engleski

Digital transformation of domestic agricultural products sales as a result of COVID-19 pandemic

The Covid-19 pandemic changed the world almost instantly. It has affected the lives of all the World's population, encouraged new ways of thinking, adapting and acting, and set new challenges in business. The most affected were education, catering and tourism, and trade. This paper seeks to mention one of the simplest digital transformations that has affected sellers and producers of domestic agricultural products. For them, the digital transformation is a big step. They are elderly population, which has always been based on the traditional way of producing and selling products, and which would probably remain the same. This paper seeks to emphasize the importance of digital transformation in terms of sales transformation through digital platforms that has helped farmers survive in lockdown times in the market by adapting and changing the current way of functioning, thus changing their standard "traditional" way of doing business, with "more modern". Digital technology has made it much easier for small sellers of domestic products to place their products on the market in these times. In order to gain a better insight into the thinking about the new way of selling primarily of manufacturers, and at the same time buyers, the primary research was conducted to highlight radical changes in communication, distribution and promotion driven by dynamic market changes and the need for digitization due to the Covid-19 pandemic. Sellers and buyers expressed their views, between which parallels were drawn, but differences in views on some topics were also seen, which was to be expected. The results speak in favor of the fact that digitalization has influenced more efficient communication, reduced sales and promotion costs, and that the reviews have helped highlight the quality of retailer products, while at the same time making products more accessible to a wider range of customers.

COVID-19 pandemic ; digitalization ; domestic products ; manufacturers ; virtual market

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