'Leverage' to help agricultural products reach further markets.

No longer confined to traditional markets or entirely dependent on traders, agricultural products from Thai Nguyen are gradually expanding their consumption space through e-commerce. For tea and medicinal herb cooperatives and many farmers throughout the province, the digital environment is gradually becoming a "new market," where producers proactively access the market, boost consumption, increase product value, and gradually build sustainable brands.

The Megalive event, promoting and selling typical and representative products of Thai Nguyen province online, was held on the sidelines of the Conference on Science , Technology, and Innovation in E-commerce Development 2025. Photo: TL

Cooperative societies are central hubs connecting to the digital market.

In Thai Nguyen, cooperatives are gradually playing a central role in the digital agricultural value chain. Beyond organizing production, many cooperatives are directly involved in sales, marketing, and customer service through e-commerce platforms.

At Phu Luong Agricultural Products Cooperative, livestreaming has been identified as the main sales channel for specialty teas such as shrimp bud tea, hook-shaped tea, and bud tea, as well as OCOP products. Every day, the cooperative maintains two regular livestream sessions to introduce products, provide tea brewing instructions, and interact directly with customers.

Mr. Tong Van Vien, Chairman of the Board and Director of Phu Luong Agricultural Products Cooperative, shared: "We have identified tea as our flagship product, so we must invest systematically in the sales process. Livestreaming helps sell our products and is a way to tell the story of tea plants and the Phu Luong region."

Phu Luong Agricultural Products Cooperative organizes livestream sales on digital platforms, contributing to expanding the consumer market and increasing revenue.

When customers can directly observe the packaging process, ask questions, and receive feedback live on air, their trust in the product is significantly strengthened. Maintaining two fixed livestreaming points at the showroom and processing area allows the cooperative to flexibly manage content, promoting products while demonstrating quality—something that traditional sales methods struggle to achieve.

From a direct implementation perspective, Ms. Nguyen Thi Hong Dien, a marketing employee of Phu Luong Agricultural Products Cooperative, said: "Each livestream session is meticulously planned, from introducing key products and interacting with customers to closing deals. With proper investment in e-commerce, the number of online orders has steadily increased, and the market has expanded to many provinces and cities nationwide."

E-commerce is not only a key driver for tea cooperatives, but also for agricultural and medicinal herb cooperatives, a sector that demands high standards in traceability, consumer trust, and the ability to effectively tell product stories. Thien Phuc Agricultural and Medicinal Herb Cooperative is a prime example.

Live streaming the entire farming and processing process helps Thien Phuc Medicinal Herbs Agricultural Cooperative build trust with a wide range of customers.

Currently, Thien Phuc Medicinal Herb Agricultural Cooperative focuses on developing key products such as Bo Chinh ginseng, Ba Kich ginseng, and specialty livestock products including black-fleshed chicken, black-boned chicken, and processed products such as chicken broth hotpot, stewed chicken, and medicinal chicken sausage. The products are developed according to a circular medicinal herb agriculture model, linking cultivation, livestock farming, and processing with safety standards, in line with modern consumer trends.

Instead of relying on traditional distributors or sales channels, Thien Phuc Medicinal Herbs Agricultural Cooperative is boosting sales on e-commerce platforms, with livestreaming playing a crucial role. On average, each livestream session brings in 20-50 orders, sometimes exceeding 70, with customers from many provinces and cities. Revenue from online channels currently accounts for over 40% of the cooperative's total revenue, a significant increase compared to the period before implementing digital sales.

Ms. Nguyen Thi Binh, Director of Thien Phuc Medicinal Herb Agricultural Cooperative, stated: "For medicinal herbs and processed food products, the most important factor is building trust. E-commerce, especially livestreaming, allows cooperatives to directly showcase the raw material sources, farming and processing procedures, while clearly explaining the uses and how to use the products. When consumers can observe directly and hear specific explanations, they feel confident placing orders and tend to return to buy multiple times."

According to Ms. Binh, e-commerce not only expands the market but also changes the way production is organized. When orders increase and remain stable, the cooperative proactively links with households to expand the raw material area, organize livestock farming in a chain, and ensure uniformity in quality and quantity. As a result, many households participating in the linkage have more stable incomes compared to their previous small-scale production.

Previously, the cooperative's products were mainly sold within a limited, small-scale area, making it difficult to invest in deep processing. Since achieving effective sales on digital platforms, the unit has boldly invested in machinery, developed additional processed product lines, and gradually built a brand of endemic medicinal herbs from Thai Nguyen .

Along with the development of e-commerce, trade promotion activities for local agricultural products in Thai Nguyen are being emphasized. In the photo: Thai Nguyen province participates in the OCOP product week, regional specialties and supply-demand connection between Ho Chi Minh City and other provinces and cities in 2025 (held from December 19 to 21).

From the model of Thien Phuc Medicinal Herb Agricultural Cooperative, it can be seen that e-commerce is suitable not only for fresh agricultural products but also clearly effective for medicinal herbs and deeply processed products, a group of products with high added value that require systematic communication and building long-term trust. This is also a direction that aligns with the goal of developing green agriculture and circular agriculture that Thai Nguyen province is pursuing.

The market is wide open for agricultural products.

Along with e-commerce, logistics plays a crucial role in the digital agricultural chain. For agricultural products, especially those requiring high preservation standards, the speed and quality of transportation directly impact consumer experience and satisfaction.

Ms. Dang Thi Thai, from Thuy Dien village (Phu Thong commune), livestreamed to introduce her family's rice flake products.

Mr. Hoang Xuan Tung, representative of Viettel Post Thai Nguyen, said: "The company provides transportation services and also advises on logistics solutions suitable for each group of agricultural products. From packaging and preservation to optimizing delivery time, every process aims to ensure that products maintain the best quality when they reach customers."

According to Mr. Tung, as e-commerce develops, the demands on logistics are becoming increasingly stringent. Transportation businesses are forced to accelerate the application of technology to track order journeys, ensure transparency of information, and shorten delivery times. This is the foundation that helps local agricultural products enhance their competitiveness in the digital market.

Not only cooperatives and businesses, but farmers are also becoming active participants in e-commerce. In Vo Nhai, the local specialty, the custard apple, has found a new market by linking production with sales on digital platforms.

Mr. Kieu Thuong Chat, a custard apple grower in the commune, shared: "Previously, custard apples were mainly sold through traders, and prices were unstable. Since being guided on online sales, custard apple growers have become more proactive in accessing the market. The product reaches consumers in many provinces and cities, and the selling price is more stable, creating a sense of security for investing in and caring for the orchards."

Custard apple growers in Vo Nhai commune are gradually applying digital technology to promote their products, following the entire process from planting and caring for the trees to harvesting.

Along with improved output efficiency, direct selling on digital platforms also places higher demands on producers. Product quality, packaging, and brand reputation are given greater attention, becoming the driving force behind the gradual shift in production towards professionalism and sustainability.

With over 650 OCOP products achieving 3-5 star ratings, Thai Nguyen possesses significant potential for e-commerce development. Mr. Nguyen Huy Hoang, Deputy Director of the Department of Industry and Trade, emphasized: The province is gradually linking local products with technology, thereby opening up opportunities to build image, spread values, and promote the Thai Nguyen brand culture in the digital economy. Alongside trade promotion activities, Thai Nguyen is focusing on training digital skills for cooperatives and businesses, from livestreaming and store management to customer service, aiming to form a professional sales team.

Practical implementation shows that e-commerce contributes to increased revenue and creates a significant shift in production mindset. When cooperatives play a central connecting role, logistics businesses work alongside them, and people actively participate, the agricultural value chain is gradually perfected, and benefits are distributed harmoniously and sustainably.

Starting from small online stalls, agricultural products from Thai Nguyen are gradually expanding their market and asserting their position in the wider arena. This approach demonstrates the effectiveness of innovative thinking, strengthened linkages, and nurturing the aspiration for sustainable wealth creation right on their homeland.

Compared to traditional sales methods, e-commerce offers distinct advantages to cooperatives and production facilities by bridging the gap between producers and consumers. Market feedback is received directly, allowing cooperatives and production facilities to promptly adjust product designs, packaging specifications, and development strategies. When digital sales are well-executed, product prices and sales volumes are more stable, eliminating the "bumper harvest - low prices" phenomenon. More importantly, brand reputation is built over the long term, creating a foundation for production and business development.

 

Source: https://baothainguyen.vn/kinh-te/202512/don-bay-dua-nong-san-vuon-xa-b2315f5/