FIGHTING FOR VISIBILITY: A CASE STUDY OF DIGITAL MARKETING AND CONTENT CHALLENGES IN AGRICULTURAL E-COMMERCE

The challenges and strategies of agricultural e-commerce platforms in enhancing digital visibility, are investigated using a case study of Nông Sản Bán Buôn in Vietnam. The research highlights how early adoption of search engine optimization (SEO) was associated with initial growth, but also how structural vulnerabilities, shifting digital algorithms and the effect of the COVID-19 pandemic contributed to subsequent disruptions in platform stability. The findings suggest that small and medium-sized enterprises (SMEs) in agriculture face persistent barriers to sustaining online presence, including limited resources, technological dependence and competitive asymmetries in relation to larger players. By situating these experiences within broader academic debates on digital marketing, platform economies and rural development, the study argues that digital visibility operates not only as a marketing outcome but also as a structurally conditioned entrepreneurial resource shaped by domain authority, institutional credibility and access to technical capabilities. A number of recommendations are provided.