On the morning of June 5, 2026, in Thanh Hoa, the Center for E-commerce and Digital Technology Development (eComDX) - Department of E-commerce and Digital Economy (Ministry of Industry and Trade) collaborated with the Thanh Hoa Provincial Department of Industry and Trade to organize a training conference on e-commerce skills for 2026.
The event attracted a large number of government officials, representatives from businesses, cooperatives, and individual business owners, as well as young entrepreneurs and students in the province. This is a key activity aimed at enhancing the competitiveness of local human resources and helping the digital economy community proactively seize new development opportunities before the 2025 E-commerce Law officially comes into effect.
Delegates attending the conference
The e-commerce landscape in 2025 and the challenges it presents.
According to a report from Metric, in 2025, Vietnam's e-commerce market continued its strong growth, with the total transaction value of the four major platforms (Shopee, TikTok Shop, Lazada, Tiki) reaching over 458 trillion VND (an impressive 26% increase compared to the previous year). The trend of shopping combined with entertainment (Shoppertainment) and the rise of official brand stores (Malls) have transformed online shopping from a trend into a fixed habit for consumers, especially in the Fast-Moving Consumer Goods and Fashion sectors.
Entering 2026, the biggest challenge for e-commerce in Vietnam is the fierce competition, as the market shifts strongly towards professional sellers and official stores, putting small, limited-capital businesses in a difficult position. Businesses face a double pressure: rising operating costs due to platform service fee increases, while consumers are increasingly demanding, sensitive to price and requiring high quality and a superior experience. Furthermore, stricter tax management, anti-counterfeiting measures from authorities, and the disparity in digital infrastructure between major cities and rural areas are also major obstacles forcing the entire industry to adapt in order to survive.
Removing barriers and creating new growth drivers for the local economy.
2026 is identified as a pivotal year for the e-commerce industry as the E-commerce Law enters its implementation phase, simultaneously marking the beginning of the National E-commerce Development Master Plan for the period 2026-2030. In this context, the rapid development of the market places increasingly high demands on discipline, information transparency, consumer protection, and legal compliance to ensure the stable development of this sector.
In his opening remarks at the conference, Mr. Phung Dinh Anh, Deputy Director of the Department of Industry and Trade of Thanh Hoa province, emphasized that e-commerce is no longer just a trend but has become an important pillar in the local economic development. According to the report, most businesses in the province have proactively utilized information technology tools in their business operations to optimize efficiency and operating costs. The province currently has 180 e-commerce websites selling goods, and products with OCOP certification and local specialties have accessed popular e-commerce platforms and social media. This proactive approach is reflected in Thanh Hoa's E-commerce Index (EBI) for 2025, which reached 10.5 points, ranking 14th nationwide.
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Mr. Phung Dinh Anh, Deputy Director of the Department of Industry and Trade of Thanh Hoa province, delivered the opening speech at the conference.
However, in practice, implementation has revealed many difficulties in understanding the law and mastering modern sales tools among businesses and individuals in the area. To address these limitations, the Department of Industry and Trade of Thanh Hoa province hopes that the support of experts from eComDX will help local economic models grasp the new policy regulations and apply practical digital marketing solutions to sustainably and legally bring local specialties to the online market.
Shaping new market trends and legal frameworks.
Mr. Nguyen Huu Tuan – Director of eComDX Center, shared at the Conference.
To clarify the points raised by the leaders of the Department of Industry and Trade of Thanh Hoa province, Mr. Nguyen Huu Tuan – Director of eComDX Center – provided an overview of the Vietnamese e-commerce market in 2026, with a B2C market size of approximately 31 billion USD. The e-commerce industry is witnessing a strong shift towards the "Shoppertainment" model (shopping combined with entertainment) and personalized customer experiences based on data.
Besides market factors, Mr. Nguyen Huu Tuan provided in-depth information on the E-commerce Law No. 122/2025/QH15 and the draft Decree guiding its implementation, which officially takes effect from July 1, 2026. The Director of eComDX noted the trainees' groundbreaking new points in the current legal regulations, including: the recognition of the National E-commerce Day (December 12th annually); the requirement to publicly disclose priority display criteria and product ranking algorithms on the platform; the application of strict management regulations for livestreaming sales activities, account verification, and violation handling; and the establishment of a rapid response mechanism requiring the removal of infringing content within 24 hours of receiving a request. At the same time, the new legal system also tightens regulations on the management of cross-border e-commerce activities, requiring registration, a deposit of 20 billion VND, and authorization by a legal entity in Vietnam, and deploying the E-commerce Management System (online.gov.vn) with interconnected data between tax, customs, and police agencies for comprehensive management.
Through these updates, Mr. Tuan affirmed: "Long-term business must begin with the Law ," which is the guiding principle for Thanh Hoa businesses to build expert reputation and lasting trust in the digital space.
From legal framework to practical social and commercial solutions.
Alongside defining the "rules of the game" and establishing a legal safety framework, supporting businesses in applying technology to practice also plays a crucial role. To realize the goals of increasing online revenue for the locality, Ms. Tran Quynh Trang, Specialist at the eComDX Center, presented practical solutions at the conference on bringing products to customers on social commerce platforms.
Ms. Tran Quynh Trang, representative of eComDX, shared at the Conference on building short video content and personal branding on social commerce platforms.
According to Ms. Trang, in the digital age, short-form video has become the optimal tool to retain viewers and drive purchasing decisions for the majority of users thanks to the combination of shopping and entertainment (Shoppertainment). At the conference, eComDX experts guided participants through the process of building standard video scripts and setting up professional sales accounts, applying this in practice to typical Thanh Hoa products such as fermented pork sausage (nem chua) or Ba Lang fish sauce…
Besides strictly adhering to the policies of digital platforms, avoiding common mistakes such as incorrect navigation or copyright infringement to ensure stable and effective channel operation, and creating content consistently to build brand awareness, eComDx experts also advise students: Building a personal brand is a marathon that requires you to clearly define your core values and target audience. The secret to success lies in consistency in image, message, and posting frequency, while always focusing on delivering real value (knowledge, emotions, or entertainment) instead of superficial self-promotion. Maintain selective authenticity, interact positively and respectfully with the community, and always be cautious in your statements to protect your long-term reputation against media crisis risks.
At the conference, participants engaged in lively discussions and continuous direct exchanges with experts regarding practical challenges in implementation. The topics discussed focused on the procedures for notifying state management agencies about e-commerce websites; new regulations on tax policies for online business households; and skills in identifying and handling violations of the law in cyberspace. The practical questions from delegates were addressed and answered specifically by eComDX representatives, helping businesses overcome difficulties and confidently operate their online businesses in accordance with regulations.
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The combination of legal policy updates and practical solution guidance at the conference provides a foundation for Thanh Hoa province to gradually build a digital workforce that meets professional requirements and possesses a deep understanding of the practical realities. This is considered a practical solution to make e-commerce a crucial driving force, promoting the stable and sustainable development of the local digital economy.
