Vietnam’s e-commerce crackdown will favour Shopee over TikTok.

On 28 October 2026 the National Assembly debated a bill amending four trade laws, and a final vote is due before this session ends. The bill would ban misleading sales tactics such as fake scarcity, and require separate consent for each use of personal data. These rules hit the tools that drive TikTok Shop's sales: urgency-led livestream offers and data-driven video recommendations. Platforms must redesign promotions and consent flows, which slows conversion and raises compliance costs. TikTok Shop is particularly exposed because its growth rests on content-led selling and a seller base that grew 96% to about 267,000. Shopee's base is smaller, at about 210,000 sellers, which points to tighter seller quality already. Similar rules could extend to ride-hailing and food delivery, raising regulatory risks for other major platforms.