Agricultural e-commerce platform Pinduoduo has helped to raise incomes for rural farming communities by widening market access for producers, who can now bypass intermediaries to sell directly to consumers.
But while many farmers are aware of the benefits of selling online, they may still find it daunting to set up and run their own e-commerce business without help and training. This is especially so for those with less education and are less tech-savvy.
Pinduoduo, which operates a digital platform connecting millions of farmers and consumers, identified the lack of digital skills as a potential sticking point toward wider adoption of agricultural e-commerce. Founded in 2015, Pinduoduo started as an online fresh produce retailer and has made it a core priority to use technology to improve agriculture.
The company’s “Tech for Agri” approach is centered on increasing market accessibility, improving digital inclusion and literacy, and fostering innovation as key enablers for agricultural modernization.
Recognizing that the lack of internet-savvy talent may prevent farming communities from participating fully in e-commerce and the digital economy, Pinduoduo set about creating a comprehensive learning platform to deliver courses for aspiring farmers to become agricultural entrepreneurs.
In 2019, Pinduoduo partnered with China Agricultural University to train farmers on how to run their own online businesses. The inaugural class in Yunnan province was attended by dozens of local farmers. That year, Pinduoduo held more than 1,000 hours of instructor-led training sessions and trained hundreds of farmers. Together with its online courses, the company helped train 490,000 agricultural merchants.
Since then, Pinduoduo has developed an extensive suite of online courses covering topics in business, finance and marketing. Delivered in the form of articles, videos and livestreaming sessions, the on-demand online courses leverage on the widespread availability of the mobile internet and provide a valuable resource for farmers and merchants to learn at their own pace.
Pinduoduo has also focused on training the younger generation of farmers to take up e-commerce and help their communities. Many of these youths left their rural hometowns to work in big cities but have the desire to return to start their own businesses and to be closer to their families.
As of the end of October 2021, more than 126,000 “New Farmers” born after 1995 have set up online stores on Pinduoduo. Many of these younger “New Farmers” have tertiary education.
As digital natives, these “New Farmers” are more open to new technology and innovations. They are also more mindful of the need for more sustainable development in agriculture.
Each young “New Farmer” is estimated to inspire another five to 10 youths to go into e-commerce. On average, each young “New Farmer” creates 50 local jobs directly and indirectly by boosting demand for ancillary services from logistics to packaging. This helps to grow agriculture-related industries and bolsters the agricultural ecosystem.
To date, Pinduoduo has connected an estimated 16 million farmers to the digital economy through its platform. With its more than 800 million active consumers, Pinduoduo is helping to aggregate and channel consumer demand to benefit rural communities.