Sustainability of rural agribusiness through e-commerce information systems

Summary. Agribusiness is one of the strategies to improve food security, however, part of its activities need to be enhanced through different strategies, including the implementation of ecommerce information systems that can help chains promote their sustainability. The objective of the research was to characterize and develop an e-commerce strategy in rural agribusiness composed of rural associations from the province of Andahuaylas, Peru. The study is qualitative descriptive through the historical-logical, interview, theoretical triangulation and modeling were used, with a sample of four associations producing milk, Andean grains, guinea pig breeding and organic vegetables from the rural sector of the study area. It was possible to characterize the activities, finding an inefficient integration of information systems in commercial management. As a strategy, e-commerce was implemented through digital marketing techniques to attract new commercial allies and potential consumers according to their situation of each productive activity that constitutes rural agribusiness. The application of e-commerce contributes to increasing the efficiency of the associations that make up rural agribusiness.