WHAT HAPPENED
In late August 2026, Vietnam's Food Safety Department issued an order to the major regional marketplace Shopee, mandating it to cease sales and remove 11 product items from its platform. This decision was made as part of enhanced control over the quality and safety of products sold through online channels. The specified products did not comply with Vietnam's established regulatory requirements, which led to immediate action by the regulatory body.
The incident highlights the increasing vigilance of Vietnamese authorities regarding adherence to product safety standards, particularly those concerning consumer health. Regulatory bodies are demonstrating a willingness to impose strict sanctions on platforms that fail to ensure adequate control over the assortment offered by their sellers. This sets a new precedent for all e-commerce market participants in the region, indicating the inevitability of adapting to tightening regulations.
WHAT THIS MEANS
This incident with Shopee is an important signal for Russian entrepreneurs considering or already exploring Southeast Asian markets. The case in Vietnam clearly demonstrates that local regulators are prepared to actively intervene in the operations of large online platforms if they discover violations in product safety. This points to a global trend of tightening e-commerce regulations, observed in many countries, including the Asian region.
For Russian sellers looking to enter platforms like Shopee, Lazada, or Tokopedia, it is crucial to realize that successful market entry involves not only logistics and marketing but also impeccable compliance with local requirements for certification, labeling, and product safety. These requirements can often differ significantly from Russian or European standards. Ignoring these aspects can lead not only to fines and product seizures but also to reputational damage and platform blocking.
Southeast Asian markets, including Vietnam, continue to show strong growth in the e-commerce segment, attracting a huge number of new consumers. According to experts, the total volume of the e-commerce market in the SEA region, estimated at $150 billion in 2025, could reach $330 billion by 2030. This growth necessitates stricter control measures from governments to protect consumers from low-quality and potentially dangerous products flooding the market with the rapid development of online trade. The Shopee case confirms that regulators are becoming increasingly active in their enforcement.
VIETSMART EXPERT COMMENTARY
From VietSmart's perspective, Shopee's experience in Vietnam is not just news, but a warning. Russian exporters looking to Asia as a promising direction need to radically reconsider their approach to compliance. It's not enough to just sell; you need to sell correctly, with a full understanding of local legislation. This applies not only to food products but also to cosmetics, children's goods, electronics—everything related to consumer health and safety.
We strongly recommend starting preparation for entry into an Asian marketplace with a thorough study of the target country's regulatory framework. This includes requirements for product composition, testing, packaging standards, local language labeling, and obtaining necessary permits or certificates. Often, assistance from local lawyers and consultants will be required. Investments in legal expertise at early stages will pay off by preventing much more serious losses in the future.
CONCLUSIONS AND WHAT TO DO
- Thorough Study of Local Legislation: Before entering a new market, conduct a thorough audit of all applicable norms and standards for your product category. This includes product safety, certification, labeling, composition, and packaging requirements.
- Partnership with Local Experts: Hire local lawyers or consulting firms specializing in e-commerce regulatory compliance. They can help navigate the nuances and obtain necessary permits.
- Transparency and Completeness of Documentation: Ensure that all necessary product documentation (certificates, test reports, declarations of conformity) is ready and up-to-date. Be prepared to provide it upon request from the marketplace or regulator.
- Product Adaptation to Local Standards: It may be necessary to make changes to the product's composition, packaging, or labeling to comply with local requirements. Do not skimp on this stage.
- Continuous Monitoring of Changes: Regulatory norms can change. Subscribe to news from relevant departments, participate in industry associations, and regularly update your knowledge of market requirements.
Source: Vietnam.vn from August 28, 2026