ELECTRONIC CONTRACTS AND CONSUMER PROTECTION IN VIETNAM’S E-COMMERCE: LEGAL FRAMEWORK, CHALLENGES, AND REFORM DIRECTIONS

This article examines the legal framework governing electronic contracts and consumer protection in Vietnam’s e-commerce environment following the 2023 Law on Electronic Transactions and the 2023 Law on Protection of Consumer Rights, effective from 1 July 2024. Using a normative legal research method, the article analyses statutory design and implementation under Decree No. 55/2024/NĐ-CP and Decree No. 194/2025/NĐ-CP detailing a number of articles of the Law on Electronic Transactions regarding national databases, data connectivity and sharing, and open data for electronic transactions of state agencies. The study identifies three core regulatory challenges: securing informed consent in standard-form online contracts, clarifying overlaps between consumer law and personal data protection, and establishing accessible online dispute resolution. It argues that Vietnam’s framework converges with key international reference points (UNCITRAL and OECD) but requires clearer coordination, stronger platform accountability, and a functional ODR mechanism to improve redress and trust. The article concludes with reform directions on transparency – by - design, proportionate sanctions, inter-agency coordination, and capacity-building for regulators and courts.