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Adoption of e-commerce by the agri-food sector in China: the case of Minyu e-commerce company

Author

Listed:
  • Yang, Xiaoshan
  • Chen, Xiaowei
  • Jiang, Yan
  • Jia, Fu

Abstract

In recent years, increasing numbers of smallholders in developing countries such as China have begun to sell agricultural products directly to consumers via online shops using a third-party trade platform. It is increasingly clear that e-commerce has become a new and effective way to help smallholders gain access to the market. The investigation of agricultural e-commerce practices has a significant role in helping to understand the development of the agri-food sector in China. This teaching case provides an example of adopting e-commerce in the interaction and trading activities between participants in the food sector through a typical agricultural products e-commerce company in China, Minyu E-commerce. Particularly, the case analyzes the business model evolution through the ecosystem life cycle at the company. This case can be used to teach graduate/postgraduate students in agricultural business, MBA and executive programmes about the agri-food e-commerce business model.

Suggested Citation

  • Yang, Xiaoshan & Chen, Xiaowei & Jiang, Yan & Jia, Fu, 2020. "Adoption of e-commerce by the agri-food sector in China: the case of Minyu e-commerce company," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 23(1).
    • Handle: RePEc:ags:ifaamr:301027
    DOI: 10.22004/ag.econ.301027
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