October 3, 2025New MeditOpen Access

Suitability and Tendencies of Small-Scale Agricultural Producers Toward E-Commerce: An In-Depth Interview Study for Evidence from a Developing Country

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In-depth interview study reveals obstacles to e-commerce marketing in small-scale agriculture, highlighting implications for future growth.

Small-scale agricultural producers face challenges in adopting e-commerce due to knowledge gaps and trust issues.
Findings indicate that infrastructure is not the main barrier; rather, it’s the familiarity with existing marketing systems.
Interviews with 27 farmers revealed significant potential for increasing market access through e-commerce strategies.
E-commerce adoption may drive significant advancements in agricultural production and marketing in developing economies.

Kestane et al. (2025) studied this question.

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In-depth interview study reveals obstacles to e-commerce marketing in small-scale agriculture, highlighting implications for future growth.