Digital and E-Commerce Platforms for Direct Marketing of Horticultural Produce

Digital and e-commerce platforms are transforming horticultural marketing by reducing dependence on traditional intermediaries and connecting farmers directly with consumers, retailers, and institutional buyers. These platforms can improve price realization, payment efficiency, market transparency, and access to real-time information on prices and demand. Integrated features such as product listing, order management, digital payments, logistics, and supply chain coordination further support efficient marketing of highly perishable horticultural produce. Despite challenges related to digital access, infrastructure, logistics, and market adoption, these technologies offer significant potential for reducing post-harvest losses, strengthening farmer participation in markets, and improving the overall efficiency and profitability of the horticulture value chain.