A new research study looks at how e-commerce and digital marketing are changing the way people buy mangoes in Bangladesh and finds good reasons to be hopeful. It shows that farmers and small sellers who use online tools can reach more buyers and cut crop losses by selling faster and by sharing clear photos and information about quality. Researchers spoke with digital mango sellers by phone and in person to map how the digital marketing system works, and they used statistical analysis to study what makes customers happy when they buy mangoes online. The study found that many buyers like buying direct from producers who sell online, and that about twenty three percent of digital mango customers in the study bought mangoes from these producer-sellers. Easy ordering, clear product details, fast delivery, safe payment options and careful packaging all helped increase customer satisfaction, the researchers report. The study also found that when sellers share honest product descriptions and follow simple delivery rules, buyers are more likely to come back and tell friends, helping build trust and repeat sales. By using online marketplaces, social media and direct messaging, farmers can show exact harvest dates, varieties and ripeness, which helps buyers pick what they want without seeing fruit in person. The research suggests small changes that would make a big difference: better packing materials, reliable delivery links, simple return steps, faster refunds and training for sellers on how to take good photos and write clear listings. Policymakers and business groups can support those moves by helping with low-cost cold storage, fair shipping fees and easy rules for small sellers to register and ship goods. Improved logistics and clear rules could help more small farmers use digital sales safely and turn seasonal fruit into steady income. Consumers gain too because they get fresher fruit faster and can compare prices and quality from different sellers with a few taps on a phone. The study ends on a hopeful note: digital marketing can make the mango trade fairer and more efficient if sellers, platforms and local planners work together to fix the small problems that still hurt customer trust. That mix of practical steps and new online tools could help farmers sell more, cut waste and give city buyers easier access to fresh, tasty mangoes all year round. The paper, by Esrat Jahan, Md. Moniruzzaman and Sarah Yasmin and published in an agriculture journal, draws on data and surveys to make practical recommendations. Researchers used descriptive charts and an ordered logistic regression model to test what matters most for buyer happiness, and the authors call for more training, better payment safety and pilot projects that teach small sellers to ship without losses.
