Hanoi's district excels in livestream shopping success
Once considered a “backwater” for digital commerce, Hanoi’s Phu Xuyen District emerges as a leading player in Vietnam’s digital transformation with live sales.
THE HANOI TIMES — Phu Xuyen District, a quiet outskirt of Hanoi, has emerged as a digital commerce success story, recording over US$157 million in online sales in the first five months of 2025, a 27-fold increase compared to 2023, when the district first launched its e-commerce and digital transformation program.
Each commune and township was required to organize training courses for at least 200 residents focusing on online sales, livestreaming, video editing, content creation, and the use of artificial intelligence (AI) in marketing. Platforms such as Facebook, TikTok, Zalo, and YouTube became key tools for local access to digital markets.
The results became apparent within a year. Many local producers and craft village households reported revenue increases of five to ten times compared to the previous year.
Nguyen Thi Thanh Hai from Minh Tan Commune shared: “Since I switched to online sales and livestreaming, my store has become more visible, and our income has grown significantly. The entire community is now more motivated to produce.”
Phu Xuyen People's Committee Chairman Le Van Binh said: “We were truly surprised to see the five-month revenue of $157 million from the initially set goal $59 million. This shows our people's quick adaptation to the digital age.”
In addition to individual training, the district has also implemented a coordinated local digital communication strategy.
The Facebook page Lang Nghe Phu Xuyen Ha Noi (Phu Xuyen Craft Villages) has nearly 180,000 followers and offers weekly live broadcasts of local specialty sales.
On YouTube, the channel, personally managed by Binh, has more than 111,000 subscribers and features videos about local products, people, and cultural traditions.
“After just one year, both channels have attracted a large following, demonstrating the strong public interest in local culture and crafts in the digital space,” said Binh.
Phu Xuyen District steps up livestream campaigns to promote craft village products. Photos: Phu Xuyen Craft Village
In addition to training and promotion, the district launched a video contest to showcase Phu Xuyen's people and products. They partnered with major e-commerce platforms to sell OCOP (One Commune, One Product) and village handicrafts and formed local community e-commerce groups to assist with customer service, marketing, and order processing.
Phu Xuyen is home to more than 40 traditional craft villages that produce footwear, textiles, rattan, and bamboo products, among other items.
Previously, most sales relied on middlemen or trade fairs. However, by adopting live trading, local producers can now reach a wider clientele and experience significant sales improvements.
According to Do Huu Hung, a board member of the Vietnam E-Commerce Association (VECOM), Phu Xuyen's success rests on three key advantages: low cost, accessibility, and ease of implementation.
"Anyone with a phone can now become an online seller. With the help of AI, content can be translated into multiple languages (Thai, Chinese, Arabic, and English), opening up access to global markets," said Hung.
He added that one of the key factors in Phu Xuyen's success is the leadership of local authorities.
“Even with national strategies and central support, the involvement of local leaders is essential. While a household can broadcast live independently, creating a 'digital marketplace' environment requires coordination. Leaders like Binh have done just that," Hung explained.
Phu Xuyen District's authorities organize conferences to help residents enhance their e-commerce capabilities.
In Phu Xuyen, Chairman Binh has personally initiated events that attracted hundreds of artisans and tens of thousands of visitors, creating a ripple effect for e-commerce throughout the district.
Phu Xuyen's success demonstrates that digital transformation can drive new growth, especially in rural areas and traditional industries, with a clear strategy and strong leadership.
Phu Xuyen’s key pillars
Once one of Hanoi's most underdeveloped districts, Phu Xuyen is undergoing rapid transformation through a two-pronged strategy of expanding e-commerce in craft villages and attracting industrial investment. The district aims to achieve double-digit economic growth in 2025.
Despite having dozens of traditional craft villages that produce everything from handicrafts to footwear and mechanical parts, Phu Xuyen producers have long relied on direct sales, which limited their market reach.
Since 2023, however, the district has driven a comprehensive digital transformation, focusing on grassroots e-commerce.
At the same time, the district has actively attracted industrial investors. Notable projects include the Hanoi South Supporting Industrial Park and the Dai Thang Industrial Cluster, both with investment from domestic and foreign companies.
Phu Xuyen has built a modern and dynamic economy by combining industrial development with local digital commerce.
"We want to build a sustainable development ecosystem where residents, businesses, and the government move forward together. This means better infrastructure, a skilled workforce, and a business-friendly environment."
With clear direction, political will, and community support, Phu Xuyen is establishing itself as a leading model for digital transformation and industrial development, contributing to Hanoi's economy.
