E-commerce trading platforms have become an indispensable part of the global online business ecosystem. These platforms not only help connect sellers and buyers but also support diverse transactions of goods and services under strict conditions for transparent information. This article will explore in depth the nature, role, and benefits of e-commerce trading platforms for businesses, especially small and medium-sized enterprises in Vietnam.
E-commerce platforms support both sellers and buyers
E-commerce Trading Platform – Concept
An e-commerce trading platform is an online website that allows merchants, organizations, or individuals (not the website owners) to conduct part or all of the buying and selling process of goods and services on it. Unlike standalone e-commerce websites that serve the sales activities of the owners themselves, e-commerce trading platforms act as intermediaries, creating a digital environment for multiple different sellers to operate together.
Popular Operating Forms
According to legal regulations, e-commerce trading platforms have four main operating forms. The first is websites allowing store opening, where participants can display and introduce their goods or services. The second is websites allowing contract conclusion accounts, supporting users to sign contracts directly with customers. The third is websites with buy-sell sections, allowing participants to post classified ads or buy-sell goods. Finally, social networks with transaction functions, where participants must pay fees to conduct business activities.
Transaction Models on the Platform
| Model | Full Name | Main Description | Outstanding Features |
| B2C | Business to Consumer | Businesses sell directly to end consumers | Most popular, focused on individual customers |
| B2B | Business to Business | Transactions between businesses (raw materials, large quantities of products) | Large volumes, long-term contracts, high value |
| C2C | Consumer to Consumer | Individuals exchange, buy, sell, or auction goods with each other | No businesses involved, often on auction platforms |
| D2C | Direct to Consumer | Manufacturers sell directly to end customers via the platform | Eliminate intermediaries, better brand control |
| C2B | Consumer to Business | Consumers create value for businesses (e.g., content, data) | Users provide value, businesses benefit |
Role of E-commerce Trading Platforms in the Digital Economy
E-commerce trading platforms play an extremely important role in the modern economy. For businesses, the platforms help establish market presence, open effective advertising methods, and quickly reach potential customers. For consumers, e-commerce trading platforms bring convenience through time savings, support for comparing prices and quality from various sources.
Supporting diverse transactions of goods and services is one of the strengths of the platforms – from fashion, electronics, food, to digital services. The platforms also create a fair competitive environment for both old and new businesses, promoting online economic development and helping support digitalization for small and medium-sized enterprises without large technology investments.
E-commerce platforms encompass various transaction models
Conditions for Transparent Information on the Platform
One of the most important factors of e-commerce trading platforms is the conditions for transparent information. All platforms must have operating regulations clearly displayed on the homepage, including rights and obligations of the parties, transaction processes, violation handling mechanisms, personal information protection policies, and dispute resolution mechanisms.
The requirement to provide complete information is mandatory – sellers must provide accurate information about themselves and goods/services when registering. Monitoring and reviewing mechanisms for goods are established to ensure accurate information on the platform and prevent prohibited goods. Data security standards are applied to protect business secrets and customer personal data. Finally, the complaint and dispute resolution mechanisms must be transparent and fair, helping protect the rights of all participants.
Responsibilities of the Platform Service Provider
The operator of the e-commerce trading platform bears great responsibility to maintain conditions for transparent information and protect consumer rights. Specifically, the platform unit must manage seller information, ensure data is stored and updated regularly. Must verify the identity of sellers and buyers to prevent fraud. Must protect consumer rights by controlling information quality, preventing goods violating the law.
The platform unit also needs to coordinate with state agencies by removing violating information within 24 hours upon request and providing data for investigations. Finally, must resolve disputes promptly by publicly announcing the conflict resolution mechanism and supporting customers to protect legitimate rights.
Responsibilities of Sellers on the Platform
Participants selling on e-commerce trading platforms must comply with strict legal responsibilities. Need to provide accurate and honest information about themselves, products, and services, ensuring all advertisements are truthful. Must comply with legal regulations on payments, advertising, promotions, and intellectual property protection. Need to ensure product quality and provide good customer service to build credibility.
Sellers also must fully fulfill financial obligations – pay taxes according to regulations and provide reporting data upon request. Finally, we need to protect the intellectual property rights of others and avoid counterfeit, fraudulent acts or unauthorized interference with the platform’s system.
Responsibility is essential for businesses operating on e-commerce platforms
Benefits for Foreign Businesses Entering the Vietnamese Market
E-commerce trading platforms bring significant advantages to foreign businesses looking to enter Vietnam:
- Access the fast-growing Vietnamese market without large upfront investments in physical infrastructure.
- Leverage the platform’s existing tools, logistics, payment systems, and marketing features—no need to build everything from scratch.
- Greatly reduce operating costs compared to traditional retail models (no need to rent expensive premises, hire large local staff teams, or maintain big warehouses in the early stage).
- Receive quick and direct customer feedback from Vietnamese consumers to improve products, services, and localization strategy.
- Expand business opportunities and build international credibility through platforms that support multi-language, multi-currency, and cross-border logistics, making it easier to reach millions of Vietnamese buyers and integrate into regional supply chains.
These benefits allow foreign companies to enter Vietnam quickly, cost-effectively, and with lower risk while still capturing strong growth potential.
Challenges When Doing Business on the Platform
However, doing business on e-commerce trading platforms also faces challenges. Fierce competition from millions of other sellers makes your products placed next to each other, leading to price wars. Difficult to stand out and improve search rankings among the huge amount of products is a big issue. Pressure to comply with laws and platform regulations can be complex. Need to secure data and handle customer information according to regulations. Building credibility and positive reviews from customers takes a long time.
Regulatory Legal Framework
The operations of e-commerce trading platforms are governed by many important legal documents in Vietnam, including the Commercial Law 2005 and the Electronic Transactions Law 2023, Decree 52/2013 on e-commerce, and guiding circulars on website and application management. These regulations ensure conditions for transparent information and protect the rights of all participants.
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- Operating personnel: Professional support + 3 potential partners/month
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