From live streaming sessions in orchards and online sales training for farmers to connecting with e-commerce platforms and digital content creators, these initiatives are contributing to expanding the market, increasing the value of lychees, and promoting digital transformation in agriculture .
Farmers are proactively selling their products on digital platforms.
These days, the early-ripening lychee orchard of Ms. Vi Thi Hien's family in Phuc Le village, Phuc Hoa commune, is beginning its harvest season. Her family has about 1 hectare of lychee trees grown for export. Last year, the yield reached about 10 tons, mainly for export at a price of nearly 30,000 VND/kg. This year, due to unfavorable weather conditions, the yield is only about 40-50% compared to last year, but the selling price is more stable.
Ms. Hien said that her family had signed a contract with a business to purchase the produce at a price of around 38,000 VND/kg; at many times, traders came directly to the farm to buy it at around 40,000 VND/kg. What made her even happier was that this year's sales were smooth thanks to access to digital platforms.
Besides cultivating lychees organically, Ms. Hien also learned how to film videos and livestream to introduce her lychee orchard so that customers far away can follow the production process, product quality, and place orders directly. "Before, we mainly waited for traders to come and buy, but now we can proactively promote our products. Many customers watch the livestream and contact us to place orders right away," Ms. Hien shared.
Phuc Hoa commune is the "capital" of early-ripening lychees in the province, with approximately 845 hectares and an estimated production of about 7,500 tons; of which, early-ripening lychees account for about 7,400 tons. To support people in expanding their markets, the local authorities have organized training courses on livestreaming skills and the application of artificial intelligence (AI) in online sales for farmers.
In Phuong Son ward, one of the province's key lychee-growing areas, this year the local authorities, in coordination with other organizations, provided online sales training to approximately 20 officials and farmers. The training covered setting up online stores, video and product photography techniques, livestreaming skills, writing promotional content, order management, and customer service.
Specifically, on May 27th, the People's Committee of Phuong Son Ward will organize practical activities right in the lychee orchards with live streaming sales sessions, and promotional videos for lychees and other characteristic agricultural products. Residents will be guided on how to handle real-life situations during online sales to improve their product consumption skills in the digital environment.
According to local leaders, the training courses not only serve the short-term needs of lychee consumption but also aim to help farmers gradually master online sales channels, expanding outlets for many local agricultural products.
Expanding output from e-commerce
According to the Department of Industry and Trade of Bac Ninh province, in 2026 the total area of lychee orchards in the province will reach approximately 29,800 hectares, with an estimated production of over 95,000 tons. Of this, early-season lychees will account for about 8,200 hectares, with a production of over 40,000 tons; and main-season lychees will account for about 21,600 hectares, with a production of over 55,000 tons.
The province currently has approximately 17,500 hectares producing according to VietGAP standards with an expected yield of about 55,700 tons; 255 hectares producing according to GlobalGAP standards and 10 hectares producing organically. Early lychee harvest is expected to begin on May 25th, and the main crop on June 10th.
Over the years, Bac Ninh has gradually brought lychees to digital platforms to expand its market. However, according to assessments by relevant authorities, online sales still face many difficulties, as many farmers lack digital skills; promotion, order confirmation, and order processing are limited; and the logistics, cold storage, and post-harvest preservation systems do not yet meet requirements.
To overcome these limitations, this year the province continues to promote digital trade, guiding people in online sales skills; at the same time, focusing on packaging, preservation, and transportation techniques to ensure product quality when it reaches consumers.
Since 2023, TikTok Shop has partnered with the province in promoting and selling lychees. Ms. Tran Thi Tan, Director of Corporate Social Responsibility and Strategic Partnerships at TikTok Shop Vietnam Co., Ltd., stated that in 2025, livestreaming and online sales activities on TikTok Shop supported the consumption of hundreds of tons of Bac Ninh lychees, attracting a large number of viewers and interactions on the digital platform. In 2026, TikTok Shop will act as a strategic partner of the Bac Ninh Provincial People's Committee in the lychee consumption campaign, contributing to the promotion of local agricultural products on e-commerce platforms, with the goal of selling 100-300 tons of lychees through e-commerce platforms and increasing brand awareness through videos with campaign hashtags.
The Bac Ninh Provincial Center for Industry and Trade Development, in coordination with local authorities, has organized numerous large-scale livestreaming activities to directly promote growing areas, production processes, and connect product consumption. Recently, Bac Ninh province announced the establishment of a branch of the Bac Ninh Provincial KOL and KOC Club to support the promotion and consumption of local agricultural products on digital platforms.
According to the plan, on May 20th, the province will organize a livestream event to promote the consumption of early-season lychees in Nam Duong commune, aiming to publicize the growing area, production process, and introduce the product to online consumers. Following that, on the morning of May 28th, the province will hold a livestream event to promote lychees and other OCOP products with the participation of the Vietnam KOL and KOC Club, the Bac Ninh Provincial Branch of the KOL and KOC Club, and TikTok Vietnam Technology Co., Ltd., to increase the reach of local products in the digital environment.
Not stopping at the domestic market, Bac Ninh also aims to expand exports through cross-border e-commerce. Last April, the People's Committee of Bac Ninh province and the Vietnam Post Corporation signed a cooperation agreement for the period 2026-2030, in which promoting the consumption of agricultural products on e-commerce platforms is one of the key contents.
In addition, the Department of Industry and Trade of Bac Ninh province is coordinating with relevant units to connect businesses participating in the "Training, Survey and Trade Connection Program for Export via E-commerce in China," scheduled to take place from June 16-22 in Henan province (China). The program focuses on training skills in exploiting international markets, operating digital storefronts, developing brands, and expanding exports through cross-border e-commerce platforms; while also promoting the development of digital supply chains in agricultural product consumption.
According to Pham Van Thinh, Vice Chairman of the Bac Ninh Provincial People's Committee, in addition to traditional distribution channels, promoting and selling lychees through digital platforms is an inevitable trend to expand markets and enhance the value of agricultural products. The province hopes that farmers, cooperatives, and businesses will gradually and proactively apply digital technology in production, promotion, and sales; strengthen linkages with e-commerce platforms, logistics companies, and modern distribution systems to bring products directly to consumers both domestically and internationally.
According to Mr. Thinh, in the coming time, Bac Ninh will continue to promote digital trade, develop cross-border e-commerce, and expand the export market for lychees and local agricultural products to potential markets. Along with product consumption, the province focuses on building a digital supply chain from production, promotion, sales to packaging and transportation to improve service quality and the competitiveness of local agricultural products. Digital transformation not only creates additional consumption channels but also contributes to changing the production and business mindset of the people, towards a modern, transparent, and sustainable agricultural sector.
Source: https://baotintuc.vn/kinh-te/thuc-day-tieu-thu-vai-thieu-tren-moi-truong-so-20260518172931820.htm
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