Marketplace Naterra decomplicates e-commerce to serve the Brazilian agribusiness

Uncomplicate e-commerce in agribusiness, offering a practical sales channel for the rural producer. This is the strategy of the Naterra marketplace (www.naterra.com.br), which aims to become a reference in online sales in the sector.

The new project is an initiative of Wolf Seeds, which turns 50 in 2025 and is a leader in the segment of hybrid brachiaria seeds, with a portfolio of more than 50 products.

“We have been selling online since 2017, using several marketplaces and our own e-commerce, and we always miss a platform that was intuitive as the large generalist marketplaces, but that met the technical specificities of the sector regarding logistics, agrochemical regulation and quality assurance and PROVENance”, explains Alex Wolf Wolf CEO Seeds and founder of Naterra.

The newly created platform differs from those already in the sector by presenting to the buyer information such as price, inventory, freight and delivery time, unlike what happens in the agro marketplaces that, in general, operate with price auction, quotation forms and lead capture.

Graduated in International Finance and Marketing from the University of Miami Herbert Business School and with more than 20 years of experience in the commercial and business area in agro, Alex Wolf is well aware of the challenges and particularities of the sector.

One of the barriers mapped by Naterra is the conflict of sales channels in a market accustomed to working with distributors and cooperatives. Another challenge is to show industries the advantages of fractional selling.

“We have been selling for years on the internet and we know that the profile of the customer who buys online is different from what goes to the store. Who buys in a physical store or has volume to negotiate price with the distributor does not want to pay for the freight or prefers to take the product at the” time, compares the founder of Naterra.

Currently, the platform's active customer base is 5,000 buyers, in addition to Wolf's own portfolio, with more than 50,000 registered customers.

“Our experience shows that the online customer is very different from the resale customer.In addition, the volume of e-commerce in the agro, although it adds an important revenue for industries, is still small”, evaluates Alex Wolf.

The entrepreneur also points out that working primarily with direct sales made by the industry ensures another particularity of the sector, which is to give more security to the process of curating suppliers, selecting sellers that are able to guarantee the origin and meet the restrictive laws on marketing of pesticides and veterinary products, including with requirement of prescription.

“In the case of seeds, which are living products and Wolf's expertise, quality in storage and” validity is fundamental, he points out.

Thinking of ensuring the best delivery and encouraging new industries to start fractional sales, Naterra took over all logistics, using the know-how of Wolf.

Who opts for the platform does not pay monthly or annual fees and has zero cost of deployment, in addition to receiving support and consulting, aimed mainly at companies that have never worked with e-commerce www.naterra.com.br.