3 Key Takeaways From 2019 E-commerce Study
1. Reported farmer purchase intentions do not match behavior.More farmers said they would purchase online for the coming year’s inputs than reported they had indeed bought inputs online. However, year-over-year, there has been an increase in farmers who choose to buy online, and for that growing group, they have more options than ever. In 2018, Farm Journal conducted its first Crop Input Purchase Behavior Study, which found 8% of respondents currently bought some of their crop inputs online, and 13% planned on buying crop inputs online in the coming year. In mid-October 2019, the study was repeated, and results showed 11% of respondents had purchased crop inputs online, with 15% intending to do so in 2020.
2. The experience drives online purchases.