A decline in traditional markets

In recent years, online shopping through e-commerce platforms and social media has become the preferred choice for many consumers thanks to its convenience. With just a smartphone and a few taps, orders are placed and delivered to the doorstep. Sellers on social media even allow customers to check items before payment, easing concerns about scams. Promotions and discounts make online shopping even more attractive.

Nguyễn Thị Xuân, a resident of Residential Group No.23 in Điện Biên Phủ ward (Điện Biên province), said: “Now everything is convenient. I just sit at home, scroll on my phone, and buy whatever I need. Going to the market means carrying heavy bags, wasting time, and sometimes paying higher prices. I only go when I need something urgently or just a few small items.”

As consumer habits shift, vendors at traditional markets struggle to find buyers. Across both urban and rural markets, rows of clothing, shoes, and household goods sit untouched. Many vendors spend the entire morning selling only a handful of small items.

Lê Thị Thu, who has been selling at central market 1 in Điện Biên Phủ ward for over 10 years, recalled: “In the past, weekends were packed with customers. Sometimes we barely had time to rest. Now the market is quiet. People just glance at the goods and walk away. Some days I don’t sell a single item.”

At Mường Ảng central market, household goods vendor Lò Văn Dũng said most of his sales now rely on long-time customers. “Even they are buying less because everything is online, and often at prices so cheap I can’t understand how sellers make a profit. Young people almost never come to the market anymore. They’re used to ordering online, it’s convenient and delivered straight to their door. Only older people, who don’t use smartphones much, still shop here.”

According to Dũng, the toughest part is competing with instant price checks. “Sometimes a customer holds a basin in one hand and checks the price online with the other. If it’s a few thousand dongs cheaper online, they just put it back and leave. It’s disheartening, but with limited capital we can’t stock as many products or models as online sellers.”

Changing to adapt

In the past, traditional markets in Điện Biên province were vibrant commercial centers. But as e-commerce expands, foot traffic has sharply declined. Facing this pressure, many vendors are seeking new approaches. Some are turning to social media, posting photos and closing deals on Facebook or Zalo. Younger vendors are experimenting with TikTok videos to promote their goods, reaching customers both inside and outside the province.

Nguyễn Thị Mai, who sells clothes at Nam Thanh market in Mường Thanh ward, explained: “If I just sit and wait at the market, I won’t sell anything. Now I take photos and videos to post on Facebook. If someone orders, I send the goods by motorbike taxi or deliver them directly. Thanks to that, I still have income. Otherwise, I would’ve left the market long ago.”

In some highland communes, vendors are combining physical stalls with online sales. Though still new to the practice, this shows flexibility and a gradual adaptation to market changes.

Still, most older vendors face difficulties with technology. They are unfamiliar with taking product photos or posting online, stuck between maintaining traditional business methods and learning new ones, while also limited by small capital, stock, and digital skills.

To break this cycle, vendors need to change their mindset, embracing online sales while maintaining their market presence. At the same time, authorities should support them by offering digital skills training, helping them access e-commerce platforms, and promoting OCOP products tied to local brands. Blending in-person sales with online channels could create a new path: vendors maintain steady income, customers trust product quality, and traditional markets continue to thrive as community hubs in the digital era.