Small traders enter digital age

For the first time, the model of a traditional market has been brought to life in a modern setting, blending the unique cultural identity of the South with digital technology experiences such as cashless payments.

This is not merely a product exhibition, but a miniature representation of the transformation journey that is bringing small traders from traditional markets into the digital era.

Southern traditional markets have long been a cultural symbol closely tied to the daily life of Southern people, a gathering place for the quintessence of local produce, from fresh vegetables and fruits, handicrafts to essential goods.

At the “The Colours of Southern Traditional Markets” booth run by the Department of E-commerce and Digital Economy, dozens of small traders and household businesses from southern provinces and cities brought with them iconic, authentic Vietnamese products. This contributed to promoting domestic brands, boosting local consumption, and building trust among urban consumers.

More than just direct product introduction, the programme also opened doors to a broader market through e-commerce platforms, helping Vietnamese goods expand their reach and integrate with new customer segments.

The display space was harmoniously designed to recreate the familiar scene of Southern traditional markets, while integrating modern digital experiences such as contactless payments, online shopping, and live streaming, attracting a large number of visitors and shoppers.

At the booth, visitors were able to directly engage with handcrafted goods, agricultural produce, and high-quality Vietnamese products from many traditional markets across the southern region. Dozens of traders and household businesses brought along their famous local specialties to be displayed, thereby affirming the appeal, cultural identity, and quality of Vietnamese goods.

Beyond the on-site display, the programme also featured Mega Livestream sessions held at the booth, produced by content creator House of Deera in collaboration with some young TikTokers.

The livestream space not only helped expand the customer base beyond local boundaries, but also served as a storytelling platform—where small traders could directly share their production processes, the origins of their products, and their passion, spreading pride in high-quality Vietnamese goods.

In addition to shopping experiences, visitors were introduced to convenient digital solutions such as QR codes, e-wallets, contactless payments, multi-channel management services, and online marketing.

A number of technology enterprises including Haravan, Mat Bao, Vihat, Oenads, Lemon Digital, and Ecom Studio were present to directly advise and guide small traders in adopting digital business solutions, helping them overcome challenges, find more customers, and develop sustainably in the digital age.