For many years, finding stable outlets for agricultural products has been a constant concern for farmers, especially before the official harvest season begins. However, with the development of e-commerce, especially livestream selling, Vietnamese agricultural products are gradually finding a potential “way out.” Leveraging the power of livestreams not only helps farmers promote their products in a vivid and direct way, reaching consumers directly, but it also opens up new business opportunities.
Farmers in the Digital Age
In the past, farmers mainly relied on wholesale markets, traditional markets, and traders to consume their products, leading to limitations in finding sustainable outlets for each crop season. Trang, a durian farmer in Khanh Hoa, shared, “Before, when the harvest season arrived, I used to worry about facing countless difficulties, from fluctuating selling prices to issues with long-distance transportation. But since the advent of e-commerce platforms, everything has changed. I now have an additional channel to sell my products directly, communicate with customers, understand their preferences and needs, and access a larger market.”
In recent times, livestream selling has become familiar to many farmers due to its high effectiveness. Trang further shared that her farm is actively expanding its activities on e-commerce platforms, collaborating with Shopee and the distributor FoodMap in livestream sessions selling fruits. Through this collaboration, several tons of durians from her farm have been purchased, ensuring a stable outlet for the crops.
Farmers have a new way to consume agricultural products through the e-commerce livestream channel.
E-commerce Livestream: Connecting Farmers and Consumers
To realize the mission of expanding online channels for agricultural product consumption and supporting Vietnamese agriculture, connecting gardens with reputable distribution partners, Shopee launched the “Fruit Livestream Festival” program in May 2024 as part of the Shopee Fruit project. The program introduces fresh fruits delivered on the same day at attractive prices.
Especially, the project also impressed with the “Nong San Vuon Du Ky” livestream, which took place on the 15th of every month, taking viewers to the gardens and giving farmers the opportunity to share their stories and promote their products directly on the livestream. Hundreds of live-selling sessions hosted by KOLs/KOCs on the same day also contributed to spreading the quality of Vietnamese fruits to a wide range of users.
Since its launch, the model of selling agricultural products through livestreams on Shopee has become a “fever” with impressive numbers. More than 8,000 orders, including 18 tons of fresh agricultural products from various regions, have quickly and conveniently reached consumers. The livestreams, conducted by over 150 KOLs/KOCs, have garnered over 20 million views on Shopee Live and social media platforms.
Unraveling the Operational Knot for Fresh Fruit Items
To bring fresh, high-quality products at the best prices to consumers, seamless coordination is required between Shopee, distribution partners like FoodMap, farmers, and delivery units. From the initial stages, FoodMap works with numerous gardens in different areas to select farms that can best meet the requirements in terms of both quality and quantity.
Mai Thanh Thai, co-founder of FoodMap, shared, “The fruits are harvested and packaged for transportation to our distribution center 1-2 days before each live session. They are then stored in our standard cold storage system. Additionally, Shopee’s strength lies in its 4-hour express delivery policy within Ho Chi Minh City’s inner city. This not only ensures smoother operations and the best fruit quality but also delivers the products to consumers in the fastest way possible.”
The agricultural products are stored in standard warehouses and delivered to consumers within 4 hours to ensure the best quality.
All these factors have driven FoodMap’s order volume during the live session on August 15 to increase fourfold compared to their first participation in the livestream back in May. Riding on this success, FoodMap will continue to accompany Shopee in the upcoming livestreams, aiming to provide consumers with quality fruit shopping experiences and support Vietnamese farmers in promoting the value of Vietnamese fruits, in particular, and agricultural products, in general.
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