Hanoi (VNA) – The rapid expansion of cross-border e-commerce is creating major opportunities for international trade, but it is also increasing the risk of counterfeit, imitation and intellectual property (IP)-infringing goods entering markets.

As offenders adopt increasingly sophisticated tactics, customs authorities are tightening controls at border gates, stepping up the use of technologies and refining enforcement measures to intercept illicit goods at the import and transit stages.

Cross-border e-commerce has significantly altered the way goods are transported and distributed. Whereas infringing products were previously moved in large volumes through formal import channels, there is now a growing trend of splitting shipments into smaller consignments and sending them via express delivery services, international post or under the guise of transit operations. The range of infringing products has also widened, spanning fashion, cosmetics, electronics, technology accessories and children’s toys.

According to the Department of Customs, during a recent nationwide campaign implementing the Prime Minister’s Official Dispatch No. 38/CD-TTg on combating counterfeit goods and intellectual property violations, the customs force detected and seized thousands of suspected counterfeit products, trademark-infringing goods and imports failing to meet regulatory requirements. The results underscore both the complexity of the issue and customs authorities’ determination to tighten oversight across borders and ports of entry.

Violations are no longer concentrated solely along the northern border, where trade flows with China are highest. Cases have also emerged along transit transport routes and at major southern seaports.

A series of recent cases indicates that IP-infringing goods are appearing across multiple trade routes and import-export categories. Of particular concern is the growing exploitation of cross-border e-commerce platforms to channel counterfeit and imitation products into the domestic market through small-scale orders, complicating inspection and monitoring efforts.

To respond to these challenges, the customs sector is accelerating the adoption of information technology, digital transformation, and risk-based management. Databases on intellectual property rights, protected trademarks and alerts issued by rights holders are being continuously updated to help customs officers identify suspect goods more effectively.

Alongside tighter inspections at border checkpoints, customs authorities are also improving the legal framework to strengthen enforcement against counterfeit and IP-infringing products. Recently, the Department of Customs issued a document to standardise appraisal procedures for exported, imported and transit goods suspected of infringement.

Under the new guidance, where a rights holder or authorised representative has already confirmed an infringement in writing, customs authorities may proceed directly with enforcement without requiring an expert assessment. In cases where evidence remains insufficient, customs officers will collect samples for appraisal or coordinate with relevant agencies for further verification.

The measure is expected to shorten investigation timelines, speed up case handling and strengthen prevention efforts directly at points of entry.

The customs sector is also enhancing cooperation with trademark owners, industry associations and international organisations to exchange information, support authentication of genuine products and strengthen enforcement capacity. This is seen as an essential response as intellectual property violations become increasingly sophisticated, cross-border in nature and closely linked to the growth of e-commerce./.