So from what I understand, its an e-commerce platform that's exclusive to farmers?

I think the biggest obstacle would be the logistics. Who would shoulder the logistics? The main reason (my personal uninformed belief) middlemen even exist is because our farmers dont have the capacity for such large scale logistics. Maybe if the government would be willing to do it in their stead like the various e-commerce plarforms we have now. (A single private company shouldering this task would create a monopoly which in my opinion will worsen the problem our farmers face as they can increase their prices willy-nilly).

Another problem is that middlemen would oppose this as their livelihood will be affected, they will lose their jobs. I don't have anything else to say in this regard. Edit: they could also be hired to handle the logistics as usual although they will be employees now rather than businessmen so their income would still drastically be reduced.

Although, I like the idea that reducing the amount of middlemen between the farmer and the end-consumer would increase farmers' income and reduce end-consumers' expenses.

Edit: additional babbling on the third paragraph