OCOP products gain wider export pathways through e-commerce

Creative methods

Digital transformation in trade promotion is becoming a vital tool, helping producers connect with customers more quickly, at lower cost, and with far more flexibility than traditional models.

Catching on to this trend, Vinseed Biotechnology Co., Ltd. (Hoa Xuan Ward, Da Nang City) has boldly expanded its presence across e-commerce platforms. Under its “DR. Trung” brand, the company offers more than 30 products ranging from cordyceps and herbal teas to bird’s nest drinks and honey, with three items certified as four-star OCOP products at the city level.

According to Nguyen Thien Khiem, Deputy Director of Vinseed, the company has built multiple distribution channels, including e-commerce platforms, social media, a network of more than 50 nationwide agents, as well as supermarkets and specialty stores. “By effectively leveraging online sales, our products are now available in several countries, and we’re working to expand into the US, Europe, and Australia", Khiem said.

Alongside Vinseed, My Phuong Food Co. (Hoa Khanh Nam Ward, Da Nang City) has also made its mark with Top Coco roasted coconut cakes. Recognized as a four-star OCOP product and with the potential to reach five stars, the brand has become a point of pride for both the company and the city.

Mai Thi Y Nhi, owner of Top Coco, shared that the cake, while simple, carries the authentic taste of her homeland. Made only from fresh coconut, glutinous rice flour, rice flour, and sugar, the product has won customers over with its crisp texture, natural aroma, and balanced sweetness. Today, Top Coco cakes are sold across most provinces in Vietnam and exported to markets including Japan, South Korea, the US, China, Laos, Mongolia, and France. The company produces two to three tons daily, with exports making up about half of its output. Notably, My Phuong Food was the first Da Nang company to export an OCOP product directly to China under official trade channels.

The company has secured international certifications such as ISO 22000:2018 and FSSC 22000, as well as OCOP four-star recognition and the title of Da Nang’s exemplary rural industrial product. “The growing demand is an opportunity for us to scale up confidently. Thanks to promotion on social media, online fairs, and trade programs organized by the city, our products have attracted more orders, including from abroad", Nhi said.

Boosting cross-border e-commerce promotion

As the central region’s socio-economic hub, Da Nang has favorable conditions to develop e-commerce rapidly. Modern IT infrastructure, a young population, rising digital consumption habits, and a strong policy direction toward digital government, digital economy, and digital society have laid a solid foundation for growth.

In recent years, the Department of Industry and Trade, together with the Department of Agriculture and Environment, has helped bring many OCOP, specialty, and rural industrial products onto e-commerce platforms. At the same time, training courses, workshops, and digital transformation programs have been organized for small businesses and cooperatives. The city has also promoted digital trade initiatives and guided local companies to join global platforms such as Alibaba and Amazon to seek export opportunities.

With state support, businesses, cooperatives, producers, and even vendors in traditional markets are shifting their mindsets. Many who once depended solely on face-to-face sales now combine them with online commerce, tapping social media and digital platforms to expand distribution channels and reach customers at home and abroad.

According to Pham Nam Son, as of August 2025, Da Nang had 552 OCOP products rated three stars or higher. These included two five-star products, 95 four-star products, and 453 three-star products. The figures highlight both the growing number and improved quality of products. Many agricultural goods, local specialties, and traditional crafts are now sold not only domestically but also internationally, contributing positively to the city’s socio-economic growth.

Looking ahead, Da Nang plans to accelerate digitalization of its OCOP program, integrating it with multiple sectors. The city aims to launch a digital OCOP management platform that includes QR codes, digital maps, and virtual reality (VR/AR) technology for product showcasing. It also plans to build “creative OCOP villages” linked with tourism, culture, and community experiences; boost cross-border e-commerce promotion; and prioritize five-star and potential five-star products tied to key industries and the green, circular economy.

These initiatives are expected to help Da Nang’s OCOP products not only cement their place in the domestic market but also build strong global brands on the international trade map.