Digital Transformation in Agricultural Marketing: An Empirical Study of Trade Trends on India’s e-NAM Platform

Abstract

This study investigates the digital transformation of agricultural marketing in India through an empirical analysis of trade trends on the Electronic National Agriculture Market (e-NAM) platform from 2016–17 to 2019–20. Drawing on secondary data from official sources, it examines both the quantity (in metric tonnes) and value (in crores) of commodities traded across six key categories: food grains, oilseeds, fruits, vegetables, spices, and miscellaneous products.

The findings reveal significant growth in both trade volume and value, with a compound annual growth rate (CAGR) of 23% and 35.1% respectively. High-value crops such as spices and perishables like vegetables and fruits showed the strongest gains, indicating enhanced price realization and inclusion. The analysis demonstrates e-NAM’s potential to streamline agri-marketing, reduce reliance on intermediaries, and support a more efficient and inclusive market environment.

The study concludes with targeted policy recommendations to improve digital infrastructure, encourage broader crop inclusion, and integrate e-NAM with complementary agri-services. It also outlines directions for future research including mandi-level analysis and stakeholder-focused studies.