Singapore’s Shopee, the biggest online shopping platform in Vietnam, has been fined VND200 million (US$7,700) for misleading advertising to a free shipping promotion launched in August 2025.
The Vietnam Competition Commission (VCC) recently issued the penalty against Shopee Company Limited for using phrases such as “Free Shipping for All Orders,” “Everything Ships Free,” and “Wherever We Deliver, Shipping Is Free for All Orders.”
Although the company had attached notes specifying conditions for the free shipping, some advertisements interfaces failed to fully display the exclusion conditions, resulting in confusion among users.
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Shopee’s free shipping advertisement. Photo courtesy of Shopee |
Nearly 94% of orders during the promotion received free shipping. The remaining orders either received partial shipping discounts or no shipping discount because they did not meet the applicable conditions.
The VCC said Shopee had cooperated by providing information and documents during the investigation. In addition to the monetary penalty, the platform has corrected the information on its website, mobile application, and affiliated social media pages.
Shopee said it would continue reviewing and improving the transparency of its communications activities to ensure that information about promotional programs is complete and accurate.
A 2025 Southeast Asia e-commerce market report by Singapore-based venture capital firm Momentum Works found that Shopee maintained its leading position in Vietnam’s multi-category online retail marketplace sector last year.
The platform recorded gross merchandise value of more than $11.8 billion in 2025, equivalent to a 58% market share. TikTok Shop followed with 39%, while Lazada and Tiki together accounted for the remaining 3% of the market.
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