Gia Lai harnesses livestreaming and e-commerce to boost agricultural sales

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(GLO) – Authorities and businesses in Gia Lai are increasingly turning to digital platforms and livestreaming to promote and distribute local agricultural products, with recent initiatives generating thousands of orders and millions of Vietnamese dong (VND) in sales.

In May 2025, the provincial Department of Industry and Trade partnered with the Gia Lai Young Entrepreneurs Association and an e-commerce platform to stage two large-scale “megalive” online sales events.

Former deputy director of the department, Phạm Văn Binh, appeared alongside brand representatives to directly interact with consumers. The sessions closed 12,700 orders worth 1.8 billion VND (about USD 71,000), highlighting the potential of digital channels for market expansion.

Livestream sales have also proved effective when led by influencers. KOL Sammy (Võ Văn Mẫn) introduced 16 Gia Lai products on TikTok, drawing 1.4 million interactions, 29,000 views, and 390 orders.

Other brands, including IPP Sachi JSC and B’Rê salt, have also leveraged e-commerce platforms with popular hosts to reach new audiences.

Tại phiên bán hàng megalive vào tháng 5.2025, ông Phạm Văn Binh, Nguyên Phó Giám đốc Sở Công Thương, đã trực tiếp tương tác với người mua cùng đại diện nhãn hàng. Ảnh: Hải Yến
During the megalive sales session in May 2025, Mr. Phạm Văn Binh, former Deputy Director of the Department of Industry and Trade, directly interacted with buyers and brand representatives. Photo: Hải Yến

Between January and September 2025, local enterprises joined trade fairs, conferences, and digital campaigns to showcase One Commune One Product (OCOP) goods. Livestream sessions on TikTok Shop alone recorded 1,234 orders worth over 133 million VND (USD 5,250).

Deputy Director Nguyễn Đình Kha of the Department of Industry and Trade stressed the importance of digital adoption: “Bringing local products into the digital environment is an inevitable trend. To create stronger impact, these programs must be held regularly and meet the practical needs of farmers and cooperatives.”

KOL-driven campaigns have already delivered significant results. In March 2025, influencer Bùi Thị Mỹ Dân, a Gia Lai native, livestreamed provincial OCOP products and later promoted Hoàng Đông gai leaf cakes, generating thousands of orders. “Many specialties from Gia Lai are high quality but little known. I want to contribute to promoting these hometown products,” she said.

KOL Dân Bùi xứ Nẫu livestream bán hàng các sản phẩm OCOP tỉnh. Ảnh: Hải Yến
KOL Dân Bùi xứ Nẫu livestreams sales of the province’s OCOP products. Photo: Hải Yến

Farmers also welcomed the approach. Nguyễn Thị Ánh, a coffee grower in Ia Boòng commune, said: “If local leaders or KOLs accompany us, we will be more confident in bringing our products online, expanding our market while preserving value.”

Experts believe livestreaming with KOLs offers rapid customer outreach, viral impact, and strong potential for seasonal goods. For sustained success, they recommend a provincial strategy covering farmer training, e-commerce partnerships, logistics, and brand-building.

Officials and producers agree that digital promotion is more than just a sales tool. It signals adaptability, innovation, and readiness for transformation, while boosting incomes and supporting sustainable rural development in Gia Lai.

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