Digital Transformation in Agriculture Marketing Study of Changing Market Practices and Farmers Behaviour

Agricultural marketing in India has traditionally been characterized by physical mandis, multiple intermediaries, and limited price transparency, which often reduced farmers’ share in the final consumer price. In recent years, digital transformation—driven by government initiatives such as e-NAM and Digital India, along with the emergence of agritech platforms—has begun to reshape agricultural marketing systems. However, the adoption of digital platforms remains uneven, largely due to behavioural, socio-economic, and infrastructural constraints.The present study examines the impact of digital transformation on agricultural marketing practices and analyses the behavioural responses of farmers in Yavatmal district of Maharashtra. A mixed-method research design was adopted using primary data collected from 150 farmers through structured questionnaires, personal interviews, and focus group discussions. Descriptive statistics, correlation analysis, and hypothesis testing were employed to analyze the data.The findings reveal that digital platforms have improved price transparency, market access, and transaction efficiency for farmers who adopted them. Education level, digital literacy, and trust in online systems emerged as significant determinants of digital adoption. However, challenges such as poor internet connectivity, fear of digital fraud, and low awareness continue to hinder widespread adoption, particularly among small and marginal farmers. The study highlights the need for targeted policy interventions, digital capacity-building programs, and farmer-centric platform design to ensure inclusive and sustainable digital transformation in agricultural marketing.