Ho Chi Minh City is expanding efforts to create a safer and more transparent online shopping market as Vietnam rolls out its new Vietnam Ecommerce Law. The law introduces stronger consumer protections, higher standards for digital platforms, and clearer rules for businesses. Officials say the changes will support long-term growth in the country’s fast-growing digital economy.
The Ho Chi Minh City Department of Industry and Trade hosted a conference on July 24 with the Vietnam E-commerce and Digital Economy Agency and other government bodies. The event focused on helping businesses understand the new law and prepare for its implementation.
Officials said the updated legal framework affects online platforms, merchants, and consumers. They encouraged all market participants to learn the new rules and follow them carefully.
Vietnam’s online retail market has grown rapidly in recent years. The market reached an estimated $40 billion in 2025, while Ho Chi Minh City contributed about $12 billion. Local online retail sales increased by more than 30 percent last year, and authorities expect strong growth to continue throughout 2026.
Officials said this expansion creates many new business opportunities. At the same time, companies that fully understand the legal framework will be better prepared to compete and earn consumer trust.
The new law was designed to protect shoppers, support fair competition, and strengthen the country’s digital economy. It also increases accountability for online marketplaces and digital service providers.
One major requirement is greater transparency from e-commerce platforms. Online marketplaces must explain how products are ranked and provide more information about recommendation systems. The law also increases oversight of livestream selling and requires platforms to remove illegal content within 24 hours after receiving official requests.
Cross-border platforms that operate Vietnamese-language services or process at least 100,000 transactions each year in Vietnam must appoint an authorized legal representative inside the country. They must also maintain a security deposit of at least VNĐ20 billion to support tax compliance and consumer compensation when required.
Another important rule will begin on January 1, 2027. From that date, all sellers and livestream hosts using intermediary platforms must complete electronic identity verification, also known as e-KYC. Officials believe this measure will improve accountability and reduce online fraud.
The law also introduces stronger protections for merchants. Online marketplaces must give advance notice before suspending seller accounts or changing important platform policies. Sellers will also be allowed to keep access to their transaction records for up to three years, helping them manage business operations and resolve disputes more effectively.
Government representatives said many digital platforms have already started updating their systems. These improvements include stronger product monitoring, electronic identity verification, better storage of user information, and more transparent complaint-handling procedures.
The Ministry of Industry and Trade is also increasing public awareness campaigns. These efforts aim to help platforms, businesses, and consumers understand their rights and responsibilities under the new legal framework.
Officials said the goal is to create a digital marketplace where businesses clearly understand their obligations while consumers receive stronger protection when shopping online.
The conference also introduced updates to the country’s Advertising Law. Under the revised rules, key opinion leaders, key opinion consumers, and other online content creators must verify product information before promoting it. They must also clearly identify sponsored content and accept responsibility for misleading advertising.
Meanwhile, Ho Chi Minh City Police encouraged businesses to strengthen compliance with personal data protection rules, tax regulations, and cybersecurity requirements. Authorities warned that fake websites and fraudulent social media accounts continue to pose risks for businesses and consumers.
Business representatives welcomed the new legal framework. Many said the clearer rules would improve confidence across Vietnam’s growing digital marketplace.
A representative from Be’Balance Vietnam, a premium South Korean cosmetics company, said the conference provided practical guidance on the new law. The company plans to apply the updated requirements across its business operations quickly.
Company representatives said transparency and compliance are not only legal responsibilities but also important foundations for sustainable business growth.
During the conference, regulators, businesses, and digital platforms also discussed implementation challenges and practical ways to improve compliance. Organizers said continued cooperation between government agencies, online platforms, merchants, and content creators will help build a safer, more transparent e-commerce environment while supporting the long-term growth of Vietnam’s digital economy.
