Digital technology paves the way for OCOP products

Instead of relying solely on traditional sales channels, many businesses and cooperatives in Quang Ngai are adopting a new approach by bringing OCOP products onto e-commerce platforms. This shift highlights the pivotal role of science and technology in agricultural product development, opening the door to domestic and international markets.

Beyond merely introducing their products, businesses are leveraging digital platforms to tell the story behind each item, its origin, production process, and cultural value. As a result, consumers purchase not only out of necessity but also because of a sense of connection and trust in the brand. This has helped build a positive image for Quang Ngai’s OCOP products and enhance their competitiveness against similar products from other provinces.

Tay Nguyen Herbal Co., Ltd. (Dak To Commune, Quang Ngai) is one of the pioneers in this transformation. The company currently owns nine 3- to 4-star OCOP products. When sales through traditional channels declined, it decided to shift strategies, investing in digital infrastructure, moving its production and business operations online, and developing online sales through its website and social media platforms.

At the same time, the company focused on building a strong digital brand by investing in professional photography and videography, as well as optimizing search engine visibility (SEO) so that products appear easily on Google and e-commerce sites. The use of data analytics tools has also helped the company better understand customer behavior and market trends, allowing it to tailor marketing strategies to specific consumer groups.

According to Director Luong Thi My Hue, establishing a presence on e-commerce platforms has enabled the company’s products to reach customers more quickly and effectively. The firm also established an in-house media team to create promotional clips for TikTok Shop and Shopee, collaborating with content creators to target younger audiences. As a result, the company’s sales volume increased by 15–20% within a short period.

Similarly, Dak Glei Trading and Service Cooperative (Dak Pek Commune, Quang Ngai) is fully embracing digital tools to promote its six 3-star OCOP products, including ginseng wine, ginseng extract, dried bamboo shoots, dried ginseng, ginger ginseng tea, and roasted macadamia nuts. After earning its OCOP certification, the cooperative promptly listed its products on Lazada, TikTok Shop, and social media platforms. By leveraging technology, these products have reached consumers nationwide without the need for traditional distribution network expansion.

The cooperative also focuses on building long-term customer relationships through after-sales policies, post-purchase care, and prompt online responses to feedback and reviews. This approach has strengthened the cooperative’s brand reputation, achieved a 60% repeat customer rate, stabilized revenue, and expanded production capacity.

According to the Quang Ngai Department of Industry and Trade, listing OCOP products on e-commerce platforms is not just a new sales method but also a way to improve product quality standards. Online presence requires products to meet strict requirements for information transparency, origin traceability, packaging, and certification. This fosters consumer confidence and creates a positive incentive for businesses to continually innovate.

In recent years, many OCOP products from Quang Ngai, such as Ly Son garlic, Tra Binh rice paper, Phu Hoa rock sugar, and cinnamon-based products from Tra Bong, have appeared on platforms like Shopee, Tiki, Voso, and Postmart, receiving positive customer feedback. Some have recorded steady order growth, providing stable income for OCOP producers.

However, to remain competitive in the digital marketplace, product quality remains the decisive factor. Some certified OCOP products still fail to meet standards in packaging, traceability, or production processes, barriers that limit access to modern retail systems and reduce long-term consumer trust.

Recognizing this, many localities in Quang Ngai have strengthened support for OCOP producers to improve product quality. Training programs on packaging design, brand registration consulting, and QR code traceability labeling have been widely implemented. Several products now meet the standards required to enter supermarkets and major commercial centers, earning strong customer recognition.

According to Tran Phuoc Hien, Vice Chairman of the Quang Ngai Provincial People’s Committee, OCOP products in the province have undergone a clear transformation in quality, packaging, labeling, and brand identity. Their markets have expanded to multiple provinces, proving the effectiveness of digital transformation. “The province is determined not to pursue quantity but to focus on product quality,” Hien affirmed.