Over 80% of Southeast Asian Sellers Achieve Sales Growth in 2024
Shopee Japan recently released the results of its 2024 Southeast Asia Cross-Border E-commerce Development Review and 2025 Outlook survey. The data shows that more than 80% of Southeast Asian e-commerce sellers achieved sales growth in 2024. Among them, 30.4% of sellers reported “significant growth” in sales. Additionally, 57.5% of respondents identified effective promotional activities as a key factor driving this growth.

Appropriate pricing (40.6%) and optimized inventory management (39.9%) were also seen as major driving forces. In terms of product categories, sales of health supplements and dietary supplements performed particularly well, accounting for 38.2%. The next highest categories were skincare/cosmetics (33.2%) and candy/food (31.9%).

Vietnam Proposes Seller Verification for E-commerce
According to foreign media reports, Vietnam, which is experiencing rapid growth in e-commerce and has become a key pillar of the digital economy, is facing significant challenges. Le Chao Yong, Chairman of the National Competition Commission of the Ministry of Industry and Trade, revealed that numerous complaints related to product service quality, false advertising, and online fraud have been received. Statistics from the Vietnam E-commerce Association show that there are 2.5 million live broadcasts per month, with over 50,000 sellers involved, while e-commerce development is accompanied by a rise in online fraud.

The Ministry of Industry and Trade has recently issued warnings about the shopping risks on unregistered cross-border e-commerce platforms such as Temu, Shein, and 1688. A survey by the World Intellectual Property Organization revealed that 88% of consumers in the ASEAN region have encountered counterfeit goods, 70% have unknowingly purchased them, and one in four people is aware that the product is not genuine. In response to the complex nature of fraud, experts are calling for the implementation of seller identity verification. Le Deying, Director of the Information and Digital Technology Center, proposed using technology to verify the identities of both buyers and sellers and trace the source of products.

Additionally, e-commerce platforms need to improve operational transparency and efficiency, strengthen product release review accountability, and effectively protect intellectual property and consumer rights. At the end of November, Vietnamese Prime Minister Pham Minh Chinh issued a document emphasizing the strengthening of e-commerce management. Vietnam’s e-commerce industry is at a critical point of regulatory development, and the actions taken by various parties are attracting considerable attention.