Intro
Brazil’s agribusiness ~25% of GDP, yet remains largely offline.
BASF, one of the world’s largest chemical and agricultural input companies, set out to modernise how it engages with farmers and distributors in one of its most strategic markets.
The challenges
A fragmented B2B channel:
- Offline sales, low visibility, inconsistent engagement
- Loyalty and credit programs scattered across distributors
- No unified way to personalize offers or scale relationships
- Need to activate digital channels like WhatsApp (96% penetration)
The solution
We’ve developed conecta.ag, an integrated B2B ecosystem on Adobe Commerce, including:
- A digital marketplace where distributors act as sellers, with offers tailored by crop and region
- A unified loyalty program across BASF and partner industries
- Financial tools such as digital credit, barter, and grain-based payments
CRM-powered personalization and a WhatsApp commerce strategy to drive reorders and field engagement
Impact & Next Steps
Ecosystem live and scaling in Brazil
Loyalty + financial services integrated
BASF is now Smollan DC’s #1 client in LATAM
