ENHANCING PERSONAL DATA PROTECTION ON E-COMMERCE PLATFORMS: A CASE STUDY IN VIETNAM
DOI:
https://doi.org/10.18623/rvd.v22.n2.3116Palabras clave:
Personal Data, E-commerce, Vietnam, GDPR, Consumer TrustResumen
En el contexto del mercado de comercio electrónico en rápida expansión de Vietnam, los datos personales se han convertido en un activo crítico, impulsando la personalización, la optimización del marketing y la toma de decisiones estratégicas. Sin embargo, su uso plantea importantes preocupaciones sobre la privacidad del consumidor. Este1 documento examina los métodos de recopilación y utilización de datos personales en las actividades de comercio electrónico, categorizándolos en datos proporcionados por el usuario (formularios de registro, encuestas,2 reseñas) y datos recopilados automáticamente (cookies, PNL, web scraping). El estudio analiza el papel multifacético de los datos en la mejora de la experiencia del cliente, el apoyo a la logística, el servicio al cliente y la prevención del fraude. Un enfoque central es el análisis del marco legal de Vietnam para la protección de datos personales, particularmente la introducción histórica del Decreto No. 13/2023/NĐ-CP. Aunque el Decreto 13 representa un3 paso importante hacia la armonización con los estándares internacionales, la investigación identifica importantes desafíos de aplicación, incluida la baja conciencia pública, la ausencia de una Autoridad de Protección de Datos (APD) independiente, la ambigüedad en la terminología legal y las dificultades de cumplimiento para las pequeñas y medianas empresas (PYMES). Con base en este análisis, el documento propone recomendaciones de políticas específicas para cerrar la brecha entre la legislación y la práctica, incluyendo el establecimiento de una APD independiente, la emisión de pautas detalladas, un mayor apoyo a las PYMES y la promoción de programas de educación pública para4 aumentar la conciencia comunitaria.
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