On July 1, 2026, Vietnam’s first dedicated Law on E-Commerce came into force, together with Decree 248/2026. I am Philip Chen, CEO of GMA, and I have spent years helping foreign brands sell in Vietnam. Let me be honest with you: this is the biggest rule change I have seen in this market. If you sell on Shopee, Lazada, TikTok Shop, or through KOLs and affiliates, this affects you directly. Here is what changed, and what you must do now.
The new rules in numbers (2026)
- Vietnam’s first Law on E-Commerce took effect July 1, 2026.
- Decree 248/2026 makes platforms withhold and pay tax for sellers.
- Platforms must verify seller identity before you can trade.
- KOLs and KOCs in affiliate deals must be identity-verified too.
What actually changed
For years, selling in Vietnam online was a bit of a wild west. That era is over. The new law brings structure, and structure rewards serious brands. Here are the parts you cannot ignore.
Seller verification
Platforms must verify the identity of every seller before letting them operate. Fake shops and anonymous accounts are being pushed out. If your setup on Shopee, Lazada or TikTok Shop is not properly registered and verified, you risk being suspended. Get your documentation clean now.
Platform tax withholding
This is the big one. Under Decree 248/2026, platforms with payment functions, local and foreign, must withhold, declare and pay tax on behalf of sellers. Your margins and pricing math change. If you did not plan for this, you are already behind.
KOL, KOC and affiliate rules
Affiliate marketing is now regulated. Platforms must verify the identity of KOLs and KOCs and are responsible for taking down links to products that break the law. The days of anonymous seeding are ending. Work with creators who are registered and compliant.
Livestream and social commerce
Livestreaming and social commerce are now explicitly covered by the law. Given that live selling drives a huge share of sales here, this matters for every brand running lives on TikTok Shop or Facebook.
The mistakes I see brands make
- Ignoring the tax change. Some brands still price as if nothing happened. Their margins will get squeezed the moment platforms withhold tax.
- Unverified seller setup. A messy or informal shop registration is now a suspension risk, not a shortcut.
- Anonymous KOC seeding. Working with unregistered creators used to be cheap and easy. Now it is a compliance liability.
- Assuming it is only local sellers. The rules apply to foreign platform owners and cross-border sellers too.
- Waiting to react. The law is already in force. Every week without a compliant setup is risk.
What you must do now
Here is my practical advice. First, clean up your seller registration and documentation on every platform. Second, rebuild your pricing model with platform tax withholding baked in, do the math before it hurts you. Third, only work with registered, compliant KOLs and KOCs. Fourth, keep your affiliate links and product claims clean, because platforms will remove anything that breaks the rules. Handle this well and you turn a headache into an advantage: as informal competitors get squeezed out, disciplined brands win share.
What this means for you
Vietnam’s 2026 E-Commerce Law is not a threat to serious brands, it is a filter. Get compliant, price correctly, and work with verified creators, and you come out stronger. For context, see the economy of Vietnam and its Digital 2025 profile.
Read next on our blog: marketing tips to manage a brand in Vietnam and top channels to sell in Vietnam.
FAQ: Vietnam’s 2026 E-Commerce Law
When did the new law take effect?
July 1, 2026. Vietnam’s first dedicated Law on E-Commerce, together with Decree 248/2026, is now in force and applies to online sellers and platforms.
Does the tax withholding apply to foreign brands?
Yes. Platforms with payment functions, local and foreign, must withhold and pay tax for sellers, including cross-border sellers. Rebuild your pricing to account for it.
What does seller verification mean for me?
Platforms must verify your identity before you can trade. Make sure your shop registration and documents on Shopee, Lazada and TikTok Shop are clean and complete.
How does the law affect KOL and affiliate marketing?
Platforms must verify the identity of KOLs and KOCs and remove links to non-compliant products. Work only with registered, compliant creators from now on.
Is livestream selling regulated now?
Yes. Livestreaming and social commerce are explicitly covered by the new law, so every brand running lives on TikTok Shop or Facebook must follow the rules.
What is the biggest risk of ignoring the law?
Squeezed margins from unplanned tax withholding, and suspension risk from unverified setups or non-compliant affiliate links. Acting now avoids both.
Get compliant and win in Vietnam with GMA
At GMA, we help foreign brands stay compliant and grow in Vietnam under the new rules. We structure your platform setup, work with verified creators, and build marketing that turns the new landscape into an advantage. If you want Vietnam done right, tell us about your project and we will map the first steps.
Written by Philip Chen, CEO of GMA (Gentlemen Marketing Agency). I help foreign brands enter and grow in Vietnam and across Asia. In China we say guanxi, relationships, win markets. In Vietnam, relationships plus compliance and smart digital win. If you want a partner who knows the ground, talk to my team.
GMA is a French agency based in Shanghai with more than 75 specialists. We run marketing, e-commerce and distribution for foreign brands across Asia, from Vietnam and China to Indonesia, the Philippines and Thailand.