E-commerce in the cooperative economy: Opportunities and challenges in Phu Yen province

E-commerce plays a significant role in driving economic growth at both the enterprise and national levels, and cooperatives are no exception to this trend. The adoption of e-commerce has created new opportunities for cooperatives in Phu Yen province, enhancing market access and operational efficiency. However, it also poses challenges related to technology infrastructure, digital literacy, and competitive pressures. This study examines the current status of e-commerce adoption among cooperatives in Phu Yen province, identifies key opportunities and challenges, and provides insights to support their successful digital transformation in the evolving business landscape.