Proactively Bringing OCOP Products to E-commerce Platforms

In line with development trends and with support from relevant sectors, OCOP (One Commune, One Product) entities in the province are actively leveraging e-commerce platforms and social networks to enhance the distribution and consumption of local agricultural products among consumers.

Mr. Duong Huu Dien, a resident of Binh Thuong hamlet, Chieu Vu commune, Bac Son district, shared: “Previously, my family’s mac mat pork jerky products were primarily sold through traditional methods such as display at stores or distribution to agents inside and outside the district. In August 2023, our mac mat pork jerky was assessed and ranked as a 3-star OCOP product at the district level. Since then, we’ve actively developed a digital storefront and electronic payment accounts through e-commerce platforms such as Buudien.vn (formerly Postmart.vn) and Shopee. Currently, I sell an average of about 3,000 products per month via e-commerce channels. Compared to before, the market has expanded significantly to provinces and cities such as Hanoi, Thai Nguyen, and Ho Chi Minh City. Now, I am focusing on developing a sales channel through the TikTok Shop application.”

Not only Mr. Dien’s family, but many agricultural cooperatives (co-ops) in the province are also focusing on improving product designs and packaging to bring OCOP products to e-commerce platforms. For instance, Lua Vy Agricultural Product Processing Cooperative in Quan Son commune, Chi Lang district, has been proactive in this approach. Ms. Vy Thi Lua, Director of the cooperative, shared: “Currently, our Lua Vy fish mint tea has been assessed and ranked as a 3-star OCOP product at the district level. Since 2023, to develop a digital store on e-commerce platforms, we’ve been collaborating with distributors within and outside the province to organize live-stream sales events and list our tea products on Shopee and TikTok Shop. Since joining e-commerce platforms, the cooperative sells an average of 100 to 200 products per day, with peak times reaching 500 to 600 products, doubling previous sales volumes.”

Selling through e-commerce platforms not only expands the consumption market for agricultural products beyond the province but also helps farmers increase their incomes and mitigate risks such as “bumper crops, low prices” or “high prices, poor yields.” Currently, the province has assessed, ranked, and certified 106 OCOP products, with 20% of entities distributing their OCOP products on e-commerce platforms.

Mr. Pham Tuyen, Head of the Rural Development Sub-department, shared: “To facilitate OCOP entities in distributing their products on e-commerce platforms, each year, we coordinate with relevant agencies to organize 2–3 training sessions to enhance the knowledge of OCOP producers about promoting products on digital marketplaces, designing appropriate packaging, and creating new branding. This has opened up new opportunities for the province’s agricultural products to promote their brand, increase value, and expand their markets.”

Ms. Chu Ngoc Lan, a resident of Long Bien District in Hanoi, said: “As someone originally from Lang Son living far from home, I used to rely on family members to buy local specialties and send them via passenger buses, which was inconvenient. Since discovering that Lang Son's OCOP products are available on e-commerce platforms, I’ve been ordering them online. It’s very convenient and quick, with frequent discounts. Now, whenever I want products like Lua Vy fish mint tea or Mai Sao steamed pork belly, I just go online and place an order instead of visiting a store.”

It is evident that in the 4.0 industrialization era, promoting and selling OCOP products on e-commerce platforms is a growing trend, allowing these products to reach consumers more effectively. However, OCOP producers must be more proactive in building their brands and improving product quality to foster trust and gradually establish a strong reputation among consumers.