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| Ms. Tran Thi Ngo introduces Dan Dien chive products |
Farmers in the digital era
A quick look at social media platforms and e-commerce sites today will reveal many online markets where the sellers are farmers themselves. Without elaborate scripts, their greatest strength lies in their down-to-earth and rural charm, which has become a distinctive appeal for consumers, particularly those who prefer clean and safe food with transparency of origins.
Recognizing the abundance of locally grown chives, Ms. Tran Thi Ngo, from Dan Dien Commune, changed the way she processed and sold the crop, turning the chive bulbs into convenient, ready-to-use seasonings. She then promoted her products on social media platforms such as Facebook, TikTok, and YouTube.
During a livestream, Ms. Ngo appeared in simple, everyday attire, confidently holding up jars of her chive bulb products as she explained how they were made and answered viewers’ questions. Her down-to-earth manner and enthusiasm helped her attract orders in large quantities, including from Danang, Quang Tri, and Hanoi. She shared that selling through digital platforms brought in more revenue than traditional retail, helping local specialties find their way into kitchens across the country.
Rather than describing the taste in words, Ms. Hoang Thuy Trang (Quang Tho Pennywort Cooperative in Quang Dien Commune) chose to demonstrate it directly to customers during livestreams. “The cooperative has two new products: pennywort tea bags and pennywort matcha powder. I have to try them on camera to describe their flavors to customers. Although learning to communicate in front of the camera has been challenging, the effort has paid off, as the products are selling very well,” said Ms. Trang.
Turning virtual markets into real values
Successful livestream sales require thorough preparation, as well as specific skills and strategies. According to Ms. Thai Thi Thu, Director of Thai Thu Media Company, selling agriproducts on social media involves more than simply livestreaming. Farmers need to master several key principles, including scripting, comprehensive preparation, personalized interaction, on-site technical setup, and, most importantly, conveying the energy and emotion of a genuine salesperson.
“An effective livestream typically lasts 45 to 60 minutes. Without a detailed script, sellers can quickly run out of things to say. A script helps them maintain a smooth flow, manage their time effectively, and keep viewers engaged for longer. Before starting a livestream, farmers should announce their schedule in advance so friends, regular customers, and other viewers know when to tune in. They can also offer special deals or giveaways to attract more customers. One simple but highly effective tip for livestream selling is to address viewers by name when they join or leave comments. When customers feel acknowledged and valued, they are more likely to engage with the seller and place orders,” said Ms. Thai Thi Thu.
To support farmers in adopting digital solutions to market their agriproducts, various organizations, including the City Farmer’s Union and the City Cooperative Alliance, have organized training courses to equip them with essential knowledge and provide hands-on guidance. The training covers practical skills such as setting up accounts, script development, connecting with customers, product presentation, and engaging potential customers… Beyond imparting basic knowledge, these courses have helped farmers build their capacity to apply digital technology at the grassroots level, contributing to the comprehensive digital transformation of the agricultural sector.