Banks, input companies, and agribusiness services adopt digital platforms to access rural producers
The agricultural sector is increasingly moving its operations online, embracing digital marketplaces to reach farmers. These platforms are not just for purchasing products but also for accessing credit and financing, a trend accelerated by the pandemic.
Broto: Expanding Digital Agri-Business
Broto, the Banco do Brasil’s agribusiness platform, has facilitated R$ 2 billion in transactions from November 2023 to November 2024. Since its launch in 2020, Broto has reached a cumulative R$ 7.9 billion. Currently, the platform hosts 800 companies and offers around 23,000 active listings across 19 categories.
Francisco Roder Martinez, Broto’s executive director, highlighted the leading product categories: tractors, inputs, and services. Additionally, nearly 1,987 credit operations were completed through Broto in the past year, each tied to a product purchase via the platform.
Looking ahead to 2025, Broto plans to introduce a subscription club to connect farmers with tailored offers and solutions. The company is also testing a pilot program to digitize barter operations.
E-Agro: Serving Digital Farmers
Launched in 2023, Bradesco’s E-Agro platform has attracted 40,000 registered users in less than two years. Farmers use the platform to access credit, machinery, and inputs.
Nadege Saad, E-Agro’s director, noted that demand is particularly strong among small and medium-sized producers, especially in the Southeast and South regions. From January to September 2024, the platform generated R$ 500 million in business opportunities, with expectations to double this figure by the end of the year, fueled by rural credit lines for the 2024/25 harvest.
Connectivity Solutions for Rural Areas
The Sol, a connectivity company under the RZK group, launched its virtual store in October to simplify access to rural internet services. Aimed at small farmers, the platform extends the company’s reach into untapped areas.
Sonia Proença, Sol’s commercial director, explained that while large producers require personalized service, the “Sol Store” caters to smaller farms. The company aims to reach 3,500 new rural producers, offering six solutions, including climate intelligence tools.
Cibra: Blending Physical and Digital
Fertilizer company Cibra combines physical and digital strategies. Its virtual assistant, Cibele, acts as an agronomist, guiding farmers through product searches. Transactions can be finalized online or in-person through the sales team.
According to Kelly Nakaura, Cibra’s marketing director, 30% of transactions involve the company’s digital platforms, such as CibraStore or partner marketplaces like Agrofy, E-Agro, ClubeAgro, and Broto.
- CibraStore Impact:
- Launched in 2020, it boosted sales by 16% in its first year.
- In 2021, sales grew by 20%, supported by Cibele’s launch.
- By 2022, marketplace integration contributed to a 60% growth in sales.
The Growing Digital Shift in Agribusiness
Marketplaces are transforming how agribusiness connects with farmers, with tailored solutions for financing, inputs, and services. Whether through platforms like Broto and E-Agro or innovations like Sol’s connectivity services and Cibra’s agronomic support, the digital wave is shaping a more accessible and efficient future for small and medium-sized farmers.
