A livestream promoting fish sauce of Cường Là Company, Hải Hậu Province. (VNA/VNS Nguyễn Lành)
On March 1, Vietnam e-commerce market is shifting from subsidy-driven growth to profitability and tighter regulation. Major platforms including Shopee, TikTok Shop, Lazada, and Tiki have raised fees and tightened seller rules, while tax enforcement strengthened, with collections up 80% to VNĐ208.8 trillion (US$8 billion) in 2025. Over 13,700 violating shops were removed, and active stores fell 7.4% to 601,800.
Despite consolidation, total sales across the four platforms rose 34.8% to VNĐ429 trillion (US$16.5 billion). Consumers are increasingly favouring official, higher-quality stores, and a new Law on E-Commerce from July 2026 will require mandatory seller identification to boost transparency.
Rising fees and stricter compliance will pressure weaker sellers, but stronger brands can benefit from consolidation and growing consumer trust. Firms should prioritise compliance, cost control and brand credibility as the market moves towards sustainable, quality-led growth.
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