Fama officers explaining to students about Agrobazaar Online in Bukit Mertajam, Penang. — Filepic/The Star.
THE adoption of direct-to-consumer models in agriculture has the potential to reduce reliance on middlemen and stabilise vegetable prices, says Dr Purabi Mazumdar, Universiti Malaya’s agribusiness expert.
And there are several training programmes available to help farmers develop essential skills, highlights Purabi, who is attached to the Centre for Research in Biotechnology for Agriculture.
The senior lecturer says for example, eUsahawan by the Malaysia Digital Economy Corporation teaches basic digital skills, such as using smartphones, e-commerce websites, and digital payment systems; MyAgrosis helps farmers learn how to sell online, including by taking quality product photos, creating attractive listings, and engaging with customers; Agrobank offers training to help farmers manage their sales revenue, set prices, and understand their profits.
“Additionally, offering training on online marketing tools like social media advertisements and search engine optimisation would help farmers promote their products more effectively.
“Teaching farmers how to manage deliveries and packaging for direct-to-consumer sales would also improve efficiency. They could partner with e-hailing services for faster customer delivery.”
She says training farmers to use simple data tools would enable them to predict product demand, reduce waste, and improve planning.
“Training farmers, including smallholders, on ecofriendly farming practices and certifications like Good Agricultural Practice (GAP, the certification system) would help attract customers who value sustainably-grown produce. Also, introducing farmers to tools like QuickBooks would help them manage their finances and plan for business growth.”
She also proposes that to build a successful online platform that directly connects farmers with consumers and retailers, the design should prioritise simplicity and accessibility, especially for those unfamiliar with digital tools.
“A mobile-friendly interface with local language options and easy navigation will make it more approachable for farmers, many of whom rely on smartphones.
“The platform should allow farmers to list their products clearly, with details like origin, pricing, and farming methods to build trust with buyers. Integrating secure payment options and providing real-time updates on inventory and demand can help farmers make informed decisions about what and when to sell, reducing waste and maximising income.
“To make deliveries smooth, the platform could partner with local logistics providers and use smart tracking to manage inventory and routes, ensuring even rural farmers can reach their customers.”
She suggests the Agriculture and Food Security Ministry can offer hands-on training sessions and digital literacy workshops, possibly with local cooperatives or farmer groups.
“Providing subsidies for service fees, or even grants for mobile devices could make it easier for farmers to get started.
“An around-the-clock helpline with support in multiple languages including English, Bahasa Melayu, Chinese, and Tamil would ensure farmers feel supported in real-time, helping with setup and troubleshooting.”
Purabi provides a list of the roles offered by available digital tools and e-commerce platforms :
> Increased market access: Purabi says digital platforms allow farmers to reach a broader audience, mainly urban consumers interested in fresh produce.
“For instance, MYAgro, with the cooperation of the Malaysia Digital Economy Corporation, connects local farmers directly to urban buyers via a mobile-friendly platform. Farmers can sell their fresh produce directly to consumers in major cities like Kuala Lumpur, increasing access to a wider market and reducing dependency on middlemen who typically control rural-to-urban distribution chains.”
>Price transparency and stability: She says for price transparency and stability, Malaysian farmers could benefit from platforms like AgroBazaar Online, which is run by the Federal Agricultural Marketing Authority and Fresh Grocer, which allow farmers to set prices directly based on production costs and demand.
“By bypassing intermediaries, these platforms enable farmers to offer competitive, transparent pricing, which reduces fluctuations caused by markups, and ensures fairer earnings.”
> Supply chain efficiency and reduction of waste: Purabi says platforms such as Fresh Grocer enable farmers to manage inventory by tracking demand patterns in real time. This type of data analytics reduces overproduction and allows farmers to adjust crop yields to meet demand directly.
“By cutting down on surplus and waste, farmers can achieve better cost management and higher profitability.”
