Individuals and businesses selling goods on e-commerce platforms in Vietnam, including livestream sellers, may soon be required to verify their identities through the national digital identity system VNeID. This proposal is one of the key highlights in the draft Amended E-commerce Law, currently under discussion at the Standing Committee of the National Assembly.
Strengthening transparency and accountability
According to the Ministry of Industry and Trade, the draft law comprises eight chapters and 50 articles, aiming to establish a more comprehensive legal framework for Vietnam’s fast-growing e-commerce sector. Under the proposal, domestic sellers must be verified via VNeID, while foreign sellers must provide valid legal documents to prove their legitimacy when doing business online in Vietnam.
The draft also sets out clear responsibilities for e-commerce platform operators. Platforms must disclose information about their owners, sellers, products, transaction conditions, delivery and payment methods, as well as policies for dispute resolution.
Livestream sellers under tighter scrutiny
One of the most notable additions is the regulation targeting livestream sellers. Platforms will be required to verify the identities of individuals livestreaming sales, make this information publicly available, and establish mechanisms to monitor livestream content in real time.
In addition, operators must store livestream data — including video and audio — for a minimum of one year to support inspections and enforcement actions if violations occur.
The move comes as livestream commerce has surged in popularity in Vietnam, with some sessions generating revenues worth billions of dong. However, many sellers fail to declare taxes, while misleading advertising and counterfeit goods remain pressing concerns.
Consumer protection and tax compliance
Supporters of the proposal argue that mandatory identity verification will enhance consumer protection by ensuring buyers know who they are transacting with and by increasing accountability for product quality, origin, and warranty policies.
For regulators, it provides a legal foundation to tackle issues such as tax evasion, fake or low-quality goods, and deceptive marketing practices. The Ministry of Industry and Trade emphasized that greater transparency will create a fairer business environment and align online commerce with traditional trade in terms of compliance.
Challenges and concerns raised
Despite broad support, several concerns have been raised. Some lawmakers and experts questioned the scope of regulation, asking whether all online activities — such as sales on social networks, personal livestreams, or digital services — should fall under the same legal framework.
Another challenge lies in regulating cross-border platforms. The draft law requires platforms using Vietnamese domain names, offering Vietnamese-language interfaces, or generating large transaction volumes in Vietnam to establish a local legal entity or appoint an authorized representative. Critics warn this may deter foreign companies or increase compliance burdens for small domestic sellers.
A critical step in e-commerce governance
Observers note that the introduction of VNeID in e-commerce governance marks a significant step toward digital transformation and effective data-based management. However, successful implementation will require a balanced approach — ensuring consumer protection and tax fairness while avoiding excessive barriers for small businesses.
The draft Amended E-commerce Law is scheduled to be presented for debate at the National Assembly’s October session. If approved, it is expected to provide a stronger legal foundation to regulate Vietnam’s booming online marketplace, enhance consumer trust, and ensure the sector’s sustainable growth.
