Basf bets on digital credit and loyalty to increase sales in agriculture

With more expensive and restricted credit in agribusiness, companies in the sector have expanded the offer of financial tools to support input sales and facilitate access for rural producers and distributors to financing. In this movement, Basf announced the expansion of the credit front of the Conecta.ag digital ecosystem, with plans to make up to R$500 million available in operations by the end of the 2025/26 harvest.

The initiative is carried out in partnership with fintech Farmtech and focuses on distributors and cooperatives that are part of the company's platform. The model predicts that the reseller receives the value of the sale in cash, while the producer maintains the installment purchase, reducing the pressure on distribution working capital at a time of greater financial constraints in the field.

According to Basf, Conecta.ag currently brings together 60 distribution channels and operates on four fronts: digital marketplace, financial solutions, loyalty programs and logistics. The platform was created in 2022 in partnership with Vertem. In 2023, the company launched the Conecta Pontos loyalty program and, in 2024, began to incorporate financial tools into the ecosystem.

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"One of the ways we can meet different pain points and needs is through an ecosystem. Instead of just one company solving everything, why not rely on different companies that are specialized in their sectors?", said Almir Araújo, director of digital, new business models and commercial excellence at BASF.

Within the platform, distributors use digital tools to offer agricultural inputs and other products to rural producers, including items linked to agricultural operations and digital agriculture. According to the company, campaigns can be targeted directly at farmers through digital channels, such as WhatsApp, in an attempt to digitize part of the commercial relationship that already exists between resellers and customers.

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According to the executive, the strategy seeks to integrate industry, distributors, cooperatives and financial technology companies to maintain commercial flow in a market marked by term operations. "These financial tools help the farmer, but they also help the distributor," he said.

The credit operation takes place through distribution channels, responsible for the commercial relationship with producers. Analysis and approval are carried out using Farmtech technology, in a digital journey integrated into the sales process.

In addition to credit, Basf has also been expanding the loyalty platform integrated into the company's digital ecosystem. According to the company, the system brings together more than 2 million product and service options for rescue and currently has more than 65 thousand registered producers.

The platform's indicators show progress in the use of the program. According to Basf, the value redeemed grew, on average, 91% per year in the last two years. The volume of orders increased 8% compared to 2024, while the redemption of agro products increased 94% in the annual comparison. The average ticket grew by 51%, driven by items with higher added value.

Araújo stated that some producers use the benefits to purchase equipment and services linked to the digitalization of agricultural operations. "He's rescuing drones, monitoring tools, digital agriculture tools," he said.

The company is also negotiating the entry of companies from other segments into the ecosystem, including automakers and insurance companies. According to the executive, the objective is to expand the offer of services to rural producers without changing the current marketing dynamics based on distribution.

"It is not our intention to sell directly to the producer", he stated. According to Araújo, the platform's proposal is not to replace the traditional agricultural marketing model, but to operate as a support tool for distributors and cooperatives.

"Conecta does not create a disruption in the model that exists today, but enhances it through these tools." According to Araújo, BASF assesses that distributors and cooperatives continue to play a central role in technical assistance, commercial relationships and support for farmers in different producing regions.

Source: CNN