With the explosion of livestream selling, consumers need to be protected by transparent information.

With the explosion of livestream selling, consumers need to be protected by transparent information. Seller identification, information transparency, quality control, guaranteed delivery, and mechanisms for receiving and handling complaints should be considered key links in the consumer protection chain amidst the current surge in livestreaming. Hà Nội Mới • 15/10/2026 Follow Vietnam.vn on G o o g l e Add Vietnam.vn on G o o g l e 0 Convenience comes with risks. A livestream can turn a product into an item that thousands of people are interested in in a short amount of time. Buyers see the product, listen to the seller's introduction, read comments, and quickly place an order. This convenience is making e-commerce a familiar part of life. Businesses and household businesses in Hanoi are supported by the city to bring their products to the digital space. Photo: Duy Khánh According to the September 2026 e-commerce industry report by SHS Securities Joint Stock Company, sales across the four platforms Shopee, TikTok Shop, Lazada, and Tiki in the first half of 2026 reached VND 291,600 billion, a 44.1% increase compared to the same period last year. Product volume reached approximately 2.19 billion items, a 13.7% increase. In this transaction volume, Shopee and TikTok Shop accounted for nearly 98% of the total value of goods transacted. Shopee reached VND 144.3 trillion, while TikTok Shop reached VND 115 trillion. As online transactions become increasingly concentrated on a few large platforms, the need to protect buyers extends beyond simply resolving post-transaction complaints; it must begin right from the stage of providing information and verifying the seller's identity. For consumers, one of the biggest inconveniences of online shopping is the inability to physically inspect the product before payment. Purchase decisions are often based on images, videos , product descriptions, reviews from previous buyers, and the seller's reputation. This is even more evident as livestreaming and content-based e-commerce grow rapidly. According to reports, livestreaming could drive up to 20% of total e-commerce sales by early 2026. Affiliate marketing combined with livestreaming contributes approximately 30-35% of the total value of goods transacted on a normal day and can reach up to 45% during mega-sale events. You may also like However, along with speed and convenience come considerable risks. According to information from the Department of Domestic Market Management and Development ( Ministry of Industry and Trade ), in the third quarter of 2026 alone, market management forces nationwide handled 215 violations in the e-commerce environment, collecting 3.5 billion VND for the state budget. With pharmaceuticals, a product that directly affects health, the risks are even greater as counterfeit and unregulated drugs are constantly being discovered. In the draft amendments to several articles of the Law on Pharmaceuticals, the Ministry of Health has proposed banning the sale of drugs and pharmaceutical raw materials via livestream. Tightening control over livestream sales to protect consumers. Experts believe that for sellers, the demand for consumer protection also means a greater need for stricter control over the supply of goods and the information provided on the platform. Identifying sellers, managing product information, and increasing the responsibility of entities on the platform makes business models based on incomplete or difficult-to-access information increasingly unsustainable. A livestream on the social media platform Facebook showcased unique traditional craft products from Dong Anh commune. Photo: Dong Anh For consumers, engaging content cannot replace essential information about the product: who sells it, where it comes from, whether it matches the advertisement, the return policy, and who is responsible if problems arise. This is also why identifying the seller is becoming a crucial link in the process of protecting consumers. The Law on E-commerce, effective from July 1, 2026, stipulates the identification of sellers on e-commerce platforms through VNeID. This mechanism aims to support seller tracing, limit counterfeit goods and intellectual property violations, and improve tax management efficiency. From the buyer's perspective, clearly identifying the parties involved in a transaction is particularly important. When the seller is no longer an unidentifiable entity, there will be a stronger basis for reporting, filing complaints, or coordinating the handling of issues with the goods. You may also like The Ministry of Industry and Trade has recorded over 53,000 online sales websites and more than 1,000 e-commerce platforms, demonstrating the growing market size. Therefore, tightening regulations on livestreaming is not intended to narrow down a sales channel, but rather to ensure that each transaction clearly defines responsibility: sellers can identify the seller, products can be traced, transactions can be verified, and buyers have a place to file complaints when their rights are violated. The national e-commerce development master plan for the period 2026-2030 focuses on sustainable development, balancing economic , social, and environmental aspects. Tightening the management of livestreaming in particular, and e-commerce in general, will create a foundation for healthy market development, aiming for e-commerce to account for 20% of the country's total retail sales. Source: Hà Nội Mới Original article Copy https://hanoimoi.vn/bung-no-livestream-ban-hang-nguoi-tieu-dung-can-duoc-bao-ve-bang-thong-tin-minh-bach-1761285.html Follow Vietnam.vn on G o o g l e Add Vietnam.vn on G o o g l e 0 Tag : quality control TIKI London Shopee sales video consumers #selleridentification e-commerce Business partners Delivery handling feedback medicine online shopping TikTok Shop Image transparent information livestream Pharmacy Law Evaluate market management Comment ( 0 ) Top Interests Newest Trending by Category Prime Minister Le Minh Hung: Vietnamese brands must become a strategic competitive advantage. Hà Nội Mới một giờ trước Phuc Loi Ward held a meeting to commemorate the 80th anniversary of the Traditional Day of the Capital's Armed Forces. Hà Nội Mới một giờ trước The People's Police Academy won the special prize at the Dong Ngac Ward Arts Festival. 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