FarmDirect allows rural farmers to sell their products to individuals living in the urban area. Farmers are are able to own an online store that can be updated via SMS and USSD. No internet connection is required for this. Farmers are notified when they receive an order and an account manager coordinates with them to prepare the order for pick up and delivery. Online buyers are able to purchase as groups or individuals and receive their order within a day, weekly or monthly or according to subscription level.