VNeID Authentication for E-Commerce Livestream Sellers in Vietnam

Long Phan Consulting has received many inquiries from shop owners, KOLs/KOCs, and affiliate marketers regarding VNeID authentication for E-commerce livestream sellers following the official effectiveness of the 2025 Law on E-Commerce. This is a mandatory obligation directly linked to the right to open an online store and conduct livestream sales on platforms such as Shopee, TikTok Shop, or social networks with ordering functions. For legal matters related to online business activities, clients may also refer to regularly updated  Law on Enterprises and Businesses content prepared by Long Phan Consulting. 

Sellers on E-Commerce Platforms (Individuals, Household Businesses, Enterprises)

Sellers on intermediary platforms or social networks operating e-commerce must provide information to the platform operator for identity authentication purposes, under Point a, Clause 1, Article 21 of the 2025 Law on E-Commerce. The platform must complete electronic identity authentication of the seller before permitting sales, under Point c, Clause 1, Article 17 of this Law.

Livestream Sellers

Livestream sellers are responsible for providing information to the platform operator for identity authentication, under Clause 1, Article 24 of the 2025 Law on E-Commerce. The platform must complete electronic identity authentication of the livestream seller before permitting the livestream, under Clause 4, Article 22 of this Law.

Affiliate Marketers

Before setting up a referral link or referral code, an affiliate marketer must provide authentication and identification information to the organization or individual providing the affiliate marketing service, under Point a, Clause 1, Article 26 of the 2025 Law on E-Commerce. The affiliate marketing service provider is responsible for completing this authentication before permitting the activity, under Point a, Clause 1, Article 25 of this Law.

Foreign Livestream Sellers and Affiliate Marketers

A foreign livestream seller is authenticated through valid legal documents instead of VNeID, under Clause 4, Article 22 of the 2025 Law on E-Commerce. The same rule applies to foreign affiliate marketers, under Point a, Clause 1, Article 25 of this Law.

Authenticating Entities and Identity Data Management Authority

Authentication is not self-performed by the seller or the livestream seller; it is carried out by the e-commerce platform operator, based on the national identification and electronic authentication system.

Authentication Responsibility of E-Commerce Platform Operators

The operator of an intermediary platform with an online ordering function must perform electronic identity authentication in accordance with the 2025 Law on E-Commerce and the laws on identification and electronic authentication, before permitting sales, under Point c, Clause 1, Article 17 of this Law. A social network operating app e-commerce with livestream and online ordering functions carries an equivalent responsibility under Clause 3, Article 18 of this Law, which refers back to Clause 2, Article 17.

Decree 248/2026/ND-CP details this obligation at Articles 17 and 18, requiring platforms to authenticate sellers and vet product information before display.

Role of the National Identification and Electronic Authentication System (VNeID)

VNeID, managed and operated by the Ministry of Public Security, is the platform linked to national population data that allows e-commerce platforms to cross-check and authenticate the identity of domestic sellers and livestream sellers. Linking an e-commerce transaction account to VNeID is one of 11 mandatory account groups under Clause 9, Article 40 of Decree 69/2024/ND-CP, as supplemented by Article 19 of Decree 320/2026/ND-CP.

>>>See more: Mandatory Documentation for Livestream Sales Starting July 2026

VNeID Authentication Process for Sellers and Livestream Sellers

The authentication process consists of three main steps, which platforms must publish in their livestream operating rules and seller account opening rules under Article 12 of Decree 248/2026/ND-CP.

Step 1 — Providing identification information to the platform operator.

Sellers and livestream sellers register and declare personal identification information, or business/household business information, as required by the platform, under Point a, Clause 1, Article 21 and Clause 1, Article 24 of the 2025 Law on E-Commerce.

Step 2 — Linking the transaction account to the VNeID electronic identification account.

The selling or livestream account on the platform is linked to a level-2 electronic identification account on VNeID, under the linkage mechanism set out in the amended Clause 9, Article 40 of Decree 69/2024/ND-CP.

Step 3 — Platform cross-checks, authenticates, and grants selling or livestream rights.

The platform compares the information provided against national electronic identification data; if it matches, the account is granted the right to sell or livestream, under Point c, Clause 1, Article 17 and Clause 4, Article 22 of the 2025 Law on E-Commerce.

Mandatory Deadlines for Completing VNeID Authentication

Sellers and livestream sellers must distinguish between two parallel legal timelines, as each carries a separate deadline and scope of application that can easily be confused if not properly separated.

July 1, 2026 — The 2025 Law on E-Commerce Officially Takes Effect

The Law on E-Commerce No. 122/2025/QH15 takes effect from July 1, 2026, under Article 40 of this Law. Decree 248/2026/ND-CP, detailing certain provisions of the Law, also takes effect on the same date.

January 1, 2027 — Identity Authentication Requirements Under Decree 248/2026/ND-CP Begin to Apply

Although Decree 248/2026/ND-CP takes effect on July 1, 2026, the specific requirement for electronic identity authentication of sellers and livestream sellers is only officially implemented from January 1, 2027. This is the milestone from which platforms must formally refuse selling or livestream rights to accounts that have not completed authentication.

September 28, 2026 and December 31, 2026 — Deadline for Linking Transaction Accounts to VNeID Under the Amended Decree 69/2024/ND-CP

Under Clause 3, Article 20 of Decree 320/2026/ND-CP, an e-commerce transaction account created before September 28, 2026 must complete VNeID linkage and authentication no later than December 31, 2026. This deadline applies independently of the January 1, 2027 milestone under Decree 248/2026/ND-CP, so sellers and livestream sellers should complete linkage early to avoid facing both obligations at once.

Distinguishing VNeID Authentication Obligations by Subject Group

The 2025 Law on E-Commerce allocates obligations among sellers, livestream sellers, affiliate marketers, and platform or service operators. It is therefore necessary to identify who must provide information and who is responsible for performing electronic identity authentication before applying the rules to each activity.

Legal Consequences of Failing to Authenticate on Time

Failure to complete authentication directly affects a seller’s or livestream seller’s right to operate on the platform, rather than being a purely administrative formality.

Being Refused or Having a Selling or Livestream Account Suspended

The platform has both the right and the responsibility not to grant selling or livestream rights to an account that has not completed electronic identity authentication, under Point c, Clause 1, Article 17 and Clause 4, Article 22 of the 2025 Law on E-Commerce.

Livestream Suspension and Removal of Violating Livestream Content

Where a violation is found relating to content or a subject that has not been validly authenticated, the platform must suspend the livestream and remove the displayed information as soon as it is detected, or upon request of the competent state authority, under Clause 6, Article 22 of the 2025 Law on E-Commerce.

Impact on the Right to Continue Business Operations on the Platform

An account that has not linked to VNeID by the deadline under Decree 320/2026/ND-CP risks having its transaction functions restricted on the platform, due to failure to meet the mandatory authentication condition attached to the transaction account.

Common Errors That Cause Authentication Dossiers to Be Rejected or Delayed

Understanding common errors in advance helps sellers and livestream sellers prepare an accurate dossier from the outset, avoiding repeated resubmissions.

Identification Information Not Matching National Population Data

A mismatch between the information declared on the platform and the citizen identification or national population data is a common cause of automatic dossier rejection.

Phone Number Registered for VNeID No Longer Belonging to the Account Holder

Under Decree 320/2026/ND-CP amending Decree 69/2024/ND-CP, from September 28, 2026, the VNeID system automatically locks an electronic identification account if the registered phone number no longer belongs to the account holder, which disrupts the linkage with the selling or livestream account.

Selling or Livestream Accounts Created Before the Deadline but Not Yet Updated with VNeID Linkage

Many accounts were created before the linkage requirement took effect, but the account holder has not proactively updated the linkage, creating a risk of missing the December 31, 2026 deadline under Clause 3, Article 20 of Decree 320/2026/ND-CP.

E-Commerce and Enterprise Consulting Services at Long Phan Consulting

Long Phan Consulting supports individuals, household businesses, enterprises, sellers, and other entities operating on e-commerce platforms in reviewing legal conditions, carrying out procedures, and organizing business activities in compliance with applicable regulations. For sales, livestreaming, and affiliate marketing activities on digital platforms, the scope of support includes:

• Reviewing the legal status of relevant entities and determining verification obligations applicable to sellers, livestreamers, and affiliate marketers;
• Advising on linking electronic transaction accounts with VNeID and cross-checking identity information before verification;
• Assisting with issues involving identity information, VNeID accounts, or seller and livestream accounts restricted due to failure to satisfy verification requirements;
• Advising individuals, household businesses, and enterprises on their obligations when conducting business on e-commerce platforms, social networks, and digital platforms;
• Advising on the establishment and amendment of enterprises and household businesses and registering business lines appropriate to online business models;
• Advising on procedures for notification and registration of websites and e-commerce platforms, as well as sector-specific licenses arising from the operating model;
• Drafting and reviewing agreements with platforms, partners, KOLs/KOCs, affiliate marketers, and other related commercial contracts;
• Advising on tax, labor, intellectual property, trademark protection, and other legal matters arising during business operations;
• Conducting comprehensive reviews of documentation and internal procedures to minimize compliance risks when carrying out e-commerce activities.

Clients may send their case documents via email at info@longphanpmt.com or via Zalo at 0906.735.386 for a preliminary assessment.

Frequently asked questions about VNeID authentication for E-commerce livestream platforms

Below are practical issues that sellers and livestreamers commonly encounter when implementing VNeID authentication for E-commerce livestream platforms.

Conclusion

VNeID verification is a mandatory condition for sellers, livestreamers, and affiliate marketers to be authorized to operate legally on e-commerce platforms from the applicable effective dates stated above. Business operators should proactively link their electronic transaction accounts with VNeID before December 31, 2026 and prepare complete identity information to avoid operational disruption when the verification requirements under Decree No. 248/2026/ND-CP officially apply from January 1, 2027. If you need assistance reviewing documents or handling specific issues, please contact Long Phan Consulting via Hotline 1900636389 for timely support.