Abstract
The Fergana Valley, known for its fertile soils and favorable microclimate, is a major producer of fruits such as grapes, apples, and pomegranates in Uzbekistan. However, traditional agricultural marketing faces barriers like inefficient logistics, limited market access, and weak price transparency. E-commerce presents an opportunity to overcome these challenges by connecting local farmers directly with consumers and retailers. This article investigates the current status, barriers, and opportunities of implementing e-commerce for fruit growers in the Fergana Valley. Using field data, interviews, and digital platform analyses, we evaluate adoption trends and propose actionable strategies for scaling agri-e-commerce in the region.
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