March 2021 agricultural “platforms” in a digital era


THE IMPORTANCE OF A FAVORABLE ENABLING ECOSYSTEM



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ISF RAFLL Agricultural Platforms Report

THE IMPORTANCE OF A FAVORABLE ENABLING ECOSYSTEM: 
LESSONS FROM INDIA AND KENYA (CONTINUED)
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World Bank (2020). Doing business 2020: Comparing business regulation in 190 economies; World Bank (2019). Enabling the Business 
of Agriculture 2019; Tsan, M., S Totapally, M Hailu, B K Addom (2019). The digitalization of African agriculture 2018-2019. CTA; GSMA 
(2020). Mobile Connectivity Index
mobileconnectivityindex.com
; World Bank (2020). World Development Indicators. “Global Financial 
Inclusion.” 
data.worldbank.org
; World Bank. “DataBank: Global Financial Inclusion.” 
databank.worldbank.org/reports.aspx?source=global-fi-
nancial-inclusion
.
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Understanding emerging types
of agricultural marketplaces
As the number of product and service marketplaces 
grows, so does the complexity of the market. This under-
scores the need for a new taxonomy that helps stakehold-
ers understand the unique characteristics of different 
marketplace types. To that end, we distinguish first at a 
very basic level between product, service, or integrated 
marketplaces. Differentiating between products and 
services is particularly important when it comes to 
digital marketplaces because services do not require 
a physical exchange of goods. This lessens the need 
of service marketplaces for capital-intensive physical 
infrastructure, making their path to scale relatively 
easier. Beyond these top-level distinctions, we distin-
guish eight broad types of marketplaces based on the 
object of exchange, as depicted in figure 11.
Figure 11: Types of product and service marketplaces
Source: ISF Advisors and RAF Learning Lab analysis
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