The digitalization of the agribusiness purchasing journey is advancing rapidly in Brazil, and the partnership between YANMAR and Broto, Banco do Brasil’s digital platform, is a key player in this transformation. Together, the companies have increased rural producers’—especially small producers’—access to compact, highly efficient machinery, combining innovation, easy credit, and a purchasing journey increasingly connected to the realities of the field.
Since the partnership began in 2024, seven YANMAR machines have been sold through Broto, generating nearly R$8 million. The equipment purchased includes tractors with 24 to 75 horsepower and even mini-excavators—traditionally geared toward the construction industry but increasingly used in agricultural applications. Sales were made to producers in São Paulo, Minas Gerais, Mato Grosso, Santa Catarina, Bahia, and Pernambuco, demonstrating the nationwide reach and 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 shift in behavior: even when purchases aren’t completed online, the digital environment directly influences producers’ decisions.
“The partnership with YANMAR has been quite special. It’s a company that, like us, has technology and sustainability in its DNA, essential pillars for the evolution of family agribusiness. For Broto, it’s essential to have partners who 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: “It’s no surprise that 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 number recorded in the last four months of 2024 by more than 10%.
In addition to facilitating access to machinery, the platform offers producers digital credit services, such as financing simulations, costing requests, CPR (Brazilian Agricultural Program), and Pronaf (National Agricultural Fund for Agricultural Development), all conveniently and securely. Another distinguishing feature of Broto’s digital journey lies in its infrastructure: the platform was considered the fastest in Brazilian agriculture, based on tests conducted by the Google PageSpeed Insights, and has cutting-edge technology for data and transaction security.
The partnership has been particularly important in YANMAR’s relationship with family farmers, a segment that makes up a large portion of Broto’s base. These farmers seek efficient, yet cost-effective mechanization and technologies that truly meet their needs.
“This alliance with Broto brings YANMAR even closer to family farming, which is a priority for our operations. We have a robust portfolio of compact tractors and equipment that perfectly fits smaller properties that require high productivity. The digital channel expands our presence and connects us with a highly engaged audience that is open to innovation,” says Igor Souto, marketing supervisor for 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. “Quote requests for YANMAR products confirm this: 35% of the leads generated by Broto for the manufacturer come from these states. These figures may reflect the high concentration of high-tech properties and the good level of rural connectivity in these locations,” says Martinez.
Another relevant fact shows that 48% of quote requests for YANMAR products in Broto came from producers aged between 25 and 44 — an increasingly digital generation, attentive to machine performance and willing to conduct business online, with autonomy and agility.
Broto has been expanding its role as a key player in digitalization in agriculture. Since its inception through April 2025, the platform has generated over R$9.3 billion in business and has invested in new producer engagement strategies, 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 involves something much bigger than a marketplace. Our goal is to support producers before, during, and after the farm 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 number of digital sales of agricultural machinery is expected to grow in the coming cycles, consolidating the model as an effective, safe, and practical way to expand mechanization in the field and bring suppliers of innovative solutions closer to the real challenges of Brazilian rural producers.
“We continue to seek new ways of working, always monitoring market trends and working alongside strategic partners like Broto. This connection is essential for us to bring our solutions to an ever-increasing number of producers with agility, proximity, and innovation,” concludes Souto.
