Hanoi (VNA) – The Law on E-commerce, which takes effect on July 1, marks a major milestone in strengthening the legal framework for the digital economy. After more than a decade of rapid growth, the sector is entering a new phase shaped by greater transparency, safety and accountability, with the new law expected to bring greater order to the digital marketplace.
Hoang Ninh, Deputy Director of the Vietnam E-commerce and Digital Economy Agency under the Ministry of Industry and Trade, said the rapid growth of e-commerce and the emergence of new business models have exposed gaps in the existing legal framework.
Previous regulations failed to keep pace with intermediary platforms, platform-based businesses and cross-border e-commerce, while risks such as counterfeit goods, commercial fraud, intellectual property violations and consumer rights infringements have become increasingly complex.
According to Ninh, the law both promotes innovation and strengthens regulatory oversight. It aims to ensure a transparent, fair and sustainable marketplace through a stable legal framework while clearly defining the responsibilities of market participants, particularly intermediary platforms. Requirements for information disclosure, identity verification, product control and consumer protection have been strengthened to curb fraud and promote fair competition.
The law also encourages green e-commerce, more efficient logistics and environmentally friendly packaging, while creating greater opportunities for small and medium-sized enterprises, household businesses and start-ups. E-commerce platforms are now required to verify sellers' identities, disclose information on sellers, products and transaction conditions, proactively detect violations and establish effective complaint-handling mechanisms. Consumer protection has also been reinforced through clearer rules on complaints, refunds, compensation and personal data protection.
Le Thi Ha, head of the E-commerce Management Division under the agency, said the fast-moving, borderless nature of the digital environment poses growing regulatory challenges, making it essential to clearly define the responsibilities of all participants across the e-commerce ecosystem.
The law therefore adopts a data- and technology-driven regulatory approach while requiring platforms to verify sellers, retain transaction data and provide information when requested by competent authorities. Product information disclosure requirements have also been tightened, particularly for sensitive goods.
More online sellers have begun adapting to the new rules, viewing compliance as an opportunity to strengthen credibility and improve service quality. Although implementation may initially increase costs, it is expected to create fairer competition and reward businesses that invest in long-term compliance.
Major platforms such as Shopee are expanding the use of technologies including near-field communication (NFC) for seller verification and artificial intelligence (AI) to detect counterfeit and intellectual property-infringing products. Tools such as the Brand IP Portal and the "Report Infringing Products" feature also enable rights holders and consumers to report violations directly.
From July 1, 2026, sellers in the Shopee Mall, Preferred Shop and Preferred Shop+ categories will receive enhanced operational support and training.
Experts believe the new law will make Vietnam's e-commerce market more transparent, accountable and orderly. As seller identification, product disclosure and platform oversight requirements are implemented consistently, regulatory gaps will narrow, giving consumers greater confidence and encouraging businesses to improve standards. The reforms are expected to support the sustainable growth of Vietnam's e-commerce sector./.
VNA
