Instead of relying solely on traditional markets, local producers are increasingly using social media and e-commerce platforms to reach customers across Vietnam, expand sales and improve incomes.

Lao Thi Toan, from Say hamlet in Tuan Dao commune, uses AI to design a product promotional banner.

In production areas, residents are adopting digital tools in simple but practical ways, including filming production processes, taking photographs in orchards and posting product introductions on Facebook and Zalo. These efforts have quickly attracted customers from near and far.

Chu Van Chau, an 81-year-old resident of San village in Van Son commune, has spent more than 50 years making traditional bamboo and rattan products. Using locally available bamboo, he produces baskets, trays, sieves, fish traps and other household items.

Previously, his products were sold mainly to local residents and at Van Son market and neighbouring communes. With limited demand, some goods remained unsold for long periods.

Younger residents have now helped promote his products online, sharing videos of bamboo being split, woven and turned into finished items. Posts on social media and websites introducing the region have brought in more distant customers and increased orders.

Each item sells for tens of thousands to several hundred thousand Vietnamese dong, depending on its size, the labour involved and the complexity of its design, said Chau's son, Chu Van Cuong. Since the products began appearing online, demand has sometimes outpaced the family's ability to produce them.

Lao Thi Toan, Head of Say village in Tuan Dao commune, has also used digital technology to improve sales of her family's free-range chicken and clean noodles. Previously, she relied largely on recommendations from regular customers, who placed orders by telephone.

After attending training courses, Toan learned to use artificial intelligence (AI) tools to design attractive product posters with clear information.

She then posted them on her personal Facebook page and relevant online groups, making sales easier. She has also begun helping villagers, particularly those unfamiliar with technology, create their own online product promotions.

Le Quang Dung, born in 1991 and director of Luc Ngan ECO Farm Cooperative in Phuong Son ward, is developing a Facebook channel called “Dung Luc Ngan” to document his decision to leave city life for farming, as well as the cultivation and harvesting process.

The cooperative works with local households to monitor production and improve product quality to meet export standards.

It has more than 10 hectares of lychee and guava orchards cultivated using organic-oriented methods, helping establish a stable supply of high-quality produce and opening opportunities in premium markets.

Municipal authorities have stepped up training for businesses, cooperatives and farming households in online sales, e-commerce store management, digital marketing and AI applications.

Training covers practical skills such as product photography, content creation, customer engagement and the use of Facebook, Zalo and TikTok Shop.

The “Cho Bac Ninh” e-commerce platform, established in late 2024, provides another channel for promoting local products. More than 300 organisations and businesses have registered stores featuring around 900 OCOP products and 1,000 handicraft and processed agricultural products.

These include regional specialties such as Chu noodles, lychees and Tay Yen Tu honey. More than 50 organisations and businesses have registered to have their online stores verified against criteria covering food safety, product origin and production processes.

The municipal People's Committee has directed departments and local authorities to coordinate support for production and sales, with a focus on promoting products through e-commerce platforms.

Measures include improving residents' digital skills, helping producers upgrade packaging and labels, establishing product traceability and developing effective promotional content.

Authorities are also encouraging cooperatives and young orchard owners starting new businesses to participate in trade promotion programmes and strengthen links with domestic companies, premium supermarket chains and export markets.

By combining traditional skills and local agricultural strengths with digital tools, Bac Ninh aims to help rural producers reach more customers and build more sustainable routes to market.

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