Abstract

This study identifies the social and technical barriers to digital transformation in agricultural product marketing in Dak Lak Province using survey data from 100 production and business entities and relevant secondary sources. The findings indicate that technology adoption among farming households and cooperatives is constrained less by telecommunications infrastructure or individual skills—only 20.0% reported lacking the necessary skills—than by the absence of direct guidance (98.0%) and limited access to practical training, with 74.0% of respondents having never attended a training program. The study proposes a systematic approach combining hands-on training, an institutionalized commune-level digital support network, stronger facilitation by local authorities, and improved logistics infrastructure to promote the sustainable marketing of agricultural products.

Keywords: Agricultural digital transformation, barriers, Dak Lak Province, digital skills training, e-commerce.