Farmers in Nghe An province livestream selling their produce from the fields.

“1, 2, 3, hello everyone! Today, we're harvesting this watermelon field in Thuong Tan Loc commune (Nam Dan district). These are yellow-fleshed watermelons, grown organically. Here, we'll pick a random watermelon, cut it open for everyone to see and enjoy. We'll have 5 discounted deals for the first 5 customers, after which the price will return to normal. Hurry and click the buy button!” That was the opening line of Mr. Chu Van Quan (Kim Lien commune, Nam Dan district) in a livestream selling watermelons.

Notably, during this livestream, Mr. Quan invited TikTokers and popular streamers to sell their products alongside the local farmers. Phrases like "place an order," "seal the deal," and "buy" created a lively atmosphere in the melon field. Hundreds of orders were finalized, with nearly half a ton of melons sold during the livestream from the field.

After graduating from university and returning to start a business producing clean agricultural products, Chu Van Quan faced the challenge of finding a market for his produce. His farm grows papayas, watermelons, cantaloupes, etc., with yields reaching tens of tons per harvest.

Quân tried various ways to find outlets for his agricultural products, such as: linking with seed and fertilizer companies to connect them with agricultural product purchasing agents; selling on consignment at organic food store chains; going through traders; transporting and selling retail at various locations… However, during peak harvest seasons, there was sometimes oversupply and price drops, resulting in low profits.

Mr. Chu Van Quan, owner of the account "Big-footed Farmer," shared: "Currently, with the application of science, technology, and knowledge to agricultural production, high-yield and high-quality agricultural products have been produced. However, the biggest difficulty farmers face is the issue of consumption: who to sell their agricultural products to, at what price, how to make a profit, and how to have a stable market? Therefore, I created YouTube, TikTok, and Fanpage channels to livestream and sell agricultural products."

In some sessions, I invite popular streamers to participate. Additionally, my channel regularly shares videos about daily life, stories about the countryside, and invites foreigners to share their experiences of farming life… so the number of followers is growing steadily. Thanks to this, the channel now has hundreds of thousands of followers. Some sessions have sold hundreds of kilograms of melons. Importantly, thanks to livestreaming, people everywhere have learned about our farm's produce.”

According to Mr. Quan, currently, the number of orders sold through digital platforms may not be large, and the process of order confirmation, packaging, and shipping is more costly and complicated. However, this is an inevitable trend that he and other large-scale farmers must embrace and master.

Following Quân's channel and having purchased watermelons, cucumbers, and cantaloupes many times through his livestreams, Ms. Luong My Trang from Vinh City shared: "Buying through live sessions, and often, I can find great deals, with cheap prices and good quality. Most importantly, buying directly from the source allows me to know how the melons are grown, what their quality is like, and when they are harvested."

Nowadays, livestreaming to sell agricultural products is no longer unfamiliar to farmers, especially those from the 80s and 90s generations. With just a smartphone and an internet connection, they can conduct live broadcasts to sell their produce. However, making livestreaming effective is not an easy task.

Sales channels must have engaging and diverse content, and people must know how to create beautiful videos to build rapport and encourage viewers to watch their channel before conducting live sales streams. After that, each person must know how to take vivid product photos and set appropriate prices to attract customers.

Therefore, in addition to theoretical training sessions, hands-on guidance and specific instructions are essential for farmers to access this sales method. Simultaneously, each farmer could invite popular streamers to their farms, fields, or production facilities to conduct live sales streams. This would both attract viewers and allow them to learn from the streamers' methods, thereby improving their own skills.

At the same time, it should be noted that fresh produce needs to be delivered quickly, and returned goods may have to be discarded due to spoilage. Therefore, appropriate preservation methods and investment in logistics infrastructure are necessary to ensure efficiency. Maintaining product quality until it reaches the consumer is crucial for retaining that consumer base.