E-Commerce Fruit Market in Thailand and China: Business Models, Key Factors and Development Challenges

Abstract

Two contradictory points of e-commerce trade of fresh fruit are the sources and driving forces for its development. One of them is the “short life” of this type of product and the necessity to optimize the timing of commercialization. Another factor is a relatively low level of readiness of the agricultural sector to implement e-commerce technologies. A comparative analysis of the current state of the fruit e-commerce market in China and Thailand has been carried out. The article examines the key factors and problems for the development of e-commerce market of fruits as well as
business models applied in this market segment.