Online sales reshape Bangladesh's Rajshahi mango market
Marketing strategies for mangoes from Rajshahi, Bangladesh, have shifted significantly in recent years from traditional haats and bazaars toward online sales channels. Social media platforms, websites, and e-commerce businesses are increasingly connecting growers and traders directly with consumers across the country. More than 100 small and medium-sized entrepreneurs are now sourcing mangoes directly from orchards and shipping them to customers through courier services based on online orders.
Hundreds of consignments are dispatched daily to major cities including Dhaka, Chattogram, Khulna, Sylhet, Barishal, and Mymensingh. According to traders, the shorter supply chain is allowing farmers to receive comparatively better prices while customers receive fruit directly from orchards. The Department of Agricultural Extension (DAE) reports that mangoes have been cultivated on 19,062 hectares in Rajshahi district this year, with a production target of 243,993 tons. Main varieties include Gopalbhog, Langra, Khirsapat (Himsagar), Fazli, Amrapali, and Ashwina.
Individual success stories highlight the economic impact of this shift. Murad Parvez, owner of the Facebook page and online shop Rajshahi Mango Lover, stated that they send 10 to 12 tonnes of mangoes to different parts of the country every day. Farmer Abdul Karim from Paba upazila noted that he previously depended on wholesalers but now receives 50 to 60 orders in a single day through direct customer contact. Additionally, the trade has attracted students like Nahidul Islam of the Facebook page Rajshahir Aam, who engages in the business alongside studies to cover pocket money.
Despite the growth, challenges remain regarding logistics and quality control. Murad Parvez appealed to the government to improve the transport system, noting that products do not always reach customers on time through courier services and mangoes often get spoiled. Other reported issues include fraudulent sellers, courier delays, transport-related damage, and inconsistent quality control. The expansion of courier services supports the growth, with deliveries reaching most parts of the country within 24 to 48 hours.
Dr Md Abdul Majid, Additional Deputy Director at the DAE, confirmed that mango production has been good this year. He emphasized that digital marketing has opened up new markets for farmers and entrepreneurs, with many people outside Rajshahi ordering mangoes from home. This trend is benefiting both farmers and entrepreneurs in the region, with online mango transactions alone expected to exceed several crores of taka this year.
