Refunds and delivery are major frustrations for consumers on e-commerce platforms.

(Photo: Huong Giang/VNA) — Some consumers have reported incidents related to delayed deliveries and incorrect product deliveries (Illustrative image).

According to data from the National Competition Commission ( Ministry of Industry and Trade ), in the first nine months of 2025, the agency received 144 complaints and petitions from consumers in the field of e-commerce through channels such as websites, emails, and postal mail.

Consumer complaints and suggestions in the e-commerce sector in 2025 focused most heavily on refund issues with 31 complaints (19%). Account blocking or restrictions ranked second with 21 complaints (13%), followed by issues related to delayed or incorrect product deliveries with 20 complaints (12.5%).

In addition, consumers also reported 11 complaints about counterfeit, substandard, or misrepresented goods, as well as 11 complaints about difficulties with warranty and returns. Disputes arising from financial services and payment methods such as "buy now - pay later" or e-wallets accounted for 9 complaints.

As can be seen, the three biggest issues – refunds, account suspension, and delivery – accounted for nearly half of the total complaints. According to the National Competition Commission, this not only shows that consumer risks are concentrated in the post-transaction stage but also reflects the significant impact of the fragmentation of the e-commerce market in recent times.

The National Competition Commission assessed that as the market size increased sharply but concentrated on a few large platforms, bottlenecks in operations, especially refunds, account management, and delivery, easily spread, leading to a sharp increase in complaints and a more systemic nature compared to previous years.

To minimize disputes, protect legitimate rights, and enhance safety when shopping online, the National Competition Commission recommends that consumers be more proactive in selecting, monitoring, and processing transactions.

Consumers need to choose reputable and transparent sources of goods. Prioritizing shopping at official stores with clear certifications, many positive reviews, and a reliable transaction history will help reduce the risk of encountering counterfeit goods, substandard products, or products that do not match the description.

In addition, consumers should carefully read the return, warranty, and refund policies before placing an order. This is an important legal basis to protect the buyer's rights in case of disputes. Consumers should save invoices, electronic documents, product photos, and the entire history of transactions with the seller as evidence when needed.

When using accompanying financial services such as e-wallets and buy now pay later, consumers need to carefully consider their personal financial capabilities. Regularly monitoring payment history, credit limits, and related fees will help prevent bad debt or unexpected additional costs.

Consumers need to proactively report and file complaints as soon as problems arise. Consumers should first contact the platform directly for support, and at the same time promptly send information to official channels of state management agencies such as the online complaint system or the toll-free hotline 1800.6838 of the National Competition Commission, in order to receive guidance and transparent handling.

For organizations and individuals doing business in the e-commerce sector, the Committee recommends strengthening the transparency of information about goods, services, and transaction policies on the platform. Clearly and easily accessiblely publishing conditions regarding refunds, exchanges, warranties, as well as information about suppliers of goods and services, will help consumers make more informed decisions and minimize the risk of disputes.

Organizations and individuals operating in the e-commerce sector need to improve their processes for receiving and handling consumer feedback and complaints in a way that is convenient, transparent, and easy to monitor. A timely response mechanism with clear deadlines will contribute to building trust and affirming the platform's reputation.

In delivery and service provision operations, platforms need to strengthen quality management in the transportation process and coordinate closely with logistics partners to minimize delays, loss, or incorrect product deliveries.

For financial and payment services, platforms are recommended to publicly and transparently disclose terms and costs, and enhance the security of consumers' personal data. This is a key factor in ensuring safety in online transactions.

Organizations and individuals operating digital platforms can proactively participate in legal compliance programs and consumer protection commitments launched by state management agencies. Active participation will help enhance their image, increase their competitive advantage, and contribute to building a transparent and sustainable e-commerce market.

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