The study was conducted on the e-NAM (online marketing platform) to study the perceived impediments faced by stakeholders of e-NAM of Guntur mandi in Andhra Pradesh in 2019-20. Data were collected from 100 respondents, of which 30 were farmers, 30 traders, 5 FPOs, 25 commission agents, and 10 e-NAM officials from the market using a specially designed interview schedule. Later constraints were prioritized through Garrett’s ranking technique. The findings highlighted that the lack of awareness, depending on the commission agent for money, and the complicated, time-consuming sale process were the significant critical constraints for farmers; difficulty in paying on the same day of trade, not satisfied with the quality assaying report given by e-NAM and lack of infrastructure were the crucial constraints for traders; weighing of produce only after declaring winners list of bids is critical constraints for commission agents; lack of commission agents and traders co-operation to promote e-NAM is the major constraint for e-NAM officials. The study concluded that the bottom-up approach should be followed before framing policies because, theoretically, e-NAM looks excellent but at the ground level, there are many constraints. “Individual produce, common marketing policy” should be followed by farmers, the authenticated body should replace the role of commission agents, sale process should be made simple and quick. Stringent laws should control malpractices by traders and commission agents. The state government should encourage e-NAM even if it reduces state income by removing multiple levies with the one nation, one market, and one levy policy. The e-NAM awareness programs for the farmers are quintessential to boosting the performance of e-NAM.

Keyword: Constraints; e-NAM; Guntur mandi; Online marketing; Stakeholders.