Digitization and agricultural markets: a proposal for the San Martín region

José Wong-Villacorta, Jesús Rodríguez-Sánchez and Ángel Cárdenas-García
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José Wong-Villacorta: Universidad Nacional de San Martin, Facultad de Educación y Humanidades. Tarapoto, Perú
Jesús Rodríguez-Sánchez: Universidad Nacional de San Martin, Facultad de Educación y Humanidades. Tarapoto, Perú
Ángel Cárdenas-García: Universidad Nacional de San Martin, Facultad de Educación y Humanidades. Tarapoto, Perú.

Diginomics, 2025, vol. 4, 257

Abstract: Introduction The study addressed the problem of the structural disconnect between agricultural producers in the San Martín region and potential markets, a situation that limited profitability and created high dependence on intermediaries. Given this reality, the design of a virtual platform was proposed to facilitate direct commercial coordination, improving the visibility of local supply and strengthening the economic inclusion of farmers. Development The research was based on a review of international, national, and local experiences that demonstrated the potential of digital platforms to optimize agricultural marketing processes. Cases were analyzed where digitization made it possible to shorten intermediation chains, strengthen partnerships, and expand access to high-value markets. The findings highlighted that, although technology improved the competitiveness and diversification of producers, its effectiveness depended on factors such as technological infrastructure, digital capabilities, and the existence of inclusive public policies. The analysis of the profile of producers, customers, and suppliers in San Martín made it possible to define the functional requirements of the platform, as well as its orientation towards a sustainable model adapted to the territorial and productive conditions of the region. Conclusion It was concluded that the design of a virtual platform was a catalyst for the transition of family farming in San Martín towards a more competitive and inclusive model. However, its success required the integration of training, infrastructure, and inter-institutional collaboration strategies, aligned with global trends in digitalization and the particularities of the regional agri-food value chain.

Keywords: Virtual platform; commercial coordination; family farming; agricultural markets; digitization (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:cwg:digino:v:4:y:2025:id:257

DOI: 10.56294/digi2025257

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