Cooperatives keep up with the digital age

(GLO)- In the context of digital transformation spreading strongly to every corner of life, cooperatives in Gia Lai are showing dynamism and agility when boldly "going public" and "going live" to introduce and sell products through e-commerce platforms such as Shopee, TikTok Shop, and Facebook livestream.

This is a new trend, gradually changing the face of the collective economy towards modernity and sustainability.

Accompanying the digital cooperative

From the first livestream sessions with only a few views, many cooperatives in mountainous and remote areas have now succeeded in expanding their product consumption markets online. An Toan Agricultural and General Service Cooperative (An Toan Commune) is a typical example. With more than 32 members who are Bahnar farmers, the cooperative produces and consumes herbs, tea, angelica, pineapple, and kim that...

Realizing the potential of the digital environment, Ms. Mai Thi My Lam, Vice Chairwoman of the Cooperative Board of Directors, taught herself how to shoot videos , post articles and livestream to sell products. Initially, there were only a few orders per day, but now the number of customers and orders has continuously increased.

Representatives of My An Agricultural and Fishery Service Cooperative (Phu My Dong Commune) were instructed on livestream selling at the training class. Photo: HAI YEN

Ms. Mai Thi My Lam shared: We not only sell products, but also introduce the land, people and clean, closed production process. Customers from Ho Chi Minh City, Hanoi and even abroad are interested in the products of the mountainous people. The cooperative currently has 5 typical products including: Che day da cam, Nau Ecofarm herbal foot bath powder, herbal throat spray, herbal shampoo, herbal lozenges.

In particular, the tea and foot bath powder have achieved OCOP certification. The cooperative is also the focal point for purchasing, processing, and packaging products as tourist gifts and connecting output for people through a trade promotion program in coordination with the Department of Industry and Trade.

Other cooperatives are gradually getting used to the sales method of "several hundred orders per livestream session". Ms. Tran Thi Hoang Anh, Chairwoman of the Board of Directors of Phuong Di Ia Grai Honey Cooperative (Ia Hrung commune), said: The cooperative is a pioneer in applying the VietGAP standard beekeeping process for 7,500 bee colonies. Since 2019, the unit has continuously upgraded its online sales activities. Every week, we livestream 1-2 sessions, introducing coffee flower honey, cashew flowers, pollen... There are peak days when we close hundreds of orders after only 60 minutes of livestreaming.

Meanwhile, Nam Yang Agricultural and Service Cooperative (Kon Gang commune) with 120 members, producing 80 hectares of pepper and 120 hectares of organic coffee, has exploited digital platforms well to spread its brand. Products such as black pepper, red pepper, coffee beans and powder, paper filter coffee... under the brands Tieu Le Chi and Dak Yang Coffee not only participate in major fairs but are also promoted through livestream sessions at shopping malls, TikTok pages and e-commerce platforms.

Ms. Nguyen Thi Nga, Deputy Director of Nam Yang Agricultural and Service Cooperative, affirmed: Through livestream, we can get closer to consumers, especially young customers who prefer clean products with clear brand stories.

Catching up with the trend, reaching out to the big market

In addition to the cooperatives’ own efforts, many organizations and enterprises have joined in supporting the digital transformation process. Mr. Huynh Van Nam, Director of Jin Pro Network Media and Entertainment Joint Stock Company, said: At the Trade Promotion Fair for Cooperatives in the Central Highlands and Central Vietnam at the end of June 2025, we instructed cooperatives on how to create TikTok booths, handle technical problems, and practice livestreaming from how to talk, present products to how to interact and retain viewers.

Phuong Di Ia Grai Honey Cooperative (Ia Hrung commune) and leaders of the Department of Industry and Trade of Gia Lai (formerly) directly livestreamed to sell products at a workshop organized by the department. Photo: HAI YEN

According to Mr. Nam, many cooperatives have had their accounts and shopping carts locked due to violating platform policies because they did not understand how to operate. Through the guidance, students from cooperatives have quickly approached and handled situations well in introducing and selling products through e-commerce platforms.

The Department of Industry and Trade is also promoting programs to support cooperatives in digital transformation. According to Mr. Nguyen Dinh Kha, Deputy Director of the Department, activities include: Creating online booths on Shopee, Lazada; supporting product photography and video recording; writing SEO-standard descriptions, training on livestream sales, etc.

In addition, the Department also connects units providing electronic payment and freight services and supports the construction of private websites for potential cooperatives. In particular, the local e-commerce platform is being upgraded to connect the consumption of OCOP products and regional specialties more effectively.

E-commerce and livestream sales are no longer the “game” of big businesses. The story of small cooperatives in remote areas now boldly applying digital platforms, introducing their own products, and packaging and sending them across the country is a vivid demonstration of the spirit of innovation in agriculture, increasing the value of agricultural products and affirming their position in a competitive market.

Source: https://baogialai.com.vn/hop-tac-xa-bat-nhip-thoi-dai-so-post330694.html