• Ms Jyoti. T. Tupe

Agriculture always works as backbone of Indian economy more than 65% rural population directly and indirectly depend on agriculture. In today’s time with rapid growth of e-commerce has change the face of traditional business models, offering significant potential to revolutionize the agricultural sector. This study aims to find out the adoption of e-commerce by small and marginal farmers, focusing on the challenges they face and the opportunities they received. E-commerce provides direct market access, reduces dependency on intermediaries, and enhances income potential farmers also encounter with various obstacles such as limited digital literacy, inadequate internet connectivity, and financial constraints. Through an in-depth analysis of case studies and primary data from rural agricultural population, this research identifies key factors influencing e-commerce adoption, including access to digital tools, trust in online platforms, and supportive government policies. The findings suggest that targeted interventions, capacity-building programs, and infrastructural improvements are critical to fostering widespread e-commerce adoption among small and marginal farmers. This study helps in contributing towards the understanding of how digital transformation can empower rural farmers, enhance market efficiency, and promote sustainable agro-entrepreneurship.

e-commerce, small and marginal farmers, digital transformation, agro-entrepreneurship, rural development, market access, challenges, opportunities

"Adoption of E-commerce by Small and Marginal Farmers in India: Challenges and Opportunities", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 12, page no.35-42, December-2024, Available :http://www.jetir.org/papers/JETIRGQ06005.pdf

"Adoption of E-commerce by Small and Marginal Farmers in India: Challenges and Opportunities", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 12, page no. pp35-42, December-2024, Available at : http://www.jetir.org/papers/JETIRGQ06005.pdf