Enhancing Vietnam’s Legal Framework for Livestream Sales: Lessons from China

Abstract

This study analyzes Vietnamese legislation regarding the management of livestream sales, focusing on three key areas: (i) registration and licensing; (ii) tax management; and (iii) competition and consumer protection. By referencing China’s legal model, the research assesses the current regulatory status and identifies existing limitations. Findings indicate that with the enactment of the 2025 E-commerce Law, Vietnam has taken initial steps toward establishing a legal framework and defining the fundamental legal status of livestreaming entities. However, regulatory gaps remain concerning the allocation of responsibilities and enforcement monitoring mechanisms. Consequently, the study proposes a continued review, amendment, and supplementation of the legal framework - specifically clarifying the obligations and liability mechanisms of each stakeholder - to foster a transparent, safe, and sustainable livestream market.