Multi-channel, multi-directional Vietnamese agricultural markets: [6] Agri products go online

Order before midnight, receive goods at 6 a.m.

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According to Mr. Ta Cong Khai, CEO of Kamereo - a B2B supply platform specializing in the food and beverage industry for hotels, restaurants, schools, hospitals, supermarkets, and convenience stores, the domestic market still holds significant potential for the development of agricultural e-commerce.

Kamereo is currently serving over 3.000 customers, offering more than 2.000 products, including vegetables and fruits, kitchen ingredients (such as sugar, milk, cheese), meat, and imported foods. Through its operations, Mr. Ta Cong Khai has observed that one of the most significant advantages of agricultural e-commerce is its ability to provide goods quickly, with clear and transparent pricing, accurate product origins, and complete invoices and documentation.

Kamereo only distributes products that the company directly sources, allowing for strict control over both quality and delivery timelines. A standout feature is that customers only need to place their orders before midnight, and the products will be delivered to their doorstep by 6 a.m. the following day.

Mr. Ta Cong Khai also emphasized that, "Another advantage is the gradual decline of traditional markets in urban areas, creating a pressing demand for modern, fast, and reliable distribution channels like e-commerce, especially in large cities."

Effective branding channel for agricultural products

In the past five years, especially after the Covid-19 pandemic, the consumption of agricultural products through e-commerce platforms has become a crucial path for farmers and cooperatives to expand their markets, increase product value, and reduce dependence on traditional distribution channels.

Mr. Pham Quyet Tien, Director of the Business Operations Board for Agricultural Products and E-commerce (Vietnam Post), shared that, according to statistics, Buudien.vn (the new name for Postmart.vn) of Vietnam Post remains the most popular e-commerce platform specialized in agricultural products and regional specialties.

In 2024, Buudien.vn listed approximately 3.600 OCOP products, bringing the total number of OCOP products on the platform to nearly 10.000, accounting for over 70% of the national OCOP output.

Leveraging the extensive postal network, which reaches down to the commune and ward level, Vietnam Post has implemented the "Down to the garden to understand agricultural products" program. Postal staff are given the opportunity to experience firsthand the entire process, from planting, soil types, fertilizers, care, and harvesting to understanding the product's characteristics, all while being on-site at farms and production facilities.

As a result, Vietnam Post not only advises local farmers on the best packaging methods to ensure their products reach consumers intact, both in appearance and quality, but also directly assists each farmer with photographing their products, registering accounts, setting up online stores, and listing their products on the platform. More importantly, the goal is to understand the agricultural products in depth to build a strong brand story for each item, effectively conveying the true value of the products as well as the unique identity of the local area.

In mid-December 2024, Vietnam Post officially launched a specialized e-commerce platform for high-quality agricultural products (nongsan.buudien.vn). This platform focuses on creating brand stories that highlight the deep cultural and regional values of agricultural products.

Each agricultural product on the platform carries a story about the place where it was cultivated and produced. Through these stories, consumers gain a better understanding of the product's origins and production process. They also connect with the values born from the emotions, dedication, and hard work of the farmers who created the product. These are the very values that nongsan.buudien.vn and Vietnam Post aim to promote.

"Emphasizing regional characteristics not only builds cultural value but also helps the product win the hearts of customers. Consumers who appreciate authenticity, quality from nature, and care about the product's origin will feel proud to own a product with the distinctive marks of its place of origin," Mr. Tien emphasized.

Changing the appearance

According to the Director of the Business Operations Board for Agricultural Products and E-commerce (Vietnam Post), consumers are unable to directly touch, smell, or experience the products on e-commerce platforms. As a result, packaging plays a crucial role in building trust and creating a lasting first impression. Packaging not only needs to protect the product but also serves as a powerful communication tool to convey the quality, origin, and identity of the product. An attractive, creative, and suitable design can evoke a sense of appeal and reliability, helping customers feel confident in their purchasing decision.

"In reality, Vietnamese agricultural products are ideal for gifts, especially OCOP products or regional specialties. Each product on nongsan.buudien.vn showcases the thoughtfulness and respect of the giver. This is why we place great emphasis on the packaging design process," Mr. Tien explained. He further added that packaging is an essential part of the overall customer experience, as it is often the first point of contact between the product and the consumer. Making the packaging visually appealing and meaningful not only enhances the perceived value of the product but also strengthens the connection between consumers and the story behind the product.

The quality of packaging is a combination of several factors: it must be suitable for the product's characteristics, aesthetically pleasing, and safe during transportation. These factors contribute to increasing the presence of agricultural products in the gift market, expanding consumption opportunities, and maximizing the value of agricultural products,” said Mr. Pham Quyet Tien.

Therefore, building a brand for agricultural products through e-commerce platforms, particularly specialized platforms like nongsan.buudien.vn, not only creates significant growth opportunities for the agricultural sector but also opens doors to long-term development potential.

E-commerce platforms not only support the consumption of Vietnam’s agricultural products and regional specialties but also expand export opportunities, bringing Vietnamese agricultural products to the global market. In the context of globalization and the digitalization trend, the transformation of e-commerce businesses will help Vietnamese agricultural products increasingly assert their position in the global market.