Digital platforms have become a critical force for transformation across sectors in the Global South. Yet, many existing theories and models fail to account for the institutional, infrastructural, and socio-economic realities that shape platform development in countries like Kenya. To bridge this gap, our research team - Moritz Maier (University of Passau), Johann Langenbach (Université Paris 1 Panthéon-Sorbonne), Michael Keenan and Kinya Kaibung’a (International Food Policy Research Institute), Andreas König and Michael Grimm (University of Passau) - conducted a longitudinal field study on digital platforms in Kenya’s agricultural sector.
The project was facilitated by the International Food Policy Research Institute (IFPRI) and the World Bank, and funded by the DFG-funded Research Training Group Digital Platform Ecosystems.
A Process-Theoretical Perspective on Platform Development
Our project aimed to develop a process-theoretical model of digital platform development in the Global South. Rather than assuming a one-size-fits-all approach based on Silicon Valley logic, we sought to understand how platforms such as DigiCow, Hello Tractor, and Kuza Biashara adapt to and shape their institutional environments -offering critical services to smallholder farmers despite fragmented markets, weak infrastructure, and limited access to finance.
Our research focused on three digital platforms:
• DigiCow – connecting dairy farmers with veterinary services.
• Hello Tractor – matching smallholder farmers with tractor owners to provide affordable mechanization.
• Kuza Biashara – building capacity among youth and farmers through training and access to agricultural services.
These platforms represented diverse approaches to tackling key barriers in agricultural productivity.
Methodology and Fieldwork
Between September and November 2024, our interdisciplinary team conducted over 40 interviews with platform founders, employees, local agents, farmers, and representatives of international organizations. These interviews were complemented by focus group discussions involving 165 smallholder farmers across Kiambu, Nakuru, and Machakos, as well as immersive participant observations at platform offices, training sessions, and field demonstrations.
This mixed-methods, deeply contextual research allowed us to trace the phases of platform development - from early opportunity framing and ecosystem seeding to bricolage and scaling - and to understand how actors adapted to institutional complexities over time.
Two findings stood out:
1. Agents as Human Platforms
In contexts where digital infrastructure was limited and trust was personal, agents - trusted community members who facilitated platform use - emerged as pivotal actors. They trained farmers, translated tech into practice, and acted as brokers between platforms and rural users.
2. Growth Catalysts Beyond Venture Capital
International development organizations, NGOs, and government bodies often provided the resources, data, and networks needed to scale. Their role extended far beyond funding: they connected platforms with users, supported agent networks, and co-created solutions.
Looking Ahead
We are currently preparing to present our findings at the SMS Special Conference in Palermo (June 2025) under the theme: “The Strategic Role of Business in Addressing Unsolved Grand Challenges: Firms, Platforms and Ecosystems.” We look forward to receiving valuable feedback and engaging in discussion with scholars and practitioners alike.
Beyond the Research
While the fieldwork was at the heart of our trip, we also made time to experience the richness of Kenya. We went on safari, enjoyed amazing food, and explored the vibrant life of Nairobi - a city full of energy, creativity, and warmth. The collaboration between our team, IFPRI, and the World Bank emerged from a research visit by Michael Keenan at our research training group in Passau and quickly developed into a trusting and highly enjoyable partnership on the ground.
