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Challenges And Barriers Faced By Small E-Commerce Platforms In Agricultural Exports: Lessons From Vietnam

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  • Hoang, Van Thang

Abstract

This paper presents a practitioner-led case study of Nông Sản Bán Buôn, a small agricultural e-commerce platform in Vietnam that aimed to connect rural producers to international markets. Unlike most research on digital trade which focuses on large platforms or macroeconomic policy, this study examines the practical barriers facing small, mission-driven ventures operating under resource constraints. Drawing on firsthand experience and qualitative documentation from 2017 to 2024, the paper identifies six core challenges: digital visibility, buyer trust, regulatory compliance, logistics infrastructure, access to capital, and pandemic-induced market shocks. The findings illustrate that technical innovation alone is insufficient for sustainability in emerging market contexts. Long-term success in agri-tech requires trust-building, inclusive infrastructure, and ecosystem-level coordination. This study contributes grounded insights to the literature on agricultural digital transformation and highlights policy directions to support small platforms in the Global South.

Suggested Citation

  • Hoang, Van Thang, 2025. "Challenges And Barriers Faced By Small E-Commerce Platforms In Agricultural Exports: Lessons From Vietnam," SocArXiv bz2x4_v1, Center for Open Science.
    • Handle: RePEc:osf:socarx:bz2x4_v1
    DOI: 10.31219/osf.io/bz2x4_v1
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