Small businesses find their way onto e-commerce platforms

Many products of Trung Kien handicraft export cooperative (Hoang Hoa commune) are available on e-commerce platforms.

In Thanh Hoa , many small businesses, especially cooperatives and handicraft production establishments, are gradually transforming themselves, seeking to access and expand the market through large e-commerce platforms such as Shopee, Tiki, Lazada, TikTok Shop or national e-commerce platforms Voso and Postmart. Although there are still many difficulties, this is a necessary direction for small businesses to catch up with modern consumption trends, improve competitiveness and develop in the long term.

Khanh Linh peanut candy production facility in Ha Trung commune is one of the famous establishments with traditional peanut candy products favored by local consumers. However, in previous years, the product was only consumed through acquaintances, agents or customers who bought directly at the facility, never accessing the online market. "We used to think that selling peanut candy online was a distant dream, because we did not know how to take photos, write product descriptions or calculate competitive prices like online stores," said Mr. Le Ba Trinh, the owner of the facility.

Everything changed only when in 2023, Mr. Trinh was supported by the Department of Industry and Trade and the locality to participate in an e-commerce sales skills training course. From there, Khanh Linh peanut candy production facility set up a booth on the Postmart platform, then opened additional TikTok Shop and Zalo OA accounts. At first, there were many surprises, with sporadic orders, but by mid-2024, the facility received an average of nearly 200 orders per month via online channels, with revenue increasing by 25% compared to the same period last year.

Similarly, Trung Kien handicraft export cooperative in Hoang Hoa commune used to mainly sell products through fairs or export processing through intermediaries, not taking advantage of modern consumption channels. In 2023, the cooperative decided to expand its direction by building a booth on TikTok Shop, and at the same time investing time in learning how to film videos and livestream the weaving process to attract customers. Handicraft products made from sedge, rattan, bamboo such as baskets, trays, decorative boxes... with high aesthetics and traditional features quickly became popular in Hanoi, Ho Chi Minh City and some southern markets.

According to the Department of Industry and Trade, the province currently has about 80 enterprises, cooperatives and production and trading households with OCOP products, clean agricultural products or handicrafts with enough potential to be put on e-commerce platforms. However, only about 35 units are operating effectively on digital platforms.

Mr. Le Van Khoa, Head of Trade Management Department, Department of Industry and Trade said: “The biggest difficulty is that most small businesses are not familiar with online sales, do not have the skills to create attractive content, and have unprofessional product images. In addition, the problem of packaging and transporting goods from remote areas also increases costs and prolongs delivery time.”

In particular, many establishments are still familiar with the traditional sales mindset and do not consider investing in e-commerce as important. Some are also afraid of payment risks, online fraud, or fear fierce price competition on the floor.

Faced with that reality, from 2023 to present, Thanh Hoa has implemented a series of activities to support small businesses in accessing e-commerce. In 2024, more than 40 training courses were held in localities, attracting more than 1,000 trainees representing businesses, cooperatives, and business households. In addition, the province also coordinated with VNPost, Viettel Post and experts to provide practical support in building booths, livestreaming sales, packaging and shipping.

As of June 2025, Thanh Hoa ranked 14th out of 63 provinces and cities nationwide in terms of e-commerce index, according to a report by the Vietnam E-commerce Association (VECOM). In particular, the B2C (business to consumer) transaction index ranked 9th out of 63, showing great potential for goods consumption through the platform if local businesses take advantage of it. One of the recent breakthroughs is that some Thanh Hoa businesses have proactively connected with cross-border e-commerce platforms such as Alibaba and Amazon to bring their products abroad.

According to Mr. Khoa, allowing small and medium-sized enterprises to enter e-commerce platforms is not simply a matter of putting products online. Small businesses need to change their management mindset and invest systematically in their brand, image, and customer experience. E-commerce is a long-term game, not an instant noodle game. To survive, businesses must learn to innovate and adapt continuously.

To support small businesses to enter the digital environment, Thanh Hoa province aims to have at least 70% of small and medium-sized enterprises participating in e-commerce activities by 2026, of which 50% will have booths on national or international e-commerce platforms. At the same time, the province will promote the development of logistics systems, order processing centers and smart warehouses in industrial clusters, helping small businesses save operating costs when selling online.

The combination of the State’s support policies and the innovation efforts of the enterprises themselves will be the “key” to opening the door to e-commerce for thousands of small production facilities in Thanh Hoa. In the flow of the digital economy, listing on the stock exchange is not only a trend, but also an inevitable path for small businesses to stand firm and develop sustainably in the future.

Article and photos: Chi Pham

Source: https://baothanhhoa.vn/doanh-nghiep-nho-tim-duong-nbsp-len-san-thuong-mai-dien-tu-254336.htm