The digitization of the purchasing journey in agribusiness is gaining strong momentum in Brazil, and the partnership between YANMAR and Broto, Banco do Brasil’s digital platform, is one of the leading forces in this transformation. Together, these companies have enhanced rural producers’ access—especially small-scale ones—to compact and highly efficient machinery, combining innovation, facilitated credit, and an increasingly connected purchasing journey tailored to the realities of the field.
Since the partnership began in 2024, seven YANMAR machines have already been sold through Broto, generating nearly R$ 8 million in revenue. The acquired equipment includes tractors ranging from 24 to 75 horsepower and even mini-excavators—traditionally used in construction but increasingly adopted for agricultural applications. The sales were made to producers in São Paulo, Minas Gerais, Mato Grosso, Santa Catarina, Bahia, and Pernambuco, showcasing the national reach and appeal of digitization in agriculture.
According to a Broto survey of over 100,000 rural producers, 43% of respondents already use online marketplaces as sources of information on agricultural products and services. This indicates a significant behavioral shift: even when purchases aren’t finalized online, digital platforms directly influence producers’ decisions.
“The partnership with YANMAR has been truly special. Like us, they embody technology and sustainability in their DNA—essential pillars for the evolution of family farming. For Broto, it’s crucial to partner with companies that combine innovation, efficiency, environmental impact mitigation, productivity, and food security for the population,” emphasizes Francisco Roder Martinez, executive director and co-founder of the Broto platform.
He adds: “No wonder YANMAR is one of the companies for which we generate the most opportunities on our marketplace. The volume of leads generated from January to April 2025 exceeded the previous quarter of 2024 by over 10%.”
Beyond facilitating access to machinery, the platform offers producers digital credit services—such as financing simulations, funding requests, CPR, and Pronaf—all handled in a practical and secure manner. Another highlight of Broto’s digital journey is its infrastructure: the platform was ranked the fastest in Brazilian agribusiness based on tests by Google PageSpeed Insights, and features cutting-edge technology for data and transaction security.
The partnership has been particularly impactful in YANMAR’s engagement with family farmers, who make up a significant portion of Broto’s user base. These producers seek efficient mechanization with accessible cost-benefit ratios and technologies that truly meet their needs.
“This alliance with Broto brings YANMAR even closer to family farming, which is a priority for our operations. We have a robust portfolio of compact tractors and equipment perfectly suited for smaller properties that demand high productivity. The digital channel expands our presence and connects us with a highly engaged and innovation-friendly audience,” says Igor Souto, marketing supervisor at YANMAR South America.
The partnership between YANMAR and Broto also reflects a national trend. According to the platform, São Paulo and Minas Gerais account for 26% of machinery searches. “Budget requests for YANMAR products support this: 35% of leads generated on Broto for the manufacturer originate from these states. These numbers may reflect the high concentration of technified farms and strong rural connectivity in these regions,” says Martinez.
Another key insight shows that 48% of budget requests for YANMAR products on Broto came from producers aged 25 to 44—a generation increasingly drawn to digital solutions, attentive to machine performance, and willing to conduct business online with autonomy and speed.
Broto continues to expand its role as a key driver of digital transformation in agribusiness. From its inception until April 2025, the platform has facilitated over R$ 9.3 billion in sales and has invested in new engagement strategies, such as exclusive digital fairs, targeted media, and tools integrating content, technical training, and credit solutions into the purchasing process.
“We believe the future of digital agriculture goes far beyond a marketplace. Our goal is to support producers before, during, and after the farm gate—not just offering products when needed, but also information, knowledge, credit, protection, and access to innovation. This is how we see our role: as facilitators of digital transformation in agriculture, with a direct impact on productivity and rural sustainability,” Martinez reinforces.
As the partnership strengthens, the expectation is that digital sales of agricultural machinery will grow in upcoming cycles, solidifying this model as an effective, secure, and practical way to expand mechanization in the field and connect suppliers of innovative solutions with the real challenges of Brazilian rural producers.
“We continue to explore new ways of working, staying aligned with market trends alongside strategic partners like Broto. This connection is essential to delivering our solutions to an ever-growing number of producers—with speed, proximity, and innovation,” Souto concludes.
