Digitization is transforming various 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, speed, and cost savings. This behavioral shift, previously common only in retail, is gaining momentum in the field and driving the adoption of new technologies.
“The adoption of online platforms for marketing agricultural inputs is still in its early stages, but the trend is for accelerated growth in the coming years. With rural producers becoming increasingly familiar with new technologies and the benefits they offer, the digitalization of Brazilian agribusiness should intensify even further,” comments Ivan Moreno, CEO of Orbia.
Positive experiences drive this change in behavior.
One example of this shift 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 cultivating these crops for over 40 years. Through Orbia, he has already purchased insecticides for his crops, soil fertility mapping services, and nematode testing, and praises the variety of products on the platform. "The tool is excellent, and it gives you a very wide range of products and services with the possibility of negotiating, something we sometimes don't do in face-to-face shopping," says Scariote.
Another example is that of Iara Aparecida Kirsch, a rural producer in São Francisco de Paulo, Rio Grande do Sul. She also buys supplies online and highlights savings and speed as the main benefits. "I get better prices for my crops in the digital environment," explains Kirsch. "I've already bought solar fertilizer from Orbia and even an excellent fungicide to inhibit leaf spot on vegetables."
For her, online shopping offers convenience and speed, from research to product delivery to her property. "I choose online shopping because of the speed of service and the faster delivery of products to my farm compared to conventional methods," the producer emphasizes.
Shortage of rural credit also increases online sales.
The scarcity of rural credit has also been driving the sale of agricultural inputs in the digital world. In 2023 alone, the demand for agricultural financing in Brazil was R$800 billion, according to data from the Ministry of Agriculture and Livestock (Mapa).
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 payments for inputs in a much more practical, fast and secure way.
“The 100% online transfer of receivables is transforming the way agricultural input distributors manage their transactions with rural producers. With this initiative, distributors can deliver the purchased inputs to rural producers, eliminating delays and risks associated with traditional payment methods. This modality benefits the rural producer, who now has the possibility of making this payment without bureaucracy,” says the CEO of Orbia, which also offers this possibility of receivables anticipation on its platform, through Orbia Pag.
Unlike traditional barter – payment for inputs without monetary intermediation and made through post-harvest grains – in this modality, rural producers from any location can have immediate access to the credit limit, provided they are registered 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 Pag, rural producers have more flexibility when paying for their purchases over a period of up to 12 months. This provides relief to producers regarding crop return obligations, while the transaction poses no risk to the distributor,” says Moreno.
Launched in March 2023, Orbia Pag has been growing month by month since its launch. "The migration to online sales of agricultural inputs brings several benefits to rural producers, ranging from convenience, speed, and a wider variety of products, to savings and access to credit, something essential for farmers in the current climate," emphasizes Moreno.
Concern about financial resources goes beyond that and also drives the search for a return on investments made in agriculture. "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 their 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 them for various benefits. Currently, this option is available to Bayer Impulso customers.
Agro 5.0 and a new consumer experience on the Orbia platform.
Celebrating its fifth anniversary this June, Orbia aims to present a new version of its platform to its clients and partners in the second half of this year, aiming to improve the producer's experience in the digital environment. “We want to offer a new experience for current and future clients and partners, and we are working hard to achieve this. We want to become an increasingly strategic partner for rural producers, helping them achieve their goals in a more efficient, sustainable, and technological way. We believe that Agro 5.0 represents a great opportunity for Brazilian agribusiness, and we are committed to leading this transformation,” concludes Moreno.
