The move to partially or fully replace traditional sales channels with e-commerce platforms is being encouraged by the Department of Cooperatives and Rural Development under the Ministry of Agriculture and Environment of Viet Nam, with the aim of increasing both the economic value and the market reach of Vietnamese agricultural products.
From traditional markets to digital marketplaces
Once mainly consumed locally, red turmeric starch from Van Di, Truong Phu Commune, Quang Tri Province, has now been introduced to e-commerce platforms. Compared with traditional sales methods, its economic efficiency has improved significantly, resulting in higher revenue and expanded markets.
Mai Thi Van, Director of Van Di Agricultural Products Cooperative, said that bringing red turmeric starch onto e-commerce platforms has brought multiple benefits to the cooperative. Orders have grown steadily, rising by as much as 20% during peak periods, particularly in Ha Noi, Ho Chi Minh City, and Da Nang. To maintain existing markets and continue expanding into new ones, the cooperative has been promoting the standardisation and digitalisation of its products, from packaging to online information.
Alongside Van Di red turmeric starch, many local agricultural specialties across the country have gradually adapted to the digital business environment. In Son La Province, soft-dried plums from Moc Chau — a key product of 19/5 Agricultural Development Service Cooperative — provide a typical example. Thanks to well-planned investment in product images, transparent origin and production processes, and optimised logistics, the cooperative now receives dozens to hundreds of orders nationwide each day. To enhance value and retain customers, delivery services are also prioritised to ensure speed and product quality.
Mai Van Trong, a member of 19/5 Agricultural Development Service Cooperative, noted that products were previously sold mainly through traditional channels and depended heavily on traders, resulting in unstable output. By joining e-commerce platforms such as Shopee, Lazada, and Tiki, the cooperative has been able to reach consumers nationwide, thereby increasing revenue and enhancing brand value.
Gradual standardisation and digitalisation of agricultural products
The bold move to bring agricultural products onto e-commerce platforms, combined with the effective application of science, technology, and digital transformation, has become a “key” enabling members of Van Di Agricultural Products Cooperative and 19/5 Agricultural Development Service Cooperative to access broader markets and achieve positive results in developing and elevating local agricultural products.
At present, in addition to Van Di red turmeric starch, Truong Phu Commune has nine recognised OCOP (One Commune One Product) items, including four four-star products and five three-star products. By fully leveraging e-commerce platforms, these OCOP products have won over both domestic and international consumers, generating stable income for local residents.
Le Van Son, Chairman of the People’s Committee of Truong Phu Commune, said that putting OCOP products on e-commerce platforms has been identified as a key solution to expand markets and increase product value. The commune will also strengthen connections with businesses and distributors to build stable, long-term consumption chains for local specialties.
According to Mai Duc Thinh, a representative of 19/5 Agricultural Development Service Cooperative, in its efforts to effectively operate online sales channels, the cooperative has established a dedicated team responsible for product listings, customer service, order processing, and delivery coordination. Packaging and labelling have also been standardised to meet increasingly demanding customer requirements.
Nguyen Thanh Cong, Vice Chairman of the People’s Committee of Son La Province, noted that the cooperative’s soft-dried plum product meets the conditions to be submitted for evaluation and classification as a five-star OCOP product at the national level. This not only acts as a source of pride for the cooperative but also affirms a development direction centred on value chains linked with digital transformation. In the coming period, the locality will continue to standardise production and promote e-commerce to expand markets and enhance competitiveness.
According to the Department of Cooperatives and Rural Development, amid accelerating digital transformation, bringing cooperative products onto e-commerce platforms is no longer a trend but an inevitable requirement.
Cooperatives need to shift their mindset from production alone to a market-oriented approach, with greater attention to packaging, traceability, quality standards, and especially operational capacity on digital platforms. Meanwhile, management agencies and relevant stakeholders should strengthen support for cooperatives through digital skills training, logistics connectivity, and the development of trade promotion programmes suited to the online environment.
