Online markets to build more trusting ag buyers, sellers

17 Jun, 2016 02:00 AM
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It is still relatively easy to ignore rapid developments in “disruptive” digital commerce, or fight them, or view them as a natural opportunity, says acclaimed author on the digital economy, Rachel Botsman (right), pictured with AuctionsPlus chief executive officer Anna Speer at the online marketing company's 30th anniversary dinner in Sydney.
It is still relatively easy to ignore rapid developments in “disruptive” digital commerce, or fight them, or view them as a natural opportunity, says acclaimed author on the digital economy, Rachel Botsman (right), pictured with AuctionsPlus chief executive officer Anna Speer at the online marketing company's 30th anniversary dinner in Sydney.

Expect to hear a lot more about “building trust” between buyers and sellers as the digital economy takes more agricultural marketing options online.

In July online marketer AuctionsPlus will launch the first stage of a new rating system through which vendors and buyers will be able to rate their sale experience, including their own views on the accuracy of AuctionsPlus’ pre-sale livestock assessors’ grading skills.

Feedback about AuctionsPlus sellers and buyers and their businesses will also be used to give clearer insight about those they are trading with, their production capabilities, values and more.

It’s all part of building trust in the online auction environment and among participants.

“Building trust also makes us more accountable and willing to build strong relationships throughout all facets of the livestock industry,” said AuctionsPlus boss, Anna Speer.

Keynote speaker at an AuctionsPlus 30th anniversary dinner in Sydney last week, Rachel Botsman, said industries everywhere were seeking more collaboration with, and feedback between customers.

Digital economy super businesses such as globalised private taxi web, Uber, or the Airbnb accommodation network were only successful because customers put trust in the critical feedback which other users and business operators provided about each other and the standard of service provided.

Ms Botsman, a digital economy writer and authority on sharing information to change everything from work to banking and consumer behavior, has contributed to AuctionsPlus’ own efforts to build its product offering and credibility.

She said while it was relatively easy to still ignore rapid developments in “disruptive” digital commerce, or fight them - as the taxi industry was unsuccessfully, trying to do - businesses could also view them as a natural opportunity.

“The real disruption to the business conditions we know is not new technology, it’s the trust shift it creates,” she said.

Donations and online and physical auctions conducted with the 300 guests at the Sydney dinner raised almost $40,000 for the Royal Flying Doctor Service.

Andrew Marshall

Andrew Marshall

is the national agribusiness writer for Fairfax Agricultural Media
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READER COMMENTS

John Niven
17/06/2016 7:19:09 AM

On line markets will certainly expand in the future. Tools such as video will describe stock more accurately. It is all about credibility which leads to trust by both seller and buyer. I generally sell stock over the hooks rather than the lucky dip at sale yards.

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