The difficulties and obstacles of online sellers in VietNam

Abstract

The research looks at the challenges online sellers face in Vietnam, which is known as a fast-growing e-commerce industry. This study used a mixed-methods approach, conducting semi-structured interviews with small online retailers on multiple platforms like TikTok Shop, Lazada, and Shopee. The research also collected data through sending surveys to frequently online buying customers to have a general overview about buying preferences. The study identifies current market issues in the context of new challenges, including the rise of modern markets, technological changes, and other related factors. The results are expected to provide a basis for policy government recommendations that can help Vietnam's online retailers grow sustainably and adapt to the fast-changing digital landscape.