HÀ NỘI — Farmers and producers in Phú Xuyên Commune, Hà Nội, are turning to livestream sales to promote agricultural products, reach consumers and expand market access.

Previously, many households relied on traders and traditional markets to sell their produce, leaving them vulnerable to price fluctuations and difficulties finding buyers during harvest seasons.

Weekly livestream sessions organised by the local Farmers’ Association allow producers to introduce products, explain their origins and production processes, and answer customers’ questions in real time.

Nguyễn Thị Tuyển, head of the Nam Phú Village Farmers’ Association branch, said transparent information about product quality, combined with engaging presentations, could help build consumer trust and bring local produce to wider markets.

Local resident Vũ Thị Thuý said she had bought guavas and pomelos through livestream sales, finding the products satisfactory and transactions convenient.

However, limited digital skills, delivery costs, seasonal supply and product preservation remain challenges for small-scale producers.

Nguyễn Thị Phương Thảo, vice chairwoman of the commune’s Farmers’ Association, said the association would continue providing digital skills training, supporting product packaging and branding, facilitating access to preferential loans and strengthening links between producers and distributors.

The initiative is in line with Politburo Resolution No. 57-NQ/TW dated  December 22, 2024 on breakthroughs in science and technology development, innovation and national digital transformation, which highlights the role of digital transformation in improving productivity and competitiveness. — VNS