WHAT HAPPENED
News from May 30, 2026, reports that Shopee, one of Southeast Asia's largest e-commerce players, was forced to postpone the implementation of a new commission policy for sellers in Vietnam. This decision followed a direct intervention by the Vietnam Competition Authority (VCA). Shopee had initially planned to revise its commission structure, which likely would have led to increased costs for many sellers using the platform.
The VCA's intervention highlights the growing global concern among regulators regarding the dominant position of large online platforms and their influence on the e-commerce ecosystem. This isn't merely an administrative delay; it's a clear signal that governments are ready to actively protect the interests of both consumers and, crucially, small and medium-sized enterprises (SMEs) who are entirely reliant on marketplaces to conduct their business. For sellers in Vietnam, this provided a temporary reprieve from potential cost increases and an opportunity for dialogue with the platform, mediated by the regulator.
WHAT IT MEANS
The Shopee Vietnam case is not an isolated incident but part of a global trend gaining momentum in 2025-2026. Regulatory bodies worldwide are increasingly scrutinizing the activities of major digital platforms. The reasons are clear: marketplaces have become an integral part of the economy, dictating the rules of the game for millions of sellers and billions of consumers. This power, concentrated in the hands of a few giants, raises concerns about anti-competitive practices, unfair terms for sellers, opaque pricing, and data usage.
For the Russian e-commerce market, this event holds direct significance. Russian marketplaces such as Wildberries, Ozon, and Yandex Market also hold dominant positions, consistently demonstrating double-digit sales growth annually and attracting millions of new sellers in 2025 and 2026. Their business models, tariff policies, return handling rules, and product ranking algorithms regularly spark debate among sellers.
Increased scrutiny from Russia's Federal Antimonopoly Service (FAS) and other supervisory bodies over marketplaces is only a matter of time. Historically, the FAS has shown interest in the activities of large retailers and digital platforms, investigating complaints about dominant positions and unfair competition. The Shopee case in Vietnam serves as a vivid example that a regulator can not only intervene post-factum but also proactively influence changes in tariff policies if they are perceived as detrimental to the interests of a wide range of market participants.
For Russian entrepreneurs using marketplaces as their primary sales channel, this signifies the need to be prepared for potential changes. On one hand, increased regulation could bring benefits: more transparent rules, protection against unilateral changes to terms, and fair dispute resolution. On the other hand, it might lead to a slowdown in innovation in some areas, increased bureaucratic burden, or even an indirect rise in costs if marketplaces pass new compliance expenses onto sellers. It's crucial to realize that the 'wild west' era for large online platforms is gradually ending, ushering in an age of stricter control.
VIETSMART EXPERT COMMENTARY
From the perspective of a Russian entrepreneur actively engaged with marketplaces, we would view the news from Vietnam as a direct call to action, rather than just a distant precedent. Waiting for the FAS to intervene in a dispute between you and a platform is a passive strategy. It is far more effective to proactively prepare for changes in the regulatory landscape, which by all indications, are inevitable. The key to success in 2026 and beyond lies in risk diversification and a deep understanding of your business context.
It's essential not just to monitor the news, but to actively analyze potential vulnerabilities in your business stemming from complete reliance on one or more platforms. Given the increasing number of sellers and sales volumes, marketplaces will seek ways to optimize their costs and increase profitability, and new commissions are just one tool. Regulatory intervention, while aimed at protection, can lead to unpredictable consequences for business processes.
CONCLUSIONS AND WHAT TO DO
For Russian entrepreneurs operating on marketplaces, the Shopee situation in Vietnam should serve as a significant reason to re-evaluate strategies. Here are several concrete steps to help prepare for the inevitable changes:
- Monitor the Regulatory Landscape: Closely follow initiatives from Russia's FAS, as well as legislative changes concerning e-commerce and the protection of entrepreneurs' rights. Understanding potential changes will allow you to adapt your business promptly.
- Diversify Sales Channels: Do not rely exclusively on one or two marketplaces. Develop your own online store, utilize social media, other platforms, or offline channels. This will reduce your dependence on a single platform's rules and give you more leverage.
- Deep Understanding of Contracts and Tariffs: Regularly review your cooperation terms with marketplaces, especially regarding commissions, penalties, return conditions, and logistics. Ensure you fully understand how changes might impact your profitability in 2026.
- Participate in Industry Associations: Join seller communities and industry associations. A collective voice carries significantly more weight in dialogue with marketplaces and regulators than individual complaints. This can be an effective tool for lobbying the interests of small and medium-sized businesses.
- Build a Strong Brand and Direct Customer Relationships: In the long term, your brand and customer loyalty are your most valuable assets. Develop your brand recognition outside of platforms, build a customer base, and establish direct communication with them. This will allow you to retain a portion of your business even amidst the most radical changes on marketplaces.
Source: Theinvestor as of May 30, 2026