If an online purchase in Vietnam arrives fake, damaged, different from the listing or not at all, use the platform's return and dispute process first and within its deadlines, keeping screenshots, the order record and an unboxing video; if the seller or platform does not resolve it, you can complain to a consumer protection association or the consumer protection authority, and for larger losses bring a civil claim. Purchases arranged through social media or chat apps are harder to resolve, because there is often no platform to step in.
The 2023 Law on Protection of Consumer Rights, in force since mid-2024, contains specific rules on remote transactions and gives digital platforms duties to cooperate in handling consumer complaints. This guide explains what those rules mean in practice for expats and visitors buying online in Vietnam, how payment methods affect your options, and when to escalate. E-commerce regulation was being reworked in 2025 and 2026, so confirm current rules with the authority or a licensed lawyer if a dispute is significant.
Your rights when buying online
Buying online for personal use makes you a consumer, and Vietnamese consumer law applies whether you order through a large marketplace, a brand website, a social media shop or a livestream. The law treats these as remote transactions and expects the seller to provide clear information before you buy: who the seller is, the features and price of the goods, delivery costs and times, payment methods, warranty, and the conditions for returns, exchanges and complaints.
If goods are not delivered, arrive damaged, are different from the description, or turn out to be counterfeit, you are entitled to ask the seller for a remedy, typically replacement, repair, refund or a price reduction. Where the seller failed to give required information before the sale, the consumer law gives you additional grounds to challenge the transaction. The details of these remedies depend on the specific facts and the current regulations, so treat this as a framework and check the exact rule if the amount matters.
Unlike some countries, Vietnam does not give a general cooling-off right to return any online purchase simply because you changed your mind. Many marketplaces and sellers offer return periods voluntarily, and those policies bind them once offered. Read the return terms before buying anything expensive.
Who is responsible: seller, platform or delivery company
The seller. The seller is the party you contracted with and bears primary responsibility for the goods: quality, conformity with the description, warranty and refunds. On a marketplace, the seller is usually an independent shop, not the platform itself.
The platform. Marketplaces and other digital platform intermediaries must verify and display seller information, provide complaint channels, remove violating listings and cooperate with authorities and consumers in resolving disputes. Many platforms go further and hold payment until delivery is confirmed, which gives you leverage.
Platform liability. Where a platform fails to meet its own legal obligations, for example by not providing seller information or ignoring complaints it is required to handle, it may share responsibility. In ordinary disputes about product quality, your main claim remains against the seller.
The delivery company. If goods are lost or damaged in transit, the seller normally deals with the carrier, but where you arranged delivery yourself, you may need to claim from the carrier under its terms.
The manufacturer or importer. For warranty and defective products, the manufacturer or importer may also be responsible, especially if the seller has disappeared.
Step by step when an order goes wrong
Acting quickly matters most in online disputes, because platform deadlines are short and payment protection can expire.
- Record the delivery. Film the parcel being opened, showing the shipping details and the condition of the contents. Many platforms ask for such a video before accepting a complaint about wrong or missing items.
- Do not confirm receipt too early. If the platform asks you to confirm that the order arrived in good condition, check the goods first, since confirmation may release payment to the seller.
- Message the seller through the platform. Describe the problem, attach photographs and state what you want. Keep the conversation inside the platform's chat so it is recorded.
- Open a return or dispute request. Use the platform's formal process within its deadline, choosing the correct reason, such as counterfeit, damaged, wrong item or not received.
- Escalate inside the platform. If the seller refuses, ask the platform to review the case. Provide the video, photographs and chat history.
- Go outside the platform. If still unresolved, complain to a consumer protection association or the consumer protection authority, and consider a civil claim if the amount justifies it.
Screenshots of the listing are important because sellers can change descriptions after a complaint. Capture the product page at the time of purchase, especially for expensive items, and keep it with the order confirmation.
How payment methods affect your options
The way you pay shapes what happens when something goes wrong. The table summarises common methods in Vietnam and the practical leverage each gives you.
| Payment method | Leverage if something goes wrong | Watch out for |
|---|---|---|
| Cash on delivery | You can inspect the parcel exterior and refuse obviously wrong deliveries; you have not paid in advance | Many sellers do not allow opening before payment; once paid, cash is hard to recover |
| Payment held by the marketplace | Funds are often held until you confirm receipt or the period expires, so disputes can stop payment to the seller | Confirming receipt too early releases funds |
| International credit or debit card | Your card issuer may offer chargeback rights under card network rules | Chargeback deadlines are set by your bank; act quickly |
| Bank transfer to a personal account | Very little; recovery depends on the seller cooperating or on authorities | Common in social media sales and in scams; avoid for large amounts |
| E-wallets | Depends on the wallet provider's terms and dispute process | Check whether the wallet offers any buyer protection before paying |
For expensive items, the safest combination is a reputable platform that holds payment until delivery, plus a card that offers chargeback protection. Paying a stranger by bank transfer after seeing a social media post leaves you with very few options if the goods never arrive.
If the goods you received are counterfeit
Receiving a fake when you paid for a genuine branded product is one of the most common online complaints in Vietnam. As a consumer, you are entitled to a remedy because the goods do not match what was offered, and you do not need to prove trademark infringement yourself; it is enough to show the goods differ from what the listing promised. Platforms usually have a specific complaint reason for counterfeit items, and choosing it matters, since it can trigger stricter handling of the seller.
Proving that an item is fake can be difficult for an individual buyer. Photographs comparing your item with images from the brand's official channels help, as do obvious signs such as misspellings, missing serial numbers or packaging that differs from the original. Some brands run authenticity checks or customer service channels that can confirm whether a product is genuine; their written answer is useful evidence.
Consider reporting the seller to the brand owner as well. Brand owners have their own enforcement routes, and a report from a buyer, with an order record and photographs, can help them act against a seller who is deceiving many customers. Do not resell or give away goods you believe are counterfeit, and keep them until your complaint is resolved.
Buying from sellers outside Vietnam
Many items bought online in Vietnam are shipped from abroad, either through cross-border sections of marketplaces or directly from foreign websites. Vietnamese consumer law protects consumers in Vietnam, but enforcing rights against a seller with no presence in the country is difficult in practice. The platform's dispute process and your card issuer's chargeback rules are usually far more effective than any formal claim.
Cross-border purchases also raise customs and tax issues. Parcels above certain value thresholds or in restricted categories may be subject to import duties, taxes or specific import conditions, and some goods cannot be imported at all. Check the rules before buying expensive or regulated products, such as medicines, supplements, cosmetics or electronics with radio functions, and keep in mind that customs charges are rarely refundable if you return the item.
Warranty is another concern. A foreign warranty may not be honoured by service centres in Vietnam, and returning an item abroad for repair can cost more than it is worth. For expensive electronics and appliances, buying from an authorised seller in Vietnam usually gives better protection.
Social media and chat sellers
A large share of online sales in Vietnam happens through social media pages, groups, livestreams and messaging apps rather than marketplaces. These sales are still covered by consumer law, but there is no platform holding your money, no structured dispute process and often no verified seller identity. If the seller stops answering, your practical options shrink quickly.
Before buying, look for signs that the seller is a registered business, such as an address, a business registration name and a clear returns policy. Prefer cash on delivery or payment through a platform over transfers to a personal account. Keep the chat history, the seller's profile and any posts advertising the product, because these are your evidence if something goes wrong.
If you are clearly the victim of fraud, for example where you paid and the seller disappeared, the matter may be a criminal one rather than a consumer dispute. You can report it to the police with your evidence. Keep expectations realistic: small online frauds are common, and recovery of the money is not guaranteed even when a report is made.
When you need a Vietnamese lawyer
For a typical small online purchase, a lawyer is not cost-effective, and the platform process combined with a consumer association or authority complaint is the realistic route. A lawyer becomes useful when the amount is significant, such as furniture, electronics or a vehicle bought online; when you suffered injury from a defective product bought online; when many buyers were affected by the same seller and want to act together; or when a seller has threatened you over a negative review.
A lawyer can also help you judge whether a case is a civil dispute or a fraud that should be reported to the police, and how to present evidence in a way authorities will accept. If you want a quick orientation before deciding, a short consultation with a licensed lawyer, or a question to a lawyer on AI Co Van, can tell you whether the amount and evidence justify going further.
Whatever route you take, be careful with public accusations. Honest reviews describing your experience are generally fine, but naming individuals, sharing personal data or making claims you cannot prove can lead to complaints against you.
Frequently asked questions
Can I return an online purchase in Vietnam if I simply change my mind?
There is no general cooling-off right for all online purchases. Returns for a change of mind depend on the seller's or platform's policy. If goods are defective, counterfeit, damaged or different from the description, you can ask for a remedy under consumer law.
Is the marketplace responsible if the seller sends fake goods?
Your main claim is against the seller, but platforms must provide complaint channels, display seller information, remove violating listings and cooperate in resolving disputes. Use the platform's dispute process first, since it often controls the payment.
Why do platforms ask for an unboxing video?
An unboxing video shows the condition of the parcel and the contents at delivery, which helps decide whether goods were wrong or damaged before reaching you. Without it, sellers may argue the problem happened after delivery.
What can I do if a social media seller stops replying?
Collect the chat history, the seller's profile, posts and payment records. Complain to a consumer protection association or authority, and if the seller took money with no intention of delivering, report the matter to the police as possible fraud.
Can my bank help if I paid by card?
Card issuers may offer chargeback rights under card network rules for goods not received or not as described. Deadlines are set by your bank and can be short, so contact the bank promptly with your evidence.
Does cash on delivery protect me?
It means you have not paid in advance, and you can refuse obviously wrong parcels. However, many sellers do not allow opening before payment, and once you hand over cash, getting it back depends on the seller or platform.