Managing Digital Marketing and E-Commerce in Agriculture Practical Cases and Trends

Hassan Ali Al-AbabnehIbrahim AlkhaldyAyman HindiehNoor Ahmad AlkudieratJameel Ahmad KhaderFarah Hanna Zawaideh

DOI 10.7160/aol.2026.180201
No 2/2026, June
pp. 3-15

Al-Ababneh, H. A., Alkhaldy, I., Hindieh, A., Alkudierat, N. A., Khader, J. A. and Zawaideh, F. H. (2026) "Managing Digital Marketing and E-Commerce in Agriculture Practical Cases and Trends", AGRIS on-line Papers in Economics and Informatics, Vol. 18, No. 2, pp. 3-15. ISSN 1804-1930. DOI 10.7160/aol.2026.180201.

Abstract

The purpose of the study is to argue modern aspects of digital marketing management and e-commerce in the agricultural sector, as well as to identify effective practices and emerging trends that contribute to increasing the competitiveness of agricultural enterprises in the conditions of digitalization of the economy. The work uses methods of comparative and statistical analysis, case studies, as well as synthesis of secondary data from open sources on the development and functioning of digital marketing. An analysis of practical cases of the implementation of digital marketing tools and online trading platforms in small and medium-sized agricultural enterprises in various regions of the world was carried out. Attention to the strategy of using social networks, marketplaces, CRM systems and mobile applications in agriculture is argued. The study showed that the use of digital promotion and sales channels allows farmers and agricultural companies to expand the market, minimize the costs of intermediaries and build direct interaction with the end consumer. Structured positive examples of sales growth after the integration of digital solutions, such as SEO promotion, contextual advertising, e-mail and messenger marketing. In addition, the main barriers to digitization in the agricultural sector are identified and argued: lack of IT skills, weak infrastructure and limited access to investments. The scientific novelty consists in the systematization of disparate data on the use of digital marketing in agriculture and the formalization of a model of successful digital transformation of agribusiness. The work offers a classification of digital promotion strategies depending on the type of production, business scale and target audience. Research results can be used by agrarian entrepreneurs, consultants and government bodies when developing programs to support the digital transformation of the agricultural sector. The proposed recommendations make it possible to adapt best practices to local conditions and increase the effectiveness of marketing campaigns in agriculture.

Keywords

Digital transformation, agribusiness, marketing strategies, agricultural

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