Nelspruit Mpumalanga, South Africa – In a groundbreaking move set to redefine the macadamia nut trading arena, the MSM platform offers a seamless digital marketplace for buyers and sellers

Worldwide. With an unwavering commitment to quality, transparency, and innovation, the MSM Platform presents a transformative solution for industry players to thrive in an ever-evolving trading landscape.

Macadamia nuts, celebrated for their rich flavor and health benefits, have garnered significant attention in recent years. Current developments show that the global macadamia nuts market is poised for remarkable growth, driven by rapidly increasing supply and rising consumer awareness propelling strategic advancements in the sector for the better.

As the market continues to expand, adapting to technological innovations becomes imperative for businesses to remain competitive and capitalize on emerging opportunities. Cobus Kok, Managing Director of MSM, underscores the importance of embracing technology to unlock global growth potential. “In today’s dynamic marketplace, technology is not just an option but a necessity for businesses to thrive,” says Kok. “At MSM, we are revolutionizing macadamia nut trade by providing a cutting-edge trading platform that connects buyers and sellers seamlessly. We invite processors to join us on this journey and use the Platform as an additional channel to showcase and distribute their high-quality products to a rapidly growing e-commerce orientated audience.

The MSM Platform offers valuable insights into market trends and pricing, empowering all market participants – including farmers – to make informed decisions and stay ahead of the curve. “As the market evolves, it is highly beneficial for processors to leverage digital platforms like MSM to expand their reach and tap into new markets,” Kok emphasizes. “By placing their product on the platform, processors can connect with international buyers who are actively seeking trade opportunities based on research of the product they are buying to minimize their risk, exactly the means the Platform provides them with. Armed with knowledge and confidence, buyers trust Platforms and this forge strong bonds of loyalty, because it grants customers the digital tools and filters to make informed decisions and comparisons about a specific product based on the warrants the Platform provider issue.

With all these advantages of a Platform, why would anyone resist and abstain from its benefits? According to, customers want an always-on, personalized omnichannel experience. The world’s best sellers are giving it to them. Five years ago, being omnichannel meant offering four or five channels to interact with suppliers (ie. Email, in-person, phone, website, trade show). Now data shows that customers want – and expect – to engage seamlessly across ten or more (adding: E-procurement portal, mobile app, video conference, web chat, Google/web search). Companies that sell through more channels are more likely to have gained market share in 2021 already:

“Agility is the key, and a hybrid sales model is a natural enabler, since it is more than one channel by definition and integrated by design. Roughly 40 percent of organizations added hybrid sellers to their ranks over the past two years, and this role is set to become the second most prominent B2B sales role over the next three years.” – McCinsay & Company.

In an Episerver survey, B2B buyers were asked to choose three ways in which B2B companies can facilitate their online B2B purchases. Second to pricing, self service functionality was named most important, which is a clear indication that this is the way forward. One of the most prominent trends in B2B ecommerce is self-service. Customers want to be able to find the information they are looking for and complete their transactions without talking to a salesperson or having to wait for email replies. reports that the global B2B e-commerce market size was valued at USD 7,432 billion in 2022 and is projected to reach USD 36 107.63 billion by 2031, registering a CAGR of 19,2% from 2023 to 2031.

This is underscored by the following observations by

  • B2B ecommerce is growing fast, and the pandemic has accelerated many businesses’ move into digital sales even further.
  • The shift towards digital is spurred on by the changing demographic of B2B buyers. In 2020, almost half of all B2B buyers were millennials, which is nearly double the number from 2012. And as the “typical” B2B buyer persona is changing, so are the B2B sales processes. Millennials are digital natives, and as such, they expect the same personalized and seamless digital experiences, whether they’re interacting with B2C or B2B brands.
  • According to research by Gartner, when B2B buyers are considering buying something, they only spend 17% of their time in meetings with suppliers. The rest of the time is spent doing independent research.
  • By 2025, 80% of B2B sales interactionsare expected to occur through digital channels.


A recent report found that millennial B2B buyers aren’t just coming –– they are here. In 2020, close to half of B2B buyers were millennials — nearly double the amount from 2012 according to Big We can only reiterate what Desry Lesela from Nedbank highlighted during the MSM Launch:

  • Platforms continue to evolve and incorporate advanced technologies, they hold a promise of a more efficient, transparent and equitable agricultural sector.
  • The future of agriculture is here, and it is digital. This is not a prediction, but a reality that is unfolding before our eyes.
  • The agricultural sector is on the tip of a digital integration, and trading platforms like MSM are leading the change towards less friction and more ease of doing business.


This is an exciting opportunity for processors to elevate their business and establish a global presence within the ecommerce arena and the future of trade. With the MSM Platform, macadamia nut trade enters a new era of efficiency, transparency, sustainability and global connectivity.

Alternatively, we can choose to feed into what have now become traditional distribution channels, exporting macadamias predominantly as raw product into markets that would perpetuate low pricing tendencies and exclude us from the buoyancy offered by e-commerce, which holds the promise to ignite upward price trends of value-added products supplied through a shortened and dynamic supply chain.

For more information about the MSM Platform and how to take part in digital macadamia trading and benefit from the tremendous advantages of e-commerce, visit: