1. Customers: the centric component of s-commerce.

The end users place demands and

determine the efficiency of the earlier processes. The customer component incorporates
Physical factors (gender, age, location) and Psychological factors (subjective norm, SNS
addiction, hedonism, and utilitarianism).
● Physical factors:
○ Age: 18-25 & 26-35: greatly exposed to social media, easily influenced by
trends, financially stable
○ Location: HCMC, HN: urbanized, vastly developing
● Psychological factors:
○ Subjective norm: perceive social pressure that aids the decision to buy
○ SNS addiction: high usage statistics
○ Hedonism, and utilitarianism: online shopping for both necessity and
enjoyment

2. Merchants: attract customers by distributing informatively accurate and eye-catching

content in various media forms (images, videos, blogs, etc.) about the goods sold.
● B2C
● C2C

3. Platform: Shopee app/website → S-com-centric

● Informative and transparent
● Attractive and user-friendly interface
● Supportive towards user-generated promotional content
● Impulse interactions among users

4. Transportation service providers: responsible for moving activities

● Shopee-owned: ShopeeXPress
○ Independent, self-managed, higher profit
○ Greater responsibility, lack of flexibility
● Affiliates: 3PL (Giao hàng tiết kiệm, Giao hàng nhanh, Viettel post, Vietnam post,
J&T Express, GrabExpress, Ninjavan, Best Express, Be)
○ More flexible, cost-efficient, wider price range
○ Dependency and constraints, supervision and QC management

5. Payment gateway service: intermediary service providers for secured payment method
● Shopee-owned: ShopeePay (currently being promoted)
● Affiliates: Visa, Mastercard, JCB, etc.

Social Commerce Design: A Framework and Application (scielo.cl)