In particular, through the buudien.vn platform, OCOP products and Điện Biên highland specialties have the opportunity to reach far, accessing consumers inside and outside the province conveniently, transparently, and effectively.

Since Điện Biên’s products were put on the e-commerce platform buudien.vn, Điện Biên’s coffee beans, séng cù rice, and wild honey have reached far across the country. Since 2021, dozens of the province’s OCOP products have appeared on the buudien.vn platform - operated by Vietnam Post Corporation.

Lê Anh Dũng, Deputy Director of the provincial Post Office, said: “Putting agricultural products on the e-commerce platform is an important step in helping local farmers change their production mindset, access modern markets, and develop sustainably. The provincial Post Office has been actively applying digital technology to promote and sell local agricultural products. We not only help people sell their goods but also help them build a brand, tell the story of their product, to reach consumers inside and outside the province more effectively.”

Each product posted on the e-commerce platform has images, detailed information, and a QR code for traceability, helping customers clearly understand the production process, quality certifications, and the supplier.

Hà Chí Hiếu, from the Business Center of the provincial Post Office, shared: “In addition to providing technical support and guidance on how to list products on the e-commerce platform, the provincial Post Office accompanies the product owners through every operational step. In its role of directly managing the e-commerce platform, the unit has provided free support for taking photos, writing introductory content, and creating user instructions for each product to ensure compliance with regulations. Furthermore, the provincial Post Office handles packaging and at-home pickup for orders generated on the platform, making it convenient for sellers and giving buyers more peace of mind when transacting online.”

With these specific methods, from October 2021 to the present, the provincial Post Office has supported more than 20 agricultural production households in the province in registering accounts and listing over 40 products on the buudien.vn e-commerce platform. As a result, many Điện Biên-branded products have been sold via the provincial Post Office’s e-commerce platform and transported directly to consumers across the country.

Thanks to digital platforms, especially buudien.vn, agricultural product consumption is no longer dependent on geographical distance. Consumers anywhere can easily search, order, and pay online. Not stopping at just listing products, the provincial Post Office has also synchronously deployed many other technology solutions. The My Vietnam Post application is used to manage orders, shipping, and customer care. The digitized warehouse management and order tracking system helps ensure goods reach buyers quickly and accurately.

The post office staff in communes and wards have become a “bridge” supporting people in registering stalls, taking product photos, processing orders, and guiding them on online transactions. Parallel to commercial activities, traceability using QR codes is being promoted. Before any product is listed, the Post Office provides support in printing codes and updating information: the grower, the production process, and VietGAP or OCOP certification.

This very transparency helps build trust and reputation for the Điện Biên agricultural brand. Digital technology not only brings in revenue but also changes the economic mindset of highland people. Many farming households have begun to pay more attention to packaging, labeling, and registering product certifications to meet e-commerce standards.

Deputy Director of the provincial Post Office, Lê Anh Dũng, affirmed: “Putting agricultural products on the e-commerce platform is not just about sales; it’s a process of brand building and creating sustainable cultural and economic value. Thanks to the support from the provincial Post Office, many of Điện Biên’s specialty items have now been listed for sale on the e-commerce platform. Among them, many products like Mường Ảng coffee, séng cù rice, honey, Điện Biên turmeric starch, chẩm chéo, mắc khén, and dried bamboo shoots... are achieving quite good sales. Applying digital technology helps optimize the supply chain, reduce intermediary costs, increase income for farmers, and bring practical benefits to consumers. Training and coaching digital skills for people is a focus for the provincial Post Office, aiming to help farmers master technology so Điện Biên’s agricultural products can reach far on their own brand strength.”

Based on the results achieved, in the coming time, the provincial Post Office will continue to expand its scale, coordinating closely with departments, sectors, and local authorities to develop new products, especially those from ethnic minority communities. This will send packages labeled “Điện Biên Specialty” to all corners of the country, contributing to affirming the transformation of Điện Biên’s agricultural products on the e-commerce platform and helping to elevate the value of agriculture in the province.