With just over three months left before the new regulations come into effect, sellers doing e-commerce in Vietnam must check themselves immediately

Recently, a lot of sellers who do Vietnam market are concerned about one thing:Vietnam's E-Commerce Law is comingThe

In December 2025, the National Assembly of Vietnam passed the Law on E-Commerce No. 122/2025/QH15 (hereinafter referred to as the 2025 E-Commerce Law), which has been in force sinceJuly 1, 2026Officially came into effect. This means that the regulation of e-commerce in Vietnam has officially entered the era of legal regulation from the past era of decrees.

On March 10, 2026, the Department of E-Commerce and Digital Economy of the Ministry of Industry and Trade of Vietnam held a seminar to solicit opinions on the draft implementation rules, with the presence of Shopee, Lazada, Viettel Post and other head enterprises. The draft consists of 8 chapters and 56 articles, comprehensively detailing compliance requirements and clarifying the responsibilities of all types of subjects.

Today an article to give you a thorough: the new rules changed what? How does it affect you? What should you do now?

I. Core changes: a comprehensive upgrade of e-commerce regulation in Vietnam

1. From decree to law, the regulatory hierarchy is elevated

Previously, e-commerce in Vietnam was mainly regulated under Decree No. 52/2013/ND-CP ("Decree 52"). Now, the Law on E-Commerce 2025 elevates the regulation of e-commerce to the legal level and establishes a unified statutory regulatory framework.

2. Significant expansion of regulatory coverage

The new rules explicitly bring the following businesses under the regulatory umbrella:

• live streaming with goods(first time included in a specialized legal framework)
• affiliate marketing(Promoted through visiting links, referral codes, etc.)
• social e-commerce store(Social platform integrating online communication, order placement, and live sales functions)
• Integrated e-commerce platform(ecosystems that allow access to other e-commerce platforms)

3. Significant tightening of regulation of offshore platforms

Foreign e-commerce platforms providing services to the Vietnamese market may be required to fulfill obligations such as platform filing, designating local representatives or setting up local entities, as well as assuming clear legal responsibilities in consumer protection and cross-border dispute handling.

II. Key determination criteria: Is your platform considered to be "operating in Viet Nam"?

Article 27 of the Law on E-Commerce 2025 specifies the criteria for determining whether a foreign e-commerce platform is considered to be operating in Vietnam. If the platformfulfillmentThe following conditions constitute operating in Vietnam:

• Operated by a foreign organization established under foreign law
• And the platform has the function of selecting the Vietnamese language.maybeUsing the Vietnamese domain name ".vn".maybeVolume of transactions with Vietnamese consumers meets statutory thresholds

Compliance requirements for different platform types:

For foreign directly operated platforms, foreign intermediary-type platforms and social e-commerce platforms without order placement function that do not have online order placement function, before/after launching the Vietnamese language interface, using the ".vn" domain name, or meeting the transaction threshold.A Vietnamese legal entity must be authorized as the local representativeThe

For foreign intermediary-type platforms with online order placement function, social e-commerce platforms with online order placement function, and integrated e-commerce platforms, it is required that before/after the same time point, theEstablishment of legal entities directly in VietnamThe

About the transaction threshold: The draft implementation rules specify that the annual transaction size of the100,000 pensforeign platforms, will be deemed to be operating in Vietnam and subject to local laws.

III. Core obligations of platform operators (a few things you must do)

1. Seller identification (emphasis added!)

The draft implementing regulations are clear:E-commerce platforms must complete seller identity and information verificationThe

This means that all sellers who open stores on Vietnamese sites need to complete identity verification through the platform.Lazada representatives at the workshop suggested that verification can be done directly with the Vietnam National Electronic Identification System (VNeID) integration for newly registered sellers, but a reasonable transition roadmap needs to be developed for the large number of old seller accounts on the platform.

2. Disclosure requirements

The Platform is required to publish the following information in Vietnamese on its website:

• Operator Information
• Data and Personal Information Protection Policy
• Rights and obligations of the parties
• Consumer Complaint Handling

Additional announcements are required for platforms with online ordering capabilities:

• Pricing policy, service fees
• Conditions of sale of goods or provision of services
• payment method
• Prioritization of goods and services display
• Live Streaming Rules
• Mode of delivery of goods or provision of services
• Merchandise exchange or service termination and refund policy

3. Data retention requirements

Platforms with online ordering capabilities mustRetain contract data for at least 3 years. Social platforms, integrated platforms type of e-commerce models, are also subject to the same obligations.

4. Handling of non-compliant content

All e-commerce participating entities are required toWithin 24 hoursMonitor and deal with offending content on the platform to maintain market order.

5. Periodic reporting obligations

The draft implementing regulations require that the PlatformMonthly reports submittedLazada representatives suggested that the reporting cycle be adjusted to quarterly or semi-annually, but the official response said that regular reporting is an important basis for grasping market dynamics, and if it is extended to 3-6 months, the information will lose its timeliness, affecting the accuracy of the policy, so it will not be considered for the time being, but it will optimize the reporting process in light of the actual situation of the enterprise and reduce the burden on the enterprise.

6. Special obligations for consumer protection

Intermediary platforms with online ordering capabilities require additional fulfillment:

• Disclosure of information on defective goods
• Implementation of the "refund for goods not as advertised" policy
• Liability for compensation or joint and several liability in case of violation

7. Reporting of changes to the rules of the platform

The representative of Shopee suggested that the draft requirement that "every change in the terms and conditions of operation must be reported to the regulatory body" is too cumbersome and suggested that it should be optimized. There has been no clear official response to this.

IV. Specific impact on Chinese sellers

1. The identity of the seller must be authentic and verifiable.

The old way of possibly registering a store with false information is no longer possible. The platform must verify the identity of the seller and your information must be true.

2. Transaction data to be kept for 3 years

All transaction contracts and data need to be kept for at least 3 years, which means your compliance costs will go up, but it also means that consumer rights are more secure.

3. More standardized complaint handling

Platforms must publicize how complaints are handled and refund policies need to be enforced. Good for consumers, but for sellers it means product quality and service have to keep up.

4. Social e-commerce brought under regulation

If you're using social platforms like Facebook, TikTok, etc. for Vietnam marketplaces with integrated order placement, then you need to comply with these regulations as well.

5. 100,000 transaction threshold

If your annual trading volume is close to or exceeds 100,000 transactions, the platform may be deemed to be "operating in Vietnam" and will need to appoint a local representative or establish a local entity.

If you still have questions about the new regulations on e-commerce in Vietnam, or need to handle Vietnam company registration, local representative services, please feel free to contact me (Tel: 13045886252, micro-signal: qcy20251218). Let us use our nearly 10 years of experience in serving the Southeast Asian market to help you develop the Vietnamese market in a compliant and hassle-free manner.

V. What should you do now? (Just over three months before entry into force)

Step 1: Self-checking identity information

Confirm that your registration information on various platforms in Vietnam is true and complete. If there is any inaccuracy, it is recommended to complete the update before July 1 to avoid being restricted by the platforms.

Step 2: Sorting out transaction data

Establish a data archiving mechanism to ensure that all transaction contracts and records can be kept for at least 3 years. Start organizing now, don't wait until July 1st.

Step 3: Assess the size of the deal

Count your annual trading volume in the Vietnamese market. If it is close to 100,000 transactions, it is recommended to consider local Vietnamese representative or company registration in advance.

Step 4: Follow the final version of the implementing regulations

The draft is still in the consultation stage and the final version may be adjusted. We recommend staying tuned, and we will follow up with interpretations.

Step 5: Considering the localized layout of Vietnam

If you are interested in the Vietnamese market for a long time, registering a local company may be the best solution. Not only can you avoid being recognized as a "foreign platform", but you can also enjoy some of the policy benefits for local sellers.

VI. Transitional arrangements: now through June 30, 2027

The 2025 ECPA establishes a transition period:

• For e-commerce websites/apps that have completed notification/registration prior to the effective date of the Act, they may continue to operate as is up to the point ofJune 30, 2027
• This transitional arrangement also applies to organizations providing e-contract authentication services that are registered before 1 July 2026

This means that if you are already operating in compliance in Vietnam, there is a buffer of over a year to gradually adapt to the new regulations.

VII. What can we do for you?

Facing the new regulations of Vietnam e-commerce, you need not just an information provider, but a professional partner who really understands the Southeast Asian market and can help you land in compliance and reduce risks.

The value that Enterprise Finance earnings can bring to you:

Let's you quickly figure out exactly how the new rules will affect you.
Depending on your business model (platform seller, social e-commerce, independent site, etc.), we'll help you decipher the provisions of the new regulations that are relevant to you, and tell you what you must do, what can be slowed down, and what potholes you can't step in.

Lets you successfully complete seller identity verification to avoid store restrictions.
If you're worried about identity information, we can help you sort through the required materials to ensure that your information is true and compliant and passes the platform verification smoothly.

Allows you to establish a compliant data archiving mechanism to meet the "3-year retention" requirement.
We'll tell you what data you need to save, how to save it, and for how long, and help you set up a simple and practical archiving process to avoid being penalized for data issues.

Allows you to assess the need to set up a local Vietnamese entity.
If your transaction volume is close to 100,000, or you are optimistic about the Vietnamese market for a long time, we can help you analyze the pros and cons of registering a Vietnamese company. We have branch offices in Southeast Asia, which can connect you with local professional service teams in Vietnam to provide one-stop service from company registration, address attachment to annual audit and tax filing.

Gives you a readily available local back-up in Southeast Asia.
We have branches in Southeast Asia with teams familiar with local regulations and hands-on processes. When you encounter platform audits, consumer complaints, or even tax audits, we are able to respond in a timely manner and give you tangible support.

If you still have questions about the new regulations on e-commerce in Vietnam, or need to handle Vietnam company registration, local representative services, please feel free to contact me (Tel: 13045886252, micro-signal: qcy20251218). Let us use our nearly 10 years of experience in serving the Southeast Asian market to help you develop the Vietnamese market in a compliant and hassle-free manner.