Clarifying the new legal framework for e-commerce

On the morning of July 16, the Vietnam E-commerce and Digital Economy Agency (iDEA) under the Ministry of Industry and Trade (MoIT) held a conference to introduce the Law on E-commerce and Decree No.248/2026/ND-CP. The event aimed to disseminate, discuss and clarify the new provisions of the legal framework governing e-commerce as the Law officially enters into force. It also served as a platform for dialogue among state management agencies, industry associations, digital platform operators, online businesses and other relevant stakeholders.

In her opening remarks, Oanh highlighted the Law's central objective of building a transparent, safe and fair e-commerce environment while strengthening legal discipline and creating favourable conditions for innovation and the development of new business models.

The Law on E-commerce and Decree No.248/2026/ND-CP introduce a range of new provisions that directly affect digital platforms, sellers, livestream hosts, affiliate marketers and other participants in online transactions. Regulations on seller identity verification, disclosure of product information, transaction conditions, livestream management, complaint handling, consumer protection, and data storage and utilisation are expected to help curb fake accounts, counterfeit and prohibited goods, false advertising, trade fraud and online disputes.

During the conference, representatives of the Vietnam E-commerce Association also discussed sustainable e-commerce development and strategies to strengthen the capabilities of businesses. The topic is particularly significant as enterprises, digital platforms, online sellers and workers in the e-commerce sector need to enhance their capacity for legal compliance, data governance, platform operations, consumer protection and responsible business development.

Accompanying businesses in implementing the new legal framework

The conference's panel discussion focused on the roadmap for implementing the new legal framework, the responsibilities of e-commerce platforms, electronic identity verification for sellers, the management of livestream activities and affiliate marketing, as well as data protection and consumer rights. Participants agreed that legal compliance should be regarded as an integral part of modern corporate governance rather than merely an administrative obligation, serving as a foundation for enhancing business credibility and strengthening market confidence.

From the perspective of state management, iDEA will adopt a regulatory approach based on business models, operational scale and risk levels. The agency will strengthen the application of data and technology in post-inspection activities, strictly handle deliberate violations, while continuing to provide guidance and support for household businesses, individual sellers, small and medium-sized enterprises and start-ups to participate in e-commerce in a safe, lawful and effective manner.

For the business community, the new legal framework is expected to create opportunities to improve operational standards, promote fair competition, strengthen consumer confidence and support Vietnamese enterprises in expanding the domestic market while gradually participating more deeply in cross-border e-commerce. As the market becomes more transparent and standardised, businesses that operate responsibly and invest in product quality, services, branding, logistics and customer care will gain greater competitive advantages.

During the conference, participating organisations signed a memorandum of understanding on training cooperation, demonstrating the commitment of associations, educational institutions and related organisations to work together in developing high-quality human resources for the e-commerce sector to meet the requirements of implementing the new legal framework and supporting market development during the 2026 - 2030 period.

The conference was a practical activity to support the implementation of the Law on E-commerce and Decree No.248/2026/ND-CP. It also reaffirmed the commitment of the MoIT, iDEA, industry associations, businesses and other market participants to work together in building a transparent, safe, sustainable and highly competitive e-commerce ecosystem in Vietnam.

The new legal framework for e-commerce not only introduces higher compliance requirements but also establishes a solid foundation for a more transparent, professional and sustainable market. At the same time, it offers stronger protection for consumers while creating new opportunities for Vietnamese enterprises to improve operational standards and expand their market presence.