Digitizing Marketing in Agriculture

Abstract

This chapter explores the transformative role of ICTs in revolutionizing agricultural sector of developing nations like Zimbabwe. By scrutinizing the current state of traditional and inefficient agricultural marketing in Zimbabwe, the study advocates for the potential of ICTs to enhance competitiveness and profitability. The benefits of digitizing marketing include minimizing information asymmetry, facilitating price discovery, expanding market linkages, improving financial access, and enabling traceability. Simultaneously, the paper delves into key challenges such as infrastructure limitations, skills gaps, affordability issues, gender disparities, and cultural factors that must be addressed. To create an enabling environment for digitizing agricultural marketing, the study recommends targeted policy and regulatory interventions. It concludes that strategic investments in ICT infrastructure and the capacity-building of farmers are crucial to fully unlock the potentials of ICTs, leading to improved incomes and enhanced rural livelihoods in Zimbabwe.