Rural markets in the digital age

QTO - In this era of rapidly developing digital technology, traditional markets are facing challenges, and those most affected are older vendors. They possess experience and a strong reputation for selling goods, but lack the skills to navigate the digital world. Some traditional market stalls that once supported entire families are now forced to close due to the dwindling number of vendors.

Some mornings, the early morning sun just begins to gilde the Dong Ha market, but by then it's already deserted. At her familiar clothing stall, Mrs. Huong (nearly 70 years old) watches the stream of people passing by before looking down at her old telephone on the table. "Business is getting worse and worse. Last year was slow, and this year is even worse," Mrs. Huong says with a sad smile.

Having worked at the market for over forty years, Mrs. Huong has witnessed countless changes in Dong Ha, from the days when Quang Tri province was in disarray after the war, goods were scarce, and people traded every can of rice, to the period of economic opening when Dong Ha market became one of the most bustling trading centers in Central Vietnam.

There was a time, when goods from Laos and Thailand were still thriving, and the Lao Bao Special Economic and Trade Zone enjoyed preferential non-tariff policies, that squeezing through the fabric or clothing sections of Dong Ha market required inching forward step by step. Back then, people from all over the country flocked to Dong Ha to shop. The market was the heart of the town. The rhythm of the market was also the rhythm of life for the residents of Dong Ha. But now, the market is increasingly deserted and quiet.

Dong Ha Market used to be one of the busiest shopping destinations in the Central region - Photo: NTH

People in Quang Tri have always had the habit of going to the market. The market is not just a place for buying and selling; it is also a cultural space, a place that preserves community memories, a place where many generations meet and greet each other, and a place where women carry their whole lives on their carrying poles.

Traditional markets like Dong Ha, Cam Lo, Thuan, Song, Sai, Do, Hom, and Mai have existed for hundreds of years, alongside the formation and development of villages and regions. Some children grew up earning small amounts of money at these markets. Others, like Mrs. Huong, dedicated their youth and old age to a corner of the market. Then, one day, these traditional markets are being challenged by something invisible—the smartphone. People are bringing entire markets to their smartphones to livestream sales; customers place orders, and sellers and buyers don't need to meet in person...

“Right now, my daughter is also preparing to livestream selling goods at home. She said, ‘Mom, give me the goods to livestream and sell online. Why go to the market? It’s so much trouble, I only earn a few dollars a day.’ But I’ve been connected to the market my whole life, and if I don’t go there, I’ll feel bored. I don’t know what to say in front of the camera when livestreaming like my daughter does. So I just sit at the market to keep myself entertained,” Mrs. Huong shared.

In many corners of the old market, people like Mrs. Huong still sit quietly selling their goods, like witnesses of a bygone era. The rural market, the traditional market, still exists. The only difference is that the footsteps, the handshakes, the cheerful laughter, and the bustling life that gave the market its soul are becoming increasingly rare.

A very young generation is entering commerce through a completely different path, like Ms. Huong's daughter. No need for storefronts, no need for stalls, no bargaining; all transactions, order confirmations, and payments take place on smartphones, and goods are conveniently delivered to the doorstep, so buyers don't need to leave their homes. The convenience of e-commerce is causing consumer habits to shift and change so rapidly that many people haven't even realized it. Before, people went to the market every weekend. Now, many people browse their phones to shop at e-commerce "markets" on weekends.

E-commerce is an irreversible trend in the digital age. Traditional markets therefore need to adapt. Many young small traders in Dong Ha market and other rural markets have started selling online alongside in-person sales; using phones to finalize orders and deliver goods to regular customers' homes, using QR codes for bank payments instead of cash... Many local products have been supported by the government and relevant departments to be put on digital platforms, with training in online sales skills and cashless payment methods. This could be the path for traditional markets to survive.

Thanh Hai

Source: https://baoquangtri.vn/kinh-te/202606/cho-que-trong-thoi-dai-so-e9a2f46/