Business
– August 7, 2026 | 06:00 pm PT
At an e-commerce training session in Thai Nguyen Province in northern Vietnam, local tea farmers used livestream equipment for the first time to introduce their products, explain traditional production methods, and interact directly with online customers.
The experience reflects a broader shift as digital commerce becomes an increasingly important sales channel for household businesses and cooperatives. For many enterprises, however, opening an online store is only the first step.
Vietnam’s household businesses and SMEs play a significant role in the country’s economy. Over the past decade, e-commerce has enabled many of them to reach customers nationwide while reducing some of the geographical and operational constraints of traditional retail.
As competition grows, businesses face new challenges, including attracting customers, improving sales conversion, managing orders efficiently, and building recognizable brands.
Hoang Duong, a representative of a business operating on Shopee, said many first-time sellers find the transition to digital commerce challenging because online operations require different skills from traditional retail.
“Without proper guidance, many sellers face difficulties managing stores, optimizing conversions, and scaling their businesses,” he said.
Success increasingly depends on combining product strategy, digital marketing, logistics, customer engagement, and data analysis rather than simply listing products online.
Digital adoption remains uneven across Vietnam, with businesses outside major cities often having less access to digital tools, training, and professional support.
To address this, Shopee launched the Shopee Enables SMEs program, which provides training, operational guidance, and market access for local businesses. The initiative is intended as a long-term effort to strengthen the capabilities of Vietnamese businesses in the digital economy.
The program aims to support around 100,000 SMEs through partnerships with government agencies and local authorities, allowing training to be tailored to regional and industry needs.
Training covers store management, product listings, order fulfillment, and customer acquisition, alongside more advanced topics such as livestream selling, digital content creation, and consumer data analysis.
Participants are encouraged to apply these skills through sales campaigns, promotional activities, and livestream sessions to gain practical experience.
Livestreaming has become an increasingly popular sales tool, particularly for agricultural products and local specialties, allowing producers to demonstrate production processes and interact directly with consumers.
Hoang Thi Tan, director of Tam Tra Thai Cooperative, said the program helped the cooperative improve its ability to reach customers nationwide.
Businesses showing strong growth potential can also receive additional mentoring focused on store optimization, branding, marketing, and business performance.
Nguyen Thi Nhu Trang, director of Son Dung Tea Cooperative in Thai Nguyen, said the training had helped change the cooperative’s approach to doing business.
“These training sessions not only help us understand how to operate on the platform but also change our business mindset. We feel more confident about expanding our market,” she said.
The program also works with universities to connect students with businesses through internships and practical projects.
Students gain experience in areas such as e-commerce operations, marketing, and data analysis, while businesses gain access to graduates with digital skills.
Vu Xuan Nam from the University of Information and Communication Technology in Thai Nguyen said the collaboration helps prepare students for the workforce while supporting businesses’ digital transformation.
As Vietnam’s digital economy continues to expand, initiatives that strengthen SMEs’ digital capabilities are expected to play an increasingly important role.
The Shopee Enables SMEs program aims to help businesses move beyond online selling by building stronger operational capabilities and supporting long-term participation in the country’s digital economy.
Alongside in-person training, Shopee University provides online learning resources covering storefront management, order fulfillment, digital marketing, content creation, and livestream selling. The platform allows sellers to continuously upgrade their skills while expanding access to training beyond physical workshops.
Content by Thy An
Designed by Hang Trinh
Photos courtesy of Shopee
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