On December 10, 2025, Vietnam's National Assembly passed the Law on E-Commerce No. 122/2025/QH15 ("EC Law"), which takes effect on July 1, 2026. The EC Law marks the first time Vietnam has comprehensively regulated e-commerce at the statutory level, elevating the regulatory framework from a decree-based regime under Decree No. 52/2013/ND-CP to a standalone law of the National Assembly.

Classification of E-Commerce Platforms

The EC Law formally classifies e-commerce platforms into four models: (i) Direct EC platforms, which sell the operator's own goods or services; (ii) Intermediary EC platforms (marketplaces and auction sites); (iii) Social networks with e-commerce functions, integrating ordering or livestream capabilities; and (iv) Integrated EC platforms, which host other platforms within them. The level of compliance obligation varies by model.

General Platform Obligations

All platform operators must: fully and accurately disclose information and comply with the EC Law; submit periodic reports to regulators; implement mechanisms to inspect and remove unlawful content; comply with government requests in dispute and enforcement proceedings; and publicly disclose the primary criteria applied when algorithms restrict or prioritise the display of goods and services.

Stricter Regulation of Livestream Sales

The EC Law introduces obligations for three groups involved in livestream sales — platform operators, sellers, and individual livestreamers. Platforms must verify livestreamer identities, provide tools to display safety warnings, store all image and audio data for at least one year, and establish mechanisms for viewer complaints. Sellers must supply livestreamers with proof of licensing and product compliance before any livestream. Livestreamers must comply with platform rules and must refuse to participate if required documentation is not provided.

Local Presence for Foreign Platforms

Foreign e-commerce platforms that (i) use Vietnamese as a display language, (ii) use a ".vn" domain, or (iii) reach a prescribed transaction threshold with Vietnamese buyers are subject to enhanced requirements. Such platforms must register with the authorities and either appoint a local authorised entity or establish a legal entity in Vietnam. Where a platform would otherwise be required to establish a legal entity but qualifies for an exemption under an applicable international treaty, a security deposit at an approved bank is required instead.

Seller Identification

Online sellers, livestreamers, and affiliate marketing service providers must provide the platform with electronic identification information (VNeID) for domestic sellers or legal documents for foreign sellers. This measure is designed to increase accountability and reduce the prevalence of anonymous or fraudulent sellers.

Tax Obligations for Digital Economy Operators

Recent amendments to the VAT Law and Tax Administration Law clarify and expand tax obligations for foreign e-commerce and digital service providers in Vietnam. The "hypothetical supplier" regime requires owners of e-commerce and digital platforms — whether domestic or foreign — with online ordering and payment functions to deduct, declare, and pay taxes on behalf of individual sellers and household businesses transacting on their platforms. Foreign suppliers without a permanent establishment in Vietnam must register and pay taxes online through the General Department of Taxation's portal, or authorise a local representative to do so. Services provided by foreign suppliers via e-commerce platforms are generally subject to 10% VAT.

Competition and Consumer Protection Developments

Vietnam's competition and consumer protection framework is evolving rapidly to address the digital economy. The 2023 Law on Consumer Rights Protection extends safeguards to online transactions and digital platforms. Proposed amendments to the Competition Law would expand the criteria for assessing market power of digital platforms — focusing on scale and user base rather than traditional revenue metrics — and would prohibit self-preferencing, discrimination, and non-disclosed algorithmic ranking practices by e-commerce platforms.

Cybersecurity Law 2025

The Cybersecurity Law 2025 (No. 116/2025/QH15), also effective July 1, 2026, imposes new obligations on domestic and foreign providers of telecommunications, internet, and digital platform services. Key requirements include: verifying user identities at digital account registration; providing user data to the Ministry of Public Security within 24 hours (or 3 hours in national security emergencies); blocking or removing illegal content within 24 hours of a regulatory request; and storing user account data for the legally prescribed period after service termination. The Law classifies information systems into five levels based on potential harm, with security obligations corresponding to each level.

Action Points for Businesses

Businesses operating in or with Vietnam's digital marketplace should promptly assess their current structures and compliance frameworks in light of the EC Law's July 1, 2026 effective date. In particular, foreign platform operators should determine whether the local presence requirements apply to them, and if so, whether to establish a legal entity or appoint a local representative. All platforms should review their seller verification, livestream, and algorithmic disclosure procedures.