Abstract

This article focuses on analyzing the prominent innovations of the Law on Electronic Commerce 2025, including the legal classification of e-commerce platform models; seller identification mechanisms; regulation of livestream sales activities and affiliate marketing; enhanced control over cross-border e-commerce activities; promotion of private sector development associated with innovation; and the orientation toward green and sustainable e-commerce development. On that basis, this article evaluates the significance of these new provisions in improving the legal framework for e-commerce, while also assessing their implications and impacts on e-commerce activities in Vietnam today.

Keywords: Affiliate marketing, electronic commerce, electronic commerce platform, livestream selling.