WHAT HAPPENED
In late August 2026, Vietnamese regulators ordered Shopee, the largest regional e-commerce platform, to remove 11 health product items from sale. This decision resulted from increased scrutiny of online trade in health-related products and underscores local authorities' commitment to ensuring consumer safety and strict compliance with legislation. The list includes products that either lacked the necessary certificates and permits or were distributed with misleading marketing claims.
The incident on Shopee demonstrates that even major market players are not immune to regulatory scrutiny, especially concerning sensitive product categories. Vietnam, like many other Southeast Asian countries, is actively combating counterfeit and substandard products sold online, leading to regular inspections and enforcement actions. This sets a precedent and serves as an important signal for everyone operating or planning to enter these markets.
In this context, regulatory decisions are often aimed not only at curbing current violations but also at fostering more responsible business practices on platforms that connect millions of buyers and sellers. Such actions are designed to boost consumer trust in online shopping, while simultaneously raising the entry barrier and compliance requirements for sellers.
WHAT THIS MEANS
For Russian e-commerce entrepreneurs considering entering the dynamically developing markets of Southeast Asia, this case serves as an important warning. The region, including Vietnam, Indonesia, Thailand, and other countries, offers immense growth opportunities, confirmed by sustained double-digit e-commerce volume growth in recent years. However, alongside these opportunities, significant regulatory risks exist, particularly in categories such as health products, cosmetics, food products, and dietary supplements. These risks can result not only in financial losses due to product seizures but also in serious reputational damage.
The key challenge is that Southeast Asian legislation, especially regarding health product regulation, often has unique features that may differ from Russian or European standards. This applies to product registration requirements, import licensing, labeling, advertising, and even wording on packaging. A lack of due attention to these details can lead to a product legally sold in Russia being deemed illegal in the local market.
Furthermore, consumer preferences and expectations in the region also play a significant role. Southeast Asian consumers are becoming increasingly informed and demanding regarding product quality and safety, especially in the health sector. This increases pressure on marketplaces and sellers from regulators and the public. Simply listing a product on a platform without prior adaptation to local norms and cultural specifics becomes an extremely risky step.
The Shopee incident clearly shows that responsibility for product compliance with legislation primarily lies with the seller. Marketplaces, while providing infrastructure, are increasingly tightening their internal rules and requiring partners to unconditionally comply with local laws to avoid their own fines and sanctions. This means that Russian companies need to conduct thorough legal due diligence and obtain all necessary permits before, not after, commencing sales.
VIETSMART EXPERT COMMENTARY
The Shopee case in Vietnam is not just an isolated incident but an indicator of a general trend towards increased control over online trade in Southeast Asia. For a Russian entrepreneur striving for successful entry into these markets, ignoring such signals can be very costly. At VietSmart, we always emphasize the importance of localizing not only marketing strategies but, first and foremost, legal and regulatory preparation.
Our approach is that every product, especially from sensitive categories, must undergo a preliminary assessment for compliance with local legislation even before the first batch for export is formed. This includes checking ingredients, packaging wording, advertising claims, and certification requirements. Such a proactive approach minimizes risks and creates a solid foundation for a long-term and successful market presence.
CONCLUSIONS AND WHAT TO DO
- Thorough Legal Product Audit: Before selling any health product, cosmetic, or dietary supplement in Vietnam (or other Southeast Asian countries), a detailed legal analysis must be conducted to ensure compliance with local regulations. This includes checking the composition, labeling, instructions, advertising materials, and declared product properties.
- Obtain All Necessary Permits and Certificates: Ensure that all required import licenses, sales permits, and compliance certificates are obtained and current. In some cases, local product registration may be required, which is a mandatory condition.
- Collaborate with Local Experts: Engage local legal consultants or specialized agencies who are well-versed in local legislation and regulatory procedures. Their expertise will help avoid costly mistakes and accelerate the adaptation process.
- Special Attention to Advertising and Product Claims: Strictly ensure that all advertising materials and product descriptions comply with regulatory requirements. Avoid exaggerated or unsubstantiated claims, especially regarding medicinal or preventative properties.
- Monitor Regulatory Changes: Legislation in Southeast Asia can be dynamic. Regularly track changes in legislation related to your products to adapt your operations and documentation in a timely manner.
Source: Vietnam.vn from August 29, 2026