Description
Seljak.me is a web and mobile application for agricultural producers and consumers in Montenegro that combines an e-marketplace for agricultural goods and services with a knowledge-sharing platform. It was developed to close the gap between producers and buyers enabling local produce and livestock to be traded directly, without intermediaries. The knowledge section covers topics such as food safety, market information and prices, fruit and vegetable production, and beekeeping, and it republishes public calls and official information from the Ministry of Agriculture and related bodies. The app also lists relevant agribusinesses in the country, each with a short description, relevant links and contact details.
Technology
Seljak.me is a web-based application — with a mobile application now in final testing — in which agribusinesses, sellers, and buyers can create user accounts, promote their businesses, and advertise their products and services. Listings can be submitted in three ways: directly through an online form on the website; by contacting the organization via its Viber or WhatsApp service, after which staff publish the advertisement on the user's behalf; or through direct assistance for less digitally confident users, many of whom are older farmers. The organization increasingly directs users to the website and its messaging channels rather than social media, to encourage adoption of the platform itself. Advertisements typically feature a short description of the offered product or service, along with the price, product images and contact information. Online transactions remain unavailable; a digital payment feature is planned as part of the forthcoming mobile application, though the organization deliberately keeps transactions and delivery between buyers and sellers to avoid acting as an intermediary or quality guarantor. Seljak.me is available in the Montenegrin language.
Target
The main users of the app are producers and buyers of agricultural goods, resellers and agribusinesses. The app is particularly helpful to users in isolated and remote areas where market access is limited. The platform now has around 20,000 registered farmers and is regarded as the leading agricultural platform in Montenegro. Between June 2025 and June 2026 it recorded approximately 692,000 users and 380,000 sessions (average session duration of 2 minutes 18 seconds), with traffic driven almost entirely by organic search. Around 150,000 users were from Montenegro, with the remainder from neighbouring countries including Serbia, Bosnia and Herzegovina, North Macedonia, Kosovo, and Albania. Of the roughly 70 percent of users whose profile is known to the organization, about 60 percent are smallholders and 40 percent larger farms by Montenegrin standards, and 50–60 percent are regular users. Listings are dominated by livestock (cows, sheep, goats and poultry), animal feed and planting material, with food products forming a smaller share.
Business model
The development of Seljak.me was supported financially by the Food and Agriculture Organization of the United Nations, the European Bank for Reconstruction and Development, the Central European Initiative, the Shareholders Special Fund, and the Western Balkans Enterprise Development and Innovation Facility; in its early years the platform was also self-funded by its founder. The organization operates on a self-sufficient model and does not charge commissions on sales; buyers and sellers transact directly, and the platform deliberately avoids handling payments so as not to act as an intermediary or quality guarantor. Revenue comes primarily from advertising: posting a basic listing is free, standard advertisements cost EUR 2 each, and premium (featured, top-of-list) advertisements cost EUR 7.
Impact
According to the organization, the platform now carries an average of around 450 advertisements per month, with an estimated conversion (sale) rate of 70–90 percent; most listed products sell within one to fifteen days. The recently launched version of the website allows exact sale realizations to be recorded, so more precise figures are expected going forward. This activity is evidence that the portal helps close the gap between small producers and customers, providing an online marketplace for the purchase and sale of local produce and livestock and removing the need for intermediaries. The organization also promotes fair pay by advising farmers, on request and through direct contact, on reasonable prices for their products. Beyond the marketplace, Seljak.me supported the national agricultural census conducted by MONSTAT — whose staff used the platform to reach and follow up with farmers — and it has helped establish five to six farmers' associations, including as a co-founder of the National Association of Agriculture.
Partners
Food Agriculture Organisation; European Bank for Reconstruction and Development; Central European Initiative; Western Balkans Enterprise Development and Innovation Facility; Shareholders Special Fund; IEC Tehnopolis
Four Betters
Better life
Better production
