OCOP market on TikTokKeywords: OCOP; E-commerce; Ethnic minority; Digital transformation; Digital economy; Ethnic minority and mountainous areas; Sustainable development.
1. Introduction
In the context of the Fourth Industrial Revolution and the vigorous national digital transformation process, e-commerce has emerged as a key driver of the digital economy, expanding markets and enhancing the competitiveness of local products. For ethnic minority and mountainous areas where infrastructure, geographical distance and market access remain challenging, the adoption of e-commerce is considered an effective solution to unlock local economic potential, enhancing product value and creating sustainable livelihoods for the local population.
Accordingly, the “One Commune, One Product” (OCOP) program has served as a key driver of rural economic development, helping to unlock the potential inherent in the local resources, culture and knowledge of ethnic minority communities. Many OCOP products such as Shan Tuyet tea, mint honey, herbal products, brocade textiles, coffee and specialty processed agricultural goods have gradually established their market position. However, the majority of OCOP products from ethnic minority and mountainous regions still face challenges regarding promotion, sales and brand building due to limitations in digital capabilities, market information and access to modern distribution channels.
In this context, connecting OCOP products with e-commerce platforms not only expands consumer markets but also fosters digital transformation in rural and mountainous areas, boosts incomes, supports sustainable poverty reduction, and preserves traditional cultural values. Therefore, researching this issue holds significant theoretical and practical importance, contributing to the proposal of solutions for digital economic development that leverage the internal strengths of ethnic minority and mountainous regions in the new period.
2. Research results
2.1. The role of connecting OCOP products on e-commerce platforms
Beyond supporting sales, e-commerce also contributes to restructuring production and business methods characteristic of highland regions, enabling effective market access.
(1) E-commerce significantly expands market reach for OCOP products. While these products were previously consumed primarily at the local level or sold through traditional distribution channels, digital platforms now enable direct connections between producers and consumers nationwide. This is particularly significant for highland specialties such as Shan Tuyet tea, mint honey, medicinal herbs, brocade and organic agricultural products produced by ethnic minority communities.
(2) Participation in e-commerce platforms contributes to enhancing the added value and competitiveness of OCOP products. Through digital promotion tools, traceability, quality assessment, and online branding, these products are not merely sold as ordinary commodities but are also imbued with cultural narratives, local knowledge and community identity. This serves as a key factor in differentiating the products and boosting their brand value.
(3) E-commerce integration drives digital transformation in ethnic minority areas. The application of technology in production management, marketing, sales and electronic payments helps enhance the digital skills of local residents, cooperatives, and businesses. At the same time, this process fosters the development of a digital economic ecosystem in rural and mountainous areas.
Beyond economic benefits, e-commerce contributes to preserving and promoting traditional cultural values. Through the digital space, OCOP products serve as “cultural ambassadors”, showcasing the people, customs, traditional crafts and indigenous knowledge of ethnic minority groups to communities both at home and abroad. This serves as a crucial foundation for linking economic development with cultural preservation, aiming for the sustainable development of ethnic minority and mountainous areas in the period of digital transformation.
2.2. Current situation of connecting OCOP products from ethnic minority and mountainous areas to e-commerce platforms
In recent times, efforts to bring OCOP products from ethnic minority and mountainous areas onto e-commerce platforms have yielded positive results.
According to a report by the Ministry of Agriculture and Rural Development, tens of thousands of OCOP products nationwide have achieved a rating of three stars or higher; notably, many of these products originate from provinces and cities with significant ethnic minority populations, such as Tuyen Quang, Lao Cai, Son La, Dien Bien, Lai Chau, Cao Bang, Thai Nguyen, Phu Tho, Quang Ngai, Gia Lai, Dak Lak, and Can Tho City,… Signature products such as Shan Tuyet tea, mint honey, dong vermicelli, specialty rice, coffee, medicinal herbs, brocade and goods processed from local agricultural produce have gradually entered e-commerce platforms and established a foothold in the market.
Bringing OCOP products to e-commerce marketplaces such as Postmart, Voso, Shopee, Lazada, Tiki and various other online sales platforms has helped expand their reach beyond traditional geographical boundaries. Many cooperatives, cooperative groups and producer households have successfully connected with customers nationwide and are even gradually entering export markets through these digital platforms. Several provinces and cities have established traceability systems, QR codes, brand identities and digital storefronts for OCOP products, thereby boosting consumer confidence and enhancing product value.
Despite the achievements made, the process of connecting OCOP products from ethnic minority and mountainous areas to e-commerce platforms still faces significant limitations, such as: (1) Uneven digital proficiency among OCOP stakeholders. Many producer households, cooperatives, and small businesses in remote areas lack proficiency in online sales, digital product promotion and the operation of e-commerce storefronts. Their capacity to utilize technology for order management, electronic payments and customer care remains limited. (2) Logistics systems and transportation services in many mountainous areas still fail to meet the requirements for e-commerce development. High transportation costs, prolonged delivery times and difficulties in product preservation are factors affecting the competitiveness of OCOP products. Furthermore, many products lack systematic investment in packaging, labeling, quality standards, traceability and digital marketing strategies.
It can be affirmed that connecting OCOP products from ethnic minority and mountainous areas to e-commerce platforms has generated positive changes in community economic development and rural digital transformation. However, to comprehensively and effectively harness the potential of e-commerce, we need to continue improving digital infrastructure, enhancing the digital capabilities of OCOP stakeholders, and building a cohesive e-commerce ecosystem tailored to the specific conditions of ethnic minority and mountainous areas.
2.3. Orientations and solutions
In the context of of national digital transformation and the growth of the digital economy, connecting OCOP products from ethnic minority and mountainous regions to e-commerce platforms must be identified as a key solution to enhance product value, expanding market reach and fostering sustainable economic development. In order to realize this goal, we need to continue focusing our research efforts and concentrate on implementing the following key orientations and solutions:
Firstly, refine the mechanisms and policies supporting the development of “digital OCOP”. The State needs to continue improving policies that facilitate digital transformation for OCOP entities prioritizing ethnic minority and mountainous areas as well as remote and isolated regions, at the same time establishing mechanisms to encourage technology companies and e-commerce platforms to assist in the consumption of OCOP products.
Secondly, enhance the digital capabilities of OCOP stakeholders. Strengthen training in e-commerce, digital marketing, online store management, electronic payments, and customer data analysis for cooperatives, small businesses and producer households. This is a foundational solution to enable people to actively participate in the digital value chain.
Thirdly, standardizig quality and build a digital brand for OCOP products. It is essential to accelerate the adoption of traceability technologies, QR codes, quality standards, and intellectual property protection. At the same time, product narratives should be developed to reflect ethnic cultural identity, local knowledge and community values, thereby enhancing competitiveness in the digital marketplace.
Fourthly, develop logistics infrastructure and e-commerce ecosystems in ethnic minority regions. Invest in upgrading transportation infrastructure, warehousing, distribution centers and delivery services to reduce transport costs and enhance the efficiency of goods circulation.
Fifthly, fostering linkages among the four key stakeholders “the State, technology enterprises, e-commerce platforms and local communities”. Establishing sustainable production and consumption chains and facilitate domestic and international market connections for OCOP products.
Sixthly, linking e-commerce development with the preservation of ethnic culture and sustainable development. Promoting OCOP products must go hand-in-hand with showcasing cultural values, local knowledge and the image of ethnic minority communities, thereby generating dual economic and cultural added value. The synchronized implementation of these strategies and solutions will contribute to building a modern digital OCOP ecosystem, boosting local incomes and driving rural digital transformation as well as the sustainable development of ethnic minority and mountainous areas in the new period.
3. Discussion
The aforementioned issues demonstrate that connecting OCOP products from ethnic minority regions to e-commerce platforms serves not only as a solution for expanding consumer markets but also as a key driver for fostering digital transformation, developing community-based economies and effectively leveraging local resources. Amid the rapid growth of the digital economy, e-commerce has enabled distinctive products from ethnic minority communities to overcome geographical barriers, reach consumers directly and integrate more deeply into the national value chain.
However, the study also shows that the effectiveness of connecting OCOP products on digital platforms is not commensurate with the existing potential. The main reason comes from limitations in digital infrastructure, technology application capacity, business administration level and e-commerce skills of OCOP subjects. This reflects the reality that digital transformation in ethnic minority areas is not merely a process of adopting technology, but also a transformation of production mindsets, management methods and approaches to the market.
In particular, the competitive value of OCOP products from ethnic minority and mountainous regions lies not only in product quality but also in cultural elements, local knowledge and the community stories associated with them. Therefore, digital branding efforts should combine economic and cultural values to create a distinctive advantage in the e-commerce market.
From a scientific perspective, e-commerce should be viewed as a tool to boost incomes, alleviating poverty and developing livelihoods for ethnic minority communities. Achieving this requires close collaboration among four key stakeholders “the State, technology enterprises, e-commerce platforms and local communities” to build a cohesive digital ecosystem. This is a crucial prerequisite for OCOP products to truly become a driving force for digital economic development and to elevate the standing of ethnic minority and mountainous areas in the era of integration and national digital transformation.
4. Conclusion
Connecting OCOP products from ethnic minority and mountainous areas to e-commerce platforms is an inevitable trend in Vietnam’s current digital transformation and digital economy development. The adoption of e-commerce not only helps expand markets and enhance the added value and competitiveness of OCOP products but also drives community economic development, fosters sustainable poverty reduction and preserves traditional cultural values. However, to effectively harness this potential, it is essential to comprehensively address issues regarding digital infrastructure, human resources, logistics, product quality and the digital management capabilities of OCOP entities. These elements serve as a crucial foundation for building a modern digital OCOP ecosystem, thereby contributing to the sustainable development of ethnic minority and mountainous areas in the context of national integration and digital transformation.
* Nha Trang Central Preparatory University
** Institute of Socio-Economics for Ethnic Regions
References
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