Promoting and selling local products on e-commerce platforms

In recent times, the Dong Nai Department of Industry and Trade has stepped up its training programs on livestreaming skills, guiding OCOP entities (One Commune, One Product Program) and small and medium-sized enterprises, cooperatives, and other local actors on how to access, promote, and sell their products on e-commerce platforms.

Livestream sales activity at the E-commerce Training Conference organized by the Department of Industry and Trade in early December 2025. Photo: Hai Quan

Boosting programs and activities supporting local products

With the current trend of multichannel sales development, identifying databases on consumer preferences and customer segmentation to inform development, business, and marketing strategies is a key factor in enhancing competitiveness and enabling enterprises to connect more closely with their customers.

Le Cao Thang, owner of Hoa Sen Establishment (in Binh Loc Ward), shared that achieving OCOP certification has enabled the business to make significant progress in both production and sales. In recent times, local authorities have supported and accompanied the establishment in implementing and participating in activities within the ecosystem to develop and elevate OCOP products. These include trade promotion programs, updates on e-commerce applications, and integration standards.

Most recently, in early December 2025, the Department of Industry and Trade organized a series of training conferences on livestreaming to promote and consume standout rural industrial products of Dong Nai, as well as e-commerce training to support online OCOP sales.

At these programs, representatives of enterprises, cooperatives, OCOP entities, and units with exemplary rural industrial products were introduced to topics such as: an overview of the OCOP program and opportunities to promote e-commerce; trends in online sales; guidance on operating online storefronts; livestream setup techniques; skills for preparing content, images, and communication scripts to livestream effectively.

According to Deputy Director of the Department of Industry and Trade Tran Duong Hung, these training conferences aim not only to equip producers and businesses with livestreaming knowledge and skills but also to create opportunities for OCOP products and exemplary rural industrial products of the province to be widely introduced to consumers both within and outside the province.

Notably, the conferences also created opportunities for OCOP entities and units with standout rural industrial products to directly conduct livestream sales and gain real-world experience. This endeavor is a concrete step toward enhancing practical application and effective communication, expanding opportunities for participants.

According to the Vietnam E-Business Index (EBI) 2025 Report released by the Vietnam E-commerce Association (VECOM), Dong Nai achieved an EBI score of 13.3 points (higher than the national average) and ranked 7th nationwide. This occasion marks the ninth consecutive year that Dong Nai has been among the top 10 provinces and cities leading the country in the e-commerce index. In specific criteria groups, Đồng Nai ranked 6th in B2C transactions and 7th in B2B transactions.

Bringing local products closer to consumers

In the digital era, as consumer behavior shifts rapidly toward online platforms, e-commerce has emerged as one of the fastest-growing sectors and a key pillar of the global economy. Supported by information technology and the internet, businesses can now conduct transactions, process payments, deliver customer service, and manage operations more quickly and efficiently. This transformation is reshaping the economic landscape and giving rise to e-commerce as a new commercial domain.

Thanks to the power of digital information, traditional commercial activities have now moved online, enabling participants to save time and costs, boost efficiency, and enhance competitiveness. In addition to expanding in scale, the market is also witnessing significant changes in shopping behavior. Vietnamese consumers are increasingly embracing the omnichannel model, which integrates both online and offline sales channels.

Nguyen Thuy Anh (from Tran Bien Ward, Dong Nai Province) shared that in the past, consumers would simply browse social media or e-commerce platforms, add items to their carts, and “check out.” However, they now eagerly anticipate multichannel sales programs hosted by KOLs, engaging with content, and enjoying interactive online shopping experiences. Today’s shoppers prioritize a seamless shopping journey, where all product and promotional information is updated consistently across all platforms. This feature enhances the omnichannel experience by integrating various sales channels into a closed-loop ecosystem tailored to modern consumers.

In addition, major e-commerce platforms such as Shopee, Lazada, TikTok Shop, and others are rapidly evolving and innovating, compelling Vietnamese businesses to adapt at a faster pace. The growing popularity of digital payment apps, such as VNPAY, MoMo, and VietQR, has made shopping more convenient and secure than ever before.

The implementation of digital-platform business models has helped many enterprises and OCOP entities reduce operating costs, optimize orders, and increase revenue. At the same time, it has enabled them to develop increasingly professional production, business, and marketing processes, applying digital platforms to bring products closer to consumers.

By Hai Quan – Translated by Trieu Ngan, Minho