Southeast Asia Information Harbor (www.dnyxxg.com) – With the E-commerce Law of 2026 officially taking effect on July 1st, the legal framework for Vietnam's e-commerce sector is becoming increasingly comprehensive. This not only fuels consumer expectations for a safer online shopping environment but also provides a solid development platform for compliant businesses, injecting strong momentum into the sustainable growth of Vietnam's e-commerce market.
As one of the most dynamic e-commerce markets in Southeast Asia, Vietnam's industry size and growth potential have attracted considerable attention. Data from international research institutions shows that the country's e-commerce market size ranked third in Southeast Asia in 2024, and its growth rate ranked fifth globally in 2022. The E-commerce and Digital Economy Department of the Ministry of Industry and Trade of Vietnam points out that e-commerce has become a core pillar of the modern distribution system: the industry's retail sales have grown at an average annual rate of 25%, and the market size is expected to exceed US$31 billion by 2025, accounting for 11% of total retail sales of consumer goods; online shoppers account for approximately 60% of the total population, profoundly reshaping business models and consumer habits.
However, concerns remain behind this rapid market growth. Hoang Quang Phong, Vice Chairman of the Vietnam Federation of Industry and Commerce (VCCI), frankly stated that while e-commerce platforms are expanding rapidly, problems such as online smuggling, trade fraud, and the circulation of counterfeit and substandard goods are becoming increasingly complex, seriously threatening consumer health and safety, damaging the legitimate rights and interests of compliant enterprises, and causing market concerns.
Against this backdrop, the E-commerce Law of 2026 is highly anticipated. This law aims to regulate the overheated e-commerce market, build a clear and transparent legal protection system for businesses and consumers, and guide the industry towards a green and sustainable transformation. Hoang Quang Phong commented that the National Assembly's passage of this law is a strategic move that acknowledges the achievements of digital trade development while simultaneously upgrading and promoting sustainable growth in the e-commerce market by strengthening fraud prevention, consumer rights protection, and business environment optimization.
It is understood that the new law will focus on strengthening regulation in three major areas: livestreaming, affiliate marketing, and cross-border e-commerce, and explicitly requires foreign e-commerce platforms to establish legal entities in Vietnam. Hoang Ninh, Deputy Director of the Department of E-commerce and Digital Economy under the Ministry of Industry and Trade of Vietnam, emphasized that 2026 is both a "transition year" for the implementation of the E-commerce Law and the starting year for the "National Master Plan for E-commerce Development 2026-2030." This plan, guided by the core principles of "green, circular, and sustainable" development, focuses on enhancing the competitiveness and quality of industry growth. The next phase will prioritize efficient and coordinated implementation between the central and local governments, strictly adhering to the principle of "clear responsibilities and clear results." (End)
