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The breakthrough of e-commerce platforms and digital technology is opening up opportunities for Vietnamese traditional craft villages to escape from the old bamboo village and reach international level. However, this journey requires a methodical strategy, a change in thinking from the artisans themselves and the companionship of the technology ecosystem. Download Craft villages are facing a golden opportunity as e-commerce becomes more and more popular - Illustration E-commerce: Not just selling but telling cultural stories In the past few years, e-commerce (e-commerce) in Vietnam has had remarkable growth. According to the Department of E-Commerce and Digital Economy (Ministry of Industry and Trade), the average growth rate of e-commerce is about 25%/year; By 2025, retail scale is estimated to reach 31 billion USD, accounting for about 11% of total retail sales of goods, with about 60% of the population participating in online shopping. This is an important lever for handicraft products, which are culturally rich and environmentally friendly, to conquer new customers. Ms. Hoang Thi Phuong, representative of Van Phuc Silk Weaving Village Association, Ha Dong (Hanoi) commented on the core value of craft village products lies in the cultural stories behind each item. According to Ms. Phuong, putting products on the e-commerce platform is not simply to consume goods but is also an effective way to affirm the brand and preserve traditional values in the hearts of modern consumers. In fact, Van Phuc silk has a huge advantage as consumers increasingly favor handmade products with transparent origins and strong national identity. Similarly, Bat Trang pottery village is also showing incredible acumen with technology. Mr. Dang Dinh Tuc, Representative Board of Giang Cao Pottery Village - Bat Trang, Hanoi shared impressive information: currently about 60% of production facilities here use social networks to sell, and 20% are present on large platforms such as Shopee, Tiki or international platforms such as Amazon. Some units even organize cross-border livestream sessions to introduce the quintessence of Vietnamese ceramics directly to global customers. Although the potential is huge, to truly break through, craft villages are facing many challenges. Ms. Hoang Thi Phuong admitted that competition from cheap industrial products from some in the region is extremely fierce. If you cannot build a strong brand and have brand protection in the digital environment, craft village products will easily be overwhelmed right at home. Besides, digital skills are still a big barrier for small-scale producers. Building professional product images, optimizing data, managing online orders or livestreaming techniques requires highly qualified human resources, something that craft villages are lacking. Mr. Dang Dinh Tuc also mentioned the fact that the internal connection in craft villages is still loose and the network infrastructure is not synchronized, making the formation of online value chains difficult. The logistics issue is also a bottleneck headache. Handicrafts are often bulky and fragile, leading to increased shipping costs, reducing price competitiveness when exported through international e-commerce platforms. Mr. Pham Nhu Thanh, Deputy Director of the Institute for Research and Application of Vietnam Craft Village Product Environment, affirmed: Without a synchronous support ecosystem, craft villages will forever struggle at the experience level but cannot truly make a breakthrough. Creating value from greening to digitalization To solve the problem of sustainable development, experts believe that a more methodical approach is needed instead of the do first - think later mindset. Ms. Hoang Thi Phuong proposed building a common brand for craft villages on a digital platform, attaching QR codes for traceability and developing a Craft Village Digital Space - a place that integrates virtual booths, tourist maps and production process videos. In the future, developing craft villages associated with green economy, creative economy and digital transformation will be the inevitable direction. To do that, we need the consensus of the 4 houses: State - Scientists - Businesses - Farmers (artisans), to put investment resources in the right direction, help policies come to life soon and bring practical benefits to rural areas. The shift from agricultural production thinking to agricultural economic thinking is not just a slogan but a strategic step, determining the sustainable future of Vietnams agricultural industry in the new context. The core of this change is the integration of multi-value into each agricultural product. As Former Minister of Agriculture and Rural Development Le Minh Hoan commented, modern consumers not only buy a material item but also how to create the product and the cultural story behind it. Therefore, green agriculture and responsible agriculture must become the new standard for Vietnamese products to have a solid foothold in the international market and adapt to climate change. Technology and innovation are the keys to realizing this economic thinking. The application of digital transformation, artificial intelligence and smart farming processes not only helps with transparent traceability but alsoalso optimizing costs and reducing greenhouse gas emissions in accordance with the Net Zero commitment by 2050. At the same time, developing a circular economy and effectively utilizing huge agricultural by-products as input resources will help reduce environmental pollution and create new value chains. However, this transformation requires change from the main subject of the economy, the farmer. We need to train them to become professional farmers, have production management skills, master science and technology and be sensitive to market requirements. In addition, the core role of new-style businesses and cooperatives is extremely important in leading the chain of links from production to con
