On November 20th, in Son La, the Department of E-commerce and Digital Economy, Ministry of Industry and Trade, in coordination with the Son La Department of Industry and Trade, organized a training conference to enhance e-commerce application skills in 2025 for over 100 delegates including businesses, cooperatives, production and business establishments, representatives of market management boards, and small traders in the area.
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Mr. Quang Van Dung – Deputy Director of the Department of Industry and Trade of Son La Province
Speaking at the conference, Mr. Quang Van Dung – Deputy Director of the Son La Department of Industry and Trade – emphasized the importance of equipping businesses with e-commerce knowledge in the context of consumers strongly shifting to online shopping, and e-commerce platforms and social media platforms becoming increasingly effective channels for trade promotion. In particular, Son La is a province with many distinctive agricultural products, OCOP products, and export potential, but the market remains mainly local. Therefore, applying e-commerce is considered a "key" to helping businesses, cooperatives, and households expand their markets and increase product value.
Theory linked to practice: from e-commerce trends to new legal regulations
In her presentation on the current e-commerce landscape, Ms. Nguyen Phuong Ly – Deputy Head of the Information, Service and Training Department, Center for E-commerce and Digital Technology Development - eComDX (Department of E-commerce and Digital Economy, Ministry of Industry and Trade) – clearly analyzed the development picture of e-commerce in Vietnam during the 2024-2025 period.
Ms. Ly emphasized that the high growth rate of domestic e-commerce, the rapid expansion of the digital user market, and especially the rise of video-based online business models such as livestreaming, shoppertainment, and real-time interactive formats are increasingly occupying a larger share on many e-commerce platforms and social networks. These trends not only change consumer behavior but also open up new opportunities for businesses, cooperatives, and small traders – groups that are gradually shifting from traditional business models to the digital environment.
According to Ms. Ly, along with the rapid development of e-commerce, the government's digital transformation support policies have created more favorable conditions for businesses, cooperatives, and small traders to participate in the digital market in a more systematic way. Support programs implemented from the central to local levels help business owners understand legal regulations, access digital tools, expand their online store operation skills, and ensure transaction security in the online environment. This is an important foundation for small-scale businesses—with limited resources—to be more confident when transitioning from traditional sales models to doing business on digital platforms.
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Ms. Nguyen Phuong Ly – Deputy Head of the Information, Service and Training Department, Center for E-commerce and Digital Technology Development - eComDX (Department of E-commerce and Digital Economy, Ministry of Industry and Trade)
The topic that attracted the most attention from the trainees was the discussion on the Draft Law on E-commerce – a legal document that will directly impact livestreaming sales in the near future.
At the conference, representatives from the E-commerce Department analyzed many new and highly practical issues, especially:
Transparency requirements for livestreaming: Sellers must provide complete information about goods, prices, and return policies; they must not mislead through words, images, or technical effects.
Regulations regarding livestream content storage: Livestream sales sessions may be required to retain recordings for a certain period of time for review and dispute resolution – this helps protect both sellers and buyers.
Defining legal responsibility in the digital environment: Sellers are responsible for the quality of goods, the accuracy of the information provided, and advertising practices during livestreams; e-commerce platforms must also cooperate in managing and preventing violations.
Regulations regarding promotions and giveaways during livestreams: Mini-games, giveaways, and discounts must comply with laws on trade promotion, avoiding loopholes or the use of unethical tactics.
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These contents were assessed by the trainees as "very relevant" to real-world business operations, especially for small traders and cooperatives who frequently use livestreaming but are not yet familiar with the legal requirements.
Through detailed explanations and illustrative examples, students gain a better understanding of their responsibilities when selling through livestreaming, recognize potential risks, and, more importantly, learn how to conduct business legally, safely, and sustainably in the digital environment.
Livestreaming has become an essential sales tool.
At the conference, from fundamental concepts to building an effective livestream strategy, experts presented everything clearly, understandably, and in line with the participants' business realities. Instead of traditional lecture-based training, the program adopted a hands-on approach, guiding learners step-by-step to create engaging livestream sessions that increase conversion rates. Participants practiced directly on their own equipment, from setting up broadcasts and choosing camera angles to optimizing lighting and interacting with viewers, helping them master both techniques and problem-solving skills during the session.
Experts provide direct instruction in class: from setting up livestreams, adding products, creating discount codes to using effects to increase viewer engagement.
Participants, primarily small businesses, cooperatives, and small traders directly involved in digital platforms, received guidance from experts on the essential skills needed to create an effective livestream session. This included building a concise yet engaging script, selecting the right time slot to target specific customer groups, and arranging lighting, sound, and camera angles to ensure clear and professional product presentations. Instructors also guided participants on incorporating promotions and mini-games to increase interaction, and introduced the application of AI tools in creating promotional content, voice simulation, and opening greetings, making livestream sessions more lively, engaging, and effective at retaining viewers.
Small business owners at Chiềng An market and young entrepreneurs expressed particular interest in creating an "explosive livestream session." During the hands-on practice and Q&A session, participants continuously asked questions about the daily challenges they face when live-streaming sales. These ranged from struggling to increase viewership in the evenings and wondering why their frequent livestreams lacked viewers, to debating between TikTok Shop and Shopee Live. Many also asked practical questions such as how many seconds should the beginning of a livestream be to keep viewers engaged, or what to do to encourage customers to stay longer during the broadcast.
The continuous stream of questions demonstrated the trainees' enthusiasm and accurately reflected the urgent need of the community of small traders, cooperatives, and OCOP product businesses to master livestreaming skills to improve business efficiency in the digital environment.
Experts at the conference explained each case in detail and demonstrated the techniques right in the classroom: from starting a livestream, attaching products, creating vouchers, to using effects to increase engagement. Afterwards, participants were divided into groups to film a trial livestream session, receiving direct feedback from instructors on voiceovers, product introductions, creating impactful moments in the first 10 seconds, and building emotional connections with viewers.
Many participants expressed their delight at witnessing increased interaction during the trial period. Some small business owners shared that they were previously "hesitant to livestream" or "didn't know where to start," but after the session they felt more confident because they "received step-by-step guidance that was easy to understand and very practical."
Fraud prevention, digital payments, and building a professional online store.
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Alongside the livestream, the program also equips participants with knowledge on preventing online fraud, securing digital payments, and guiding them on creating online stores on Shopee, TikTok Shop, and Facebook, aligning with the goals of the 2025 Training Plan, helping businesses mitigate risks and enhance their reputation.
The content on cross-platform selling helps students understand that: for sustainable growth, it's not enough to just livestream; you also need to build a stable sales channel, optimize product images, titles, and descriptions, and maintain professional customer responses.
Representatives from the Department of E-commerce and Digital Economy, Ministry of Industry and Trade, emphasized that e-commerce and livestreaming are opening up great opportunities for businesses and rural people, especially those with distinctive agricultural products and OCOP products. In the coming time, the Department of E-commerce will continue to coordinate with local Departments of Industry and Trade, including Son La, to expand practical training courses, providing skills in using digital platforms, livestreaming, and AI tools to various target groups.
