As consumers browse through endless product listings on e-commerce platforms, few consider the potential pitfalls behind attractively priced items. Vietnam's rapidly expanding digital marketplace, while offering unprecedented convenience, has simultaneously given rise to fraudulent practices and counterfeit goods. A regulatory storm is quietly brewing across the country's e-commerce landscape.
Vietnam's Regulatory Overhaul: Balancing Growth and Consumer Protection
Vietnam is implementing sweeping reforms under its newly amended E-Commerce Law, aiming to restore market order and strengthen consumer protections. According to Hoang Quang Phong, Vice Chairman of the Vietnam Chamber of Commerce and Industry, the nation's e-commerce sector has been growing at an impressive 18% to 25% annually. Transaction volumes reached 305.9 trillion Vietnamese dong (approximately $116 billion) in the first nine months of 2025, positioning Vietnam as one of ASEAN's most promising digital markets.
However, this growth has been accompanied by escalating fraud concerns. Unscrupulous sellers exploiting regulatory gaps have flooded platforms with counterfeit and suspiciously sourced merchandise, undermining legitimate businesses and eroding consumer trust. Tran Duc Dong, Deputy Director of Office 389 under the National Steering Committee Against Smuggling, Commercial Fraud and Counterfeit Goods, revealed that between 2020 and 2025, authorities handled between 120,000 to 190,000 e-commerce-related cases annually, with trade fraud constituting 79% to 88% of all violations.
China's Ports Achieve Milestones as Trade Momentum Builds
While Vietnam grapples with e-commerce governance, China's trade sector celebrates significant achievements. In 2025, Fuzhou Port's annual foreign trade cargo throughput surpassed 100 million tons for the first time, marking an 8.8% year-on-year increase and securing its position among China's elite "billion-ton foreign trade ports." Similarly, Wenzhou Port officially joined this prestigious group with 100.86 million tons handled, representing 11.8% growth, injecting fresh vitality into regional economic development.
Strategic Shifts in Global Supply Chains
China's Ministry of Commerce announced on January 11 plans to enhance outbound investment management in 2026, strategically guiding cross-border industrial and supply chain arrangements. Recent national commerce conferences highlighted China's successful efforts in stimulating consumption, stabilizing foreign trade, optimizing foreign investment structures, and advancing overseas investments during 2025—all contributing to the nation's economic recovery.
Platform Dynamics: Fee Adjustments and Market Disruption
Beginning February 1, 2026, Shopee Malaysia will implement revised commission structures for local marketplace sellers. Notably, new merchants won't incur fees until listing products for over 120 days or completing 100 orders—whichever occurs first. This policy shift presents operational cost challenges for sellers navigating Malaysia's competitive digital marketplace.
Meanwhile, Vietnam's e-commerce hierarchy faces unprecedented disruption. VinVentures reports indicate TikTok Shop rapidly closing the gap with market leader Shopee during 2025. The social commerce platform saw a 96% surge in merchants (reaching 267,000), while Shopee's active seller base contracted by 32% to approximately 210,000. Transaction metrics reveal TikTok Shop's average order value grew 10% to 130,000 VND ($4.95), signaling consumer preference shifts toward quality and branding, whereas Shopee's 7.2% decline to 107,000 VND ($4.07) reinforces its value-oriented positioning.
Analyzing the Undercurrents
Vietnam's Regulatory Tightening: The government's crackdown aims to establish fair, transparent marketplace standards, ultimately boosting consumer confidence and sustainable growth. Compliant operators will thrive while fraudulent actors face elimination.
Port Capacity Expansion: China's port milestones demonstrate remarkable trade resilience and create new opportunities for regional economic transformation through enhanced logistics infrastructure.
Platform Economics: Shopee's fee restructuring reflects adaptive business strategies, compelling sellers to diversify channels and optimize operations amid changing cost structures.
Social Commerce Ascent: TikTok Shop's meteoric rise underscores social commerce's disruptive potential, forcing traditional platforms to innovate as consumer engagement models evolve.
These interconnected developments paint a dynamic portrait of Southeast Asia's evolving digital economy, where regulatory frameworks, infrastructure development, and platform competition collectively reshape commercial landscapes. Market participants must remain agile to navigate this complex terrain of challenges and opportunities.