Digitalization is transforming several sectors of the Brazilian economy, and agriculture is no exception. Increasingly, rural producers are migrating to online platforms to quote, buy and pay for their agricultural inputs, seeking greater convenience, agility and economy. This change in behavior, previously common only in retail, has been gaining strength in the field and driving the adoption of new technologies.
“The adoption of online platforms for the commercialization of agricultural inputs is still in its early stages, but the trend is of accelerated growth in the coming years.With the growing familiarization of rural producers with the new technologies and the benefits they offer, the digitization of Brazilian agribusiness should intensify even more”, comments Ivan Moreno, CEO of Orbia.
Positive experiences drive this behavior change
One example of this change in behavior and adoption of online shopping is the case of Renato Scariote, a soybean and corn producer in Mato Grosso, whose family has been growing these crops for more than 40 years. Through Orbia, he has already made purchases of insecticides for his crop, fertility mapping services and nematodes in the soil and praises the variety of products on the platform.“A tool is excellent, and gives you a very wide range of products and services with the possibility of negotiating, something that sometimes we end up not doing in the face-to-face purchases”, says Scariote.
Another example is that of Iara Aparecida Kirsch, a rural producer in San Francisco de Paulo, Rio Grande do Sul. She also buys inputs online and highlights the economy and agility as the main benefits. “Iconsigo better prices for my crop in the digital environment”, explains Kirsch. “I have already bought in Orbia solar fertilizer and even an excellent fungicide to inhibit paints on vegetables.”
For her, online shopping offers practicality and speed, from research to delivery of products on the property.“Opto by online shopping for agility in service and arrival of products to my crop that are faster than conventional means”, says the producer.
Shortage of rural credit also increases online marketing
The scarcity of rural credit has also been driving the commercialization of inputs in the digital universe.Only in 2023, the demand for agricultural financing in Brazil was R$800 billion, according to data from Mapa (Ministry of Agriculture and Livestock).
For this reason, the anticipation of receivables, especially in digital format, has become a valuable resource for the agricultural chain, since in this modality, the producer can increase cash flow and production capacity, while making the payment of inputs in a much more practical, fast and safe way.
“The transfer of receivables in 100% online form has been transforming the way distributors of agricultural inputs manage their transactions with rural producers. With the initiative, distributors can deliver the inputs purchased to rural producers, eliminating the delays and risks associated with traditional payment methods. This modality benefits the rural producer, who now has the possibility to make this payment without bureaucracy”, says the CEO of Orbia, which also offers this possibility of anticipation of receivables on its platform, through Orbia Pag.
Unlike the traditional Barter & payment for input without monetary intermediation and made through grains in post-harvest mode “ in this mode, farmers in any location can have immediate access to the limit, if they have registration on the Orbia platform and are pre-approved, according to the company's assessment and credit bureaus. “In addition to facilitating access to credit, with Orbia Pagia, the rural producer has more flexibility when paying for their purchases in a period of up to 12 months. This brings relief to producers on the return obligations of the crop, at the same time that the transaction does not offer risk to the distributor, Moreno account.
Launched in March 2023, Orbia Pag has been growing month by month since its launch.“A migration to online marketing of agricultural inputs brings several benefits to farmers ranging from convenience, agility and greater variety of products, to economy and access to credit, something essential for the farmer at the current time”, emphasizes Moreno.
The concern with financial resources goes beyond and also moves the search for return on investments made in the crop. “We know that investments in agricultural inputs have high added value and therefore, we seek ways to return these investments to farmers through benefit programs, such as Cashback, for example”.
In practice, the producer receives part of the value of his purchases back in the form of Cashback, which can be used for new acquisitions on the platform, such as the purchase of agricultural inputs, or even to accumulate points and exchange for various benefits. Currently, this modality is available to Impulso Bayer customers.
Agro 5.0 and a new consumer experience on the Orbia platform
Completing five years of operation this June, Orbia aims to present, still in the second half of this year, a new version of the platform for its customers and partners, aiming to improve the experience of the producer in the digital environment.“We want to offer a new experience for current and future customers and partners, and we are working hard for this. We want to become an increasingly strategic partner of rural producers, helping them to achieve their goals in a more efficient, sustainable, and technological way. We believe that Agro 5.0 represents a great opportunity for the Brazilian agribusiness, and we are committed to leading this transformation, concludes Moreno.
