The digitization of the purchasing journey in agribusiness is gaining momentum in Brazil, and the partnership between YANMAR and Broto, Banco do Brasil's digital platform, is one of the key players in this transformation. Together, the companies have enhanced rural producers' access — especially small ones — to compact and high-efficiency machinery, combining innovation, easier credit, and a purchasing journey increasingly connected to the realities of the countryside.
Since the beginning of the partnership in 2024, seven YANMAR machines have been sold through Broto, totaling nearly R$ 8 million. Among the equipment purchased 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 from São Paulo, Minas Gerais, Mato Grosso, Santa Catarina, Bahia, and Pernambuco, demonstrating the national reach and the appeal of digitalization in agriculture.
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 change in behavior: even when the purchase is not completed 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 agribusiness. For Broto, it is crucial to have partners who combine innovation, efficiency, environmental impact mitigation, productivity, and food security for the population," emphasizes 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 in our marketplace. The volume of leads generated from January to April 2025 exceeded the amount recorded in the last four months of 2024 by more than 10%."
In addition to facilitating access to machines, the platform offers the producer digital credit services, such as financing simulations, funding requests, CPR, and Pronaf, all carried out in a practical and secure manner. Another advantage of the digital journey promoted by Broto is the infrastructure: the platform was considered the fastest in Brazilian agriculture based on tests fromGoogle PageSpeed Insights, and it features cutting-edge technology for data and transaction security.
The partnership has been especially relevant in YANMAR's relationship with smallholder farmers, a profile that makes up a large part of Broto's base. These producers seek efficient mechanization, but with affordable cost-benefit and technologies that truly meet their demands.
"This alliance with Broto brings YANMAR even closer to family farming, which is the priority of our operation. We have a robust portfolio of compact tractors and equipment that fit perfectly on smaller farms but require high productivity. The digital channel expands our presence and connects us with a highly engaged and innovation-open 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, the states of São Paulo and Minas Gerais account for 26% of machinery searches. "The budget request for YANMAR products supports this data: 35% of the leads generated in Broto for the manufacturer come from these states. These numbers may reflect the high concentration of technified properties and the good level of rural connectivity in these areas," says Martinez.
Another relevant data point shows that 48% of budget requests for YANMAR products on Broto came from producers aged between 25 and 44 years — an increasingly digitalized generation, attentive to machine performance and willing to conduct business online, with autonomy and agility.
Broto is expanding its role as an important agent of digitalization in agriculture. From its creation until April 2025, the platform has handled more than R$ 9.3 billion in transactions and has been investing in new relationship strategies with producers, such as exclusive digital fairs, targeted media, and tools that integrate content, technical training, and credit solutions into the purchasing process.
"We believe that the future of digital agriculture goes far beyond a marketplace. Our goal is to accompany the producer before, during, and after the gate, not only offering products when they need them 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 the 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, safe, and practical way to expand mechanization in the field and bring innovative solution providers closer to the real challenges of Brazilian farmers.
"We continue to seek new ways of working, always keeping up with market trends and alongside strategic partners like Broto. This connection is essential for us to bring our solutions to an increasing number of producers, with agility, proximity, and innovation," concludes Souto.
