The digitization of the purchasing journey in agribusiness is advancing strongly in Brazil, and the partnership between YANMAR and Broto, Banco do Brasil’s digital platform, is one of the protagonists of this transformation. Together, the companies have enhanced rural producers’ access — especially smallholders — to compact and highly efficient machinery, combining innovation, facilitated credit, and a purchasing journey increasingly connected with the realities of the field.
Since the beginning of the partnership in 2024, seven YANMAR machines have already been sold through Broto, totaling nearly R$ 8 million. Among the acquired equipment are tractors ranging from 24 to 75 horsepower and even mini-excavators — traditionally used in the construction sector but increasingly present in agricultural applications. The sales were made to producers in São Paulo, Minas Gerais, Mato Grosso, Santa Catarina, Bahia, and Pernambuco, demonstrating the national reach and appeal of digitization in agribusiness.
According to a survey conducted by Broto with over 100,000 rural producers, 43% of respondents already use marketplaces as a source of information about agricultural products and services. This indicates a significant behavioral shift: even when the purchase is not finalized online, the digital environment directly influences the producer’s decision.
“The partnership with YANMAR has been quite special. It is a company that, like us, has technology and sustainability in its DNA, essential pillars for the evolution of family farming. For Broto, it is crucial to have partners that combine innovation, efficiency, environmental impact mitigation, productivity, and food security for the population,” highlights Francisco Roder Martinez, executive director and one of the founders 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 number recorded in the last quarter of 2024 by over 10%.”
In addition to facilitating access to machinery, the platform offers producers digital credit services, such as financing simulations, funding requests, CPR (Agricultural Bill), and Pronaf (National Program for Family Farming), all conducted practically and securely. Another highlight of the digital journey promoted by Broto lies in its infrastructure: the platform was considered the fastest in Brazilian agribusiness based on tests by Google PageSpeed Insights, and features cutting-edge technology for data security and transactions.
The partnership has been particularly relevant in YANMAR’s relationship with family farmers, who make up a significant portion of Broto’s user base. These producers seek efficient mechanization but with affordable cost-benefit and technologies that truly meet their needs.
“This alliance with Broto brings YANMAR even closer to family farming, which is the priority of our operations. We have a robust portfolio of compact tractors and equipment perfectly suited for smaller properties requiring high productivity. The digital channel expands our presence and connects us with a highly engaged audience open to innovation,” says Igor Souto, marketing supervisor at YANMAR South America.
The partnership between YANMAR and Broto also reflects a national trend. According to the platform, the states of São Paulo and Minas Gerais account for 26% of machinery searches. “Requests for quotes for YANMAR products endorse this data: 35% of leads generated on Broto for the manufacturer come from these states. These numbers may reflect the high concentration of technified properties and good rural connectivity in these areas,” says Martinez.
Another relevant data point shows that 48% of quote requests for YANMAR products on Broto came from producers aged 25 to 44 — a generation increasingly digitalized, attentive to machinery performance, and willing to conduct business online autonomously and swiftly.
Broto has been expanding its role as a key player in agri-digitization. From its inception until April 2025, the platform has facilitated over R$ 9.3 billion in business and has invested in new strategies for engaging producers, 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 agribusiness goes far beyond a marketplace. Our goal is to support the producer before, during, and after the farm gate, not only 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 agribusiness, with a direct impact on productivity and sustainability of rural properties,” reinforces Martinez.
With the strengthening of the partnership between the companies, the expectation is that the number of digital sales of agricultural machinery will grow in the coming cycles, consolidating the model as an effective, secure, and practical way to expand mechanization in the field and bring innovative solutions closer to the real challenges of Brazilian rural producers.
“We continue to seek new ways of working, always following market trends alongside strategic partners like Broto. This connection is essential to bring our solutions to an ever-growing number of producers with agility, proximity, and innovation,” concludes Souto.
