TikTok transactions of OCOP products hit more than $4.1 million

April 04, 2024 | 15:40
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The One Commune One Product (OCOP) market initiative on the TikTok platform has reached 1.4 billion views in just a year in Vietnam, with over 800 livestream sessions.

These impressive figures have led to sales surpassing $4.1 million through more than 3,000 OCOP units that are now familiar with the online business.

To celebrate this achievement, the Vietnam Trade Promotion Centre for Agriculture (Agritrade), in collaboration with TikTok Vietnam and partners, is holding an event from April 3–4 that is offering trade connection activities and a green agriculture experience.

TikTok transactions of OCOP products hit more than $4.1 million
Honouring units and individuals for promotional campaigns on the TikTok platform

Nguyen Minh Tien, director of Agritrade, said that the OCOP market initiative has successfully brought OCOP products and local agricultural goods to a large community through the e-commerce platform TikTok Shop.

After a year of implementation, the programme has gone through 38 cities and provinces.

Along with campaigns to promote OCOP products combined with rural tourism, iAgritrade coordinated with TikTok Shop in 2023 to pilot the "OCOP Seeds" programme with the goal of building a community of reputable OCOP sellers.

OCOP owners have set up a separate sales page for their products with constant support from the TikTok team, along with periodic reviews and instructions on how to optimise their operations.

During the pilot phase, the programme has successfully incubated hundreds of businesses, going from zero-dollar livestream sessions to reach $4,100 in a single session.

TikTok transactions of OCOP products hit more than $4.1 million

Every Saturday morning, there are about 30 livestream sessions for OCOP products on TikTok Shop.

“$4.1 million compared to the total sales revenue on the e-commerce platform is not large. However, this is only the value obtained directly during the livestream session, and doesn't account for the connections created between buyers and sellers that creates a spillover effect," said Tien.

Tien added that Agritrade and TikTok will continue to expand OCOP markets and introduce new products, cultural traditions, and values from each locality. The initiative will also deploy and promote sales of OCOP products in other markets in the region.

Since the beginning of 2024, the TikTok platform has had a separate tab called "Proud of Vietnamese goods" located in the Shopping Centre to introduce high-quality Vietnamese products while encouraging domestic sellers to offer more products, traffic incentives, discounts, and space to advertise their products.

Nguyen Lam Thanh, TikTok representative in Vietnam, shared, "OCOP is still one of TikTok's top priorities in 2024 with long-term companionship, training and support to help develop local businesses on digital platforms. This will be a milestone that opens up more positive results in the next stage, contributing to rural economic development and spreading local cultural values."

On April 4, livestream sessions promoting green agricultural products, OCOP products, and typical agricultural and rural tourism destinations will be held with the participation of hundreds of TikTok content creators.

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By Thai An

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