DIGITALIZATION AND E-COMMERCE IN THE VEGETABLE MARKET OF NAGPUR CITY: PROSPECTS AND CHALLENGES

Abstract

This research paper explores the impact, prospects, and challenges of digitalization and ecommerce in the vegetable market of Nagpur City. As digital technologies increasingly permeate various sectors, the agricultural market, particularly the vegetable supply chain, is experiencing significant transformations. This study examines how digital platforms are reshaping consumer behavior, market dynamics, and operational efficiencies in Nagpur City. Through a mixed-method approach involving quantitative surveys and qualitative interviews with consumers, vendors, and digital platform providers, the research identifies key benefits such as improved efficiency, transparency, and accessibility. However, it also highlights significant challenges, including digital literacy, infrastructural deficits, trust issues, and regulatory hurdles. The findings suggest that while digitalization holds substantial potential for enhancing the vegetable market, concerted efforts from government bodies, private sector participants, and community stakeholders are crucial for overcoming existing obstacles and ensuring sustainable growth.