Abstract
This research looks at how DMC affects how well fruit & vegetable businesses sell products internationally. An international online marketplace is created, and engagement with customers engages in the process of exploring new ways to sell products. A structural study using 200 firms indicated that DMCs have strong positive direct impact on exported sales. DMCs have also had indirect but significant impact through online marketplaces and engaging customers. 181 index for exporters by DMC at year end (4 years before measured baseline 100); 113 index for exporters by low DMC. This finding extends RBV to digital space and provides applied knowledge for agri-food exporters who want to be competitive globally.