This group consists of pure e-commerce retailers, often referred to as "e-Com Only / e-Com Platform" within the "Pure Play" category, as many multinational corporations define it. These platforms operate solely online, with no physical stores. There are three business models in the B2C e-commerce space:

(1) Stock and Sell Model
(2) Marketplace + Drop-shipping Model
(3) Marketplace + Fulfillment Model

In Vietnam, the B2C model is widely used on e-commerce websites such as Shopee, Tiki, Lazada, Amazon, and many other platforms.

e-Com Enablers are agencies that support, promote, execute, and distribute goods, helping to make online business operations more convenient. They charge fees and commissions based on the services provided. Additionally, e-Com Enablers are more multifunctional than traditional distributors. Here are some responsibilities they undertake:

• Assisting brands in listing products on e-commerce platforms.
• Helping brands manage distribution operations.
• Consulting on Digital Marketing and Digital Performance activities.
• Assisting brands in managing pricing strategies.

The online sales channels of retailers and supermarkets are referred to as Omni-channel Retailers, or simply e-Tail or e-Retailer. Some examples of Omni-channel Retailers include Bach Hoa Xanh, Winmart, FPT Retail, and The Gioi Di Dong

When brands want to sell online through Omni-channel Retailers, they must follow a workflow similar to that of collaborating with supermarkets, which involves managing key accounts within the Modern Trade (MT) channel. Products need to be listed across multiple channels, and promotional programs should also be prioritized for implementation on various platforms.

Both e-commerce platforms and Omni-channel Retailers share the advantage of leveraging traffic from customers who are looking to make purchases. Customers visit e-commerce platforms or physical locations of Omni-channel Retailers. In contrast, a brand's e-commerce website operates independently and does not benefit from free traffic from these platforms or retailers.

Advantages of Owning an E-Commerce Website

• Complete Ownership: The brand owns all content and product listings.
• Freedom: Brands have flexibility in terms of products and promotions without incurring platform fees or display costs.
• Established Credibility: A dedicated site enhances brand reputation and customer experience without direct competition.
• Customer Data Ownership: Brands can gather customer data to optimize programs effectively.
• Higher and Sustainable Profits: If properly invested in operations and technology systems, brands can achieve greater and more sustainable profits.

A significant and emerging segment of e-commerce is Social Commerce, which refers to business activities conducted on social media platforms such as TikTok Shop and Facebook.

For example, in Vietnam, Facebook utilizes the concept of "Conversation Commerce," encouraging content creators and brands to post content and sell products through their Fanpages. Users can click on ads, send messages to the brand’s Inbox, and complete transactions within the messaging interface. This approach fosters direct communication between brands and consumers, enhancing the shopping experience.

Aggregators are intermediary platforms that compile information and connect commerce. There are two types of Aggregators:

• Retail Aggregators: These platforms act as personal shoppers, facilitating purchases on behalf of consumers, such as Grab Mart in Vietnam and DoorDash internationally. This category is often referred to as Quick Commerce or fast delivery commerce.
• Food Aggregators: These platforms focus on food delivery services, such as Grab Food and Shopee Food, providing consumers with convenient access to a variety of dining options.

B2B e-commerce platforms do not sell directly to end consumers; instead, they focus on providing goods to intermediaries such as wholesalers, retailers, businesses, or organizations that need to purchase in bulk. Most buyers on these platforms are typically wholesalers and retailers. Notable brands in the B2B e-commerce channel include Telio, Vinshop, Ninja Mart, and SaboMal.