AlayPalay.PH: An E-Commerce Mobile Application for Cultivating Agricultural Goods and Services for Filipino Farmers

The Philippines continues to emerge its transition to a digital economy, and e-commerce for the agricultural industry calls for scrutiny. Filipino farmers may use digital platforms to solve agricultural issues upstream, throughout production, and downstream. However, farmers in developing nations need help in the typical business process due to cash shortages, capital challenges, restricted access to financial institutions, and lack of market access. This study pinpoints to raise awareness and extend recognition to local farmers within society by creating a mobile application called AlayPalay.PH that showcases the farmers’ profile, products, and contributions to sustainable agriculture. The supply chain of AlayPalay.PH eliminates the “middlemen” to farmers' transaction by establishing a direct and transparent connection between farmers and consumers. The study employs the short version of the User Experience Questionnaire (UEQs) to gather data for developing an e-commerce application tailored to Filipino farmers, which involves a structured approach to assess and optimize the user experience and usability testing. With an overall scale of 2.098, a Pragmatic Quality of 1.917 and Hedonic Quality of 2.280, the findings imply that the participants are usually pleased with the app. Users had a very positive overall user experience with the app, considering it engaging and practical.