Bringing Son La, the "capital of plum blossoms," to the digital space through a practical livestreaming model.

On May 12th and 13th, 2026, in the communes of Phiêng Khoài, Mường É, and Yên Châu (Sơn La province), the Center for E-commerce and Digital Technology Development - eComDX (Department of E-commerce and Digital Economy, Ministry of Industry and Trade) collaborated with the Sơn La Provincial Department of Industry and Trade to organize a series of "Practical Livestreaming" training courses. The program made its mark with a flexible training model: participants accessed foundational theory in the lecture hall and directly practiced video recording and product promotion skills right in Phiêng Khoài, the "capital of plum production".

Farmers in Yen Chau commune attentively received practical livestreaming tips from a team of experts.

Breaking the "invisibility" effect in the digital space.

Sharing his views on market trends in 2026, Mr. Nguyen Huu Tuan, Director of eComDX, said that with the B2C e-commerce market projected to reach $31 billion and a stable growth rate of 25% per year, e-commerce is no longer an optional extra but has become a vital factor for the survival of local agricultural products.

Mr. Tuan noted that the biggest challenge for farmers today is the "invisibility effect." Simply put, no matter how good a product is, if it lacks a presence on digital platforms, the seller will be completely "invisible" and lose the opportunity to reach the huge customer base that is shifting to online shopping.

Mr. Nguyen Huu Tuan, Director of eComDX, shared insights on e-commerce trends in 2026 and the "digital presence" strategy for agricultural products at the auditorium.

According to Mr. Tuan, this is the golden opportunity for Son La agricultural products. Instead of relying on traders or traditional channels, mastering livestreaming and digital business skills will help farmers directly find customers nationwide, build a reputation as "owners," and optimize operating costs based on the power of data.

From lecture hall theory to practical application under the plum blossom canopy.

Students meticulously practice product photography and videography skills to create eye-catching and professional-looking videos right on location.

Immediately after receiving instruction on e-commerce law, building a TikTok channel, and AI-powered sales scripts in the lecture hall, the entire class was "moved" directly to the Phiêng Khoài plum orchard, which was in full bloom, for practical application.

Under the guidance of eComDX's team of experts, students immediately applied their newly learned knowledge to real-world situations. From filming videos and taking photos of the products, choosing camera angles to highlight the freshness of the plums at the source, to conducting live streaming sessions, the hands-on approach helped students quickly master the technology, learn how to interact, create emotion, and build trust with customers live on air.

Many trainees were very excited to be able to conduct a complete livestream session for the first time and receive direct interaction from viewers on a digital platform. However, to ensure these practical experiences translate into sustainable business results, eComDX experts particularly advised farmers on improving operations and logistics, which are "vital" factors for fresh agricultural products like plums.

The trainees focused on absorbing the foundational theory before moving on to practical hands-on sessions in the garden.

eComDX experts emphasize that when listing products on e-commerce platforms, farmers must strictly adhere to the standards: "Same size, same quality, uniform color, and no defective goods." Due to the perishable nature of agricultural products, their seasonal nature, and complex logistics, farmers can easily face operational disruptions when orders surge if they don't carefully prepare their packaging and preservation processes. Ensuring consistent product quality from the harvesting stage is the only way for farmers to build a reputation as "authentic" producers and retain customers in the online space.

The atmosphere was one of excitement during the livestream practice session under the plum trees of the trainees in Phiêng Khoài commune.

Building a sustainable digital workforce ecosystem.

Representatives from the Son La Provincial Department of Industry and Trade assessed that combining theory and practical application is a concrete solution to the problem of sustainable agricultural product consumption in Son La. Livestreaming is no longer just a purely sales channel but has become a "strategic weapon" to help farmers take control of their output, completely changing old business methods.

Witnessing the enthusiasm of the farmers as they first encountered modern sales methods, Mr. Nguyen Huu Tuan, Director of eComDX, affirmed right in the plum orchard: “The transition from traditional sales methods to digital business is no longer an option, but an essential requirement for Son La agricultural products to keep up with market trends. Through livestreaming, eComDX hopes to realize the model of 'e-commerce without boundaries'. Here, technology plays a role in blurring geographical boundaries, helping consumers, no matter where they are, to assess trust, directly verify the harvesting process, and feel the dedication of the farmers right through their phone screens. We will continue to support farmers so that they not only know how to produce but also master the technology, bringing their hometown specialties further on digital platforms.”

There was an atmosphere of excitement as farmers personally uploaded their products to e-commerce platforms, opening up a new channel for local agricultural products.

"The confidence of the local people and young people today is the driving force for us to continue working alongside them, supporting them so that digital commerce truly becomes a leverage, opening up many opportunities for agricultural products in the mountainous region of Son La," Mr. Tuan said.