FROM FARMS TO FOREIGN MARKETS: THE E-COMMERCE REVOLUTION IN HORTICULTURE EXPORTS

The introduction of e-commerce to the horticultural industry has proved to be a revolutionary aspect, which is changing the conventional dynamics of the exports business and is presenting new international opportunities to the producers. The chapter explains the digital revolution in marketing, selling, and exporting horticultural products like fruits, vegetables, flowers and spices. E-commerce does away with geographical limitations therefore giving the small and medium-scale farmers a chance to directly meet international buyers without relying on intermediaries thereby maximizing on profits. The examples of case studies in developing and developed countries demonstrate opportunities, as well as challenges, which include the volatility of the market, regulatory restrictions, or technological hindrances. There is also the role of social media and digital marketing in developing brand identity and customer confidence in horticultural products. This chapter provides strategic implications to stakeholders such as farmers, exporters, policymakers, and tech entrepreneurs on how digital tools can be optimized to make horticultural export business sustainable and scalable. With the increasing demand of fresh and specialty
horticultural products in the global market, e-commerce represents a critical opportunity to be used
to attain competitiveness and sustainability in the exporting environment.