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ABSTRACT:

This paper examines the rapid utilization and impacts of e-commerce and specifically online marketing and selling channels on agricultural products, with a focus on the southern region of Vietnam. It highlights key emerging rationales and challenges for Vietnamese agribusinesses to approach e-commerce business models. By analyzing existing literature and sector-focused reports, we can conclude that agriculture sector in Vietnam has been modernized, as e-commerce and digital marketing have enabled firms to reach more customers, both regionally and globally, at a lower, more efficient marketing and selling efforts. Furthermore, this paper provides a brief discussion using the case of VinEco – one of the largest agricultural firms in Vietnam which has successfully integrated e-commerce into its operations. This case study presents a direction for those similar projects which want to enhance their competitiveness within Vietnam’s agricultural product chains.

KEYWORDS:

e-commerce, online selling platforms, digital marketing, agricultural businesses

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