{"id":8679,"date":"2026-11-01T09:34:49","date_gmt":"2026-11-01T02:34:49","guid":{"rendered":"https:\/\/adtek.agency\/glossary\/marketplace\/"},"modified":"2026-11-01T09:34:49","modified_gmt":"2026-11-01T02:34:49","slug":"marketplace","status":"publish","type":"mona_glossary","link":"https:\/\/adtek.agency\/en\/glossary\/marketplace\/","title":{"rendered":"Marketplace (e-commerce marketplace)"},"content":{"rendered":"<p>A marketplace (e-commerce marketplace) is an online platform where many sellers list products and buyers order directly on the platform, such as Shopee, Lazada or TikTok Shop. Vietnam&#8217;s 2025 E-commerce Law calls this an &#8220;intermediary e-commerce platform&#8221;.<\/p>\n<h2>What is a marketplace?<\/h2>\n<p>Cambridge Dictionary defines the online sense of marketplace as a website designed for people to buy and sell things (<a href=\"https:\/\/dictionary.cambridge.org\/dictionary\/english\/marketplace\" target=\"_blank\" rel=\"nofollow noopener\">Cambridge Dictionary, marketplace, accessed November 2026<\/a>). The difference from a brand&#8217;s own online store: on a marketplace, the operator does not sell itself but lets other sellers open shops, while the platform handles display, payment and shipping and charges fees.<\/p>\n<p>If you were looking for Facebook Marketplace, that is the buy-and-sell section of Facebook. This page covers marketplace in the e-commerce sense.<\/p>\n<h2>Marketplaces under Vietnam&#8217;s Law No. 122\/2025\/QH15<\/h2>\n<p>Vietnam&#8217;s E-commerce Law No. 122\/2025\/QH15 took effect on July 1, 2026. Article 3 splits e-commerce platforms into 4 types (<a href=\"https:\/\/congbao.chinhphu.vn\/van-ban\/luat-so-122-2025-qh15-468683\/61714.htm\" target=\"_blank\" rel=\"nofollow noopener\">Vietnam Government Gazette, Law No. 122\/2025\/QH15, published January 2026<\/a>):<\/p>\n<table>\n<thead>\n<tr>\n<th>Platform type<\/th>\n<th>Legal definition<\/th>\n<th>Plain example<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Direct business<\/td>\n<td>Set up by an organization or individual to sell its own goods or services<\/td>\n<td>A brand&#8217;s own online store<\/td>\n<\/tr>\n<tr>\n<td>Intermediary<\/td>\n<td>Lets other organizations or individuals register accounts to present and sell goods on the platform itself<\/td>\n<td>A marketplace<\/td>\n<\/tr>\n<tr>\n<td>Social network conducting e-commerce<\/td>\n<td>A social network with at least one of: online messaging, online ordering, livestream selling<\/td>\n<td>A social network with shops and an order button<\/td>\n<\/tr>\n<tr>\n<td>Integrated<\/td>\n<td>Lets other e-commerce platforms be integrated into it<\/td>\n<td>A super app bundling several platforms<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h2>What marketplaces and sellers must do<\/h2>\n<p>Under Article 17, an intermediary platform operator must verify a seller&#8217;s identity before allowing sales, review product listings before they go live, and keep posted product information accessible for at least 1 year. A platform with online ordering must also take back goods that do not match what the seller announced, let buyers review sellers and display those reviews in full, notify a seller at least 5 days before suspending or restricting the account (unless a state authority requests it), and keep contract data accessible for at least 3 years.<\/p>\n<p>Under Article 21, sellers on a platform with online ordering must provide identity information for verification, use only their own payment account, and submit proof of eligibility before selling goods in conditional business lines.<\/p>\n<h2>Selling on a marketplace vs. your own website<\/h2>\n<table>\n<thead>\n<tr>\n<th><\/th>\n<th>Marketplace<\/th>\n<th>Own website<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Audience<\/td>\n<td>Shoppers already searching on the platform<\/td>\n<td>You drive your own traffic<\/td>\n<\/tr>\n<tr>\n<td>Costs<\/td>\n<td>Platform fees per order<\/td>\n<td>Hosting, payment gateway and shipping on you<\/td>\n<\/tr>\n<tr>\n<td>Customer data<\/td>\n<td>Mostly held by the platform<\/td>\n<td>Yours<\/td>\n<\/tr>\n<tr>\n<td>Advertising<\/td>\n<td>Shopee Ads, TikTok GMV Max inside the platform<\/td>\n<td>Google Ads, Meta, TikTok driving to the site<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>You do not have to pick one. A common setup runs both: the marketplace for order volume, the website for customer data and higher-margin lines. For a comparison of the two biggest platforms, see <a href=\"\/en\/tiktok-shop-vs-shopee\/\">TikTok Shop vs Shopee 2026<\/a>.<\/p>\n<h2>Example: what is left from one marketplace order (hypothetical)<\/h2>\n<p>An order is VND 300,000. Assume total platform fees of 20% (VND 60,000), cost of goods of VND 150,000 and in-platform ads of VND 45,000. That leaves VND 45,000, or 15% of the price, before packaging and returns. This is an illustration, not any platform&#8217;s real fee schedule. The total value of orders on a marketplace is called <a href=\"\/en\/glossary\/gmv\/\">GMV<\/a>, and high GMV does not mean profit. Break-even ROAS after platform fees is covered in our guide to <a href=\"\/en\/retail-media-vietnam-shopee-ads-tiktok-gmv-max\/\">retail media in Vietnam<\/a>.<\/p>\n<h2>Frequently asked questions<\/h2>\n<h3>Is a social network with shops a marketplace?<\/h3>\n<p>Under Law No. 122\/2025\/QH15, it is a &#8220;social network conducting e-commerce&#8221;, a separate type, not an intermediary platform. Operator duties are in Article 18.<\/p>\n<h3>Do marketplace sellers need to register anything extra?<\/h3>\n<p>Sellers must provide identity information for verification and, if they sell goods in a conditional business line, submit proof of eligibility to the platform before selling.<\/p>\n<p>Adtek runs ads on Shopee, TikTok Shop and Lazada and does not operate marketplace stores for clients. If you need a marketplace ad plan, see our <a href=\"\/en\/solution\/brand-commerce\/\">Brand Commerce<\/a> page.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A marketplace (e-commerce marketplace) is an online platform where many sellers list products and buyers order directly on the platform, such as Shopee, Lazada or TikTok Shop. Vietnam&#8217;s 2025 E-commerce Law calls this an &#8220;intermediary e-commerce platform&#8221;. What is a marketplace? Cambridge Dictionary defines the online sense of marketplace as a website designed for people [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"_yoast_wpseo_title":"Marketplace: What It Is and Vietnam's E-commerce Law","_yoast_wpseo_metadesc":"What is a marketplace? An online platform where many sellers list products. 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