WHAT HAPPENED
Vietnam's Ministry of Industry and Trade (MOIT) announced the enactment of an updated E-commerce Law and the adoption of new Government Decree No. 248/2026/ND-CP. This event, which occurred on July 4, 2026, marks a significant strengthening of the legal framework for one of the country's most dynamically developing industries. Vietnam, as a key market in Southeast Asia, is actively regulating its digital economy, striving to ensure transparency, security, and sustainable growth.
The promulgation of these documents indicates the Vietnamese government's commitment to adapting existing regulations to the rapidly changing realities of the global and domestic e-commerce market. This is not merely an update of old rules but a comprehensive approach to forming a modern and effective regulatory environment capable of supporting innovation while protecting consumer interests and ensuring fair competition.
For foreign companies, including Russian ones, that view Vietnam as a promising direction for e-commerce expansion, this event is critically important. The new legislative acts create both new challenges and specific opportunities that require a deep understanding and strategic planning.
WHAT THIS MEANS
The introduction of the updated E-commerce Law and Decree No. 248/2026/ND-CP significantly alters the landscape for all participants in the Vietnamese e-commerce market, including Russian companies seeking to enter or already operating within it. These changes are generally aimed at strengthening consumer rights protection, increasing platform operational transparency, combating counterfeit products, regulating personal data processing, and clarifying tax obligations.
For Russian entrepreneurs planning to enter the Vietnamese market, this means a thorough analysis of their business models for compliance with the new requirements. It will likely necessitate a review of registration processes, licensing, terms of service, and privacy policies. Special attention should be paid to provisions concerning cross-border e-commerce, as such operations often fall under special scrutiny and require additional permits or procedures.
Increased regulation may also impact operational costs. Compliance with new standards could require investments in legal expertise, IT system adaptation, staff training, and the implementation of new security protocols. However, companies that can quickly and effectively adapt to the new rules will gain a significant competitive advantage, demonstrating reliability and adherence to high standards.
In the long term, the new rules contribute to the formation of a more predictable and stable market. While initial adaptation costs may be significant, clear and modern rules of the game reduce risks of uncertainty and create a more attractive environment for long-term investments. This is particularly important for Russian businesses seeking sustainable and transparent markets for their international expansion.
VIETSMART EXPERT COMMENTARY
For Russian e-commerce entrepreneurs interested in the Vietnamese market, the current moment demands immediate attention and proactive action. Merely observing developments could lead to missed opportunities or, worse, regulatory penalties. The new 2026 legislation is not a barrier, but rather a framework within which to build a successful business. It's important to understand that Vietnam strives for a civilized and secure digital market, and these rules are a step in that direction.
At VietSmart, we recommend viewing these changes as an opportunity to strengthen your market position. Companies that are among the first to adapt and demonstrate full compliance with local norms will not only avoid problems but also build a reputation as reliable partners. This can become a significant argument for local consumers and authorities, opening doors for deeper integration and sustainable growth.
CONCLUSIONS AND WHAT TO DO
- Conduct a Comprehensive Legal Audit: Immediately engage local or international lawyers specializing in Vietnamese law and e-commerce to assess your current or planned business model's compliance with the new provisions of the E-commerce Law and Decree No. 248/2026/ND-CP.
- Update Internal Policies and Terms of Use: Review user agreements, privacy policies, and terms for sales and returns of goods/services to ensure full compliance with new Vietnamese requirements, especially regarding data protection and consumer rights.
- Evaluate Licensing and Registration Requirements: Ascertain if there are new or altered requirements for licensing, e-commerce platform registration, or specific business activities. Submit necessary documents in advance or adjust procedures accordingly.
- Invest in Local Expertise: Consider hiring local legal or compliance specialists, or entering into long-term contracts with law firms. Having an "on-the-ground" expert will significantly simplify navigation through the complex regulatory landscape.
- Develop a Data Processing Strategy: Pay special attention to new rules on the collection, storage, processing, and cross-border transfer of personal data. Ensure your IT systems and security protocols meet local standards to prevent violations and data breaches.
Source: moit.gov.vn on July 4, 2026