Vietnam’s online shopping scene is huge. According to the Ministry of Industry and Trade, the e‑commerce market reached about US$31 billion in 2025, grew 25 % and now makes up roughly 11 % of total retail sales. With 60 % of the population buying online, the market is one of the three biggest in ASEAN.

The National Competition Commission recorded 896 consumer complaints in 2025, and 191 of them – 21.3 % – were about e‑commerce, the highest share among all product categories. This shows that many shoppers are already facing problems.

In response, authorities removed nearly 50,000 infringing products and blocked around 13,000 online shops that violated the rules in 2025, according to the ministry. While these actions reduce the number of fake items, the sheer volume indicates the problem is still large.

The ministry said weak seller identification, inadequate information verification and limited product traceability let fake accounts and temporary shops operate easily, making violators hard to trace. For everyday shoppers, this means it can be difficult to know whether a seller is trustworthy.

To protect buyers, the ministry’s proposed scheme calls for stronger seller verification, better product traceability and greater platform accountability. If these measures are adopted, online shoppers can expect a safer and more reliable marketplace.