Sarcouncil Journal of Public Administration and Management

Abstract: In the context of the Fourth Industrial Revolution and the rapid advancement of digital transformation, e-commerce has become an integral component of Vietnam’s digital economy, fundamentally reshaping business practices and consumer behavior. The widespread adoption of digital technologies such as big data, artificial intelligence, and digital platforms has enhanced business efficiency while significantly increasing the collection, processing, and exploitation of consumers’ personal data. In the e-commerce environment, personal data not only includes basic identification information but also extends to behavioral data, transaction histories, financial information, and inferred data, generating substantial economic value for businesses. However, the digitalized nature and rapid dissemination of data have also intensified the risks of data misuse, infringements of privacy, and violations of personal data protection rights. In response to these challenges, although Vietnam’s legal framework on personal data protection in e-commerce has been gradually developed, it still reveals certain limitations arising from the fact that legal regulations and enforcement practices have not fully kept pace with the rapid development of digital technologies and business models. This paper analyzes Vietnam’s legal framework for personal data protection in e-commerce under the impact of digital transformation, employing a comparative legal approach with international standards. The study identifies key shortcomings in both regulatory provisions and law enforcement practices and proposes directions for legal improvement aimed at strengthening the protection of consumers’ personal data rights, while ensuring an appropriate balance between safeguarding privacy and promoting the sustainable development of e-commerce in Vietnam.