In Vinh Phong commune, Vietnam, Le Thi Kim Thoa has transformed her family’s small business selling local specialties by embracing digital commerce. Initially focused on traditional markets and a limited customer base, Thoa now reaches consumers across multiple provinces through social media and e-commerce platforms like Shopee.
Previously, Thoa’s family business relied on selling dried shrimp, dried snakehead fish, dried catfish and fresh shrimp and crab to regular customers and local markets. Sales were inconsistent, dependent on seasonal availability and local demand. Recognizing the growing trend of online shopping, Thoa began experimenting with selling her products on platforms like Facebook, Zalo, and TikTok. Her initial attempts involved simple product photos and brief descriptions, but she persevered, learning to improve her presentation through better photography and engaging video content.
“Thanks to selling on Facebook and Zalo, as well as creating videos and livestreams on TikTok, my products have become more well-known,” Thoa explained. “Previously, I only sold within my village, but now customers from several provinces regularly order, the volume of orders is stable, and advertising costs are low. Most importantly, I can highlight the quality and origin of my products, build trust with my customers, and improve my family’s income.”
Expanding beyond social media, Thoa researched and opened a store on Shopee, gaining access to a wider customer base, particularly in major cities where demand for regional specialties and environmentally friendly products is high. She prioritizes swift order processing, careful packaging, and consistent delivery tracking for live seafood items to ensure quality upon arrival.
Le Thi Ngoc Nhan, a business owner in Rach Gia, provides another example of this digital shift. Nhan distributes nearly 100 OCOP (One Commune, One Product) items and local specialties, including traditional fish sauce, pineapple wine, honey, and handcrafted woven goods. She has created an online catalog with detailed product information, including origin, production unit, expiration dates, and storage instructions, allowing customers to easily compare and order products, even from a distance.
Nhan also leverages TikTok to promote her products through short videos and livestreams, resulting in a consistent increase in orders. Ho Thi Tuyet Hoa, a regular customer of Nhan’s, stated she discovered the business through TikTok and appreciates the clear product information, reasonable prices, and excellent customer service. “I order fish sauce and specialty rice from her regularly,” Hoa said.
The growing adoption of digital business practices by women in rural Vietnam is opening new avenues for economic development. According to Vietnam.vn, this trend demonstrates the increasing adaptability and dynamism of women in the digital age, contributing to the broader digital transformation within the community. Le Thi Kim Thoa, who also serves as Chairwoman and Director of Hieu Phat Agricultural Service Cooperative, noted the recent VAT reduction is helping businesses like hers maintain sales and reduce inventory pressure.
The extension of a 2% VAT reduction through the complete of 2026 is intended to support businesses and stimulate consumer demand, according to Vietnam.vn.
