Other BriefingsVietnam’s E-Commerce Law 2025: Key Provisions and Business Implications
Effective July 1, 2026, Vietnam’s E-Commerce Law will regulate all activities of domestic and foreign entities on e-commerce platforms, implementing stricter platform obligations, operator responsibilities, and consumer protections, thus redefining compliance for both local and international businesses.
Vietnam has emerged as a significant player on the regional digital economy map, with its e-commerce industry projected to reach US$25 billion in 2025 – a 17 percent growth from the previous year. As Vietnam’s e-commerce market rapidly expands, the government is ramping up its regulatory reforms to establish effective oversight and management over this fast-growing sector.
On December 10, 2026, Vietnamese lawmakers passed the new E-Commerce Law with 41 articles divided into seven chapters, which aim to:
- Establish policies for the development of e-commerce;
- Regulate e-commerce platforms and the responsibilities of organizations and individuals involved in e-commerce activities;
- Govern e-commerce activities with foreign or cross-border elements;
- Define the obligations of e-commerce support service providers; and
- Promote the application of technology in state management and the handling of violations in the e-commerce sector.
Effective July 1, 2026, the new law is expected to strengthen consumer protection, enhance the accountability of participating stakeholders, and align with current trends in digital platform–based governance.
See also: Vietnam E-Commerce Sector Outlook: Key Growth Trends
Current legal framework
The sector is currently regulated under Decree No. 52/2013/ND-CP (“Decree 52”) and its amendments, including Decree No. 85/2021/ND-CP (“Decree 85”). However, these rules have revealed gaps in areas such as counterfeit goods, livestream selling, and cross-border enforcement.
Decree 52 was a milestone in setting rules for online transactions and platform operations. It provided the first clear framework for how businesses, consumers, and regulators should engage in Vietnam’s online marketplace. Over time, however, the rapid growth of e-commerce exposed its limits, leaving it unable to keep pace with the digital economy.
In 2021, Decree 85 was introduced as an amendment to strengthen compliance obligations for e-commerce platforms and improve oversight. Nonetheless, several gaps remain. The existing framework provides only limited coverage of new business models such as livestream sales and affiliate marketing. It also overlaps with other key laws on consumer protection, taxation, and intellectual property, leading to enforcement inconsistencies.
Another challenge lies in regulating foreign platforms. Although current rules require registration and the appointment of a local representative, enforcement against cross-border operators has proven difficult, leaving loopholes in areas such as counterfeit goods and tax compliance.
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Vietnam's E-Commerce Law: Key provisions
The 2025 E-Commerce Law introduces several major updates to address gaps in the current framework and align with the realities of today’s digital economy.
Platform classification
The draft categorizes platforms into four types. This structure better reflects the diversity of business models, though the criteria for distinguishing between categories remain unclear. The new categories include:
- Direct business;
- Intermediary;
- Social media with e-commerce functions; and
- Multi-service Integrated platforms.
Operator responsibilities
Under the new law, platform operators will face stricter duties. They must verify the identity of all sellers, including those from foreign countries, and implement automated content moderation. Unlawful content must be removed within 24 hours of notice. Platforms must also retain data for at least three years, including livestream records.
Meanwhile, large-scale platforms will face additional requirements, including establishing effective consumer complaint-handling systems.
It also classifies social networks that conduct e-commerce activities as a distinct category of platforms, with a tailored set of obligations reflecting the nature of their operations. These requirements are not applied mechanically, as with those for e-commerce marketplaces, while still ensuring that no regulatory gaps arise, especially in managing commercial content and consumer protection.
Algorithm transparency
For the first time, e-commerce platforms will be required to disclose their algorithms to regulators during inspections. In addition to their basic responsibilities, operators of large-scale digital intermediary e-commerce platforms will have to, upon request from competent authorities conducting inspections or investigations into suspected violations:
- Provide transaction data to the authority; and
- Disclose algorithmic documentation, including:
- Design rationale;
- Logic and decision flows;
- Functional specifications;
- Operational simulations/demonstrations.
These measures enhance regulatory transparency and oversight for high-impact platforms whose algorithms greatly affect user experience, market behaviors, and compliance risks. While aimed at increasing transparency, this also raises issues about intellectual property and confidentiality. Additional guidance on implementation will be needed to address these concerns.
Seller identification via VNeID
The E-Commerce Law requires sellers operating on e-commerce platforms to be identified through the national electronic identification system (VNeID). This measure facilitates seller traceability, helps curb counterfeit goods and intellectual property infringements, and enables tax authorities to improve oversight and prevent revenue leakage.
The government has emphasized that this approach will not introduce additional administrative procedures. Instead, it leverages existing digital infrastructure to strengthen regulatory management without imposing further compliance burdens on businesses or individuals.
The law does not require foreign e-commerce platforms operating in Vietnam to establish a new legal entity. However, they must appoint a legal representative in Vietnam to fulfill relevant obligations. This requirement is designed to remain consistent with Vietnam’s international commitments while providing regulators with a clear point of contact to protect consumer rights and address violations as they arise.
Livestreaming and affiliate marketing
The law will be the first legal framework to recognize Key Opinion Leaders (KOLs) and Key Opinion Consumers (KOCs), who influence consumer purchases, as sellers and subject to the same obligations. Platforms must monitor livestream content in real time and remove or terminate sessions containing violations.
Supporting services
The law explicitly regulates supporting services to e-commerce platforms, including logistics, payment, IT infrastructure, and electronic contract authentication. These providers will be integrated into the compliance framework to enhance accountability throughout the supply chain.
Consumer protection and taxation
The law places strong emphasis on protecting consumers in the digital marketplace. Buyers are granted expanded rights, including greater control over their personal data, the ability to cancel transactions under certain conditions, and access to fast and transparent dispute resolution mechanisms.
On the seller side, obligations are enhanced. Sellers must ensure the accuracy of product information, provide clear warranty policies, and respond promptly to consumer complaints. These measures aim to build consumer trust and curb fraudulent practices.
Tax compliance is another key focus. The draft introduces a withholding tax mechanism for e-commerce transactions to limit evasion and ensure fair contributions from both domestic and foreign sellers. This aligns with Vietnam’s broader efforts to secure revenue from the rapidly expanding digital economy.
Implementation challenges to be addressed through guiding directives
Following the law's adoption, the government will implement a plan to create guiding regulations that ensure clarity, feasibility, and consistency. These regulations aim to prevent regulatory overlap and unnecessary administrative procedures. Post-inspection mechanisms will be strengthened, with a focus on data and risk management, and responsibilities clearly assigned to each stakeholder across the e-commerce ecosystem.
During NA discussions, lawmakers addressed issues including transaction thresholds for foreign platforms, escrow mechanisms for consumer compensation, and the state's financial obligations. The drafting authority has incorporated these concerns and will specify them further in implementing decrees.
Outlook and business implications
The 2025 E-Commerce Law signals a clear shift toward accountability, transparency, and tighter regulation of cross-border activities. It expands the scope of compliance to cover not only platform operators but also sellers, influencers, and supporting service providers.
For businesses, early preparation will be essential. Companies should reassess their compliance frameworks to ensure they meet the new requirements for platform classification and seller verification. Those operating cross-border will need to review their structures and consider establishing a local presence to avoid penalties and liability risks. Firms should also be prepared for stricter monitoring and reporting obligations, particularly in relation to consumer protection and dispute resolution.
Enterprises that act early will gain a competitive edge and build regulatory confidence in Vietnam’s fast-growing e-commerce market. By aligning with the new rules from the outset, they can position themselves as trusted partners in building a transparent and resilient digital economy.
This article was originally published August 29, 2025. It was last updated on December 16, 2025.
This article first appeared on Vietnam Briefing, our sister platform.
