Digitalization is transforming various sectors of the Brazilian economy, and agriculture is no exception. More and more, rural producers are migrating to online platforms to quote, buy and pay for your agricultural supplies, seeking greater convenience, agility and economy. This change in behavior, previously common only in retail, is gaining strength in the field and driving the adoption of new technologies
The adoption of online platforms for the marketing of agricultural inputs is still in its early stages, but the trend is for accelerated growth in the coming years. With the increasing familiarity of rural producers with new technologies and the benefits they offer, the digitization of the Brazilian agribusiness should intensify even more, comment Ivan Moreno, CEO of Orbia
Positive experiences drive this change in behavior
One of the examples of this change in behavior and adoption of online shopping is the case of Renato Scariote, 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 crop, fertility mapping services and nematodes in the soil and praises the variety of products on the platform. The tool is excellent, and gives you a wide range of products and services with the possibility to negotiate, something that we sometimes end up not doing in in-person shopping, affirms Scariote
Another example is that of Iara Aparecida Kirsch, rural producer in São Francisco de Paulo, Rio Grande do Sul. She also buys supplies online and highlights cost savings and speed as the main benefits. "I get better prices for my crop in the digital environment", explain Kirsch. "I have already bought solar fertilizer at Orbia and even an excellent fungicide to inhibit spots on vegetables".”
For her, online shopping offers convenience and speed, from research to the delivery of products on the property. "I opt for online shopping for the speed of service and delivery of products to my farm, which is faster than conventional means", highlights the producer
Shortage of rural credit also increases online marketing
The scarcity of rural credit is also driving the commercialization of inputs in the digital realm. Only in 2023, the demand for agricultural financing in Brazil was R$800 billion, according to data from the Map (Ministry of Agriculture and Livestock).
For this reason, the anticipation of receivables, especially in digital format, has become a valuable resource for the agricultural chain, once in this modality, the producer can increase cash flow and production capacity, at the same time it makes the payment for supplies much more practical, fast and safe.
"The assignment of receivables in a 100% online manner is transforming the way agricultural input distributors manage their transactions with rural producers". With the initiative, distributors can deliver the purchased supplies to rural producers, eliminating delays and the risks associated with traditional payment methods. This modality benefits the rural producer, that now has the possibility to make this payment without bureaucracy, tell the CEO of Orbia, which also offers the possibility of receivables anticipation on its platform, through Orbia Pag
Unlike traditional Barter – payment for the input without monetary intermediation is made through the grains in the post-harvest – in this modality, rural producers from any location can have immediate access to the limit, if they have a registration on the Orbia platform and are pre-approved, according to the company's assessment and the credit bureaus. "In addition to facilitating access to credit", with Orbia Pag, the rural producer has more flexibility when it comes to paying for their purchases over a period of up to 12 months. This brings relief to producers regarding the obligations of crop returns, at the same time that the transaction does not pose a risk to the distributor, Moreno account.
Released in March 2023, Orbia Pag has been growing month by month since its launch. The migration to online marketing of agricultural inputs brings various benefits to rural producers ranging from convenience, agility and greater variety of products, even economy and access to credit, something essential for the farmer at the current moment, emphasizes Moreno
The concern with financial resources goes beyond and also drives the search for returns on investments made in the fields. "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, like Cashback, for example
In practice, the producer receives part of the value of their purchases back in the form of Cashback, that can be used for new acquisitions on the platform, like the purchase of agricultural inputs, or even to accumulate points and exchange them for various benefits. Currently, this modality is available for Impulso Bayer clients
Agro 5.0 is a new consumer experience on the Orbia platform
Completing five years of operation this month of June, Orbia aims to present, still in the second half of this year, a new version of the platform for your 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 for that. We want to become an increasingly strategic partner of rural producers, helping them achieve their goals more efficiently, sustainable, and technological. We believe that Agro 5.0 represents a great opportunity for Brazilian agribusiness, and we are committed to leading this transformation, finishes Moreno
