WHAT HAPPENED
In early June 2026, it was revealed that the Vietnam Competition Commission (VCC), the country's antitrust authority, had launched a thorough investigation into changes in the commission structures imposed by major e-commerce platforms. This decision came after several key e-commerce players in Vietnam announced adjustments to their fees and terms for sellers. The investigation highlights growing regulatory concern over fair competition and potential abuses of dominant market positions by online marketplaces.
The VCC's initiative reflects a global trend of increased scrutiny over digital giants. As e-commerce becomes an increasingly central part of the economy, and millions of small and medium-sized enterprises (SMEs) rely on marketplaces to access consumers, any unilateral changes in fees or terms can have significant consequences for their operations and profitability. The investigation aims to uncover potential violations of antitrust law, such as price collusion, the creation of market entry barriers, or unfair terms for sellers.
This move is a significant signal for the entire region and the global e-commerce community. It indicates that state authorities are prepared to actively intervene in the pricing policies and operational models of platforms if these threaten healthy competition or disadvantage sellers and consumers. Vietnam, with its rapidly growing digital market, demonstrates a willingness to defend the interests of e-commerce ecosystem participants, potentially setting a precedent for other countries, including Russia.
WHAT THIS MEANS
For Russian entrepreneurs operating on e-commerce platforms, the situation in Vietnam is not just news from a distant country; it's a crucial indicator of potential changes and risks in their own market. Russian e-commerce is also experiencing rapid growth, and the dominance of a few large marketplaces is becoming increasingly pronounced. This leads to similar questions about pricing transparency, seller terms, and the necessity of antitrust regulation.
When a regulator in Vietnam launches an investigation, it signifies increasing attention to issues of monopolization and the imposition of terms. Russian marketplaces, much like their Vietnamese counterparts, regularly revise their commissions, storage terms, logistics, and promotion conditions. These changes, often taking effect without extensive notice or opportunities for sellers to influence the process, can significantly impact their business models, profitability, and development strategies. Potential government intervention could fundamentally alter the established rules of the game.
Such investigations could lead to a revision of regulatory acts and the emergence of new mechanisms to control the activities of online platforms. For instance, limits on commission sizes, requirements for transparent fee structures, mandatory procedures for agreeing on significant changes with business representatives, or even the possibility of out-of-court dispute resolution regarding terms could be introduced. While this would create a more predictable and fair operating environment, it would also impose additional obligations on marketplaces themselves and potentially slow down the implementation of some investment-intensive innovations.
In the long term, if Russian regulators follow Vietnam's example, it could foster a more balanced development of the e-commerce ecosystem, preventing excessive dominance by individual players and supporting competition. However, for entrepreneurs, this also means the need to be prepared to adapt their strategies to new rules, possibly with less flexibility in platform choice or stricter compliance requirements.
VIETSMART EXPERT COMMENTARY
The situation in Vietnam is not just a gentle reminder, but a loud alarm bell for every Russian entrepreneur whose business model is tied to e-commerce platforms. At VietSmart, we strongly recommend not waiting until similar processes begin in Russia, but rather proactively reviewing your strategy now. This includes not only monitoring legislative initiatives but also diversifying sales channels and conducting a thorough audit of current costs and risks associated with reliance on one or several large marketplaces.
The key task today is to reduce business vulnerability. This refers not only to financial risks but also to strategic autonomy. Increased regulatory pressure on marketplaces, as the Vietnamese case demonstrates, is very real, and its consequences can be significant. Entrepreneurs must remember that their successful future depends on flexibility and readiness for change. Developing alternative sales channels and building direct relationships with customers is not just a desirable option but an urgent necessity under current conditions.
CONCLUSIONS AND WHAT TO DO
Based on an analysis of the situation in Vietnam and general trends in digital market regulation, Russian e-commerce entrepreneurs should take the following steps:
- Monitor the Regulatory Agenda: Carefully track news and legislative initiatives concerning antitrust regulation and e-commerce in Russia. This will allow you to anticipate possible changes and adapt to them in advance.
- Diversify Sales Channels: Do not rely exclusively on large marketplaces. Develop your own online stores, use social media for direct sales, and explore niche platforms. This will reduce your dependence on a single partner and distribute risks.
- Build Direct Customer Relationships: Actively work on cultivating a loyal audience outside of marketplaces. Collecting contact information, email newsletters, and loyalty programs will help you maintain connections with buyers, even if platform terms become unfavorable.
- Optimize Costs and Analyze Profit Margins: Regularly review your pricing policy and cost structure. Be prepared for marketplace commissions to change, as your current profit margins could be at risk. Create a financial "safety cushion."
- Participate in Industry Associations: Join entrepreneurial associations and industry unions. Collective representation of interests carries more weight in dialogue with marketplaces and government regulators, which can help in shaping fairer terms.
Source: Fibre2Fashion dated June 1, 2026