m t\u1eeb nh\u1eefng ng\u01b0\u1eddi ch\u01a1i m\u1edbi \u1edf \u0111\u1ecba ph\u01b0\u01a1ng v\u00e0 hi\u1ec7n s\u1eb5n c\u00f3 trong khu v\u1ef1c c\u0169ng nh\u01b0 c\u1ea3i thi\u1ec7n c\u01a1 s\u1edf h\u1ea1 t\u1ea7ng h\u1eadu c\u1ea7n v\u00e0 thanh to\u00e1n l\u00e0 m\u1ed9t trong nh\u1eefng ch\u00eca kh\u00f3a h\u1ed7 tr\u1ee3 t\u0103ng tr\u01b0\u1edfng (xem H\u00ecnh 20).<\/span><\/p>\n

H\u00ecnh 20<\/span><\/p>\n

Thi\u1ebft b\u1ecb \u0111i\u1ec7n t\u1eed, th\u1eddi trang, h\u00e0ng t\u1ea1p h\u00f3a l\u00e0 nh\u1eefng m\u1eb7t h\u00e0ng \u0111\u01b0\u1ee3c k\u1ef3 v\u1ecdng s\u1ebd \u0111\u1ea1t t\u0103ng tr\u01b0\u1edfng cao nh\u1ea5t, v\u1edbi danh m\u1ee5c \u0111\u1ed3 \u0111i\u1ec7n t\u1eed v\u00e0 l\u00e0m \u0111\u1eb9p \u0111ang ti\u1ebfn t\u1edbi nh\u1eefng m\u1ee9c \u0111\u1ed9 th\u00e2m nh\u1eadp chu\u1ea9n to\u00e0n c\u1ea7u<\/span><\/p>\n

\"\"<\/span><\/p>\n

Ch\u00fang t\u00f4i hy v\u1ecdng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed s\u1ebd t\u0103ng l\u00ean 5,9 t\u1ef7 \u0111\u00f4 la trong GCC v\u00e0 Ai C\u1eadp v\u00e0o n\u0103m 2022, v\u1edbi t\u1ef7 l\u1ec7 t\u1ed5ng doanh s\u1ed1 b\u00e1n h\u00e0ng l\u00e0 25%. V\u1edbi c\u00e1c th\u1ecb tr\u01b0\u1eddng nh\u01b0 Anh v\u00e0 Hoa K\u1ef3 ghi nh\u1eadn r\u1eb1ng h\u01a1n 40% s\u1ef1 th\u00e2m nh\u1eadp trong danh m\u1ee5c n\u00e0y, c\u01a1 h\u1ed9i t\u0103ng tr\u01b0\u1edfng trong khu v\u1ef1c l\u00e0 r\u1ea5t \u0111\u00e1ng k\u1ec3. C\u00e1c nh\u00e0 b\u00e1n l\u1ebb \u0111a k\u00eanh \u0111\u00f3ng vai tr\u00f2 t\u00edch c\u1ef1c h\u01a1n, \u0111\u1eb7c bi\u1ec7t l\u00e0 c\u00e1c si\u00eau th\u1ecb l\u1edbn v\u1edbi m\u1ea1ng l\u01b0\u1edbi ph\u00e2n ph\u1ed1i c\u1eeda h\u00e0ng truy\u1ec1n th\u1ed1ng \u0111\u01b0\u1ee3c thi\u1ebft l\u1eadp t\u1ed1t, c\u00f3 th\u1ec3 gi\u00fap gi\u1ea3i quy\u1ebft m\u1ed9t s\u1ed1 v\u1ea5n \u0111\u1ec1 h\u1eadu c\u1ea7n li\u00ean quan \u0111\u1ebfn danh m\u1ee5c n\u00e0y.<\/span><\/p>\n

Ch\u00fang t\u00f4i d\u1ef1 b\u00e1o r\u1eb1ng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed th\u1eddi trang s\u1ebd t\u0103ng 40% m\u1ed7i n\u0103m v\u00e0 \u0111\u1ea1t 5,1 t\u1ef7 \u0111\u00f4 la trong GCC v\u00e0 Ai C\u1eadp v\u00e0o n\u0103m 2022, t\u1ef7 l\u1ec7 th\u00e2m nh\u1eadp 10% t\u1ed5ng doanh s\u1ed1 b\u00e1n h\u00e0ng. Vi\u1ec7c m\u1edf r\u1ed9ng th\u00eam nhi\u1ec1u s\u1ef1 l\u1ef1a ch\u1ecdn s\u1ea3n ph\u1ea9m, ph\u01b0\u01a1ng th\u1ee9c giao h\u00e0ng nhanh h\u01a1n v\u00e0 ch\u00ednh s\u00e1ch ho\u00e0n tr\u1ea3 h\u1ee3p l\u00fd c\u00f3 th\u1ec3 gi\u00fap m\u1edf kh\u00f3a ti\u1ec1m n\u0103ng danh m\u1ee5c n\u00e0y.<\/span><\/p>\n

T\u1ea1i GCC v\u00e0 Ai C\u1eadp, ch\u00fang t\u00f4i hy v\u1ecdng ng\u00e0nh l\u00e0m \u0111\u1eb9p trong th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed s\u1ebd \u0111\u1ea1t 1,8 t\u1ef7 \u0111\u00f4 la v\u00e0o n\u0103m 2022, v\u1edbi t\u1ef7 l\u1ec7 t\u1ed5ng doanh s\u1ed1 b\u00e1n h\u00e0ng l\u00e0 14%. Ch\u1ea5t x\u00fac t\u00e1c \u0111\u1ec3 gi\u00fap ng\u00e0nh t\u0103ng tr\u01b0\u1edfng l\u00e0 gia t\u0103ng ni\u1ec1m tin c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0o t\u00ednh x\u00e1c th\u1ef1c c\u1ee7a s\u1ea3n ph\u1ea9m, ng\u01b0\u1eddi b\u00e1n tr\u00ean to\u00e0n c\u1ea7u c\u00f9ng tham gia v\u00e0o cu\u1ed9c ch\u01a1i v\u00e0 m\u1edf r\u1ed9ng khu v\u1ef1c \u0111\u1ebfn c\u00e1c th\u00e0nh ph\u1ed1 m\u1edbi, \u0111\u1eb7c bi\u1ec7t l\u00e0 trong KSA.<\/span><\/p>\n

Ch\u00fang t\u00f4i c\u00f3 th\u1ec3 th\u1ea5y danh m\u1ee5c h\u00e0ng t\u1ea1p h\u00f3a trong th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed t\u0103ng g\u1ea7n 90% m\u1ed7i n\u0103m v\u00e0 \u0111\u1ea1t 4,1 t\u1ef7 \u0111\u00f4 la trong GCC v\u00e0 Ai C\u1eadp v\u00e0o n\u0103m 2022, v\u1edbi t\u1ef7 l\u1ec7 t\u1ed5ng doanh s\u1ed1 b\u00e1n h\u00e0ng l\u00e0 4%. Chi\u1ebfn l\u01b0\u1ee3c t\u00edch c\u1ef1c m\u1edf r\u1ed9ng c\u1ee7a c\u00e1c si\u00eau th\u1ecb l\u1edbn, chuy\u1ec3n ti\u1ebfp t\u1eeb v\u0103n h\u00f3a chuy\u1ec3n ph\u00e1t qua \u0111i\u1ec7n tho\u1ea1i v\u00e0 giao d\u1ecbch qua khu v\u1ef1c sang c\u00e1c th\u1ecb tr\u01b0\u1eddng tr\u1ef1c tuy\u1ebfn, v\u00e0 m\u1edf r\u1ed9ng sang c\u00e1c th\u00e0nh ph\u1ed1 m\u1edbi s\u1ebd gi\u00fap t\u1ea1o \u0111i\u1ec1u ki\u1ec7n t\u0103ng tr\u01b0\u1edfng cho th\u1ecb tr\u01b0\u1eddng.<\/span><\/p>\n

Gia t\u0103ng ph\u00e1t tri\u1ec3n trong h\u1ec7 sinh th\u00e1i ch\u00ednh l\u00e0 ch\u00eca kho\u00e1 ti\u00ean quy\u1ebft.<\/span><\/h2>\n

Trong v\u00e0i n\u0103m qua, MENA \u0111\u00e3 tr\u1ea3i qua nh\u1eefng ti\u1ebfn b\u1ed9 \u0111\u00e1ng k\u1ec3 trong vi\u1ec7c gi\u1ea3i quy\u1ebft m\u1ed9t s\u1ed1 v\u1ea5n \u0111\u1ec1 li\u00ean quan \u0111\u1ebfn h\u1ec7 sinh th\u00e1i th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed. Tuy nhi\u00ean, b\u01b0\u1edbc nh\u1ea3y l\u01b0\u1ee3ng t\u1eed l\u00e0 c\u1ea7n thi\u1ebft trong m\u1ed9t s\u1ed1 l\u0129nh v\u1ef1c, v\u00ed d\u1ee5 nh\u01b0 thanh to\u00e1n v\u00e0 h\u1eadu c\u1ea7n, \u0111\u1ec3 th\u00fac \u0111\u1ea9y t\u0103ng tr\u01b0\u1edfng d\u00e0i h\u1ea1n m\u1ed9t c\u00e1ch an to\u00e0n trong th\u1ecb tr\u01b0\u1eddng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed.<\/span><\/p>\n

Thanh to\u00e1n<\/b><\/p>\n

H\u00ecnh th\u1ee9c thanh to\u00e1n khi nh\u1eadn h\u00e0ng (COD) v\u1eabn lu\u00f4n l\u00e0 m\u1ed9t trong nh\u1eefng th\u00e1ch th\u1ee9c l\u1edbn nh\u1ea5t \u0111\u1ed1i v\u1edbi th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed trong MENA. H\u00ecnh th\u1ee9c thanh to\u00e1n n\u00e0y c\u00f3 t\u1ec9 l\u1ec7 \u0111\u1ed5i tr\u1ea3 h\u00e0ng cao h\u01a1n v\u00e0 r\u1ee7i ro trong vi\u1ec7c giao h\u00e0ng, v\u00e0 n\u00f3 g\u00e2y ra kh\u00f3 kh\u0103n cho c\u00e1c t\u1ed5 ch\u1ee9c y\u00eau c\u1ea7u v\u1ec1 v\u1ed1n l\u01b0u \u0111\u1ed9ng trong khi h\u1ea1n ch\u1ebf c\u00e1c l\u1ef1a ch\u1ecdn giao h\u00e0ng cho c\u00e1c c\u00f4ng ty h\u1eadu c\u1ea7n ch\u1ea5p nh\u1eadn h\u00ecnh th\u1ee9c thanh to\u00e1n n\u00e0y.<\/span><\/p>\n

Ng\u00e0y nay, kho\u1ea3ng 62% ng\u01b0\u1eddi mua s\u1eafm tr\u1ef1c tuy\u1ebfn MENA ch\u1ecdn COD nh\u01b0 m\u1ed9t ph\u01b0\u01a1ng th\u1ee9c thanh to\u00e1n khi mua tr\u1ef1c tuy\u1ebfn, trong khi \u0111\u00f3 \u1edf Anh v\u00e0 Ph\u00e1p th\u00ec \u00edt h\u01a1n v\u1edbi ch\u1ec9 5%. COD th\u1eadm ch\u00ed ph\u1ed5 bi\u1ebfn ngay c\u1ea3 \u1edf khu v\u1ef1c UAE, n\u01a1i c\u00f3 t\u1ec9 l\u1ec7 th\u00e2m nh\u1eadp th\u1ebb t\u00edn d\u1ee5ng \u1edf m\u1ee9c 57%, cao h\u01a1n \u1edf Anh v\u00e0 Ph\u00e1p (xem H\u00ecnh 21).<\/span><\/p>\n

H\u00ecnh 21<\/span><\/p>\n

Trong khi t\u1ef7 l\u1ec7 th\u00e2m nh\u1eadp c\u1ee7a th\u1ebb t\u00edn d\u1ee5ng trong GCC ngang b\u1eb1ng v\u1edbi c\u00e1c th\u1ecb tr\u01b0\u1eddng l\u1edbn, ng\u01b0\u1eddi ti\u00eau d\u00f9ng GCC v\u1eabn th\u00edch h\u00ecnh th\u1ee9c thanh to\u00e1n sau khi nh\u1eadn h\u00e0ng b\u1eb1ng ti\u1ec1n m\u1eb7t<\/p>\n

\"\"<\/span><\/p>\n

\u1ede m\u1ed9t m\u1ee9c \u0111\u1ed9 l\u1edbn h\u01a1n, MENA v\u1eabn l\u00e0 m\u1ed9t n\u1ec1n kinh t\u1ebf d\u1ef1a v\u00e0o ti\u1ec1n m\u1eb7t, ngay c\u1ea3 \u1edf c\u00e1c th\u1ecb tr\u01b0\u1eddng c\u00f3 t\u1ef7 l\u1ec7 th\u00e2m nh\u1eadp th\u1ebb t\u00edn d\u1ee5ng m\u1ea1nh m\u1ebd nh\u01b0 UAE, th\u00ec n\u01a1i n\u00e0y \u01b0\u1edbc t\u00ednh c\u00f3 t\u1edbi 75% n\u1ec1n kinh t\u1ebf v\u1eabn d\u1ef1a v\u00e0o ti\u1ec1n m\u1eb7t. COD c\u00f3 v\u1ebb nh\u01b0 l\u00e0 m\u1ed9t s\u1ef1 ph\u00e1t tri\u1ec3n m\u1edbi r\u1ea5t t\u1ef1 nhi\u00ean trong th\u00f3i quen thanh to\u00e1n t\u1ea1i c\u1eeda h\u00e0ng, nh\u01b0ng th\u1ef1c t\u1ebf n\u00f3 c\u0169ng b\u1eaft ngu\u1ed3n t\u1eeb v\u1ea5n \u0111\u1ec1 ni\u1ec1m tin c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng li\u00ean quan \u0111\u1ebfn vi\u1ec7c thanh to\u00e1n tr\u1ef1c tuy\u1ebfn, \u0111i\u1ec3n h\u00ecnh l\u00e0 \u1edf nh\u1eefng th\u1ecb tr\u01b0\u1eddng m\u1edbi n\u1ed5i.<\/span><\/p>\n

M\u1ed9t cu\u1ed9c kh\u1ea3o s\u00e1t ng\u01b0\u1eddi ti\u00eau d\u00f9ng m\u00e0 ch\u00fang t\u00f4i \u0111\u00e3 th\u1ef1c hi\u1ec7n v\u00e0o n\u0103m 2018 cho th\u1ea5y l\u00fd do ch\u00ednh cho vi\u1ec7c s\u1eed d\u1ee5ng COD l\u00e0 do ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 xu h\u01b0\u1edbng \u01b0u ti\u00ean v\u00e0 tin t\u01b0\u1edfng v\u1edbi vi\u1ec7c thanh to\u00e1n khi h\u1ecd \u0111\u00e3 c\u00f3 s\u1ea3n ph\u1ea9m trong tay. So v\u1edbi h\u00ecnh th\u1ee9c thanh to\u00e1n n\u00e0y th\u00ec tr\u1ea3i nghi\u1ec7m c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng khi mua s\u1eafm tr\u1ef1c tuy\u1ebfn tr\u00ean m\u1ea1ng, th\u00ec c\u00f3 s\u1ef1 kh\u00e1c bi\u1ec7t gi\u1eefa s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c nh\u1eadn v\u00e0 m\u1ee9c \u0111\u1ed9 tin c\u1eady trong qu\u00e1 tr\u00ecnh ho\u00e0n tr\u1ea3 h\u00e0ng ho\u00e1. Trong khi ng\u01b0\u1eddi mua h\u00e0ng tr\u1ef1c tuy\u1ebfn MENA th\u01b0\u1eddng s\u1eed d\u1ee5ng th\u1ebb t\u00edn d\u1ee5ng c\u1ee7a m\u00ecnh \u0111\u1ec3 thanh to\u00e1n cho c\u00e1c giao d\u1ecbch tr\u1ef1c tuy\u1ebfn trong v\u00e0 ngo\u00e0i n\u01b0\u1edbc v\u1edbi nh\u1eefng nh\u00e0 kinh doanh th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed c\u00f3 \u0111\u1ed9 tin c\u1eady cao, th\u00ec m\u1ed9t ng\u01b0\u1eddi ti\u00eau d\u00f9ng chu\u1ed9ng thanh to\u00e1n b\u1eb1ng ti\u1ec1n m\u1eb7t v\u1eabn lu\u00f4n ch\u1ecdn nh\u00e0 cung c\u1ea5p trong khu v\u1ef1c v\u1edbi nh\u1eefng m\u1eb7t h\u00e0ng t\u01b0\u01a1ng t\u1ef1 (xem H\u00ecnh 22).<\/span><\/p>\n

H\u00ecnh 22<\/span><\/p>\n

Ng\u01b0\u1eddi ti\u00eau d\u00f9ng ch\u1ee7 y\u1ebfu th\u00edch ti\u1ec1n m\u1eb7t khi giao h\u00e0ng v\u00ec thi\u1ebfu ni\u1ec1m tin<\/span><\/p>\n

\"\"<\/span><\/p>\n

Thi\u1ebft l\u1eadp m\u1ed9t h\u1ed3 s\u01a1 theo d\u00f5i nh\u1ea5t qu\u00e1n v\u1ec1 vi\u1ec7c ph\u00e2n ph\u1ed1i s\u1ea3n ph\u1ea9m ph\u00f9 h\u1ee3p v\u1edbi mong \u0111\u1ee3i c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 quy tr\u00ecnh ho\u00e0n tr\u1ea3 \u0111\u01a1n gi\u1ea3n, nhanh ch\u00f3ng v\u00e0 \u0111\u00e1ng tin c\u1eady l\u00e0 nh\u1eefng th\u00e0nh ph\u1ea7n quan tr\u1ecdng \u0111\u1ec3 gi\u1ea3i quy\u1ebft v\u1ea5n \u0111\u1ec1 n\u00e0y trong th\u1eddi gian d\u00e0i. X\u00e2y d\u1ef1ng m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u k\u1ebft n\u1ed1i v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 truy\u1ec1n c\u1ea3m h\u1ee9ng cho s\u1ef1 t\u1ef1 tin tr\u00ean c\u01a1 s\u1edf tr\u1ea3i nghi\u1ec7m nh\u1ea5t qu\u00e1n theo th\u1eddi gian c\u0169ng c\u00f3 th\u1ec3 gi\u00fap \u00edch kh\u00e1 nhi\u1ec1u. M\u1ed9t s\u1ed1 nh\u00e0 b\u00e1n l\u1ebb \u0111a k\u00eanh m\u00e0 \u0111\u00e3 thi\u1ebft l\u1eadp lo\u1ea1i m\u1ed1i quan h\u1ec7 n\u00e0y \u0111ang b\u00e1o c\u00e1o t\u1ef7 l\u1ec7 thanh to\u00e1n th\u1ebb t\u00edn d\u1ee5ng cao h\u01a1n m\u1ed9t c\u00e1ch kh\u00f4ng c\u00e2n x\u1ee9ng, trung b\u00ecnh 80% \u1edf UAE cho c\u00e1c ph\u00e2n kh\u00fac \u0111\u01b0\u1ee3c ch\u1ecdn.<\/span><\/p>\n

V\u00ed di \u0111\u1ed9ng hay v\u00ed \u0111i\u1ec7n t\u1eed c\u00f3 kh\u1ea3 n\u0103ng gi\u00fap gi\u1ea3i quy\u1ebft th\u00e1ch th\u1ee9c COD trong MENA. Khi \u0111i\u1ec7n tho\u1ea1i th\u00f4ng minh n\u1eafm b\u1eaft ph\u1ea7n l\u1edbn c\u00e1c giao d\u1ecbch th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed trong khu v\u1ef1c, v\u00ed di \u0111\u1ed9ng cung c\u1ea5p c\u00e1ch thanh to\u00e1n an to\u00e0n v\u00e0 thu\u1eadn ti\u1ec7n h\u01a1n khi so s\u00e1nh v\u1edbi th\u1ebb t\u00edn d\u1ee5ng, m\u1eb7c d\u00f9 v\u1eabn c\u00f3 s\u1ef1 b\u1ea5t ti\u1ec7n khi b\u1ea1n ph\u1ea3i nh\u1eadp chi ti\u1ebft th\u1ebb t\u00edn d\u1ee5ng v\u00e0o thi\u1ebft b\u1ecb di \u0111\u1ed9ng, s\u1ef1 b\u1ea5t ti\u1ec7n n\u00e0y c\u00f3 th\u1ec3 khi\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng ch\u1ecdn ph\u01b0\u01a1ng th\u1ee9c COD. T\u00ednh d\u1ec5 s\u1eed d\u1ee5ng c\u1ee7a n\u00f3 h\u1ee9a h\u1eb9n s\u1ebd l\u00e0m gi\u1ea3m b\u1edbt s\u1ef1 thi\u00ean v\u1ecb c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u1ed1i v\u1edbi c\u00e1c kho\u1ea3n thanh to\u00e1n ti\u1ec1n m\u1eb7t kh\u00f4ng ch\u1ec9 t\u1ea1i th\u1eddi \u0111i\u1ec3m mua m\u00e0 c\u00f2n t\u1ea1i th\u1eddi \u0111i\u1ec3m giao h\u00e0ng, \u0111i\u1ec1u n\u00e0y s\u1ebd gi\u00fap gi\u1ea3i quy\u1ebft v\u1ea5n \u0111\u1ec1 ti\u1ec1n m\u1eb7t c\u1ee7a COD.<\/span><\/p>\n

V\u00ed di \u0111\u1ed9ng \u0111\u00e3 \u0111\u1ea1t \u0111\u01b0\u1ee3c s\u1ee9c h\u00fat r\u1ea5t l\u1edbn tr\u00ean th\u1ecb tr\u01b0\u1eddng, v\u1edbi c\u00e1c c\u00f4ng ty c\u00f4ng ngh\u1ec7 to\u00e0n c\u1ea7u, nh\u00e0 khai th\u00e1c vi\u1ec5n th\u00f4ng v\u00e0 ng\u00e2n h\u00e0ng \u0111\u1ecba ph\u01b0\u01a1ng tung ra c\u00e1c gi\u1ea3i ph\u00e1p \u0111\u1ec3 th\u00fac \u0111\u1ea9y th\u01b0\u01a1ng nh\u00e2n v\u00e0 ng\u01b0\u1eddi d\u00f9ng ch\u1ea5p nh\u1eadn. \u0110\u01b0\u1ee3c s\u1ef1 h\u1ed7 tr\u1ee3 nhi\u1ec1u m\u1eb7t c\u1ee7a Ch\u00ednh ph\u1ee7 ch\u00ednh l\u00e0 ch\u00eca kh\u00f3a \u0111\u1ec3 r\u1ed9ng r\u00e3i ho\u00e1 vi\u1ec7c s\u1eed d\u1ee5ng v\u00ed di \u0111\u1ed9ng. \u0110\u1ea7u n\u0103m nay, UAE \u0111\u00e3 ra m\u1eaft V\u00ed k\u1ef9 thu\u1eadt s\u1ed1 Emirates h\u1ee3p t\u00e1c v\u1edbi 16 ng\u00e2n h\u00e0ng qu\u1ed1c gia. N\u0103m 2016, Ng\u00e2n h\u00e0ng Trung \u01b0\u01a1ng Ai C\u1eadp ban h\u00e0nh c\u00e1c quy \u0111\u1ecbnh nh\u1eb1m m\u1edf r\u1ed9ng vi\u1ec7c s\u1eed d\u1ee5ng thanh to\u00e1n di \u0111\u1ed9ng v\u00e0 th\u00e0nh l\u1eadp H\u1ed9i \u0111\u1ed3ng thanh to\u00e1n qu\u1ed1c gia v\u00e0o n\u0103m 2017 \u0111\u1ec3 th\u00fac \u0111\u1ea9y thanh to\u00e1n k\u1ef9 thu\u1eadt s\u1ed1. V\u00ed di \u0111\u1ed9ng Fawry hi\u1ec7n c\u00f3 kho\u1ea3ng 4 tri\u1ec7u ng\u01b0\u1eddi d\u00f9ng \u1edf Ai C\u1eadp v\u00e0 h\u1ee9a h\u1eb9n s\u1ebd \u0111em \u0111\u1ebfn s\u1ef1 ph\u00e1t tri\u1ec3n m\u1ea1nh m\u1ebd trong ph\u01b0\u01a1ng th\u1ee9c thanh to\u00e1n k\u1ef9 thu\u1eadt s\u1ed1, ngay c\u1ea3 \u0111\u1ed1i v\u1edbi nh\u1eefng kh\u00e1ch h\u00e0ng kh\u00f4ng c\u00f3 ti\u1ec1n trong t\u00e0i kho\u1ea3n ng\u00e2n h\u00e0ng v\u00e0 ch\u1ec9 s\u1eed d\u1ee5ng ti\u1ec1n m\u1eb7t. Ngo\u00e0i vi\u1ec7c cho ph\u00e9p thanh to\u00e1n b\u1eb1ng th\u1ebb ghi n\u1ee3 cho c\u00e1c giao d\u1ecbch tr\u1ef1c tuy\u1ebfn (cho ph\u00e9p ng\u01b0\u1eddi ti\u00eau d\u00f9ng kh\u00f4ng c\u00f3 th\u1ebb t\u00edn d\u1ee5ng mua s\u1eafm tr\u1ef1c tuy\u1ebfn), C\u01a1 quan ti\u1ec1n t\u1ec7 \u1ea2 R\u1eadp Saudi \u0111\u00e3 ra m\u1eaft T\u00e0i kho\u1ea3n SADAD v\u00e0o n\u0103m 2016 nh\u01b0 m\u1ed9t s\u1ef1 thay th\u1ebf an to\u00e0n v\u00e0 kh\u00f4ng c\u1ea7n ph\u1ea3i d\u00f9ng ti\u1ec1n m\u1eb7t cho thanh to\u00e1n tr\u1ef1c tuy\u1ebfn.<\/span><\/p>\n

Nh\u1eefng kh\u00f3 kh\u0103n v\u00e0 th\u1eed th\u00e1ch c\u1ee7a MENA hi\u1ec7n t\u1ea1i l\u00e0 s\u1ef1 ph\u00e1t tri\u1ec3n nhanh ch\u00f3ng c\u1ee7a nhi\u1ec1u th\u1ecb tr\u01b0\u1eddng m\u1edbi n\u1ed5i. T\u1ea1i \u1ea4n \u0110\u1ed9, n\u01a1i 50% d\u00e2n s\u1ed1 c\u00f3 t\u00e0i kho\u1ea3n ng\u00e2n h\u00e0ng v\u00e0 4% ng\u01b0\u1eddi tr\u01b0\u1edfng th\u00e0nh c\u00f3 th\u1ebb t\u00edn d\u1ee5ng, ti\u1ec1n m\u1eb7t chi\u1ebfm h\u01a1n 80% giao d\u1ecbch tr\u1ef1c tuy\u1ebfn. C\u1ea3 khu v\u1ef1c t\u01b0 nh\u00e2n v\u00e0 ch\u00ednh ph\u1ee7 \u0111ang n\u1ed7 l\u1ef1c \u0111\u1ec3 gi\u1ea3i quy\u1ebft c\u00e1c th\u00e1ch th\u1ee9c thanh to\u00e1n. Trong khi Paytm \u0111\u00e3 tr\u1edf th\u00e0nh gi\u1ea3i ph\u00e1p v\u00ed \u0111i\u1ec7n tho\u1ea1i di \u0111\u1ed9ng h\u00e0ng \u0111\u1ea7u, ch\u00ednh ph\u1ee7 \u0111\u00e3 ra m\u1eaft Giao di\u1ec7n thanh to\u00e1n h\u1ee3p nh\u1ea5t v\u00e0o n\u0103m 2016 \u0111\u1ec3 h\u1ed7 tr\u1ee3 chuy\u1ec3n ti\u1ec1n ngang h\u00e0ng b\u1eb1ng di \u0111\u1ed9ng.<\/span><\/p>\n

T\u1ea1i Trung Qu\u1ed1c, Alibaba c\u0169ng \u0111\u00e3 \u0111\u00f3ng m\u1ed9t vai tr\u00f2 quan tr\u1ecdng trong vi\u1ec7c th\u00fac \u0111\u1ea9y th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed kh\u00f4ng ti\u1ec1n m\u1eb7t b\u1eb1ng c\u00e1ch cung c\u1ea5p d\u1ecbch v\u1ee5 thanh to\u00e1n k\u00fd qu\u1ef9 gi\u00fap gi\u1ea3m r\u1ee7i ro giao d\u1ecbch cho ng\u01b0\u1eddi mua h\u00e0ng tr\u1ef1c tuy\u1ebfn, nh\u1eefng ng\u01b0\u1eddi c\u00f3 kh\u1ea3 n\u0103ng x\u00e1c minh xem h\u1ecd c\u00f3 h\u00e0i l\u00f2ng v\u1edbi h\u00e0ng h\u00f3a \u0111\u00e3 mua tr\u01b0\u1edbc khi tr\u1ea3 ph\u00ed cho ng\u01b0\u1eddi b\u00e1n hay kh\u00f4ng.<\/span><\/p>\n

V\u1eadn chuy\u1ec3n<\/b><\/p>\n

Nh\u1eefng th\u00e1ch th\u1ee9c li\u00ean quan \u0111\u1ebfn t\u1ed1c \u0111\u1ed9 v\u00e0 chi ph\u00ed giao s\u1ea3n ph\u1ea9m trong MENA \u0111\u00e3 c\u1ea3n tr\u1edf s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed c\u1ee7a khu v\u1ef1c n\u00e0y. T\u1ea1i UAE v\u00e0 KSA, chi ph\u00ed trung b\u00ecnh c\u1ee7a 1 g\u00f3i giao h\u00e0ng \u01b0\u1edbc t\u00ednh cao h\u01a1n ba l\u1ea7n so v\u1edbi gi\u00e1 th\u00e0nh trung b\u00ecnh th\u1ebf gi\u1edbi v\u1edbi c\u00f9ng m\u1ed9t kho\u1ea3ng th\u1eddi gian giao h\u00e0ng t\u01b0\u01a1ng t\u1ef1. V\u1edbi t\u1ef7 l\u1ec7 \u0111\u1ed5i tr\u1ea3 h\u00e0ng v\u00e0 r\u1ee7i do giao h\u00e0ng th\u1ea5t b\u1ea1i cao h\u01a1n (g\u1ea5p n\u0103m l\u1ea7n so v\u1edbi t\u1ef7 l\u1ec7 to\u00e0n c\u1ea7u), vi\u1ec7c giao h\u00e0ng d\u1ef1a tr\u00ean COD \u0111\u01b0\u1ee3c \u01b0\u1edbc t\u00ednh s\u1ebd \u0111\u1eaft g\u1ea5p \u0111\u00f4i so v\u1edbi c\u00e1c \u0111\u01a1n \u0111\u1eb7t h\u00e0ng tr\u1ea3 tr\u01b0\u1edbc.<\/span><\/p>\n

D\u1ecbch v\u1ee5 b\u01b0u ch\u00ednh, x\u01b0\u01a1ng s\u1ed1ng c\u1ee7a ho\u1ea1t \u0111\u1ed9ng giao h\u00e0ng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed \u1edf h\u1ea7u h\u1ebft c\u00e1c th\u1ecb tr\u01b0\u1eddng ph\u00e1t tri\u1ec3n, th\u01b0\u1eddng k\u00e9m ph\u00e1t tri\u1ec3n \u1edf MENA. H\u1ea7u h\u1ebft c\u00e1c nh\u00e0 cung c\u1ea5p d\u1ecbch v\u1ee5 to\u00e0n c\u1ea7u, nh\u01b0 FedEx v\u00e0 DHL, kh\u00f4ng cung c\u1ea5p COD, gi\u1edbi h\u1ea1n c\u00e1c t\u00f9y ch\u1ecdn giao h\u00e0ng c\u1ee7a nh\u1eefng nh\u00e0 cung c\u1ea5p trong khu v\u1ef1c v\u00e0 \u0111\u1ecba ph\u01b0\u01a1ng. \u0110i\u1ec1u n\u00e0y \u0111\u00e3 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn t\u1ed1c \u0111\u1ed9 v\u00e0 hi\u1ec7u qu\u1ea3 chi ph\u00ed c\u1ee7a kh\u00e2u giao h\u00e0ng cu\u1ed1i, g\u00e2y \u00e1p l\u1ef1c cho c\u00e1c nh\u00e0 cung c\u1ea5p th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed \u0111a khu v\u1ef1c l\u1edbn trong vi\u1ec7c x\u00e2y d\u1ef1ng c\u01a1 s\u1edf h\u1ea1 t\u1ea7ng giao h\u00e0ng c\u1ee7a ri\u00eang h\u1ecd. Souq\u2019s QExpress \u0111\u00e3 ph\u00e1t tri\u1ec3n \u0111\u1ec3 tr\u1edf th\u00e0nh m\u1ed9t trong nh\u1eefng nh\u00e0 cung c\u1ea5p c\u00f3 kh\u1ea3 n\u0103ng giao h\u00e0ng th\u00e0nh c\u00f4ng l\u1edbn nh\u1ea5t trong khu v\u1ef1c. Noon c\u0169ng \u0111ang x\u00e2y d\u1ef1ng c\u01a1 s\u1edf h\u1ea1 t\u1ea7ng giao h\u00e0ng v\u00e0 hi\u1ec7n \u0111ang s\u1eed d\u1ee5ng h\u01a1n 1.000 t\u00e0i x\u1ebf tr\u00ean 20 th\u00e0nh ph\u1ed1. Trong khi \u0111\u00f3, Aramex v\u1eabn l\u00e0 c\u00f4ng ty v\u1eadn chuy\u1ec3n xuy\u00ean khu v\u1ef1c h\u00e0ng \u0111\u1ea7u, nh\u1eefng nh\u00e0 cung c\u1ea5p gi\u1ea3i ph\u00e1p v\u1eadn chuy\u1ec3n \u0111\u1ecba ph\u01b0\u01a1ng m\u1edbi \u0111\u00e3 m\u1ecdc l\u00ean nh\u01b0 n\u1ea5m tr\u00ean c\u00e1c th\u1ecb tr\u01b0\u1eddng, cung c\u1ea5p d\u1ecbch v\u1ee5 giao h\u00e0ng c\u1ee7a b\u00ean th\u1ee9 ba. L\u1ea5y c\u1ea3m h\u1ee9ng t\u1eeb Alibaba Lain Cainiao, th\u1ef1c s\u1ef1 c\u00f3 m\u1ed9t c\u01a1 h\u1ed9i t\u1ea1o ra m\u1ed9t n\u1ec1n t\u1ea3ng giao h\u00e0ng v\u1eadn chuy\u1ec3n tr\u1ef1c tuy\u1ebfn trong khu v\u1ef1c m\u00e0 \u1edf \u0111\u00f3 c\u00f3 th\u1ec3 k\u1ebft n\u1ed1i c\u00e1c \u0111i\u1ec3m giao h\u00e0ng \u0111\u1ecba ph\u01b0\u01a1ng kh\u00e1c nhau v\u1edbi m\u1ed9t m\u1ea1ng l\u01b0\u1edbi d\u1ef1a tr\u00ean thu\u1eadt to\u00e1n \u0111\u00e1m m\u00e2y \u0111\u1ec3 t\u1ed1i \u01b0u h\u00f3a (th\u1eddi gian v\u00e0 chi ph\u00ed) giao h\u00e0ng gi\u1eefa ng\u01b0\u1eddi b\u00e1n v\u00e0 ng\u01b0\u1eddi mua. N\u00f3 c\u0169ng s\u1ebd cho ph\u00e9p chuy\u1ec3n giao hi\u1ec7u qu\u1ea3 c\u00e1c b\u01b0u ki\u1ec7n gi\u1eefa c\u00e1c nh\u00e0 cung c\u1ea5p giao h\u00e0ng, \u0111\u1eb7c bi\u1ec7t l\u00e0 cho c\u00e1c l\u00f4 h\u00e0ng xuy\u00ean bi\u00ean gi\u1edbi.<\/span><\/p>\n

H\u1ea7u h\u1ebft c\u00e1c qu\u1ed1c gia \u1edf MENA \u0111\u1ec1u \u0111ang s\u1edf h\u1eefu h\u1ec7 th\u1ed1ng x\u1eed l\u00fd \u0111\u1ecba ch\u1ec9 k\u00e9m \u1ea3nh h\u01b0\u1edfng tr\u1ef1c ti\u1ebfp \u0111\u1ebfn t\u1ed1c \u0111\u1ed9 giao h\u00e0ng v\u00e0 t\u1ef7 l\u1ec7 th\u1ea5t b\u1ea1i khi giao h\u00e0ng. M\u1ed9t s\u1ed1 nh\u00e0 cung c\u1ea5p nh\u01b0 Fetchr, \u0111\u00e3 \u0111\u1ed5i m\u1edbi trong kh\u00f4ng gian b\u1eb1ng c\u00e1ch s\u1eed d\u1ee5ng \u0111i\u1ec7n tho\u1ea1i th\u00f4ng minh c\u1ee7a kh\u00e1ch h\u00e0ng nh\u01b0 l\u00e0 \u0111\u1ecba ch\u1ec9 giao h\u00e0ng c\u1ee7a h\u1ecd, c\u1ee5 th\u1ec3 l\u00e0, c\u00f3 th\u1ec3 cung c\u1ea5p cho ng\u01b0\u1eddi d\u00f9ng m\u1ecdi l\u00fac m\u1ecdi n\u01a1i. C\u00f4ng ty \u0111\u00e3 huy \u0111\u1ed9ng \u0111\u01b0\u1ee3c h\u01a1n 50 tri\u1ec7u \u0111\u00f4 la \u0111\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c c\u00e1c doanh nghi\u1ec7p m\u1edbi v\u00e0 quy m\u00f4 ho\u1ea1t \u0111\u1ed9ng m\u1ea1nh m\u1ebd.<\/span><\/p>\n

S\u1ef1 thi\u1ebfu v\u1eafng kh\u00e2u x\u1eed l\u00fd th\u1ee7 t\u1ee5c h\u1ea3i quan m\u1eb7t \u0111\u1ea5t \u0111\u1ed1i v\u1edbi c\u00e1c l\u00f4 h\u00e0ng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed gi\u1eefa c\u00e1c n\u01b0\u1edbc l\u00e1ng gi\u1ec1ng trong khu v\u1ef1c \u0111\u00e3 d\u1eabn \u0111\u1ebfn s\u1ef1 t\u0103ng gi\u00e1 v\u00e0 ph\u1ed5 bi\u1ebfn h\u01a1n c\u1ee7a c\u00e1c l\u00f4 h\u00e0ng tr\u00ean kh\u00f4ng. Vi\u1ec7c th\u00e0nh l\u1eadp m\u1ed9t khu v\u1ef1c th\u01b0\u01a1ng m\u1ea1i k\u1ef9 thu\u1eadt s\u1ed1 \u1ea2 R\u1eadp t\u1ea1o \u0111i\u1ec1u ki\u1ec7n cho th\u1ee7 t\u1ee5c h\u1ea3i quan \u0111\u1ea5t \u0111ai v\u00e0 gi\u1ea3m b\u1edbt c\u00e1c y\u00eau c\u1ea7u th\u00f4ng quan s\u1ebd th\u00fac \u0111\u1ea9y s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed xuy\u00ean bi\u00ean gi\u1edbi gi\u1eefa c\u00e1c th\u1ecb tr\u01b0\u1eddng MENA.<\/span><\/p>\n

K\u1ebft lu\u1eadn<\/span><\/h2>\n

Ch\u01b0a c\u00f3 th\u1eddi \u0111i\u1ec3m n\u00e0o t\u1ed1t h\u01a1n \u0111\u1ec3 tham gia v\u00e0o n\u1ec1n th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed t\u1ea1i MENA nh\u01b0 ngay l\u00fac n\u00e0y. Th\u1ecb tr\u01b0\u1eddng \u0111ang \u0111\u01b0\u1ee3c \u01b0\u1edbc t\u00ednh \u1edf m\u1ee9c 8,3 t\u1ef7 \u0111\u00f4 la v\u00e0 \u01b0\u1edbc t\u00ednh s\u1ebd \u0111\u1ea1t 28,5 t\u1ef7 \u0111\u00f4 la v\u00e0o n\u0103m 2022. Khu v\u1ef1c ng\u01b0\u1eddi ti\u00eau d\u00f9ng hi\u1ec3u bi\u1ebft v\u1ec1 k\u1ef9 thu\u1eadt s\u1ed1 \u0111ang khao kh\u00e1t nh\u1eefng l\u1ef1a ch\u1ecdn s\u1ea3n ph\u1ea9m tr\u1ef1c tuy\u1ebfn r\u1ed9ng h\u01a1n v\u00e0 tr\u1ea3i nghi\u1ec7m mua s\u1eafm m\u1edbi m\u1ebb h\u01a1n. Th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed l\u00e0 c\u1ed1t l\u00f5i c\u1ee7a c\u00e1c nh\u00e0 b\u00e1n l\u1ebb chi\u1ebfn l\u01b0\u1ee3c, v\u00e0 c\u00e1c nh\u00e0 cung c\u1ea5p s\u1ea3n ph\u1ea9m thu\u1ea7n tu\u00fd \u0111ang m\u1edf r\u1ed9ng sang c\u00e1c th\u1ecb tr\u01b0\u1eddng m\u1edbi v\u1edbi c\u00e1c danh m\u1ee5c s\u1ea3n ph\u1ea9m m\u1edbi. C\u00e1c y\u1ebfu t\u1ed1 kh\u00e1c nhau c\u1ee7a h\u1ec7 sinh th\u00e1i th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed, c\u1ee5 th\u1ec3 l\u00e0 thanh to\u00e1n v\u00e0 v\u1eadn chuy\u1ec3n, \u0111\u00e3 \u0111i \u0111\u01b0\u1ee3c m\u1ed9t ch\u1eb7ng \u0111\u01b0\u1eddng d\u00e0i m\u1eb7c d\u00f9 c\u00f2n nhi\u1ec1u th\u00e1ch th\u1ee9c ph\u00eda tr\u01b0\u1edbc c\u1ea7n ph\u1ea3i gi\u1ea3i quy\u1ebft.<\/span><\/p>\n

D\u1ef1a tr\u00ean \u0111\u00e0 ph\u00e1t tri\u1ec3n m\u1ea1nh m\u1ebd trong v\u00e0i n\u0103m qua, th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed b\u01b0\u1edbc v\u00e0o th\u1eddi \u0111i\u1ec3m then ch\u1ed1t trong khu v\u1ef1c. C\u01a1 h\u1ed9i c\u00f3 \u00fd ngh\u0129a \u0111\u1ed1i v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng, doanh nghi\u1ec7p, nh\u00e0 \u0111\u1ea7u t\u01b0 v\u00e0 ng\u01b0\u1eddi ch\u01a1i h\u1ec7 sinh th\u00e1i. Theo c\u1ea5p s\u1ed1 nh\u00e2n ho\u1eb7c tuy\u1ebfn t\u00ednh, t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng s\u1ebd ph\u1ee5 thu\u1ed9c v\u00e0o m\u1ee9c \u0111\u1ed9 nhanh ch\u00f3ng c\u1ee7a vi\u1ec7c l\u1ef1a ch\u1ecdn s\u1ea3n ph\u1ea9m, thanh to\u00e1n v\u00e0 ph\u00e2n ph\u1ed1i s\u1ea3n ph\u1ea9m. Khi n\u00f3i \u0111\u1ebfn vi\u1ec7c \u00e1p d\u1ee5ng Internet c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 \u0111\u1ea7u t\u01b0 truy\u1ec1n th\u00f4ng k\u1ef9 thu\u1eadt s\u1ed1, t\u0103ng tr\u01b0\u1edfng theo c\u1ea5p s\u1ed1 nh\u00e2n s\u1ebd tr\u1edf th\u00e0nh tr\u1ea1ng th\u00e1i chung trong to\u00e0n khu v\u1ef1c. Li\u1ec7u r\u1eb1ng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed trong khu v\u1ef1c n\u00e0y s\u1ebd \u0111i v\u1ec1 \u0111\u00e2u hay l\u1ecbch s\u1eed m\u1ed9t l\u1ea7n n\u1eefa l\u1eb7p l\u1ea1i?<\/span><\/p>\n

Ngu\u1ed3n: Bain & Company<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Ng\u00e0nh c\u00f4ng nghi\u1ec7p b\u00e1n l\u1ebb t\u1ea1i Trung \u0110\u00f4ng v\u00e0 B\u1eafc Phi (Middle East and North Africa – MENA) \u0111ang tr\u00ean \u0111\u00e0 thay \u0111\u1ed5i quan tr\u1ecdng. Th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed \u0111ang tr\u1edf th\u00e0nh hi\u1ec7n th\u1ef1c, thay \u0111\u1ed5i th\u00f3i quen mua h\u00e0ng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng, h\u00ecnh th\u00e0nh nh\u1eefng tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng m\u1edbi, ph\u00e1 v\u1ee1 nh\u1eefng […]<\/p>\n","protected":false},"author":1,"featured_media":82874,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[62,841,840],"tags":[],"class_list":["post-82897","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-khac","category-thi-truong","category-tmdt"],"_links":{"self":[{"href":"https:\/\/boxme.asia\/vi\/wp-json\/wp\/v2\/posts\/82897","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/boxme.asia\/vi\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/boxme.asia\/vi\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/boxme.asia\/vi\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/boxme.asia\/vi\/wp-json\/wp\/v2\/comments?post=82897"}],"version-history":[{"count":0,"href":"https:\/\/boxme.asia\/vi\/wp-json\/wp\/v2\/posts\/82897\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/boxme.asia\/vi\/wp-json\/"}],"wp:attachment":[{"href":"https:\/\/boxme.asia\/vi\/wp-json\/wp\/v2\/media?parent=82897"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/boxme.asia\/vi\/wp-json\/wp\/v2\/categories?post=82897"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/boxme.asia\/vi\/wp-json\/wp\/v2\/tags?post=82897"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}