Legal responsibilities of cross-border e-commerce platforms for consumer protection in Vietnam

E-commerce platforms may perform functions beyond providing technical infrastructure, including seller verification, product listing, payment processing, logistics, and dispute resolution. This article analyzes the legal liability of e-commerce platforms under Vietnam’s 2023 Law on Protection of Consumers’ Rights, the 2025 Law on E-Commerce, and Decree No. 248/2026/ND-CP, with reference to the practices of Temu, Shopee, and TikTok Shop in Vietnam. Based on this analysis, the article proposes measures to improve seller traceability, clarify platform liability, strengthen complaint-handling mechanisms, and enhance cross-border enforcement. Cross-border e-commerce expands Vietnamese consumers’ access to goods while increasing risks concerning seller identification, product quality, returns, complaints, and the enforcement of consumer rights when traders are based abroad. E-commerce platforms may perform functions far beyond technical intermediation, including seller verification, product listing , payment, logistics, and dispute handling. This article examines platform responsibilities under Vietnam’s 2023 Law on Protection of Consumers’ Rights, the 2025 Law on E-Commerce, and Decree No. 248/2026/ND-CP, with practical references to Temu, Shopee, and TikTok Shop. It then proposes recommendations on seller traceability, platform liability, complaint handling, and enhance cross-border enforcement.