Allow us to introduce you to Thabo Maseko, a hardworking farmer from the beautiful province of Limpopo in South Africa. He's 35, happily married, and a proud dad of three. He's a high school graduate with some agricultural training under his belt. He has a beautiful 10-hectare farm where he grows lots of delicious vegetables and a little bit of fruit.

Daily Business

Can you describe a typical day on your farm? What are the most critical tasks you must complete daily?

My day starts early, usually around 5 AM. The first thing I do is check on the irrigation system and see if there were any issues overnight. Then, I move on to harvesting vegetables that are ready for sale. I have a few workers, and we divide tasks—some handle picking, others sort and pack. By mid-morning, I'm making phone calls to buyers or taking produce to the local market. Afternoons are for planting, maintaining the fields, and dealing with any pests or diseases. Evenings, I try to plan for the next day and do paperwork, like tracking sales or expenses.

What are the biggest challenges you face in selling your products?

The biggest issue is finding reliable buyers who will pay a fair price. Some weeks, I have too much produce and no market, and other times, demand is higher, but I don't have enough supply. Transport is expensive, and since I don't have my own truck, I have to rely on middlemen, who take a big cut of the profit. Also, supermarkets prefer to work with large-scale farms, so it's hard for a small farmer like me to get contracts with them.

If you had unlimited resources, what are the first things you would improve about your business?

I would invest in better irrigation and storage facilities. Right now, I lose a lot of vegetables due to heat or lack of refrigeration. I would also get a truck so I can transport my produce directly to buyers without relying on middlemen. And if I had more money, I'd build a small greenhouse to grow high-value crops like strawberries or peppers, which sell for better prices.

What do you wish you could do more efficiently in your farm business?

Marketing and finding buyers. Right now, I mostly sell at the local market, and prices change all the time. If I could secure long-term buyers or use an online platform, it would make things much easier. Also, I wish I had better ways to track my costs and profits—I mostly write things down in a notebook, but I feel like I'm not making the best financial decisions.

When you first thought about selling online, what motivated you to consider it?

I've heard about farmers using online platforms to reach more customers and get better prices. Some of my friends have tried it and say they don't have to deal with middlemen as much. If I could sell directly to restaurants, small retailers, or even customers in the city, it might help me make more profit. Also, I'd like to reduce waste—sometimes I have good produce left over because I couldn't find a buyer in time.

Managing the Sales

What changes in your farm or market conditions pushed you to explore selling online?

In the last few years, prices have become very unstable. Some seasons, I get good prices, but then suddenly, the market is flooded, and my produce sells for almost nothing. Also, transport costs have gone up a lot, and middlemen take a big cut. I've heard that selling online could help me connect directly with buyers who pay better prices. Another reason is the weather—sometimes unexpected droughts or heavy rains reduce my yield, and I need to find new ways to manage my income when that happens.

How do you currently sell your products? What methods work best for you?

Right now, I sell at the local market and sometimes directly to a few restaurants and small shops. The market is convenient, but prices change every day, and I can't always sell everything. The restaurants and shops are more stable, but they don't always buy in large quantities. I've tried working with wholesalers, but they pay very little, and they don't always take all my produce.

What sources of information do you rely on when learning about new business opportunities?

I mostly talk to other farmers in my area. We share tips on where to sell, which crops are selling well, and what buyers are looking for. Sometimes, I go to workshops or training sessions offered by agricultural organizations. I also follow some farming groups on Facebook and WhatsApp, where people share advice and contacts for buyers. But honestly, I don't always have time to search for new opportunities—I'm too busy running the farm.

Have you ever considered expanding your business beyond your local market? Why or why not?

I have thought about it, but it's difficult. Transport is a big issue—I don't have a truck, and sending produce to bigger cities costs a lot. Also, I don't know how to find buyers outside my area. If I had a reliable way to sell to other regions without worrying about transport and storage, I would love to expand.

What kind of tools or platforms have you tried in the past to improve your business operations?

I've tried using WhatsApp to connect with buyers, and it helps sometimes, but it's not very organized. I also use a basic accounting app on my phone to track expenses and sales, but I don't always keep up with it. I haven't used any proper online selling platforms yet because I don't know which ones are good or how to set them up.

Pain Points

What are the most frustrating aspects of selling your products today?

The biggest frustration is that I don't always know if I will sell everything I harvest. Some days, I take my vegetables to the market, and there are too many other farmers selling the same thing, so prices drop, and I have to sell for almost nothing or take my produce back home. Transport is also a problem—it's expensive, and I don't always have a reliable way to get my produce to buyers. And dealing with middlemen is frustrating because they often promise a good price but then change it at the last minute.

Have you faced any difficulties using online platforms or marketplaces? If so, what were they?

I haven't used an online platform yet, but I've tried selling through WhatsApp and Facebook groups. The problem is that buyers ask a lot of questions, but many don't actually buy. Sometimes people place orders and then don't show up. Also, I don't really know how to set prices online—should I charge extra for delivery? What if someone orders just a small amount? I don't know how to handle these things.

What are the biggest barriers preventing you from selling more?

There are a few. One is that I can only grow so much with the land and resources I have. If I had better irrigation and storage, I could grow more and sell for longer. Another problem is finding buyers—I don't always know where to look. And transport is a big issue. If I could send my vegetables easily to buyers in bigger cities, I could sell more, but right now, that's difficult.

How do pricing and competition impact your ability to make a profit?

Prices go up and down all the time. Sometimes, I get a good price, but other times, I barely make enough to cover my costs. Big farms and supermarkets can sell for lower prices because they produce in large volumes, and that makes it hard for small farmers like me to compete. And buyers always want the lowest price, but they don't always think about how much it costs me to grow the crops.

What concerns do you have about transitioning to digital sales?

I worry that I don't know enough about how to sell online. I don't want to make mistakes or lose money. Also, I don't know if there are enough buyers online for what I sell. And what about delivery? If someone orders, do I have to find a way to deliver, or do they pick it up? I'm also worried about payments—how do I make sure I actually get paid and that people don't just take advantage of me?

Considered Alternatives

Have you tried working with other online marketplaces? If so, what was your experience?

I haven't used an official online marketplace yet, but I've tried selling through WhatsApp and Facebook groups. It's been useful for finding buyers, but it's also frustrating. Some people ask about prices but never buy, and others place orders but don't show up to collect. Also, most buyers are looking for very cheap prices, so it's not always worth the effort. I've heard of some farmers using bigger online platforms, but I don't know how to set that up or if it would work for me.

What made you choose (or not choose) a specific sales channel or platform?

I sell mostly at the local market because that's what I know. It's predictable—at least I know that some buyers will come every week. I haven't used an online platform because I don't know if it would work for me, and I'm not sure if buyers would pay for delivery. If I could find a platform that guarantees buyers and fair prices, I would consider it.

What features or services would make an online marketplace more appealing to you?

It would be great if the platform could help with delivery, so I don't have to figure that out myself. Also, I'd like a way to see what prices other farmers are selling at, so I know how to price my products. And it would be helpful if the platform could guarantee payments, so I don't have to worry about people not paying after they place an order.

What would convince you to try a new online marketplace or platform?

If I knew that there were real buyers waiting for my produce, I would try it. I don't want to waste time listing products if no one is actually going to buy them. Also, if the platform helped with transport and payments, that would make me more confident. And if other farmers I know were using it successfully, I would trust it more.

If you could change one thing about existing solutions, what would it be?

I would want a system that connects farmers directly with buyers and helps with logistics. Right now, middlemen take too much of the profit, and farmers don't always have control over pricing. If there was a way to sell easily without needing to handle deliveries myself, I would feel much more confident about online selling.

Experience with Digital Sales

How do you feel about using digital tools in your farming business?

I see other people using technology to sell their produce, and I think it could be useful, but I'm not 100% comfortable with it yet. I don't know how to set things up properly, and I worry about making mistakes. Also, I don't always trust online payments—what if someone orders and then doesn't pay? But if I had someone to guide me or an easy-to-use platform, I'd be more willing to try.

Do you feel in control of your pricing and business growth? Why or why not?

Not really. The market decides the price, and I just have to accept it. Sometimes, when there's too much produce, prices drop, and I have no choice but to sell for very little or let my crops go to waste. I would like to have more control—maybe by finding direct buyers who are willing to pay a fair price.

How do you want your customers to perceive your business?

I want them to see me as a reliable farmer who provides fresh, high-quality produce. I want them to know that my vegetables are grown with care, and that they are supporting a small, family-run farm when they buy from me. I also want them to see me as someone they can trust to deliver on time.

How important is it for you to be seen as a traditional farmer versus an innovative entrepreneur?

I take pride in being a farmer—my family has been farming for generations. But I also know that times are changing, and I have to adapt. I don't want to lose the traditions of farming, but I also want to run a successful business. If using new tools and selling online helps me make a better living, then I'm open to trying it.

Do you feel pressure from your community, family, or peers to operate your business in a certain way?

Yes, there is some pressure. My parents and older farmers in my area believe in doing things the traditional way—selling at the market and working with middlemen. They don't really trust online selling. But younger farmers are starting to explore new ways to sell, and I feel like I should try too. My wife also wants me to find a more stable way to sell, so we don't have to worry about unpredictable market prices every week.

Vision of the Future

Where do you see your business in five years?

I want to grow my farm and make it more profitable. Right now, I'm just getting by, but in five years, I'd like to have more stable buyers so I don't have to worry about prices every week. I also want to expand—maybe add more fruit trees or start growing higher-value crops. If online selling works, I'd like to use it to reach more customers and reduce my dependence on middlemen.

Are you looking for ways to pass your farm down to the next generation?

Yes, I would like my children to have the opportunity to continue farming if they choose to. But farming is hard, and I want to make it more profitable so that it's a good future for them. If they see that the farm can make money and provide stability, they might be more interested in taking over one day. That's why I need to modernize and find better ways to sell.

What would make online selling a permanent part of your business model?

If I can see consistent sales and fair prices, I would keep using it. The problem with traditional selling is that prices change all the time, and I never know how much I will earn. If an online platform helps me connect with buyers directly and guarantees payment, then I'd be happy to use it as my main way of selling.

How do you think technology will impact small farming businesses in the future?

I think technology will be necessary for small farmers to survive. Bigger farms already use advanced tools, and small farmers need to keep up. Things like online selling, better irrigation systems, and farm management apps could help us become more efficient and make better profits. But we need training and support to use them properly.

If you could receive any kind of support to help you grow your business, what would it be?

I would like access to better transport options so I can deliver to more customers. Training on how to sell online would also help—right now, I don't know how to market my products properly. And financial support, like small business loans, would help me invest in things like storage facilities or expanding my crops.