Brazilian agribusiness sees 12 million producers using digital channels for quotes

Digital transformation is significantly altering purchasing behaviors within the Brazilian agribusiness sector. Data projections from Leadcultura indicate that nearly 12 million people connected to the agricultural industry in Brazil now use digital channels, specifically social media, to request quotes.

This figure is derived from a cross-analysis of several data points: the total agribusiness workforce, smartphone adoption rates, and consumer behavior surveys. According to the CEPEA/CNA quarterly bulletin, the Brazilian agribusiness sector employed 28.5 million people in the first quarter of 2025 across the entire value chain. Furthermore, research by the ABMRA shows that 94% of rural producers own a smartphone. Applying these metrics suggests approximately 26.8 million people in the sector are connected via mobile devices, with 43.3% of surveyed producers actively using social media for commercial inquiries.