A Study On The Performance, Opportunities, And Constraints Of E-Market Strategies In The Trading Of Agricultural Commodities In India

Abstract

The rapid digitalization of agriculture in India has transformed the way farmers trade and market their produce. E-market strategies, including online marketplaces, social media promotion, mobile applications, and data-driven platforms, have enabled producers—especially small, marginal, and household-level farmers—to access broader markets, enhance visibility, and improve income potential. This study examines the performance, opportunities, and constraints of these digital marketing tools in the Indian agricultural context. It highlights the benefits of e-marketing, such as increased competitiveness, better price realization, and reduced reliance on intermediaries, while also identifying challenges including limited digital literacy, poor infrastructure, financial constraints, and trust issues. By integrating literature review with empirical insights, the study provides recommendations for improving adoption and effectiveness of e-market strategies, contributing to sustainable and inclusive growth in Indian agriculture.