Simplify e-commerce in the agribusiness sector, offering a practical sales channel for rural producers. This is the strategy of the Naterra marketplace (www.naterra.com.br), which aims to become a reference in online sales in the industry.
The new project is an initiative of Wolf Sementes, which celebrates 50 years in 2025 and is a leader in the hybrid Brachiaria seed segment, with a portfolio of over 50 products.
“We have been selling online since 2017, using various marketplaces and our own e-commerce platform, and always felt the lack of a platform that was intuitive like the major generalist marketplaces but that addressed the technical specificities of the industry regarding logistics, agrochemical regulations, and quality and traceability assurance,” explains Alex Wolf, CEO of Wolf Sementes and founder of Naterra.
The newly created platform stands out from those already existing in the sector by providing buyers with information such as price, stock, shipping, and delivery time, unlike what happens in agricultural marketplaces that generally operate with price auctions, quotation forms, and lead generation.
Graduated in International Finance and Marketing from the University of Miami Herbert Business School and with over 20 years of experience in commercial and business areas in agriculture, Alex Wolf is familiar with the challenges and peculiarities of the sector.
One of the barriers identified by Naterra is the conflict of sales channels in a market accustomed to working with distributors and cooperatives. Another challenge is to show industries the advantages of fractional sales.
“We have been selling online for years and we know that the profile of the customer who buys online is different from the one who goes to the store. Those who buy in physical stores or have the volume to negotiate prices with the distributor do not want to pay for shipping or prefer to take the product immediately,” compares the founder of Naterra.
Currently, the platform has 5,000 active customers, in addition to Wolf’s own portfolio, with over 50,000 registered customers. Two important sellers have already joined the project.
“Our experience shows that the online customer is very different from the resale customer. In addition, the volume of e-commerce in agribusiness, although it adds important revenue to industries, is still small,” assesses Alex Wolf.
The entrepreneur further emphasizes that working primarily with direct sales made by the industry ensures another particularity of the sector, which is to provide more security to the supplier curation process, selecting sellers who are capable of guaranteeing the origin and complying with restrictive legislation on the marketing of pesticides and veterinary products, including the requirement for a prescription.
“In the case of seeds, which are living products and part of Wolf’s expertise, quality in storage and validity are fundamental,” he points out.
To ensure the best delivery and encourage new industries to start selling in smaller quantities, Naterra took over all logistics, using Wolf’s know-how.
Those who choose the platform do not pay monthly or annual fees and have zero implementation costs, in addition to receiving support and consultancy, mainly aimed at companies that have never worked with e-commerce. Learn more at www.naterra.com.br.
