WHAT 2023 MEANS TO SME | mSME 2023 Dynamics

Vietnam Ecommerce GMV (US $B)

40 1. One focus agenda : improve adjusted EBITDA breakeven in
2023 -> expense revenue
CAGR 37% (*) Marketplaces
1. Rising inflation and economic uncertainty
32 → consumer purchasing power
Digital habit is being 2. Offline returns, especially in purchasing stage
transformed 3. Consumers are experimental and seek more value and
Buyers engagement → harder to make them sticky

A wave of digital consumer is established Market optimization 1. Config the 2023 mindset
YoY will be slower, can 1.1 Bear-in-mind keywords = “Survive” + “Foundation”
reach single digit
1.2 number of SME|mSME seller up
-> competition -> profit
12
10 2. 2023 playbooks:
8 2.1 WHY: focus true product value propositions , make sure
this is what users need
5 SME | mSME
Sellers 2.2 WHAT: have portfolio strategy , clearly define traffic|
gross margin building SKUs portfolio
2.3 HOW: acquisition or retention? Then adjust P&L |
2019 2020 2021 2022 2023F 2024F 2025F 2027F investment accordingly
(*) (**) (**) (*) 2.4 Be present. Set up multichannels where can reach users.
Test the use-cases. Don’t depend only on 1 player
(*) SYNC South East Asia 2022 – Meta | Bain & Company (**) e-Conomy SEA 2022 – Google | Bain & Company Prioritize the livestream commerce
 ECOMMERCE – TRANSFORMED DIGITAL CONSUMER JOURNEY
Online Online 41% = Offline Online Offline
Non-essential 2023 demand
categories
1. Clothing
2. Consumer electronics
3. Beauty
4. Home office
5. Toys
6. Household appliance
7. Alcoholic beverage
….

Essential 2023 demand

categories
1. Baby care
2. Personal care
3. Grocery (fresh)
4. Grocery (packaged)
5. Non alcoholic beverage
….

(*) SYNC South East Asia 2022 – Meta |

Bain & Company