Digital Platforms and Agricultural Marketing: Bridging Gaps between Farmers and Consumers in Jordan

This study aimed to analyse the impact of digital platforms on reducing supply chain inefficiencies and enhancing market accessibility for farmers in Jordan. A mixed-methods approach was employed, integrating descriptive analysis, inferential statistics, and spatial techniques to evaluate income levels, logistical efficiency, and market access. Data were collected from 200 farmers, capturing key metrics such as pre- and post-income, market accessibility scores, and logistical cost savings.The findings revealed that income increased from an average of 596.83 JOD (pre-platform) to 911.35 JOD (post-platform), with an average logistics cost saving of 27.15%. Logistic regression indicated that frequent platform users were 4.58 times more likely to achieve high market accessibility (p = 0.005), demonstrating the platforms’ effectiveness in connecting farmers to broader markets. However, linear regression showed no significant influence of platform usage or barriers score on income, suggesting the importance of external factors like infrastructure and market dynamics. ANOVA results showed no significant differences in post-income or logistics cost savings based on education level or usage intensity. Spatial analysis revealed disparities between urban and rural farmers, with urban farmers benefiting more consistently. These findings highlight the need for targeted interventions to enhance rural connectivity, improve platform usability, and address systemic barriers. The study underscores the importance of digital platforms as tools for empowering farmers and optimizing agricultural supply chains. Policy implications include investing in rural internet infrastructure, subsidizing digital tools, and implementing digital literacy programs to ensure equitable benefits and sustainable growth in the agricultural sector.