Shifting how agricultural products are produced and sold

Digitalization goes beyond production

On August 28, the Lang Son Agricultural Extension Center held a workshop on “Digital Transformation in Agricultural Production, Product Promotion and Sales,” bringing together representatives from specialized agencies, experts, businesses, cooperatives, OCOP entities, household businesses, and content creators in the agricultural sector.

The workshop sessions focused on technologies and platforms that can be applied throughout the agricultural production and distribution chain. Experts introduced IoT, GIS, and VR360 solutions for production, management, promotion, and traceability, as well as digital platforms for brand building, product promotion and sales, and solutions for production management, traceability, and smart agriculture.

These sessions provided a practical discussion of growing-area management, traceability, quality control, brand development, and livestream sales. These are also key areas that many cooperatives and production facilities need to address if they want to bring their products to consumers through new sales channels.

Hoang Van Chieu, Deputy Director of the Lang Son Department of Agriculture and Environment, said that in recent years, the province’s key agricultural products and OCOP products have made progress in quality, branding, and market access. To increase the value and competitiveness of agricultural products, science and technology and digital technologies need to be integrated into production, management, promotion, and sales.

“Digital transformation in agriculture is not simply about applying technological devices and platforms. It is also a process of changing management methods, production organization, and market connections,” Chieu said.

According to Chieu, each cooperative and business has different production conditions and resources, so they need to identify their actual challenges and needs before selecting appropriate solutions. Specialized agencies, the Agricultural Extension Center, and relevant organizations will continue to provide guidance, facilitate connections, and support producers in accessing science and technology and digital platforms.

From word-of-mouth sales to more than 8,000 orders

The experience of Lua Vy Agricultural Products Processing Cooperative in Quan Son Commune shows that digital transformation does not have to start with unfamiliar or overly sophisticated technologies. Vi Thi Lua, the cooperative's director, said that before its establishment, the products were mainly sold through retail channels, and customers learned about them through word-of-mouth recommendations.

Established in November 2020, Lua Vy Agricultural Products Processing Cooperative initially had seven members, four full-time employees, and around 20 seasonal workers. The cooperative now operates a nearly 1,000-sq.m. processing facility certified under the HACCP food safety management system, providing regular employment for six workers and around 15 seasonal workers. Its main products are herbal tea bags and several powdered products.

In fact, Lua had already begun exploring new sales methods before establishing the cooperative. In 2019, she learned sales and livestreaming skills and built online channels to reach more customers in the digital environment.

According to Lua, for small and medium-sized cooperatives, digital transformation starts with people and management methods. Rather than waiting for large-scale technology systems to be in place, the cooperative began with smartphones and online communication groups for management and operations. As its operations became more established, it gradually introduced tools for traceability, product promotion, and sales.

In 2025, the cooperative received VND 152 million in support to develop an electronic traceability system for its Perilla Leaf Tea, covering 6,000 product boxes, along with consulting and HACCP certification. According to the cooperative, traceability must go hand in hand with standardized production, as the data uploaded to the system must be based on controlled input information. Also in 2025, Lua Vy Perilla Leaf Tea was recognized as a four-star OCOP product.

While traceability gives consumers more information about products, social media helps the cooperative reach customers. According to data provided by the cooperative, its YouTube channel has around 12,000 subscribers, while its fan page has approximately 13,900 followers. Two TikTok channels are also maintained to create content and promote products.

Lua said the cooperative combines video posting and livestreaming with customer interaction, answering questions, and customer care. Its TikTok channel, “Co Tho Nongsan,” alone has generated more than 8,000 orders.

While digital platforms have helped the cooperative boost sales, it also has to consider the risks of relying on these channels. According to Lua, fees on some platforms increased by around 25-30% in 2026, while algorithms and sales policies are frequently changing. Meanwhile, the cooperative still lacks specialized personnel in digital technology, e-commerce, and sales management. Lua Vy’s approach has been to maintain multiple sales channels rather than depend on a single platform.

Technology must start from practical needs

Lua Vy’s experience also shows that a small cooperative does not necessarily have to begin its digital transformation with a large-scale technology system. The process can start with existing tools, address specific needs step by step, and gradually expand to other areas.

Nguyen Thuy Linh, Deputy Director of the Lang Son Agricultural Extension Center, said that digital transformation in agriculture is no longer an option but has become a necessity to improve production capacity, build brands, expand markets, and increase the value of agricultural products. Digital technologies can be applied throughout the production and processing chain, as well as in traceability, promotion, and sales.

“It is not necessary to invest in overly complex solutions. First and foremost, stakeholders should make effective use of widely available digital tools such as e-commerce platforms, social media, QR codes, traceability systems, digital maps, production data, and platforms that connect producers with markets,” Linh said.

According to Linh, Lua Vy Agricultural Products Processing Cooperative's experience also shows that technology is only one part of the process. Digital transformation needs to go hand in hand with product standardization, quality improvement, brand building, processing technology, and proactive promotion and sales.

In the coming period, the Lang Son Agricultural Extension Center will continue developing and replicating practical, highly applicable digital transformation models, while supporting cooperatives, businesses, and OCOP entities in using digital platforms to promote and sell their products. The center will also connect management agencies, technology companies, cooperatives, and producers to facilitate technology adoption.

Production data is another key component of this process. According to the Agricultural Extension Center, developing, managing, and utilizing data will support the management of production areas, traceability, quality control, promotion, and market linkages. Following the workshop, each delegate was encouraged to select at least one suitable solution for further study and application in their own operations.

$1 = VND 26,260 - Source: Vietcombank.