Livestreams drive sales

By leveraging digital tools, Bac Giang lychees are being actively promoted and sold online.

Luc Ngan Xanh Cooperative and influencer Hung Vlog co-host a livestream to sell lychees.

A notable example is a recent series of livestream events jointly organized by Luc Ngan district and the provincial Department of Industry and Trade under the theme "Top agricultural products – Farm produce hits the city," held in Giap Son commune. The broadcasts reached 30 million views and garnered over 4 million direct engagements.

The livestreams featured cooperatives and individuals such as Luc Ngan Xanh, An Khanh, Dong Dao, Tan Moc Agricultural Product Distribution, Tan Quang Agricultural Services, and well-known influencers like actress Ngo Le Quyen, Hung Vlog, Nguyen Van Hau, and others.

These efforts resulted in nearly 1,600 orders, with two bulk transactions selling a combined 900 tonnes of lychees. One cooperative, despite being new to online video marketing, closed a deal for 7 tonnes.

Luc Ngan Xanh Cooperative in Dong Coc commune has been actively producing marketing content—photos, videos, and posts—for social media and its own fan page.

Members also livestream directly from their orchards to close sales. Orders range from small household quantities to bulk purchases exceeding 100 kilograms.

Nguyen Thi Minh Thuy, Director of Luc Ngan Xanh Cooperative, said: “This year, we continue to sell lychees via Zalo, Facebook, TikTok, and platforms like FoodMap, GAPFood, and Safefruits. We’re also sharing positive stories about our farmers and products. We are committed to delivering high-quality lychees that meet consumer expectations.”

Other cooperatives, including An Phu Trade and Tourism, Giap Son Agricultural and Ecotourism, Binh Nguyen Clean Agricultural Products, and Hong Xuan General Agricultural Services, have also embraced online sales. Individual sellers like Ngo Van Cuong of Phuc Hoa commune and Bang Thi Sau of Quy Son commune are producing custom packaging and working with logistics partners such as VNPost and Viettel Post to ship their products.

Digital platforms maximize reach

A quick search on e-commerce sites like VNPost, VIPO Mall, and Shopee reveals numerous listings for Bac Giang lychees, with positive customer reviews highlighting the fruit’s quality.

Farmers in Muoi hamlet, Giap Son commune (Luc Ngan) harvest lychees.

Vietnam Post (VNPost) aims to sell 750 tonnes of Luc Ngan lychees this year, including 150 tonnes through livestreams and the rest via its national postal network. The company is using both ground transport and air freight to deliver lychees across all 62 provinces and cities in Vietnam.

VNPost also held two promotional livestream events under the theme “Post Office Agricultural Ambassador – Luc Ngan Lychee 2025” in Hanoi, featuring university students, content creators, business owners, and cooperatives. The events were streamed on Facebook, TikTok, Shopee, and YouTube.

According to VNPost’s agricultural e-commerce operations team, each lychee listed on its nongsan.buudien.vn platform goes through strict quality control—from cultivation and harvest to packaging and delivery—ensuring freshness and flavor preservation.

VNPost has also signed agreements with leading cooperatives and orchards in Luc Ngan and Chu town to secure a stable supply of premium lychees.

Meanwhile, Viettel Post has helped export more than 430 tonnes of Bac Giang lychees to the United States and Europe. Domestically, the company offers cash-on-delivery services for orders ranging from 5 to 50 kilograms, with delivery within 24 to 48 hours.

Nearly 1,000 domestic orders have already been fulfilled, expanding Bac Giang lychees’ presence in numerous cities and provinces.

The provincial Department of Industry and Trade has organized training sessions to help cooperatives, producers, and youth groups improve their digital marketing and branding skills.

Topics include building an online shopping model, personal and business branding, product promotion, creating promotional campaigns, and increasing engagement during online sales.

The department is also helping sellers adopt multi-channel marketing strategies to enhance customer reach and optimize conversions. Training includes guidance on selling via e-commerce platforms, Facebook, TikTok, and livestreaming on social media.

The use of digital tools has significantly boosted the visibility of Bac Giang lychees, creating new sales opportunities both domestically and internationally while enhancing the product’s brand value.

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