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Agroads case: technological solutions for the agricultural sector

In: Cases on Digital Entrepreneurship

Author

Listed:
  • Rubén A. Ascúa
  • Andrea Minetti
  • José A. Borello

Abstract

Agroads.com, a digital start-up founded in Rafaela (Argentina) in 2007, is a digital marketplace where farmers can find all kinds of agricultural-related products and services, new or used, and sellers can gain customers and increase their business. The digital transformation of agriculture is a long-term trend that the COVID pandemic accelerated. Agroads provides an interesting example of how this trend unfolded in a country such as Argentina, where agriculture and related activities are key in terms of exports, production, and employment. Agroads is a case of a small firm that shows how digital technology can become the vehicle to channel entrepreneurial spirits and actions. Agroads's vision is to create a digital market where business opportunities are more accessible to all operators. It is a virtual place where farmers find everything they need easily and quickly, along the whole supply chain. In this platform the profile of each customer is used to personalize his/her user experience. The system offers the opportunity to find new suppliers throughout Argentina. Any product or service connected to the agricultural sector may be traded conveniently: the platform offers financing options in a secure trading environment. Currently, Agroads’ main challenge is to digitize its customers as well, by encouraging farmers to use data for decision-making through the incorporation of e-commerce in their sales operations.

Suggested Citation

  • Rubén A. Ascúa & Andrea Minetti & José A. Borello, 2023. "Agroads case: technological solutions for the agricultural sector," Chapters, in: Luca Iandoli & Carmine Gibaldi (ed.), Cases on Digital Entrepreneurship, chapter 5, pages 45-57, Edward Elgar Publishing.
    • Handle: RePEc:elg:eechap:21110_5
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