Product or Ability? Research on e-commerce performance of fruit farmers

• Uniquely explores the debate between “marketable product” and “marketing ability” in determining the e-commerce performance of fruit farmers. • Highlights the moderating role of industry clustering in the relationship between product online adaptability and farmers’ e-commerce marketing ability. • Uses dual-micro survey data from consumers and fruit farmers in Jiangxi Province across five fruit types, systematically measure and analyze the heterogeneity of farmers’ e-commerce performance. Scholars have explored various ways to improve farmers’ e-commerce performance from different perspectives. However, the debate between “marketable product” and “marketing ability” in practice remains insufficiently addressed in academic research. To further explore this issue, based on dual-micro survey data from consumers and fruit farmers regarding five major fruits in Jiangxi Province, this study applies Data Envelopment Analysis (DEA) to assess farmers’ e-commerce performance. The study tests the direct and interaction effects of product online adaptability (“marketable product”) and e-commerce marketing ability (“marketing ability”), and examines the moderating role of industry clustering. The results show that improving product online adaptability boosts e-commerce performance, especially for medium-level performers. E-commerce marketing ability promotes performance, displaying a “Matthew effect”. Product online adaptability and marketing ability act synergistically. Marketing ability has a stronger effect on performance than product online adaptability. Industry clustering amplifies the effects of both product online adaptability and marketing ability on performance. This study offers a new perspective on farmers’ e-commerce performance and guidance for optimizing rural e-commerce development paths.