Bringing agricultural products to e-commerce platforms is taking place quickly and vividly in many forms in the province. It involves the proactive participation of many organizations and individuals - from KOLs to young people starting businesses right in highland villages.

Compared to the traditional sales model, e-commerce brings many clear utilities: Reaching customers on a wide scale, reducing premises costs, transparent transactions, multi-platform product promotion, and especially the ability to spread local brands in a short time. Platforms such as TikTok Shop, Shopee, or Facebook have become familiar “digital markets” for many farming households and cooperatives.

Many young people in Điện Biên are strongly utilizing this advantage, helping products reach far beyond the range of the province. At the same time, promoting the process of forming professional production thinking, associating products with brands, quality standards, and local culture.

One of the prominent activities recently was a large-scale agricultural product sales livestream carried out by a group of Điện Biên KOLs. The program lasted for 5 hours, from 10:00 - 15:00 at a coffee shop in Điện Biên Phủ ward and was broadcast simultaneously on the entire TikTok system of the group members. Although organized for the first time, the sales livestream attracted the participation of many familiar faces such as Điện Biên Lang Thang, Thảo Hoa Ban - Ý Noọng Điện Biên... along with the companionship of Hong Ky International Coffee Joint Stock Company and Hoa Ban Cooperative - units directly producing and trading typical provincial products.

Throughout the broadcast duration, a series of typical agricultural products were introduced: dried upland waxy corn, arrowroot vermicelli, Hong Ky coffee, kitchen-smoked buffalo meat, dried pork, Mường Lay Khẩu Xén cake, Séng Cù rice, upland glutinous rice... As a result, the livestream session reached over 125.6 thousand people, had nearly 2,000 product interests, and 192 orders were successfully closed - an impressive figure for a community-oriented livestream.

Nguyễn Nam Khánh, from the Điện Biên Lang Thang channel representing the KOL group, shared: “This livestream session has a very clear goal: To bring Điện Biên agricultural products closer to consumers nationwide using the most modern and visual method. We wish to promote products of true quality from the people, at the most preferential prices, to spread the value of local agricultural products. Furthermore, we expect to form a strong network of KOLs, creating motivation for sustainable development for subsequent agricultural sales live sessions.”

In the journey of bringing agricultural products to the digital environment, many young people in Điện Biên have boldly started businesses using online sales methods. Lò Thị Lệ (Mường Tùng commune) is a typical example. According to Lệ, e-commerce brings the biggest benefit in market access: “Just a smartphone is enough to have an online store, reaching a huge number of customers across the country without spending on premises costs. Products made in the village are promoted much faster and wider compared to traditional selling methods.”

However, the online business path is not without risks. E-commerce platform fees can account for 14 - 16% of each order; many customers “buy on emotion” and then cancel orders; money returns slowly from 7 - 15 days making capital rotation difficult. Yet, Lệ still believes this is a trend one cannot stand outside of: “Although costs are high and risks are many, online selling prices are usually cheaper than direct sales, consumers benefit, and sellers can control their time and methods.”

Along with online sales, equipping people, especially young people, with digital knowledge is considered a decisive factor. Last August, Lò Chúc Chi, Mường Lay ward, participated in an in-depth training course on “Building effective online sales channels.” “From how to build a personal brand, create attractive livestream content to sales strategies... I believe this will be the key to help products like Khẩu Xén, Khẩu Chí Chọp, dried purple corn, dried green bananas, dried bamboo shoots... reach far beyond the country market, to consumers inside and outside the country,” Lò Chúc Chi shared.

For Chi and many young Thai ethnic people in Mường Lay, the course also holds special meaning: Affirming that ethnic minority women can fully become a pioneering force in digital transformation if given the opportunity and knowledge. Lò Chúc Chi shared: “New knowledge has given us more confidence to put OCOP products - cultural stories, the pride of the homeland - on e-commerce platforms. If we can do this, we can fully inspire friends and younger siblings in Mường Lay ward, creating job opportunities and stable income right in the homeland...”

It can be seen that bringing agricultural products to e-commerce platforms is a long-term trend, consistent with market laws and modern consumer needs. Professional livestream sessions, digital stalls of young locals, and methodical training courses... are creating a promising digital trade ecosystem.

Điện Biên, with characteristic products associated with mountains, forests, and indigenous culture, fully has the advantage to break through in the digital environment. When new marketing thinking combines with traditional product quality, the characteristic agricultural products of the province can break out of the framework of highland markets to reach larger markets.

The road ahead still has many challenges - from costs and regulations on participating in e-commerce platforms to increasingly high consumer requirements. But with the companionship of functional agencies, the spread of KOLs, and the efforts of enthusiastic young people, Điện Biên agricultural products are step by step affirming a new position in the digital economy.