VOV.VN - Vietnamese businesses are accelerating efforts to strengthen their digital capabilities following the entry into force of the country's new E-commerce Law and its implementing regulations, as companies seek to stay competitive in an increasingly digital economy.
The 2025 Law on E-commerce and the Government’s Decree No. 248, both effective from July 1, mark a significant milestone in the development of Vietnam's legal framework governing digital commerce.
Industry experts said the new regulations require businesses not only to ensure legal compliance but also to enhance their digital operations, from managing online storefronts and data governance to strengthening consumer protection and improving business transparency.
Speaking at a recent training conference on e-commerce capacity building, Phan Hung Son, deputy director of the Hue Department of Industry and Trade, enphasised that businesses must quickly adapt to the new regulatory environment alongside improving their digital skills.
“E-commerce is playing an increasingly important role in enhancing business competitiveness and expanding markets for local products. With the 2025 E-commerce Law and Decree No. 248/2026/ND-CP now in effect, businesses need to promptly update their understanding of the new regulations while strengthening their digital capabilities to keep pace with the digital economy,” he said.
Many enterprises, cooperatives and household businesses still face challenges in operating online, including building digital brands, leveraging data, adopting artificial intelligence (AI), implementing product traceability systems and using social commerce platforms.
Experts believed training programmes introduced following the implementation of the new law will help businesses reduce legal risks, improve operational capabilities and contribute to building a more transparent, secure and sustainable e-commerce ecosystem.
Alongside regulatory changes, global e-commerce continues to expand rapidly. According to reports presented at the conference, global retail e-commerce sales reached an estimated US$6.86 trillion in 2025, with around 2.77 billion online shoppers worldwide.
Vietnam's business-to-consumer (B2C) e-commerce market, meanwhile, was valued at approximately US$31 billion, making it one of the fastest-growing markets in the region.
Nguyen Phuong Ly of the E-commerce and Digital Technology Development Centre (eComDX) suggested that businesses need to embrace emerging digital trends to remain competitive.
“This is the time for enterprises, cooperatives and household businesses to actively adopt emerging trends such as mobile commerce, generative AI, livestream commerce, social commerce, affiliate marketing, omnichannel retailing and cross-border e-commerce,” she said.
One of the most significant developments is the growing integration of AI with digital content to improve customer engagement.
Consumers are increasingly demanding visual, personalised and interactive experiences across digital platforms.
Tran Quynh Trang, an expert at eComDX, pointed out, “As consumer behaviour continues to evolve, businesses need to do more than simply list products on e-commerce platforms. They must also build their brands through digital content, short-form videos and social media.”
Industry experts agreed technologies such as AI, omnichannel retailing, livestream selling and social commerce are helping businesses optimise operating costs, expand customer reach and improve commercial performance.
As competition intensifies and the new legal framework takes effect, investing in digital technologies, strengthening digital skills and keeping pace with emerging e-commerce trends will be essential for Vietnamese businesses seeking sustainable growth and greater market opportunities.
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VOV.VN - E-commerce is a new consumer trend and an important driver of Vietnam's economy, accounting for around 11% of total retail sales and making Vietnam one of the most dynamic markets in Southeast Asia.
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