Ho Chi Minh City (VNA) – Vietnam’s e-commerce sector is expected to enter a new stage of development as the Law on E-Commerce officially took effect on July 1, providing a more comprehensive legal framework for online business activities and addressing persistent challenges in the rapidly expanding digital market.
According to a report by YouNet ECI, a leading e-commerce consulting and data analytics firm in Vietnam, the combined transaction value of the four largest e-commerce platforms in the country – Shopee, TikTok Shop, Tiki and Lazada – exceeded 458 trillion VND (17.4 billion USD) in 2025, up 26% from the previous year. Vietnam’s e-commerce sector has maintained an annual growth rate of 20–25%, among the highest in Southeast Asia.
While the rapid expansion of e-commerce has created new opportunities for businesses to reach consumers at lower costs and on a larger scale, it has also brought challenges, including counterfeit and imitation goods, products of unclear origin, misleading advertising and unfair competition.
Nguyen Tan Phong, Vice Chairman of the Vietnam E-commerce Association, said one of the most significant aspects of the new law is its role in addressing long-standing regulatory “grey areas” in the digital economy.
According to him, the legislation clearly defines different forms of online business activities, ranging from sales conducted through social media and e-commerce platforms to intermediary digital services. It also establishes clearer responsibilities for stakeholders participating in the online marketplace.
Under the law, sellers are required to verify their identities and ensure that products offered on digital platforms meet regulations on origin and quality. Content creators involved in advertising and livestream sales must provide transparent information and comply with relevant advertising regulations and professional standards.
Phong said seller identification requirements will help curb fraudulent activities, facilitate regulatory oversight and improve the handling of violations. More importantly, he noted, these measures are aimed at strengthening consumer confidence, a key foundation for the sustainable development of e-commerce.
Representing digital platforms, Nguyen Lam Thanh of TikTok Vietnam said a clearer legal framework will contribute to a more transparent and sustainable business environment.
He noted that consumer trust is essential for market expansion, while legitimate businesses need a fair environment to compete. According to Thanh, major platforms highly value the improvements in Vietnam’s legal framework and are committed to complying with Vietnamese regulations.
Businesses have also welcomed the new law. Luu Nga, Creative Director of fashion brand Elise, said legitimate manufacturers and retailers have long faced intense pressure from unofficial imports and products of unclear origin sold at exceptionally low prices through online channels.
She expressed her hope that stricter enforcement of regulations related to taxation, market supervision and product authentication will help create fairer competition and provide greater opportunities for reputable brands to grow.
Nga added that as the market becomes more regulated, businesses will need to focus on product quality, brand development and customer experience rather than relying solely on price competition.
Tran Thi Thuy Linh, a livestream seller and content creator, said consumers are increasingly concerned about product quality, origin, transparency and after-sales services rather than simply seeking the lowest prices.
As livestreaming and video content become important sales channels, she said, greater transparency and accountability among sellers and content creators are inevitable. Linh also stressed the importance of keeping up to date with platform regulations and legal requirements to ensure compliance during product promotion activities.
Experts believe the greatest significance of the Law on E-Commerce lies not only in strengthening market oversight but also in establishing fairer rules for all participants in the digital commerce ecosystem. As Vietnam’s e-commerce market continues to expand, a stronger legal framework is expected to reinforce consumer trust, improve market governance and support the sector’s growing role as a key driver of the country’s digital economy.
With Vietnam’s e-commerce sustaining annual growth of around 20–25% and emerging as one of Southeast Asia’s most dynamic markets, further improving the legal framework, strengthening consumer trust and fostering a fair competitive environment will help make e-commerce one of the key drivers of Vietnam’s digital economy in the near future./.
VNA
