THE SUCCESS OF E-COMMERCE STARTUPS: AN EMPIRICAL STUDY IN VIETNAM

Objective of the study: Although many e-commerce startups have been established in recent years, there is a high rate of business failure in start-up community. In addition, e-commerce in Vietnam is still at a beginning stage with many potentials and risks. The research aims to find impact factors which lead to the success of e-commerce startups in Vietnam. Methodology/approach: The qualitative method was applied to identify appropriate measurement scales. Then, the quantitative questionnaire survey was leveraged to test the research framework based on data from local e-commerce startups. Originality/Relevance: This research focuses on evaluating the impact of founder factors, e-service factors, and external factors on the success of startups in Vietnam. Main results: Research findings show that four factors have significant contribution to e-commerce startups' success including risk-taking propensity, achievement orientation, reliability of e-service quality, and e-networking. Among the four, risk-taking propensity is the most contributed factor in e-commerce startups' success. Theoretical/methodological contributions: The study helps to test the measurement scales and contributes an empirical study regarding to the success of startups in a developing country like Vietnam. Social/management contributions: Managerial implications for e-commerce incubators, entrepreneurs, and government are also recommended to improve the success rate of e-commerce startups in Vietnam.