E-commerce opens up new markets

Nguyen Van Son, a farmer in Dong Quyt hamlet, Nam Duong commune, and a member of Tan Moc Agricultural Produce Marketing Service Cooperative, grows nearly 7.5 hectares of fruit, including Thai mandarins, oranges, pomelos, guavas, apples and lychees.

Livestreaming fruit sales at the Bac Ninh Fruit Festival.

His farm produces an average of about 60 tonnes of fruit annually, generating more than 1.2 billion VND (46,500 USD) in revenue. Although lychee yields have fallen this year, a good harvest of oranges and guavas is expected to keep his total fruit output above 60 tonnes.

Previously, Son relied mainly on traders who bought produce directly from his orchard. Given the large volumes involved, he could not transport the fruit himself to markets or collection points, leaving him dependent on intermediaries.

Since joining the cooperative in 2024, he has gained another sales channel through a partnership with Luc Ngan Xanh Cooperative.

Orders are packed at his farm before transport companies collect and deliver the fruit to customers in various provinces and cities. The arrangement has helped his produce reach wider markets and eased pressure to sell locally.

However, Nguyen Van Hong, Director of Tan Moc Cooperative, said many members were older and had limited information technology skills, making it difficult for them to promote and sell products independently online.

The partnership has enabled their produce to reach customers through Zalo, Facebook, TikTok and the San24h.com e-commerce platform, but has also left the cooperative partly dependent on its partner, hindering efforts to develop its own brand.

To address this, Hong received training in online business, sales and agricultural product promotion from the Bac Ninh Trade and Industry Development Centre in August 2026.

He subsequently worked with Ban Meo Community Tourism Cooperative in Nam Duong commune to produce promotional videos and establish a dedicated TikTok channel.

The initiative is intended to connect farmers directly with consumers, strengthen product branding and create additional outlets for cooperative members.

Other cooperatives in Bac Ninh have also received support to develop online sales channels, with TikTok helping their products reach more customers and opening up new marketing opportunities.

Trade promotion focuses on branding

Bac Ninh has about 53,740 hectares of fruit-growing land. Oranges, pomelos, apples and guavas account for approximately 11,650 hectares, with output forecast at more than 118,500 tonnes this year, up 18.7% from 2025.

Fruit growing has helped many households in Nam Duong commune achieve higher incomes. Photo: Sweet orange harvest at the family farm of Nguyen Huu Tri in Dong Quyt hamlet.

Pomelos cover about 5,200 hectares, with estimated output of 47,000 tonnes. Orange production is projected at 27,600 tonnes from 2,500 hectares, while apples are expected to yield more than 35,000 tonnes from 2,900 hectares. Guavas cover around 1,050 hectares, with output estimated at more than 8,830 tonnes.

Alongside trade fairs, fruit festivals and business-matching events for key local products, the municipal administration and trade authorities have increased support for digital marketing.

Livestream sales on platforms including Sendo, TikTok and Shopee have given cooperatives and businesses opportunities to showcase products directly to consumers and become familiar with online commerce.

To improve the competitiveness of Bac Ninh fruit, businesses and cooperatives need to make more effective use of digital communications, e-commerce, multichannel livestream sales and content creators, said To Quynh Mai, Founding Chairwoman of TQM Multichannel Media and Training Technology JSC and a standing committee member of the Vietnam KOL/KOC Club.

Nguyen The Thi, Deputy Director of the Bac Ninh Department of Industry and Trade, said the Department was implementing measures to promote sales of oranges, pomelos, apples and guavas.

These include helping businesses list products on TikTok Shop, Shopee, Lazada and Tiki, improving product images, packaging and labels, introducing traceability codes, and arranging transport suited to seasonal harvests.

The department is also working to improve pre-processing, processing and logistics capacity. For businesses seeking to invest in processing and storage facilities linked to growing areas, it will coordinate proposals for appropriate support policies.

For exports, the department will continue to develop existing markets while updating producers on technical standards, growing-area codes and traceability requirements to help introduce quality products to new international buyers.

Combining traditional trade promotion with digital platforms is creating new opportunities for Bac Ninh fruit to reach consumers. Sustained progress will depend on cooperation among authorities, trade support organisations, cooperatives and farmers to improve quality, standardise product information, strengthen distribution and build lasting brands.

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