Agri-Food E-Marketplaces as New Business Models for Smallholders: A Case Analysis in Spain

This paper presents the SMALLDERS project, a European initiative aimed at transforming smallholders’ business models through an innovative technological platform. The platform functions as an e-marketplace that connects small farmers directly with consumers while simultaneously promoting environmental sustainability and collaboration across the agri-food value chain. The study evaluates the platform’s commercial viability and acceptance through a mixed-methods approach, incorporating qualitative and quantitative data. Research methods include focus group sessions, interviews with key stakeholders—such as transport companies, large distributors, and public administrations—and a consumer survey assessing intentions and attitudes toward the e-marketplace. Results indicate limited overall consumer readiness to adopt the platform; however, 48.6% of respondents expressed willingness to use it provided competitive prices and personal benefits are assured. Smallholders regard e-commerce as a promising opportunity, yet they face significant barriers, including limited resources, low digital literacy, and logistical constraints. Stakeholders generally view the platform positively, emphasizing that its success depends on achieving a critical mass of business volume. To foster adoption, SMALLDERS proposes three business models for smallholders: sustainable, cooperative, and technological. The platform includes a user-friendly feature to assist smallholders in transitioning among these models, complemented by training and support services designed to encourage more resilient and innovative agricultural practices.