Balancing buyers’ and sellers’ needs
Platforms enforce stringent policies that favour buyers, which can burden sellers – especially small and medium-sized enterprises. With rising platform fees, stricter policies, and intense competition from international sellers, local businesses have been forced out of the market. Some buyers exploit loopholes in return and refund policies, further tilting the balance in issue resolution. The imbalance makes it essential for e-commerce businesses to adopt data-driven personalisation in customer service. By tailoring responses based on customer profiles, purchase history, and behaviour, platforms can differentiate between genuine complaints and fraudulent claims, ensuring long-term loyal customers are treated with priority while protecting sellers from abuse.
At the heart of e-commerce success is a fair and transparent marketplace for both buyers and sellers. A lack of empathy for sellers is as damaging as the lack of timely support for buyers. Since platform owners control vast amounts of data, they must use it responsibly. When disputes arise, data collection and cross-verification from multiple sources are crucial. The extent to which platforms should share information remains unclear. In many cases, issues escalate because critical information is withheld. Shopee sellers’ and buyers’ accounts have been banned without explanation. A vague message like "Your login attempt has been rejected due to unusual activity. Please comply with Shopee policies" is insufficient, especially when often users accept terms without fully reading or understanding them. Without clear, accessible communication, even minor disputes can spiral into major conflicts, damaging trust in the platform.
Shifting customer expectations
Customer expectations are always evolving. Return policies, once a rarity, have become a baseline expectation, even for high-risk categories like electronics or cosmetics. Buyers now compare platforms based on how seamless the return process is, and a complicated or restrictive policy could easily drive them to a competitor.
It is optimistic and naive to say customers want “instant support”, “transparency”, “personalisation” or “fair and safe transactions”. They want timely support. If they opt for one-day shipping, they expect immediate resolution on any issue. During major sales like 11.11 or Black Friday, they may tolerate delays if they receive proactive updates. A two-day delay with communication is acceptable, a one-day delay without explanation is not. The distinction between instant and timely service is crucial.
Transparency does not mean bombarding customers with information. Many platforms mistake aggressive upselling for personalisation, pushing promotions that overshadow critical order updates. True personalisation enhances the user experience without overwhelming the customer.
A customer-centric culture
Security is fundamental, and customers only notice it when something goes wrong – like a failed payment or fraudulent listing. Instead of advertising “secure payments”, platforms should resolve fraud cases efficiently, offer clear dispute resolution, and ensure refund processes are fair for buyers and sellers.
This is the “customer-centric” culture that we are talking about. We expect it is the job of the platform owners to nurture or inflict this culture on all parties in the platform. This means creating an ecosystem where buyers, sellers and logistics providers adhere to the same standards of reliability and service quality. If a platform claims to be customer-focused, every interaction – order fulfillment, support response, refund handling – must reflect that commitment. After all, customers don’t care whose fault it is, they just want things to work smoothly. The future of e-commerce in Vietnam depends on platforms striking a sustainable balance where both buyers and sellers can thrive.
Story: Dr Hoang Ai Phuong, Senior Program Manager, Bachelor of Digital Marketing, RMIT Vietnam
Masthead image: Elena - stock.adobe.com
Thumbnail image: ipopba - stock.adobe.com
