Modern tools supporting online sales (e-commerce) of organic food

Today's organic food market is proliferating. An increasing number of consumers are turning their purchasing preferences towards organic food. The need for healthy eating, with increasingly digitised purchasing habits, is giving impetus to the development of online sales of organic food. The increase in the number of operators offering online sales of organic food products is influencing them to use increasingly improved methods not only for sale but, above all, for reaching consumers. Sales and marketing techniques are being improved. This study aimed to define the most frequently used and practical tools to support online organic food sales. Based on data from reports and the results of previous research, the current state of the e-commerce sector in both domestic and global markets was analysed and presented. A close look was taken at the relationship of internet marketing with online sales. E-marketing was addressed here as one of the best ways to support the e-commerce sector of the organic food industry. Other online solutions to support e-commerce were also discussed more extensively. Through a diagnostic survey, responses were gathered regarding the condition of the sector under study and the influence of internet marketing on online sales of organic food. The results showed that consumers prefer to purchase organic food primarily on large platforms (66%) and eco-farms (33%). The results allow us to conclude that all consumers surveyed receive e-marketing messages for organic food. Moreover, as many as 84% of those surveyed have purchased the product under the influence of marketing messages. Internet marketing is the best instrument through which the sale of organic food is supported.