Agriculture’s online penetration is proving hard. This is despite the sector being Kenya’s backbone contributing over 30 per cent to the economy and employing at least 60 per cent of the informal workers. A new report details the challenges farmers face to sell their products online on platforms that are not as friendly to perishable products. The report titled Platform Livelihoods: The quality of Kenyan youth’s digital experiences in logistics, e-commerce, farming, and the creative sectors by Qhala and Caribou Digital supported by Mastercard Foundation opines that the most affected are small scale farmers. Digital market places like MkulimaYoung and Farmers Market, and social agriculture where one publicises their produce on social media as frequently as possible to increase visibility are some of the ways farmers tap into the online space. The report documents that the majority of farmers use social agriculture more. While digital agriculture presented itself as the alternative to traditional marketing that is controlled by brokers, it is still a tall order to break through on the online space. Farmers who use the formal marketplaces noted that these (online) platforms are not well known hence slows down sales. It, therefore, causes farmers to go informal by delving into social media. Largely unknown marketplaces “The majority of the farmers who use these platforms had the impression that agriculture platforms are not widely known by either farmers or customers, hence their slow sales. Additionally, these marketplaces are known for specific types of produce, some of which get more traction...
Why it’s tough selling farm produce online
Posted on: September 20, 2021
Posted on: September 20, 2021