Abstract

E-commerce has become increasingly prominent in consumer transactions, creating new challenges for legal mechanisms designed to protect consumer rights, particularly with respect to the responsibilities of digital platforms, seller traceability, and dispute resolution. This article analyzes the legal mechanisms for protecting consumer rights in Vietnam’s e-commerce sector and draws on relevant international experience, with particular attention to comparable regulatory approaches and their potential policy implications. It further assesses the extent to which the current Vietnamese legal framework responds to emerging consumer protection requirements in e-commerce. On that basis, the article proposes policy recommendations aimed at strengthening the legal framework and enhancing the effectiveness of consumer rights protection in Vietnam’s digital marketplace.

Keywords: Consumer, digital platform, e-commerce, online dispute resolution, platform liability.