A delivery driver makes online orders to customers in office buildings in Ho Chi Minh City - Photo: QUANG DINH
But the market always follows a harsh rule: after rapid growth comes a period of consolidation, and only those capable of standardizing their operations will survive in the long run.
For those who have been screened, it's a "fateful" profession. Right now, many online sellers are facing a "fateful" situation.
The ongoing elimination of e-commerce platforms in Vietnam is proof of the law of natural selection.
According to statistics from the Metrics platform, more than 55,000 stores left e-commerce platforms in the first half of 2025; compared to the same period in 2024, the number reached over 80,000 shops.
There are many reasons listed to explain the "unfortunate fate" of the online sales profession.
Just a few years ago, a businessman who opened an online shop and listed it on a platform could easily earn hundreds of millions of VND per month.
Now, the whirlwind of competition, operating costs, and stringent requirements from the exchange have forced newcomers to leave the game.
Demands for fast delivery, high-quality goods, and intense price competition have made this channel no longer as lucrative as it once was. Furthermore, sellers who want to survive must comply with regulations regarding taxes, product quality, and service commitments.
However, market consolidation isn't necessarily a negative sign; it can even indicate that an industry is maturing. Why?
The phenomenon of a profession "blooming early and fading quickly" is not uncommon. The ride-hailing market has witnessed a wave of drivers withdrawing when the model became forced to comply with legal frameworks regarding income tax, commission rates lost their initial "dreamy" potential, and competition arose over road knowledge and the number of rides completed.
The insurance industry once boomed with a "team" consisting of housewives, students working part-time, retirees, and so on.
But this force quickly disintegrated when gaps in financial knowledge and the advisory skills of "amateur" consultants led to a crisis of confidence in the market.
Regulatory bodies are forcing businesses to tighten training standards and licensing requirements. "Now insurance consultants only recruit those with financial training," stated emphatically the sales director of an insurance company.
The common thread across all these fields is that they all follow a similar path.
Initially, the market experienced a free boom when new models emerged, laws had not yet adjusted, and barriers to entry were low.
Subsequently, the market entered a saturation phase, with fierce competition, and novices lacking resources and skills were gradually eliminated. Finally, the market entered a standardization phase, brought under a legal framework.
Looking back, Vietnamese e-commerce is currently in the middle of stages two and three. Small retailers, unable to meet the demands of inventory management, order processing, after-sales service, and advertising costs, are struggling to survive.
Conversely, large sellers, with their strong financial resources, operations, and brands, become the pillars of the market, simultaneously setting new standards for the entire market. Inevitably, the market must move towards standardization.
Standardization is not only necessary in state management but also requires businesses to standardize and "do business on a larger scale," such as applying standards for warranties, returns, traceability, personal data protection, tax obligations, etc.
These standards will make the "game" increasingly professional, forcing participants to shift from a "side hustle" or "extra income" mindset to a genuine, well-structured business model. The process of elimination will not stop at e-commerce.
In today's rapidly evolving economy , new professions are emerging at a breakneck pace, from artificial intelligence content creation and influencer marketing to online money-making ventures and the sharing economy.
They all go through a similar cycle. Those who arrive early may win big, but only those who know how to upgrade their skills, adhere to standards, and adapt to the rules of the game will survive in the long run.
Therefore, if you follow the rules of the game and improve every day, selling online isn't necessarily a "risky" profession.
Source: https://tuoitre.vn/ban-hang-online-nghe-bac-menh-2025081008310881.htm
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