Son La province, known for its abundant fruit crops such as longan, mango, plum, dragon fruit, and son tra (hawthorn), has seen livestreaming on social media platforms emerge as a highly effective solution for reaching customers, increasing sales, and bringing maximum profits for local farmers. The Department of Industry and Trade has co-organised e-commerce training sessions, inviting Key Opinion Consumers (KOCs), influencers, and Key Opinion Leaders (KOLs) to share their knowledge and skills. These sessions cover how to set up virtual stores, create promotional videos, and sell products effectively. Farmers and cooperatives receive hands-on guidance in livestreaming techniques, video editing, voice-overs, and subtitling to attract viewers and promote their products on social media.

Do Thi Bich Chau, Deputy Director of the Department of Industry and Trade, said that since 2021, the department has collaborated with the Vietnam E-commerce and Digital Economy Agency in holding nine training sessions for cooperatives and businesses, helping them introduce, promote, and sell agricultural products of various localities like Yen Chau and Moc Chau districts, and Son La city on social media platforms such as TikTok, Zalo and Facebook. These sessions have enabled many cooperatives and farmers to adopt new technologies, allowing them to conduct livestreaming sessions directly from their farms and sell their produce effectively. Farmers not only sell their products but also share the story behind each product and its origin, fostering trust in local agricultural goods.

After participating in training courses, Kien Cuong Cooperative in Phieng Khoai commune, Yen Chau district began livestreaming to sell Tai Nung plums and pears directly from the orchard. Its Director Dinh Thi May said that when their TikTok account livestreamed from the orchard, many customers were thrilled to see the ripe fruits. Initially, many thought Tai Nung pears were imported from China, but upon seeing live footage from their 10-hectare orchard, more customers placed orders. Thanks to this approach, the cooperative sold over 20 tonnes of fruit this year. Currently, they are livestreaming to promote their oranges, allowing customers to place orders in advance.

Live-selling has shown clear success for farmers in certain areas. However, many cooperative members, managers, and farmers face challenges due to limited tech skills, resulting in difficulties with livestreaming and product presentation.

To address this, the Department of Industry and Trade will continue to collaborate with other agencies to hold training classes, offering “hands-on” support to farmers and cooperative members. These sessions provide farmers with practical skills in livestreaming, using mobile applications, mastering online transactions, and ultimately becoming content creators who drive sales and ensure steady markets for agricultural products.