Online Sales: A Direct Marketing Opportunity for Rural Farms?

Online marketplaces could help direct-to-consumer (DTC) farms compete for customers making grocery purchases on the internet by reducing the search and transportation costs of in-person DTC transactions. While in-person DTC marketplaces have been conducive for metropolitan farms historically, we explore whether rural DTC farms, with distance-based challenges accessing customers, are more likely to have online platforms. We find that rural farms distant from metropolitan counties that are new to DTC marketing are 7% more likely to have online marketplaces than more experienced rural farms, while new metropolitan farms are less likely to have them.