Vietnam e-commerce market grows amid new consumer protection focus

Vietnam's e-commerce market is experiencing rapid growth, with transaction values on platforms such as Shopee, TikTok Shop, Lazada, and Tiki reaching 264.8 trillion VND in the first half of 2026, a 19% increase compared to the same period in 2025.

This expansion has shifted the focus of consumer protection regulations toward digital identity, data, and the accountability of participants in digital transactions. Under Decree 55/2024/ND-CP, authorities are utilizing tools such as standard form contracts, remote transactions, and product recall mechanisms to manage risks.

In terms of product safety, over 342,000 products were recalled during an 18-month period spanning 2025 and the first half of 2026. These recalls stem from both domestic issues and global safety warnings. As transactions move online, regulators are addressing new risks including anonymous sellers, counterfeit goods, misleading advertising, and the influence of algorithms on purchasing decisions.