Marketing Channels for U.S. Stocker Cattle and the Limited Use of E-Commerce

We investigate the underlying reasons for producers’ choice of marketing channels for stocker cattle in the United States. In addition to traditional public auctions, private sales, video auctions, and Internet auctions have been recently used in the marketing of stocker cattle. We find that while the number of marketing options may have increased in recent years, only relatively large producers can actually take advantage of these options. The marketing options for smaller producers are still limited due to their relative size. We also find that the number of cattle marketed privately and through video and Internet auctions is positively correlated with herd size. In addition, the New Institutional Economics (NIE) provides insights into how herd size influences the choice of marketing channels.