On December 6, 2025, in Quang Ngai province, the Department of Industry and Trade, in coordination with the Department of E-commerce and Digital Economy, Ministry of Industry and Trade, organized a training conference to enhance capacity in the application and development of e-commerce with the theme "Application of AI and digital content creation in e-commerce development".
The event attracted a large number of representatives from businesses, cooperatives, young entrepreneurs, and students in the province, demonstrating the urgent need to access new technological tools to support production and business activities.
.jpeg)
The conference was considered a significant milestone in Quang Ngai's digital transformation process, as it marked the first time that topics such as artificial intelligence (AI), digital content creation, and leveraging social media platforms like TikTok were systematically and comprehensively addressed, closely linked to local business practices. Beyond simply providing knowledge, the program aimed to change mindsets, helping businesses and individuals understand the central role of e-commerce in today's digital economy.
Speaking at the conference, delegates unanimously agreed that e-commerce has transcended its role as a supplementary sales channel to become a core, strategic business model in the digital economy. Globally, 2025 is projected to be a year of new record-breaking e-commerce sales, with estimated retail revenue of approximately US$6.86 trillion and the number of online shoppers reaching 2.72 billion. Notably, Southeast Asia, including Vietnam, is emerging as one of the fastest-growing markets in the world thanks to its young population, high internet penetration rate, and the explosion of digital platforms.
In Vietnam, the e-commerce market is projected to exceed US$30 billion by 2025, accounting for approximately 10% of the country's total retail sales of goods and consumer services. E-commerce currently contributes 60 to 70% of the total value of goods transactions in the national digital economy. However, this strong growth is accompanied by a profound shift from traditional business models to the online environment. Many traditional retail hubs are gradually experiencing a downturn, forcing small traders and businesses to change their business mindset. In practice, in the digital age, choosing to go online is no longer an optional choice but a crucial condition for survival and development.
Against this backdrop, the topic of digital content creation, especially short videos on social media platforms, received significant attention at the conference. Presenting the topic "Content Creation with Short Videos and Implementing TikTok Affiliate," Ms. Tran Quynh Trang, representative of the E-commerce Department, emphasized that short videos are becoming the dominant content format in the digital age, thanks to the strong development of platforms such as TikTok, Facebook Reels, and YouTube Shorts. With their ability to spread quickly, low production costs, and high engagement, short videos not only help businesses reach customers effectively but also contribute to building a sustainable brand.
.png)
According to Ms. Trang, producing short videos also opens up many new career opportunities, especially for young people, such as content creators or video editors. To implement effectively, businesses need to focus on optimizing production costs, clearly identifying their target audience, choosing appropriate upload times, and strictly adhering to the platform's policies. In addition, content idea generation needs to be done systematically, with the "What – Why – How – Hook" formula considered a foundation to help beginners easily approach and implement it.
Beyond simply outlining ideas, the conference delved into practical strategies to optimize sales effectiveness. A six-step formula for creating compelling video scripts—from creating impact in the opening seconds, highlighting the right customer needs, introducing solutions, providing compelling evidence, to a call to action—was analyzed in detail. This is considered the "backbone" that helps short videos not only attract views but also convert them into actual revenue.
Regarding the TikTok Affiliate model, Ms. Tran Quynh Trang stated that this is a rapidly developing form of affiliate marketing, allowing individuals and businesses to sell products without investing heavily in warehousing or logistics. The basic requirements for participation, such as an active account for a sufficient period, users being at least 18 years old, and having a certain number of followers, are considered suitable for many young entrepreneurs in Quang Ngai. This model not only reduces financial risk but also allows sellers to focus on content creation and building trust with customers.
Continuing the program, the seminar on the application of artificial intelligence in brand development and supporting business on digital platforms provided many new perspectives for the delegates. Mr. Cao Qui Long, representative of the Department of E-commerce and Digital Economy, affirmed that AI is no longer a luxury technology exclusive to large corporations but has become a common tool, providing strong support for even small individual businesses. With its ability to process data quickly and accurately, AI helps personalize the shopping experience, optimize sales processes, and improve business management efficiency.
According to Mr. Long, AI is currently being widely applied in many aspects of business operations, from 24/7 customer service via chatbots, optimizing product images, creating marketing content, to analyzing consumer behavior. Familiar applications such as ChatGPT, Google Translate, or virtual assistants on smartphones are typical examples of narrow artificial intelligence, designed to handle a specific task with high accuracy. In business management, AI plays a crucial role in process automation, data analysis, and trend forecasting, thereby helping managers make faster and more effective decisions.
One topic of particular interest to the delegates was the skill of writing commands for AI, also known as Prompt Engineering. Mr. Cao Qui Long emphasized that the effectiveness of AI depends heavily on how users formulate requests. A complete command needs to clearly define the context, task, presentation style, desired format, and specific limitations. Mastering this skill will help businesses maximize the potential of AI in marketing, sales, and management. He also cautioned against sharing sensitive internal data on public AI platforms, noting the importance of data security.
Alongside the AI content, the conference also dedicated significant time to practical guidance on operating e-commerce platforms, especially Shopee – a platform with a large user base in Vietnam. The strategy of building a product funnel, from low-cost items to attract new customers, to core products that generate revenue, and finally to high-value products to maximize profits, was analyzed in detail. The customer's shopping journey in the digital environment, which begins with searching for information, hunting for deals, and accessing entertainment content, requires sellers to flexibly combine search engine optimization, professional image design, and after-sales customer service.
A notable highlight of the conference was the hands-on practice session, where participants were guided on using AI tools through QR codes and specific illustrative examples. Sample commands for image design, media script development, and video production were presented visually, making it easy for attendees to apply them in practice. The integration of supporting tools like Canva and CapCut was also considered an effective solution for businesses to save time, costs, and manpower in the digital content production process.
The conference not only served as a technical training platform but also as a forum for exchanging ideas and resolving legal issues related to online business operations. Understanding and complying with tax regulations in e-commerce is considered a key factor in ensuring the sustainable and transparent development of businesses. In the context of increasingly common digital transactions, raising legal awareness among the local business community is essential.
Through well-structured training programs by experts and the active involvement of local authorities, the digital workforce in Quang Ngai is gradually being strengthened. This is considered an important foundation for the province's distinctive products to not only assert their position in the domestic market but also gradually access international markets through cross-border e-commerce platforms.
Concluding the conference, Mr. Cao Qui Long affirmed that with the support of artificial intelligence and digital content platforms like TikTok, any individual or business can implement online business activities in a systematic, professional, and cost-effective manner. Facing the opportunities and challenges of the digital economy, Quang Ngai is at a favorable time to break through and gradually change the face of the local economy by promptly grasping modern global technological trends.
