Consumer Buying Habits Impact Produce Sales

Tim Hammerich

News Reporter

Even more than technology and farming techniques, the farm of the future is going to be influenced by what consumers want, and how they want to purchase those items. One interesting case study is China, where e-commerce company Pinduoduo grew to over 700 million users by making the process of buying produce both social and fun. Here’s Xin Yi Lim, executive director for sustainability and agricultural impact.

Lim… “In a matter of just a few years, PDD was able to just, you know, grow very organically to a massive scale in agricultural produce. Because people were coming together and forming teams and introducing their friends to, you know, really good deals on the platform, et cetera.”

The company offers team buying, where users can earn discounts and rewards for getting their friends to purchase the same items with them. They’ve also found ways to engage buyers through games.

Lim… “It's a very simple game. Anyone from eight to 80 can play it. You know, you're just watering a virtual tree on DuoDuo orchard. And when the tree bears fruit, you actually win a box of fruit, delivered to your house for free. And that is something that is basically like a gamified loyalty card.”

This is certainly an interesting example of how consumers want more social and gamified experiences.