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ABSTRACT In recent years, citizen‐driven initiatives have significantly transformed agrobiodiversity monitoring, exemplified by platforms like Wiki Papa and VarScout, which support Andean potato conservation in Peru. Wiki Papa serves as a curated repository documenting local potato varieties, while VarScout enables the collection of on‐the‐ground potato data from farming fields and Andean households. These platforms integrate citizen science with conservation. Recently, the potential inclusion of e‐commerce features in Wiki Papa aims to connect small‐scale potato farmers directly with urban consumers, promoting economic growth. However, this integration highlights a paradox: While commercialization can incentivize potato farmers to conserve many local potato varieties, it also introduces challenges, such as market‐driven standardization and increased production costs. This study explores the complex interplay between potato commercialization and agrobiodiversity conservation through qualitative research, including interviews and participant observation with key stakeholders. Findings reveal that integrating e‐commerce features into digital platforms presents logistical and sociotechnical challenges but also distracts users from discussing data governance issues. Insights from app developers, farmers, and conservationists illuminate the tensions between economic interests and preservation of food heritage. By examining the potential integration of e‐commerce into Wiki Papa, this study contributes to discussions on the role of platform science in conservation and niche markets.