Lazada fined in Vietnam over misleading information

Photo courtesy of Lazada

Lazada’s operator in Vietnam has been fined VND350 million, about US$13,350, after authorities found it provided misleading information to consumers about services on the e-commerce platform.

Vietnam’s National Competition Commission issued the decision on July 9 against Recess Co., Ltd., the Ho Chi Minh City-registered company that runs Lazada in the country. The company was also ordered to correct the violations promptly and review its consumer information so that it is accurate, complete and compliant with protection laws.

The commission said Recess cooperated during the process, supplied requested documents and had begun acting on its recommendations. The ruling did not detail the specific customer information that was found to be inaccurate.

Consumer rules under scrutiny

The case is a reminder that Vietnam’s consumer-protection rules apply to the information shown on online marketplaces, including claims and conditions attached to services and promotions. For shoppers, unclear wording can affect decisions on delivery, pricing, discounts or eligibility.

It follows an earlier decision involving Shopee. In May, the commission fined Shopee VND200 million over information connected with a “Free shipping for every order” promotion. Authorities found that some advertising did not fully disclose exclusions, leading customers to misunderstand the scope of the offer. Shopee was ordered to make public corrections across its website, app and social-media channels.

Pressure in a competitive market

Lazada, owned by Alibaba Group, entered Vietnam in 2012 and was one of the country’s earliest major online marketplaces. Competition has intensified since Shopee entered the market in 2016 and TikTok Shop arrived in late 2022.

According to Q&Me’s 2026 Vietnam E-commerce Trends Report, Lazada’s gross merchandise value fell 37 per cent to US$385 million in the 12 months from May 2025 to April 2026. Its market share fell from six per cent to three per cent, while Shopee and TikTok Shop accounted for more than 54 per cent and 41 per cent respectively.

For residents and visitors buying online in Vietnam, the practical point is to check the full terms of offers before placing an order, particularly where free delivery, discounts or eligibility are being advertised.

18 August 2026