Potential for e-commerce in seed distribution - results of an empirical investigation

Large-scale e-commerce marketing has yet to prevail on the seed products market. Farmers or other customers typically order their required seed quantities in person, by fax or over the phone from agricultural suppliers, field sales representatives or their own collective. This paper addresses this topic and examines the opportunities and acceptance of e-commerce in seed sales in Germany. One online questionnaire and one in person interview were conducted to survey German farmers on their Internet usage patterns and requirements for online seed sales. The results of the evaluation show a strong potential for online shops as a seed distribution channel.