In the border commune of Phieng Khoai, one of the province’s largest plum-growing areas with more than 2,500 hectares and an annual output of over 25,000 tonnes, digital transformation is gradually changing how farmers promote and bring their products to market. Beyond improving product quality, local authorities are focusing on supporting residents in accessing technology and using digital platforms to showcase products and connect with customers. Today, smartphones are not only used for communication but have also become tools to bring images of growing areas and local products to consumers across many provinces and cities.

As one of the active producers promoting plums on social media platforms, Pham Hong Ngoc from Phieng Khoai chooses to tell the story of her land and the journey of caring for plum trees, as well as the white blossom seasons covering the hillsides before fruiting, during each livestream session. Ngoc shared that her family previously relied mainly on traditional sales channels, depending heavily on regular buyers and traders. With social media, they can now directly connect with customers and introduce products right from the orchard. Allowing consumers to see the cultivation and harvesting process helps build trust and better understanding of the product.

Many cooperatives in Phieng Khoai are also changing their mindset toward applying technology in agricultural product consumption. Nguyen Thi Nguyet, Deputy Director of Kien Cuong Cooperative, said that in the early days of livestreaming, they faced difficulties due to hesitation and unfamiliarity with presenting products on camera. Through learning and practising, the cooperative has gradually developed suitable presentation methods, proactively connected with customers, and expanded its market.

Many businesses in the province are also accelerating digital transformation in production and business operations, including Minh Tien Group JSC – Son La branch. The company has applied technology in governance, operations, accounting, and marketing, while also promoting products through its website, social networks, and e-commerce platforms.

Nguyen Minh Duc, Deputy General Director of the company, said that digital transformation helps businesses reach customers faster, proactively promote products, and expand markets at reasonable costs.

Pham Thi Thuy, Deputy Director of the provincial Post Business Centre, said the unit is coordinating with businesses, cooperatives, and producers to support the introduction of agricultural products on digital platforms, expanding promotional and distribution channels. To help cooperatives and producers adapt to new business methods, the province has implemented various solutions, including building online stores, promoting products, producing videos, livestream sales, and applying production management software, electronic diaries, and digital accounting systems.

To date, 70 local OCOP (One Commune One Product) products and agricultural specialties have been listed on the e-commerce platform buudien.vn. Producers have also been guided to complete product information and images, gradually reaching customers in the digital environment.
 

In addition to supporting online distribution, Son La province continues to improve digital trade promotion channels to create more space for local agricultural promotion. So far, 60 products have been introduced on the sonla.sanviet.vn e-commerce platform; while 42 enterprises and cooperatives with 50 representative products are promoted on the province’s trade promotion portal. In addition, 63 cooperatives have been supported in developing planting area codes, helping standardise production processes, improve traceability, and meet market requirements.

Dao Van Quang, Deputy Director of the provincial Centre for Investment, Trade and Tourism Promotion, said the centre is strengthening coordination with relevant units to organise training courses and support farmers, cooperatives, and enterprises in improving digital business skills, especially livestreaming and online sales. This aims to create more opportunities for market expansion, enhance competitiveness, and develop sustainable brands. 

Through changes in promotion and distribution methods, households, cooperatives, and businesses in Son La are increasingly focusing on brand building and market connectivity. Digital technology is becoming a bridge that helps local agricultural products reach a wider customer base, enhance their value, and adapt to new consumption trends.