E-Commerce Law 2025 marks a structural shift in how online commerce is regulated.

The E-Commerce Law, adopted by the National Assembly in 2025 and effective from July 1st, 2026, replaces earlier decree-based regulation and establishes a unified statutory framework for digital commerce.

For foreign startups, marketplace operators, and cross-border sellers, the key issue is not whether Vietnam allows foreign participation, it does. The key issue is how the E-Commerce Law classifies platform activity and what responsibilities follow from that classification.

This alert outlines the main regulatory shifts relevant to foreign online businesses.

From Notification to Structured Platform Responsibility

Previous e-commerce regulation focused largely on website notification and reactive enforcement.

Vietnam E-Commerce Law 2025 introduces clearer statutory duties and categorizes e-commerce actors more precisely.

The Law distinguishes between:

  • Direct retail websites
  • Intermediary platforms
  • E-commerce marketplaces
  • Social networks with commercial functions

Each category carries defined responsibilities.

Most significantly, platforms facilitating third-party sales are subject to explicit duties concerning seller information, transparency, and consumer protection.

Regulatory classification follows actual operational function, not merely corporate description.

Application to Foreign Entities

The E-Commerce Law expressly applies to both domestic and foreign organizations and individuals engaged in e-commerce activities that target the Vietnamese market.

In practice, foreign platforms serving Vietnamese consumers should consider:

  • Whether their platform function falls within a regulated category
  • Whether third-party seller activity is involved
  • Whether they collect and process data of Vietnamese users
  • Whether their operations involve transaction facilitation

The absence of local incorporation does not automatically remove regulatory obligations if activities are directed toward Vietnam.

Seller Identification and Platform Duties

Under the new E-Commerce Law, platforms allowing third-party sellers must:

  • Collect and verify seller identity information
  • Maintain accurate seller records
  • Disclose transaction terms and platform operator information
  • Provide complaint handling mechanisms

These duties are expressly codified and are no longer limited to subordinate regulations.

The Law also strengthens obligations to remove illegal or prohibited listings when required.

Coordinated Enforcement Environment

Vietnam E-Commerce Law 2025 reflects increasing coordination among:

  • Consumer protection authorities
  • Tax administration
  • Data and information regulators

Platforms now operate in an environment where regulatory information sharing is more structured.

Compliance should therefore be considered across consumer, tax, and information management dimensions.

Marketplace Activity and Functional Reclassification

A key compliance consideration under the Law is functional change.

When a platform transitions from operating solely as a direct retail site to facilitating third-party seller activity, regulatory obligations increase.

The Law evaluates operational reality rather than stated intention.

Foreign businesses expanding platform functionality should review whether such changes alter their regulatory status.

Data and Transparency Expectations

E-commerce platforms routinely process personal and transaction data.

Vietnam’s broader legal framework requires transparency in data collection, proper consent, and appropriate information management practices.

Vietnam E-Commerce Law 2025 reinforces expectations that platforms maintain defensible records and internal controls consistent with their operational scale.

Key Takeaways for Foreign Online Businesses

Before the Law takes effect on July 1st, 2026, foreign online businesses serving Vietnamese consumers should:

  • Review how their platform is classified under the Law
  • Assess whether third-party seller functions trigger additional duties
  • Confirm compliance with seller verification requirements
  • Evaluate transparency and complaint-handling mechanisms
  • Align internal processes with evolving enforcement coordination

Vietnam remains open to foreign digital participation.

However, Vietnam E-Commerce Law 2025 reflects regulatory maturation. Platforms are treated as responsible intermediaries within a supervised digital ecosystem.

The practical task for foreign businesses is to understand how their operational model fits within this framework before implementation begins.