Improvement of marketing mechanisms for the sale of agricultural products in the conditions of digital transformation

Анотація

The study is devoted to substantiating theoretical and methodological principles and developing practical recommendations for implementing modern digital marketing tools to increase the efficiency of sales activities by agricultural producers. The paper analyzes modern economic transformation processes that determine the objective need to digitalize the agricultural sector to optimize distribution channels, reduce transaction costs, and minimize the number of intermediaries. It is determined that an effective product sales system should be based on a differentiated approach to selecting digital channels, depending on the scale of the enterprise’s activities, the specifics of product flows, and the level of brand development. The feasibility of using mobile applications for small and medium-sized autonomous producers, corporate websites for large enterprises and cooperative associations, and existing online marketplaces (OLX, Prom.ua, Rozetka) for entities with episodic sales is substantiated. The article proposes the author’s concept of a specialized mobile application “AgroMarket UA”, outlines its functional capabilities (counterparty search, market analytics, geotargeting), and calculates the estimated cost of development (50–70 thousand UAH) along with substantiation of the economic effect of scale. A complex structure of universal (price, volume, logistics) and specialized (variety, environmental friendliness, processing conditions) search filters has been developed. Attention is paid to the systematization of positive effects of the digitalization of sales (automation of analytics, formation of digital reputation, optimization of logistics) and to the identification of key cyber risks and threats posed by increased market competition, for which neutralization mechanisms are proposed. Keywords: agricultural marketing, digital transformation, distribution channels, mobile application, web resource, marketplace, “AgroMarket UA”, offer filtering, cost minimization.

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