When vendors go live

On a typical morning at Dong Xuan Market - one of the busiest wholesale hubs in the capital, the hustle and bustle of trading remains vibrant. But look closely, and you’d spot a vendor simultaneously handling sales and positioning a phone on a stand, logging into Facebook, and beginning a livestream to showcase her merchandise.

“This is a handmade silk ao dai from Ha Dong soft fabric, wrinkle-free. Today’s price is just VND 230,000. Comment to place your order now!” cheerfully announced Huyen, owner of a fabric stall on the second floor of Zone A, her voice resonating clearly across the livestream.

Huyen shared: “I used to focus on wholesale. My regular clients would call or message via Zalo to request samples. Now, livestreaming works much better. New customers tune in, hear me speak clearly, see my logo and the stall name ‘Huyen Silk Dong Xuan’ - that builds trust.” According to her, having a professional logo, labeled packaging, and a well-presented stall significantly improves customer engagement and reduces bargaining.

This is far from an isolated case. Vendors at various traditional markets across Hanoi, such as Hom Market (Duc Vien), Nga Tu So, Dong Tam (Hai Ba Trung), and Nha Xanh (Cau Giay) had begun entering the "digital domain" through tangible actions: naming their stalls for easy recall, designing small logos for packaging, attaching QR-coded labels, creating business fanpages, and livestreaming consistently every evening.

Nguyen Thi Hoa, who sells dried beef and snacks at Nha Xanh Market, shared: “I started using branded labels last year. At first it was simple, then I learned to add a QR code linking to our Facebook menu. Now students order a lot, they share the fanpage and watch my livestreams to order”. Her stall even has a "prime time" slot at 8 p.m. daily, where she livestreams product demos, cooks on camera, and chats with viewers.

What’s particularly notable is the participation of older vendors who were once apprehensive about technology. Tran Van Tung, who's nearly 60 years old and a banh com seller at Hom Market, had set up a small signboard and QR code linking to his fanpage “Banh Com Tung Loc”. “I only started using Facebook last year with my grandson’s help. But now customers can find me online, even for wedding and ceremonial orders very convenient”, he said.

Hanoi’s traditional market vendors are proactively embracing the digital space to retain customers and expand their market reach.

These positive transformations are in part due to hands-on digital skills training programs jointly organized by the Hanoi Department of Industry and Trade and trade promotion agencies. These practical sessions provide step-by-step support for naming stalls, designing logos, editing product photos, setting up fanpages, livestreaming techniques, customer engagement, packaging, and labeling.

Nguyen Tuan Long, a digital communications officer from a support unit in Hanoi, noted: “At first, many vendors were hesitant. But after learning how to shoot videos, create logos, and print labels, they were excited. They said, ‘With Facebook, I can sell to customers in Thanh Xuan, Long Bien, Dong Anh, not just those passing by the stall’”.

Of course, challenges persist. Vendors reported issues such as account suspensions for using local dialects or unlicensed background music during livestreams. Managing online orders, handling returns, and dealing with “ghost orders” are still new and complex. “Sometimes I get 10 orders on a livestream, but only five are successfully delivered. Still, consistency is key to building a loyal customer base”, said Hoa.

Despite these hurdles, a transformation is underway: Hanoi’s traditional vendors are not standing outside the digital trade flow but are steadily entering it through their own effort and adaptation.

At the “Digital Transformation for Traditional Market Vendors” program held on June 14, Le Hoang Oanh, Director General of the Vietnam E-commerce and Digital Economy Agency under the Ministry of Industry and Trade, announced Decision No. 1568/QĐ-BCT approving the National E-commerce Development Master Plan for 2026 - 2030. The plan targets “an 80% cashless payment rate in e-commerce by 2030”.

“To achieve this goal, we must not only improve the legal framework and policy mechanisms, and develop core digital infrastructure with security guarantees, but also prioritize the expansion of cashless payment solutions. This includes enhancing integration between payment service providers and merchants’ systems to streamline e-commerce transactions”, emphasized Le Hoang Oanh.

Consumers have evolved - So have vendors

Hanoi’s younger generation has emerged as a dominant consumer force, setting new expectations for sellers. They value not only product quality but also presentation, consultation style, shopping experience, and seller reliability. A stall with a clear logo, professional livestreaming, quick responses, attractive packaging, and on-time delivery will be prioritized.

Luu Thu Hang, 28, an office worker in Cau Giay District, said: “I don’t mind buying from traditional markets but only if they have a Facebook presence. For instance, there’s a vendor at Nghia Tan Market who livestreams every morning under the name ‘Me Coi Rau Nha Trong’. I can see the whole process from harvesting to packaging to delivery. Her labels include a small logo and even her smiling photo. That builds trust, so I place my order”.

Instead of viewing small-scale vendors as informal sellers, many customers now regard them as personal brands individuals who create value through each product and story they tell. As a result, more vendors are investing in storytelling and authentic customer interaction during livestreams.

Pham Lan, a vendor at Thanh Cong Market, launched her fanpage “Lan Mam Ngon Ha Noi” in early 2024. What began with a few basic photos has grown into a full mini brand identity: a fish-shaped logo, the tagline “fresh – honest – hands-on,” and well-lit livestreams. “Each day I don’t just promote fish sauce I cook with it, share selection tips, and how to store it. One customer from Gia Lam even calls me the ‘Fish Sauce Teacher’ for my frequent tips,” she laughed

Not only young consumers but also middle-aged buyers have gradually shifted toward online shopping especially after the pandemic. They may lack time for daily market visits but are willing to shop online if they feel assured. Even small touches a well-designed label, a handwritten thank-you note can outweigh flashy advertisements.

Conversely, vendors are beginning to understand the value of having a recognizable brand, even on a micro scale. A memorable stall name, simple packaging design, clear labeling, or a catchy slogan can all contribute to a professional image that builds customer trust.

These seemingly minor actions are the keys to establishing a sustainable presence in the digital marketplace. No complex apps, no massive capital, but a commitment to one’s personal brand, product quality, and transparent customer engagement.

This shift is inevitable. Digital commerce is not a passing trend, but a real demand. And clearly, from major markets like Dong Xuan and Hom to neighborhood hubs like Nghia Tan and Thanh Cong, Hanoi’s vendors are gradually aligning themselves with this new commercial reality.