This research explores the interplay between face-to-face interactions and digitally mediated coordination among micro-entrepreneurs who export a variety of goods from China to Africa. Despite the growing influence of platform-based markets that aim to streamline transactions between direct suppliers and consumers, this research contends that intermediaries in the global commodity chains remain crucial. In the Global South markets, social commerce prevails as the primary mode of engagement in the relationship between Global South shoppers and suppliers, integrating digital platforms into existing interpersonal relationships. Contrary to expectations, social media strengthens the role of intermediaries rather than diminishing it in the global commodity chain dominated by platform-based markets. This research proposes to examine digitization as an embedded process that is constrained by existing human infrastructures in global trades. 

This study examines the processes and frictions in the state-led initiative to platformize a local marketplace. It shows the negotiated process between the local state and private business owners on the scope and degree of marketplace digitization. In this case, platformization is a top down future-making process that follows the national level techno-developmental regime. The discrepancy between its blue print and its actual usage speaks to the performative role of digitization in local economy. Meanwhile, private actors resist such top-down initiative by cooperating symbolically while striving to maintain actual control over the operation and visibility of their businesses off the platforms.