Virtual platform for the commercial coordination of agricultural producers' markets in the San Martín región

Abstract

The research aimed to design a prototype virtual platform with functionalities that contribute to direct commercial coordination between small agricultural producers and buyers in San Martín. This study was applied, descriptive in scope, quantitative in approach, and with a propositional, non-experimental cross-sectional design. The sample consisted of 30 key stakeholders, including 10 producers, 10 suppliers, and 10 customers. A survey and questionnaire were used. The results show that agricultural producers in San Martín have limited socioeconomic conditions, low associativity, and a strong dependence on intermediaries; buyers, in turn, have limited direct access to producers, although they express a willingness to use digital platforms; suppliers operate in a poorly digitalized environment, with limited connections with producers; and commercial coordination is generally low, with a predominance of informal relationships. In this context, it was concluded that the "AgroConecta San Martín" platform is emerging as a comprehensive solution to energize and formalize the regional agricultural market, strengthening ties between key players through digitalization, geolocation, training, and commercial formalization.