Digital Buying Behaviour among Farmers: The Impact of Smartphone Penetration on Ecommerce Adoption in Rural India

Amit  Panwar; Sarbananda  Sahoo

doi:10.69968/ijisem.2025v4i3131-137

Authors

Amit Panwar Research Scholar, Shri Venkateshwar University.
Sarbananda Sahoo Professor, Shri Venkateshwar University.

DOI:

https://doi.org/10.69968/ijisem.2025v4i3131-137

Keywords:

Rural Ecommerce, Digital Inclusion, Rural India, Digital Agriculture, Digital Buying Behaviour

Abstract

In India, agriculture stand like a strong pillar of the economy, with a majority of the population relying on farming for their livelihood. Despite its importance, the adoption of ecommerce platforms for agricultural purchases remains a challenge due to the low education levels and limited digital literacy among farmers. However, with the rapid increase in smart device like smartphone, tablet, laptop penetration, especially in villages as well as semi urban area or closely connected to urban areas, there is significant potential for Indian farmers to engage in online shopping and e-agribusiness. This paper explores the booming digital buying behaviour of farmers due to young generation invovle in the agricultrual activity, this young generation already know how to use smartphone and use different application on smartphone so adoption is not at all major concern due to that the its drasticall change in purchasing habits in rural India. Still majority of the farmer who lived in the remote area do not have this technology and this research examines other challenges farmers face in accessing digital ecommerce platforms and discusses how smartphone-based applications (Apps) solutions are bridging the digital divide. It highlights the potential benefits of mobile based ecommerce platforms for farmers, such as access to a wider range of agricultural inputs, better pricing, and improved market connectivity. Furthermore, the study discusses the role of government initiatives in promoting digital literacy and e-agribusiness platforms in rural areas. Ultimately, this paper presents a comprehensive view of how the increasing penetration of smartphones is facilitating the transformation of the Indian agricultural sector through digital adoption.

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