Speakers participating in the discussion in the talkshow: "E-commerce faces the challenge of maintaining user trust" - Photo: TL
The continuous cases of counterfeit goods exposed by authorities recently have raised concerns among people when participating in e-commerce, and experts in the field have frankly pointed out the reasons at the talk show "E-commerce facing the challenge of maintaining user trust" recently organized by Tuoi Tre newspaper.
Thousands of cases exposed
According to Mr. Nguyen Minh Hung - Deputy Head of Trade Management Department, Ho Chi Minh City Department of Industry and Trade, the whole country recorded more than 3,000 cases exposed in 2024, a many-fold increase compared to previous years. Of which, in Ho Chi Minh City, nearly 400 cases were handled.
According to Mr. Nguyen Lam Thanh - representative of TikTok Shop in Vietnam, the COVID-19 pandemic has made things very difficult for both manufacturers and consumers.
What followed was a boom in both production and consumption. The retail space blossomed with tens of millions of shoppers, millions of sellers, and hundreds of thousands of producers.
"Content creators or sellers are a filter before choosing products to sell," said Mr. Nguyen Lam Thanh, representative of TikTok Shop in Vietnam - Photo: Huu Hanh
Enhance the filters
Talking about the filters of e-commerce platforms, Mr. Thanh said that currently, e-commerce platforms have applied a number of filters. Firstly, the platform selects entities that are legally registered with the state and have complete documents, so that they can put their stores on the platform. Secondly, their goods must also be licensed by the state before being put on the platform.
Third, content creators and sellers themselves are a filter before choosing which products to sell. "However, reality shows that many products still get through, as in some recent cases. And now, the final filter is the whole society getting involved," said Mr. Thanh.
From a management perspective, Mr. Hung said that since 2024, the "Green Tick of Responsibility" program has been implemented in Ho Chi Minh City. "Many businesses were initially very excited, immediately raised their hands to participate and submitted their commitment. However, they only officially signed it 3 days later, because they needed to review the entire process themselves. Because if they violate, they will lose the market. This is a way to use market power to control," Mr. Hung shared.
The Ho Chi Minh City Department of Industry and Trade is planning to replicate this model on e-commerce platforms. "The entire ecosystem needs to get involved, demonstrating the responsibility of each party involved: sellers (including KOLs, KOCs), manufacturers, e-commerce platforms and state management agencies. Once there is a common set of rules and everyone is committed, if just one party violates, the community will detect and boycott," Mr. Hung informed.
As a KOL selling on e-commerce, Diep Lam Anh said that attaching a blue tick of responsibility helps increase the reputation of brands and sellers - Photo: Huu Hanh
Information from the state management agency is fully supported by KOL Diep Lam Anh. "Being given a blue tick of responsibility helps increase prestige, on the contrary, if there is a violation, there will be a boycott. When you are trusted, you will have more contracts, more trust from the audience. But if just one problem occurs, it is very easy to lose everything," Lam Anh said.
In addition to legal regulations and management measures, the representative of the Ho Chi Minh City Department of Industry and Trade said that there needs to be consensus and resonance from the whole community. "We need both a legal framework and support, screening, and elimination of bad sellers, bad KOLs, violations, and lack of transparency. At the same time, we need to support genuine sellers, quality products, and sellers who are responsible to consumers," Mr. Hung proposed.
The market is changing, transparency will be achieved in 3-6 months
Faced with a series of cases of counterfeit goods being exposed, causing confusion among many users, Mr. Thanh shared a positive perspective: "Many people think that the past two months were a crisis, but for me it was a transformation."
According to the representative of TikTok Shop, the transformation is taking place because the total retail market has not decreased and counterfeit goods have almost disappeared. "Although we will see and discover this case or that case is still going on, it is clear that those who intend to sell such goods are also having to withdraw themselves. From my perspective, in just 3 months, the market will be very transparent and very safe," Mr. Thanh predicted.
Along with that, Mr. Tran Quoc Bao, Deputy General Director of KIDO Group and CEO of E2E e-commerce channel, said: "I think in danger there is opportunity, this is a signal of screening. We will screen quality products, responsible sellers. We will screen by providing a legal management framework, so all are signs that positivity will come".
Mr. Tran Quoc Bao, Deputy General Director of KIDO Group and CEO of E2E e-commerce channel, said that this is a very suitable time for genuine manufacturers and genuine sellers to rise up and regain their market - Photo: Huu Hanh
According to the leader of KIDO, this is a very suitable time for genuine manufacturers and genuine sellers to rise up and regain their market. That is, the level of social spending remains the same, but previously money was spent on fake, poor quality goods, now it is clearly an opportunity for genuine manufacturers and sellers.
From a management perspective, Mr. Hung also believes that when the entire ecosystem gets involved, it will demonstrate the responsibility of each party involved: sellers (including KOLs, KOCs), manufacturers, e-commerce platforms and state management agencies. Once there is a common set of rules and everyone is committed, if just one party violates them, the community will detect and boycott them. "From the current situation, the current status and the solutions that have been implemented, hopefully the situation will be better in the near future," Mr. Hung hopes.
Readers are invited to follow the Talkshow "E-commerce faces the challenge of maintaining user trust"
Share online shopping experience
TikTok Shop is collaborating with Industry and Trade magazine to organize the "Shop with Peace of Mind" campaign to raise awareness among businesses, sellers, influencers and consumers about consumer rights when participating in online shopping. The campaign aims to spread a trustworthy shopping experience to consumers.
The campaign also has the support of brands Dear Klairs, SKIN1004 and Nature's Way to spread the message. This is a positive sign that e-commerce in Vietnam is not only "growing rapidly" but also becoming more and more professional.
Source: https://tuoitre.vn/hang-dom-hang-gia-tran-lan-lam-sao-khoi-phuc-niem-tin-nguoi-dung-20250608191611072.htm
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