Digitalisation has brought about a paradigm shift in the world economy. It has also attempted to reshape the Indian agricultural system by resolving a major issue related to agricultural marketing with the help of e-NAM. The paper attempted to analyse the factors that are affecting the adoption of e-NAM using the logit model. Primary data was collected from the 6 districts of West Bengal using the simple random sampling method with the help of a structured questionnaire from 511 respondents. An adequate amount of relevant secondary data was collected. The result indicates variables like social participation and credit acquisition have a negative impact on the adoption. Whereas, age and extension services, along with other variables, have a positive impact on the adoption. The study suggests that enhancing digital literacy, increasing the number of e-NAM facility centres, and promoting awareness campaigns could help encourage all sections of farmers to adopt e-NAM.
