As flower buying becomes increasingly digital, being visible, accessible and responsive to buyers is becoming an important part of competing in international markets. For Kenyan growers, digital platforms such as Floriday offer an opportunity not only to manage transactions, but also to strengthen buyer relationships, reach new customers and support direct sales.
From digital presence to commercial visibility
This was the focus of a recent Floriday workshop, held on Thursday, 20 August, at Sawela Lodge in Naivasha, Kenya, bringing together 45 Kenyan growers for an exploration of the platform. The workshop combined practical platform knowledge, market insights, buyer perspectives and grower experiences, with the aim of helping growers move beyond basic platform use and explore how Floriday can contribute to stronger commercial performance.
Floriday provides access to a broader network of buyers and new customers through its marketplace and API integrations, alongside services supporting settlement and payment and market insights that can inform pricing and sales decisions. But the workshop highlighted an important distinction, being digitally present is not the same as being commercially visible.
What buyers see matters
On one hand, from the buyer perspective, the quality and completeness of information available online can influence whether an offer attracts attention. Buyers have always highlighted accurate availability, clear pricing, high-quality product photographs, complete product information and reliable fulfilment as important considerations.
Floriday offers a wide array of functionalities, that allows growers to actively manage and promote their digital offers; keep product and availability information current, showcase new varieties and promotions, and engage directly with buyers. Used strategically, these tools can help growers move beyond simply being present on the platform, to creating greater visibility and commercial opportunities. Proactive communication about new varieties, products and promotions can also help growers stand out.
On the other hand, for growers, this means treating their digital presence as an extension of their commercial offering. Keeping catalogues, availability and pricing up to date, while providing clear product information and strong images, makes it easier for buyers to assess an offer and make purchasing decisions. Building connections and actively communicating offers can further strengthen that visibility.
Turning data into better decisions
The workshop also highlighted the growing importance of market intelligence and data-driven selling. Market updates received the highest rating among the workshop topics, while market insights emerged as the most requested area for follow-up. Growers are seeking a better understanding of seasonal demand, pricing trends, sales opportunities and buyer behavior to support more informed commercial decisions.
Digitalisation as a commercial tool
This reflects a broader shift in the international flower trade. Digitalisation is no longer simply about moving existing processes online; it is about improving the flow of information between growers and buyers and using that information to make better decisions.
For Kenyan growers, the immediate opportunity is practical, strengthen the quality of their digital offers, keep information current and take a more proactive approach to buyer engagement. In an increasingly digital marketplace, Floriday can provide the infrastructure, but how growers use it can determine whether digital visibility translates into commercial opportunity.