Livestreaming is gradually emerging as an effective marketing channel for bringing local specialties to consumers, thereby expanding markets reach.

Moving beyond traditional retail outlets, OCOP (One Commune, One Product) entities, cooperatives, cooperative groups, along with production facilities are embracing a novel promotional method: livestreaming, interacting with customers, combined with showcasing products directly on digital platforms.

During the past August, Cu Bao ward organized two livestream sessions to promote featured products, sharing details about raw material sources, production processes, together with unique local characteristics. Beyond creating an additional sales channel, this approach helps producers familiarize themselves with e-commerce.

A livestream session promoting alongside showcasing the featured products from Cu Bao ward.

In Ea Sup commune, the livestream promoting OCOP products, themed “Local essence: Connecting through digital transformation”, demonstrated another innovative approach. For areas facing challenges in market access, bringing products onto digital platforms helps bridge geographical barriers coupled with reach a broader customer base.

The most significant outcome from the livestream sessions is that farmers alongside producers are acquiring novel sales skills suited to the digital age. As these skills accumulate, digital transformation in trade promotion truly becomes an integral part of local production together with business operations.

Expanding Markets

In reality, these livestream sessions reflect a mindset shift in production, promotion, combined with sales. Local authorities are increasingly playing an active role in market connectivity, creating conditions for OCOP entities, cooperatives, in conjunction with producer households to access technology. Farmers, too, are gradually stepping into the role of promoters, directly connecting their products with customers. Comrade Y Cing Mlo, Deputy Secretary of the Party Committee, Chairman of the People’s Committee of Cu Bao ward, notes that showcasing products via livestream allows them to reach a wider customer base while simultaneously introducing consumers to raw material sources, local specialties, along with the unique characteristics of each locality.

A livestream session selling durian at the specialized exhibition area during the 2026 Dak Lak Durian Festival.

However, livestreaming merely expands market reach; for consistent growth, products must satisfy standards regarding quality, packaging, branding, traceability, order fulfillment capabilities, logistics, as well as customer service. While technology facilitates rapid market access, quality coupled with reputation are what determine customer retention.

According to Mr. Le Trong Tuan, Director of Le Gia Tay Nguyen TPM Co., Ltd. (Cu Bao ward), for a product to go far, it must be grounded in quality alongside production technology; it is then defined by its brand, authenticated through traceability, promoted via digital platforms, and ultimately delivered to the customer.

From livestream sessions to trade promotion activities, a “digital marketplace” for local products is taking shape, bridging the gap with consumers in coordination with expanding opportunities to bring products to market.

More importantly, when producers know how to tell their stories through technology, products are recognized not merely by their names or packaging but also by their raw material origins, production processes, the people behind them, together with local identity, thereby contributing to building a brand for its region.

Translated by TRINH THUY