E-commerce at the commune level is developing unevenly across localities. To expand the digital market, practical models and solutions to remove bottlenecks at the grassroots level are needed.
E-commerce is spreading to rural areas.
On the afternoon of November 11th, the Ministry of Industry and Trade organized a conference titled “Industry and Trade brings e-commerce to communes, a springboard for double-digit growth.” The conference connected online to 1,000 commune and ward locations.
According to the National E-commerce Development Master Plan for the period 2026-2030, by 2030, 60% of communes and equivalent administrative units will have merchants selling goods or providing services online; 60% of small and medium-sized enterprises will operate on e-commerce platforms. Localities outside Hanoi and Ho Chi Minh City aim to contribute 50% of the total value of B2C e-commerce transactions nationwide.
Deputy Minister of Industry and Trade Nguyen Viet Son emphasized that Resolution No. 01/NQ-CP identifies this as a new growth driver. By 2026, the B2C online retail market aims to grow by 20-22%, with the percentage of businesses applying e-commerce reaching 60-62%.
Speaking at the conference, Mr. Nguyen Van Minh, Editor-in-Chief of the Industry and Trade Newspaper, said that they had reviewed 2,497 communes and wards with sufficient data, of which 587 communes had e-commerce activities organized by the government; 178 communes published results, and only 18 communes published the number of orders, revenue, or number of selling households. This is information published by the localities, not verified sales figures, but it shows the gap between the support provided and the proven business effectiveness.
Regarding exemplary models, Cho Lach commune ( Vinh Long province) has 66 participating vendors and content creators, with over 50,000 orders on TikTok Shop after two months of implementation. Meanwhile, in Phuong Duc commune (Hanoi), a rattan and bamboo handicraft facility sold nearly 22,000 products in three months. The commune has 70 OCOP products, a strength of the rattan, bamboo, and sedge handicraft villages, but the people still have limited digital sales skills.
Notably, the Phuong Duc commune government shifted from theoretical training to hands-on guidance, connecting businesses with technology companies, KOLs, and KOCs to support promotion. From June 2026, the commune collaborated with TikTok Shop to implement three phases of the “90-Day TikTok Shop Sales Support Program,” attracting nearly 150 businesses.
Through the first two phases, nearly 10 establishments achieved over 20,000 orders each; the remaining establishments maintained 30-50 orders per day. By October 30th, the commune had added 836 sales channels, bringing the total to 1,077 channels, of which 241 channels will be established from 2025 onwards.
Bringing digital business thinking and capabilities to the community.
The issue is not just about bringing more sellers to the platform, but about helping them develop the capacity for long-term business success. Ms. Tran Thi Tan, Director of Corporate Social Responsibility and Strategic Partnerships at TikTok Shop, said that from January 2026, TikTok Shop will collaborate with the Department of E-commerce to pilot the “E-commerce Commune/Ward” model.
The model inherits support programs from the 2023-2025 period, aiming to address six bottlenecks: inconsistent training and lack of on-site support; scattered and individual business households; products lacking standardized information, images, origin, and supply sources; logistics not meeting local conditions; and performance measurement methods that are too focused on the short term.
The model is designed based on five pillars: the commune government connects resources and selects distinctive products; the support platform is tailored to the seller’s capacity and local conditions. Effectiveness is also measured by the ability to operate independently, maintain, and grow after support.
To date, the program has been implemented in three localities: Binh Lu commune ( Lai Chau ), Phuong Duc commune (Hanoi), and Cho Lach commune (Vinh Long). “In the last six months of 2026, new local retailers implementing the model will have the opportunity to access a support package worth up to VND 230 million per unit, including waived commissions and transaction fees for 60 days, advertising credit, discount vouchers, and sales promotion campaigns for the year-end season,” Ms. Tan said.
From a management perspective, Ms. Nguyen Thi Minh Huyen, Deputy Director of the E-commerce Department, stated that the Department guides localities in developing plans, identifying priority products and target groups; and simultaneously shares e-commerce data with 34 provinces and cities during the pilot phase.
“In 2026, through regional e-commerce development programs, the Department promoted cooperation agreements between nearly 20 provincial Departments of Industry and Trade and digital technology businesses, e-commerce service providers, and financial institutions. It coordinated the organization of over 40 programs and training courses for small traders, supported nearly 1,000 sellers in practicing direct sales on digital platforms, organized nearly 100 livestream sessions with the participation of the E-commerce Department, and increased orders by more than 8,500,” Ms. Huyen said.
The programs, training courses, and livestream sessions reflect support efforts, but they mainly focus on input and immediate results. The number of vendors maintaining their stalls, revenue, and self-sufficiency need further monitoring to achieve the goal of 60% of communes having online merchants by 2030 as a tangible outcome.
Ms. Huyen suggested that local authorities in communes and wards should select advantageous areas and products, survey demand, and appoint a point of contact for support. The Department of Industry and Trade should connect resources; provide a platform for skills, tools, and delivery support. In addition, sellers must standardize information, origin, quality, and ensure supply.
Deputy Minister Nguyen Viet Son outlined four directions: perfecting a safe e-commerce ecosystem; increasing regional linkages and expanding the market for Vietnamese goods; training digital skills with practical application; and promoting cross-border e-commerce.
“The measure is not just the number of activities organized, but the number of vendors who maintain their operations and generate revenue after the support period, the number of orders that replace views, and the actual economic benefits created for the locality,” Deputy Minister Nguyen Viet Son stated.
Original article
https://hanoimoi.vn/dua-thuong-mai-dien-tu-ve-xa-mo-rong-thi-truong-tu-co-so-1765431.html
Tag:digital commercePhoenix Winge-commercemarket expansionBringing e-commerce to the commune
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