From July 1st, the 2025 E-commerce Law officially comes into effect, stipulating that e-commerce platforms must be responsible for identifying (verifying the identity of) sellers on their digital platforms. This is one of the important new points aimed at increasing transparency, protecting consumers, limiting counterfeit goods, anonymous accounts, and easily tracing violations.
E-commerce platforms are "ready".
On June 22, a representative from Lazada Vietnam stated that they "have been proactively implementing measures to review and verify information to ensure compliance with regulations and within the required timeframe."
Simultaneously, the platform also operates processes and mechanisms to ensure the transparency of seller information, product information, delivery policies, payment methods, and complaint resolution.
According to this source, Lazada employs a combined moderation system using technology and a dedicated team of inspectors to review, detect, and handle violations on its platform. Relevant data will also be stored in accordance with regulations to facilitate management and violation handling when necessary.
"In case of detecting violations, depending on the severity, Lazada will apply disciplinary measures in accordance with the platform's regulations, such as warnings, account restrictions, or permanent bans," this person said.
Meanwhile, Shopee platform They stated that they have planned to fully identify all sellers on the platform starting in 2024 and will begin implementing seller identification via chip-based citizen identification cards using NFC technology, connecting data with the Ministry of Public Security from June 2025.
"To enhance accuracy in the identification process, Shopee has now integrated a system for cross-referencing with state data – including the citizen identification number and tax code of the shop owner," a Shopee representative said.
In addition, this e-commerce platform stated that it is applying technology, AI algorithms combined with operational monitoring mechanisms to help identify products that show signs of counterfeiting or infringing intellectual property rights on the platform.
"In some cases requiring additional verification, we will conduct an extra manual review based on documents provided by the seller (invoices, certificates of origin, or product distribution documents, etc.) to support the inspection and processing in accordance with the platform's regulations," a representative from the platform stated.
A representative from TikTok Shop stated that they are implementing a livestream content moderation system that combines automated technology (AI) and a team of moderators. Actions taken may include temporarily suspending product listing rights, temporarily halting sales activities, restricting livestreaming rights, terminating contracts with sellers, or permanently removing affiliate marketing rights, depending on the specific case.
Transparency is key, but preventing counterfeit goods is not easy.
Many experts and businesses strongly support the implementation of the aforementioned regulation. From the perspective of a retailer of genuine technology products, Mr. Huynh Tan Phat - Deputy Director of the product category at According to the Mobile Vietnam retail system, "This is a positive step towards increasing transparency in the e-commerce environment." Mr. Phat stated that identification will help clarify the responsibilities of each entity participating in business activities or promoting products in the digital environment.
From a consumer perspective, this also provides a basis for increasing trust in online shopping. When seller information is more clearly verified, customers have more grounds to evaluate and choose product and service providers.
However, according to Mr. Phat, identifying counterfeit goods "can hardly be considered the only solution when it comes to completely eradicating the problem of counterfeit products." In reality, counterfeit goods involve many stages, from supply, transportation, and distribution to sales activities on digital platforms. Identifying counterfeit goods will help regulatory agencies, e-commerce platforms, and consumers more easily trace and determine responsibility when violations are detected.
To effectively curb counterfeit goods, a coordinated effort is still needed between regulatory agencies, e-commerce platforms, legitimate businesses, and consumers themselves. "Besides verifying sellers, solutions for controlling product origin, mechanisms for handling violations, protecting intellectual property rights, and raising consumer awareness also play a crucial role," Mr. Phat suggested.
Ms. Nguyen Thi Anh Hong, Director of E-commerce at the 24hStore retail system, also believes that identification should not be seen as a "magic wand" that can instantly eliminate counterfeit goods. "This regulation will significantly reduce anonymity, increase traceability, and make dishonest sellers think twice before violating the rules, but to completely prevent counterfeit goods, a multi-layered system is needed," Ms. Hong said.
The first layer involves identifying sellers, livestreamers, and affiliate marketers. The second layer involves controlling the origin of goods, invoices, documents, quality standards, and warranty policies. The third layer is the platform's responsibility to review, warn, remove, and handle accounts that violate the rules.
The fourth layer is strong enough sanctions to prevent violators from considering the sale of counterfeit goods as a "business expense." And the final layer is consumer awareness: avoid unusually low prices, prioritize purchasing from authorized dealers, and check warranties, invoices, and return policies before making a payment.
"The identification regulations won't completely solve the problem of counterfeit goods on their own, but they are a very important foundation. When sellers can no longer easily remain anonymous, when livestreaming is no longer a place where anyone can say whatever they want, and when marketers are held accountable for the content they present, the market will become much more transparent," Ms. Hong hoped.
Cleaning up the e-commerce market.
Recently, anyone can create an account and, once they reach a certain number of followers, can livestream and sell products almost immediately. This has facilitated the growth of businesses but has also led to a surge in counterfeit goods, fake products, misleading advertising, and the phenomenon of sellers disappearing after making a sale.
The widespread counterfeit goods and fraud damage sellers' reputations, drive up advertising costs, and erode customer trust. E-commerce law stipulates that on e-commerce platforms, those who livestream selling products must verify their identity according to identification regulations.
This means they need to verify their identity using the National Population Database or the electronic identification and authentication system (VNeID). In the case of livestreamers selling goods who are foreign nationals, they need to verify their identity through legal documents.
Therefore, identifying sellers via livestream not only helps authorities collect taxes effectively, but also clearly defines who is responsible for business activities on e-commerce platforms. In the event of a dispute, authorities can quickly trace who directly sold the goods, thereby assigning responsibility instead of allowing multiple parties to deny responsibility or prolonging the investigation process.
More importantly, this contributes to cleaning up the e-commerce market and limiting counterfeit goods and intellectual property infringement through the ability to trace sellers.
New usernames are allowed for sales and livestreaming.
According to the 2025 E-commerce Law, before allowing sellers to operate, e-commerce platforms must conduct electronic identity verification in accordance with the law on electronic identification and authentication (primarily through VNeID for domestic sellers).
Foreign sellers verify their identity through legal documents (passport, proof of legal status). Those required to verify their identity include online sellers on e-commerce platforms, livestream sellers, and affiliate marketers. This verification process applies to individuals, business households, and organizations.
Sellers must provide their personal identification information (VNeID for domestic individuals) and other information (name, address, tax code, business registration information, etc.) to the platform for verification. Only after verification are sellers allowed to sell goods.
Sellers, livestreamers, and affiliate marketers must provide accurate and complete information (including tax identification numbers) so that the platform can process taxes and avoid future legal risks (potential penalties for errors or non-cooperation).
The individuals mentioned above must also clearly understand their responsibilities regarding advertising content and product quality, especially when conducting live streams. In addition, platforms must publicly disclose information about sellers, products, shipping policies, payment methods, and complaint resolution procedures.
Platforms must proactively self-censor content, review and remove violations. Especially with livestreaming, in parallel with verifying the identity of the livestreamer, the platform must store image and audio data for a minimum of one year to facilitate management and violation handling.
Source: https://baoquangninh.vn/hang-gia-hang-nhai-se-het-dat-song-3412610.html
