Ms. Tran Thi Ngo introduces the Dan Dien throwing product.
Farmers in the digital age
Browsing through social media platforms and e-commerce sites today, it's not difficult to find online markets where the sellers are real farmers. Without elaborate schemes, their biggest advantage lies in their rustic, rural charm, which becomes a key attraction for consumers, especially those who prefer clean, safe, and traceable food.
Recognizing the abundant local resources, Ms. Tran Thi Ngo (Dan Dien commune) transformed her production method, turning the galangal root into convenient processed spice products and promoting them on platforms like Facebook, TikTok, and YouTube. Starting her livestream, Ms. Ngo, dressed in traditional attire, confidently held jars of galangal in her hands, explaining the processing method and answering customer questions. Her genuine and enthusiastic approach helped her sell a large quantity of goods, including many orders from places like Da Nang, Quang Tri, and Hanoi . According to Ms. Ngo, compared to traditional retail, selling on digital platforms generates higher revenue, allowing local specialties to be present in the kitchens of consumers nationwide.
Instead of describing the flavor with words, Ms. Hoang Thuy Trang (Quang Tho Centella Asiatica Cooperative, Quang Dien Commune) chooses to demonstrate it directly to customers through live streams. “The cooperative has two new products: centella asiatica tea bags and centella asiatica matcha powder. I have to try them directly to describe the taste to customers. Although it's hard work learning how to communicate in front of the camera, the value I gain is well worth it, and the products sell very well,” Ms. Trang said.
To make virtual marketplaces deliver real value.
Successful livestreaming sessions require thorough preparation, specific skills, and strategies. According to Ms. Thai Thi Thu, Director of Thai Thu Media Company, selling agricultural products on social media is not simply a matter of live streaming. Farmers need to master core principles: a well-planned script, multi-faceted preparation, personalized interaction, on-site technical skills, and most importantly, showcasing the energy and emotions of a true seller.
“An effective live session usually lasts from 45 to 60 minutes. Without a detailed script, sellers can easily run out of ideas. A script helps sellers control the flow of their speech, allocate time wisely, and keep viewers engaged longer. Before going live, sellers should announce the schedule so that acquaintances and customers can proactively watch; incorporate promotions or gifts to attract customers. A small but very helpful tip in live sales sessions is to always address viewers and commenters by name. When they feel respected and connected, it will encourage them to close deals quickly,” shared Ms. Thai Thi Thu.
In support of farmers in applying digital transformation in agricultural product consumption, many organizations such as the City Farmers' Association and the City Cooperative Alliance have organized training courses to equip them with foundational knowledge and provide direct guidance. The content focuses on practical skills such as: account registration procedures, script development, methods of connecting with and introducing products, and interacting to attract customers. These training courses not only disseminate knowledge but also help improve the capacity to apply digital technology at the grassroots level, contributing to the comprehensive digital transformation in the agricultural sector.