Proactive sellers build prestige, operate transparently
According to data from the Department of E-commerce and Digital Economy, in 2025, for every 10 goods sold, 1 goods is purchased through e-commerce, in the next few years, this proportion may increase sharply, even reaching about 50%.
Consumers' expectations for online shopping experiences are also increasing. A 2025 survey by Milieu shows that 70% of Vietnamese consumers are willing to spend more on sellers that are rated as reliable and provide stable services. In parallel, 49% of Vietnamese consumers will abandon transactions if the seller does not have a buyer review beforehand.
Strong market growth accompanied by stricter expectations from consumers is posing new requirements for sellers: complying with relevant laws as well as platform regulations and improving service quality to enhance reliability to better meet market and customer needs.
Market growth and expectations from users set many new requirements for e-commerce sellers.
In fact, many sellers realize that building reputation, operating transparently and fully complying with regulations is becoming an important factor for long-term development on e-commerce platforms.
Mr. Do Huu Tan, Chairman of the Board of Directors cum General Director of Magix, a unit providing smart packaging solutions, said that the business has proactively developed genuine booths on Shopee, optimized operations, and soon deployed appropriate plans and activities to comply with regulations.
Since starting to do business on e-commerce, we have always prioritized building business operations in a professional and systematic direction. We appreciate the efforts of platforms like Shopee in strengthening information authentication and standardizing sellers' operations. When common standards are applied more widely, the business environment will be transparent, helping businesses focus on competing with product quality, service and customer experience.
Similarly, Mr. Tran Lam, founder of the JulyHouse brand with more than 10 years of online business, acknowledged that regulations on taxes, seller identification or information transparency requirements of e-commerce platforms are contributing to improving market standards. According to him, although the initial adaptation process may require additional resources from sellers, in the long term it will create a fairer competitive environment for well-invested sellers who fully comply with regulations.
Mr. Lam shared: "In my opinion, the requirements and regulations are the motivation for sellers to review and standardize business operations. Not only JulyHouse, many businesses and sellers are currently investing more in goods management and improving after-sales services. These activities help meet operating requirements, while contributing to building brand reputation and customer trust.
Acceleration platform supports sellers to upgrade operating standards
Assessing the current market, Mr. Nguyen Tan Phong, Vice Chairman of the Vietnam E-Commerce Association, said that tax regulations and operating requirements are contributing to improving transparency and promoting the substantial development of the market.
According to Mr. Phong, e-commerce platforms continue to play an important role in building a reliable business environment through technology investment, strengthening information authentication and supporting sellers to comply with relevant regulations.
Accompanying sellers in the process of upgrading operational standards, e-commerce platforms such as Shopee are continuing to invest in technology solutions and comprehensive support programs.
Specifically, Shopee has now applied the form of identification of sellers through chips on CCCDs through NFC technology, combined with direct comparison with data from functional agencies to enhance accuracy in information verification.
In parallel, Shopee is also applying AI to scan and early identify products with signs of counterfeiting or intellectual property infringement. At the same time, through the Brand IP Portal, rights holders can directly report violations to the platform.
The platform also deploys the "Denouncing Violated Products" feature right on the application, thereby combining feedback from the buyer community with technology control tools to improve the effectiveness of detecting and handling violations.
The "Denouncing Violated Products" feature on the Shopee application is a way for the platform to combine feedback from buyers to detect and handle violations.
In addition to technology solutions, Shopee also promotes support programs to help sellers improve operational capacity. From July 1, 2026, Shopee Mall, Favorite Shop and Favorite+ Shop sellers will receive additional benefits, including shortening the time to process complaints for cases of return/refund and sale of products by sellers (except for cases related to counterfeit goods), strengthening the protection of sellers' rights in some cases of return/refund arising and support from the priority customer care team. Training programs and tax guidance seminars are also organized by Shopee, helping sellers update new regulations and operate business more effectively.
As the e-commerce market increasingly emphasizes transparency and service quality, efforts from both platforms and sellers are expected to contribute to building and maintaining a healthy and reliable online business environment.
