Digital agro-advisory tools have emerged in recent years as a transformative solution for smallholder farmers across the Global South.
These ICT solutions provide farmers with timely, location-specific advice on planting schedules, pest control, weather forecasts, and market prices.
By democratizing agricultural knowledge traditionally confined to extension services, they make vital information accessible even to the most remote communities.
A groundbreaking 2025 study in Discover Agriculture delivers the most comprehensive analysis to date by examining 19 digital platforms across Africa and Asia.
It provides invaluable insights into adoption patterns, behavioral influences, and systemic barriers, presenting key concepts in an accessible format.
Evaluating Digital Agro-Advisory Tools
Smallholder farmers, managing less than 2 hectares of land, form the backbone of agriculture in the Global South. For example, in Sub-Saharan Africa, smallholders produce 80% of the region’s food, and in South Asia, they contribute nearly 60% of agricultural output.
Despite their vital role, these farmers face challenges such as climate change, which disrupts traditional farming calendars, and post-harvest losses, representing 15-30% of total production.
Limited access to formal credit, available to only 6% of smallholders in low-income countries, further exacerbates their struggles.
Traditional extension services are insufficient, as seen in rural Kenya’s ratio of one agent per 1,000 farmers, prompting digital agro-advisory tools to bridge these gaps by delivering real-time advice directly to mobile phones.
Low Adoption Tools and Post-Harvest Losses
The study found that 21% of the tools focused on post-harvest management practices.
For instance, GrainMate, a handheld moisture meter in Ghana, monitors grain moisture to prevent mold and aflatoxin contamination, reducing post-harvest losses by 30% among 5,000 farmers, though its $50 price tag created affordability challenges.
- Similarly, platforms like E-Warehouse and AgriConnect faced connectivity issues, high dropout rates, and recommendations that did not align with local, affordable alternatives.
These examples reinforce the need for appropriate technology that is both technically sound and contextually relevant.
Bridging Financial Gaps with Digital Tools
Nearly half (47%) of the platforms achieved moderate success by integrating financial inclusion services. Crop2Cash, for example, offered an input credit system where seeds and fertilizers were loaned to farmers with repayment post-harvest, leading to notable yield increases among its 25,000 users.
Esoko integrated mobile money to facilitate cashless transactions for around 450,000 Ghanaian farmers, boosting profits by 20% with real-time market data. However, cultural norms meant only 22% of the users were women.
Bundling advisory services with financial products thus created synergistic effects that significantly enhanced productivity and risk management.
Empowering Climate Resilience with Digital Tools
The most successful platforms, accounting for 31% of the study’s sample, prioritized climate-smart agriculture. WeFarm’s peer-to-peer network reached 2 million farmers via SMS, reducing pesticide costs by 25% through crowdsourced solutions.
Digital Green used video-based extension services, applying social learning theory through locally produced videos in 12 languages to drive high adoption rates for composting techniques and ensure cultural relevance.
Additionally, Akilimo’s bundled services, combining weather forecasts, agronomic advice, and insurance, increased yields by 40%. These platforms also demonstrated the power of predictive analytics in driving data-driven agriculture.
Behavioral Patterns in Digital Tool Adoption
The study identified five key behavioral typologies influencing digital tool adoption. Trust mechanisms proved critical, with peer-validated information boosting engagement on platforms like iCow by 35% and increasing retention on Farmforce by 50% through effective verification systems.
The regional technology adoption curve showed that West African farmers preferred SMS-based services while East African farmers leaned toward AI-driven tools, revealing generational and regional differences.
Financial behavior also played a role; for instance, Kenya’s 60% mobile money usage bolstered platforms like Agri-wallet, whereas risk aversion curtailed adoption of uninsured digital tools during droughts.
Moreover, the majority of users valued push notifications for weather alerts, with localization in native languages improving retention by up to 70%. Social dynamics and collective decision-making further shaped platform success, particularly among women favoring voice-based services.
Scaling Barriers for Digital Agro-Advisory Tools
Despite the promise of digital agro-advisory solutions, the study found that 68% of platforms struggled with scalability. In India, 65% of farmers faced digital literacy challenges that hindered navigation of platforms like AgriBolo.
Infrastructure limitations, such as Ethiopia’s rural 3G coverage at only 25%, significantly constrained the reach of tools like mKRISHI.
Unstable funding models also posed challenges; for example, Shamba Shape Up experienced a 50% drop in growth when donor funding was withdrawn.
Data privacy concerns further limited adoption, with 42% of farmers hesitant to engage with platforms like FarmDrive, highlighting the need for robust data stewardship.
Innovative Strategies for Digital Agriculture
The study recommends several innovative strategies to overcome existing challenges. Participatory design has proven effective, as demonstrated by AgriConnect’s 60% adoption jump after introducing voice commands, underscoring the value of co-creation with users.
Investments in infrastructure are also crucial; initiatives like Ethiopia’s Digital Ethiopia 2025 and Rwanda’s smartphone subsidies have improved connectivity and increased platform usage significantly.
Public-private ecosystems offer further promise; for instance, mKRISHI’s $12 million value web connected farmers to banks, insurers, and scientists, while tax incentives in Kenya spurred over 200 agri-tech startups since 2023.
Effective data governance, as implemented by WeFarm and Crop2Cash through anonymization and blockchain, has enhanced trust and reduced fraud. These approaches advocate for a systems-thinking method that addresses technical, social, and economic factors to drive a sustainable digital transformation.
Charting the Future of Digital Agriculture
The study concludes that successful digital agro-advisory tools require more than technological innovation; they demand a holistic integration of social and technical elements.
Effective platforms emulate traditional knowledge transfer methods—such as WeFarm’s oral transmission—and leverage visual learning, as seen with Digital Green’s video content.
In contrast, tools that overlook cultural capital and traditional practices may fail despite their advanced technology. Policymakers are urged to invest in digital public goods like rural broadband, support digital literacy programs, and create regulatory sandboxes for innovation.
Developers should focus on modular designs that allow offline functionality, build robust trust signals, and offer bundled services that address multiple needs.
The ultimate goal is an inclusive digital transformation that enhances food security and rural livelihoods in the face of climate change.
Conclusion
The study’s findings reveal that successful digital tools require more than technical excellence; they demand deep socio-technical integration. For instance, WeFarm’s SMS system succeeded by mirroring traditional oral knowledge transmission, while Digital Green’s videos effectively tapped into visual learning preferences.
For policymakers, the priorities include investing in digital public goods like rural broadband, supporting digital literacy programs, and creating regulatory sandboxes for innovation. Developers, meanwhile, should embrace modular designs that allow offline functionality, build trust signals through peer endorsements, and pursue bundled services that address multiple needs.
The ultimate goal is an inclusive digital transformation that benefits all farmers, not just the tech-savvy. As climate change intensifies, these digital tools will become increasingly vital for ensuring food security and enhancing rural livelihoods by harnessing technology’s full potential to create more resilient, equitable food systems.
Power Terms
Digital Agro-Advisory Tools: These are mobile apps, websites, or SMS-based systems that give farmers real-time advice on farming. They help with planting schedules, pest control, weather updates, or market prices. For example, a farmer in Kenya might receive an SMS warning about upcoming heavy rains, so they delay planting. These tools are important because they replace traditional, slow methods of sharing farming knowledge, especially in remote areas where experts are scarce.
Smallholder Farmers: Farmers who work on small plots of land (usually less than 2 hectares, about the size of two soccer fields). They grow most of the food in Africa and Asia – for instance, 80% of Sub-Saharan Africa’s food comes from smallholders. However, they face big challenges like climate change, lack of money, and crop losses. Supporting them is key to reducing hunger and poverty.
Global South: A term for developing countries in Africa, Asia, and Latin America. These regions often have poor infrastructure, limited resources, and farmers struggling with climate risks. Digital farming tools are critical here because governments can’t always provide enough support. For example, Ghana’s GrainMate helps farmers reduce grain spoilage.
ICT (Information and Communication Technology): Technology like mobile phones, apps, and the internet used to share information. In farming, ICT sends weather alerts or market prices to farmers via SMS. This is vital in areas where farmers can’t meet agricultural experts. For example, Ghana’s Esoko uses SMS to update farmers on crop prices.
Post-Harvest Losses: The loss of crops after harvesting but before selling, often due to mold, pests, or bad storage. Losing 15-30% of crops hurts farmers’ income. Tools like GrainMate in Ghana measure grain moisture to prevent mold, cutting losses by 30%. Reducing waste means more food and profit for farmers.
Extension Services: Government or NGO programs that teach farmers better techniques, like pest control or soil care. But in rural Kenya, there’s only 1 expert for 1,000 farmers. Digital tools like iCow fill this gap by sending farming tips via SMS.
Climate-Smart Agriculture: Farming methods that help cope with climate change, like drought-resistant crops or water-saving irrigation. Digital tools like Akilimo combine weather forecasts with farming advice, boosting yields by 40%. This is critical as weather becomes unpredictable.
Mobile Money: A way to send or receive money using mobile phones without needing a bank. Farmers use it to get paid quickly for crops. For example, Esoko in Ghana links farmers to mobile money, raising profits by 20%. It’s vital in areas with few banks.
Affordability Challenges: When tools are too expensive for poor farmers. For example, GrainMate costs $50, which many can’t afford. Cheaper options, like free SMS services, work better in low-income areas.
Peer-to-Peer (P2P) Networks: Systems where farmers share tips directly without experts. WeFarm uses SMS so 2 million farmers exchange pest control ideas, cutting pesticide costs by 25%. This works well where internet is weak.
Predictive Analytics: Using past data to predict future events, like droughts. Akilimo uses this to advise farmers on planting times, increasing harvests.
Bundled Services: Combining multiple services (e.g., weather forecasts + insurance). Akilimo bundles farming tips with insurance, making it more useful than single-feature apps.
Digital Literacy: Knowing how to use phones or apps. In India, 65% of farmers struggle with apps like AgriBolo, slowing adoption. Training programs can help.
Localization: Adapting tools to local languages and customs. Digital Green uses videos in 12 languages, making lessons easier to understand.
Data Privacy: Farmers’ fear of sharing personal data. For example, FarmDrive in Kenya lost users due to privacy concerns. Secure systems build trust.
Public-Private Ecosystems: Partnerships between governments, companies, and NGOs. mKRISHI in India links farmers to banks and scientists, creating a $12 million support network.
Regulatory Sandbox: A testing space where new tech is tried without strict rules. Kenya’s sandbox helped launch 200+ agri-tech startups since 2023.
Modular Design: Apps that work offline or with basic phones. AgriConnect added voice commands, helping farmers without internet.
Trust Mechanisms: Features proving advice is reliable. iCow uses expert-verified tips, increasing trust by 35%.
Social Learning Theory: People learn better from peers than strangers. Digital Green films local farmers teaching composting, boosting adoption.
Value Web: A network connecting farmers, banks, and buyers. mKRISHI ties farmers to insurers and markets, improving incomes.
Dropout Rates: How many users quit a service. High dropout happens if tools are hard to use. E-Warehouse lost users due to poor connectivity.
Push Notifications: Alerts sent to phones, like storm warnings. Farmers prefer these – local language alerts improve retention by 70%.
Digital Public Goods: Free tech (like rural internet) that helps everyone. Ethiopia’s Digital Ethiopia 2025 plan expands 3G coverage for farmers.
Inclusive Digital Transformation: Ensuring tech benefits all, including women and poor farmers. WeFarm and Digital Green design tools for illiterate users, leaving no one behind.
Reference:
Ofosu-Ampong, K., Abera, W., Mesfin, T. et al. Digital agro-advisory tools in the global south: a behavioural analysis of impacts, and future directions. Discov Agric 3, 40 (2025). https://doi.org/10.1007/s44279-025-00190-y
