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Online, direct selling (ODS) has become the leadingway that people acquire goods,withAmazon (Seattle,WA)being the largest online vendor in theUnited States. This study sought to determine if horticultural businesses were engaging in ODS with Amazon, ebay, and other websites. Researchers examined the ODS activity of 498 businesses usingquantitative content analysismethods, and found that 93horticultural industry businesses were conducting some form of ODS through their websites, but only four offered products onAmazon.Results indicate thatODS remains an untapped marketplace for the horticultural industry, particularly for small, rural businesses.

Online Opportunities: A Quantitative Content Analysis Benchmark Study of Online Retail Plant Sales