Digitization is transforming various sectors of the Brazilian economy, and agriculture is no exception. More and more, farmers are migrating to online platforms to quote, purchase, and pay for their agricultural inputs, seeking greater convenience, speed, and savings. This change in behavior, previously common only in retail, is gaining strength in the countryside 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 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 is expected to intensify even further,” comments Ivan Moreno, CEO of Orbia.
Positive experiences drive this change in behavior
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 cultivating these crops for over 40 years. Through Orbia, he has already purchased insecticides for his farm, fertility and nematode mapping services in the soil, and praises the variety of products on the platform. "The tool is excellent, and it gives you a wide range of products and services with the possibility of negotiating, something that sometimes we end up not doing in in-person shopping," says Scariote.
Another example is Iara Aparecida Kirsch, a rural producer in São Francisco de Paulo, Rio Grande do Sul. She also already purchases supplies online and highlights savings and agility as the main benefits. "I get better prices for my farm in the digital environment," explains Kirsch. I have already bought solar fertilizer from Orbia and even an excellent fungicide to inhibit leaf spot in vegetables.
For her, online shopping offers convenience and speed, from research to delivery of the products at the property. "I opt for online shopping because of the speed of service and delivery of products to my farm, which is faster than through conventional means," emphasizes the producer.
Shortage of rural credit also increases online marketing
The shortage of rural credit is also driving the commercialization of supplies in the digital universe. In 2023 alone, Brazil's demand for agricultural financing was R$800 billion, according to data from the Ministry of Agriculture and Livestock.
For this reason, receivables anticipation, especially in digital format, has become a valuable resource for the agricultural supply chain, as in this modality, the producer can increase cash flow and production capacity while making payments for inputs in a much more practical, quick, and secure way.
“The 100% online transfer of receivables has been transforming the way agricultural input distributors manage their transactions with rural producers. With this initiative, distributors can deliver the inputs purchased to rural producers, eliminating the delays and risks associated with traditional payment methods. This method benefits rural producers, who now have the possibility of making payments without bureaucracy,” says the CEO of Orbia, which also offers this possibility of anticipating receivables on its platform, through Orbia Pag.
Unlike traditional Barter – payment for inputs without monetary intermediation and made through grains after harvest – in this modality, rural producers from any location can have immediate access to the limit if they are registered on the Orbia platform and are pre-approved, based on the company's and credit bureaus' assessment. In addition to facilitating access to credit, with Orbia Pag, the rural producer has more flexibility when paying for their purchases over a period of up to 12 months. This brings relief to producers regarding the return obligations of the harvest, 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 commercialization of agricultural inputs brings several benefits to rural producers, ranging from convenience, speed, and a greater variety of products to savings and access to credit, which is essential for farmers at the present time," emphasizes Moreno.
Concern for financial resources goes beyond and also drives the pursuit of returns 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 their purchases back in the form of Cashback, which can be used for new acquisitions on the platform, such as purchasing agricultural inputs, or even to accumulate points and exchange for various benefits. Currently, this modality is available for Impulso Bayer clients.
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 clients and partners, aiming to enhance 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 towards this. We aim to become an increasingly strategic partner for rural producers, helping them achieve their goals more efficiently, sustainably, and technologically. We believe that Agro 5.0 represents a great opportunity for Brazilian agribusiness, and we are committed to leading this transformation," concludes Moreno.
