One of the main strategies proposed to obtain fair prices and reduce dependence of smallholders on large food distribution companies is the development of direct sales channels by small farmers. Within the SMALLDERS project, belonging to a research call by the European Union, the aim is to develop a digital platform to sell on-line directly to the end consumer and thus improve the economic sustainability of the small farmer's business. This work includes the results of focus groups held with consumers to learn about their fresh food purchasing habits and under what conditions they would be willing to participate as buyers in a platform of this type. The results reveal that consumers are aware that farmers are not receiving fair prices for their production, and buying directly would allow them to earn a higher profit margin. However, the final willingness to participate in the platform is not high due to several factors, such as: the impossibility of seeing the purchased product directly, the large amount of product that make up the shopping baskets offered by these platforms, and the high final prices that are usually derived from the transport costs incurred.