Orbia

What Orbia does

Orbia is a Brazilian agribusiness loyalty and marketplace platform that aggregates demand from 250,000-284,000 rural producers across Brazil and Mexico and connects them to a curated catalog of more than 25,000 agricultural inputs, services, and adjacent consumer products. Founded in 2019 (previously operating as Rede Agro) and headquartered in São Paulo, the company is led by CEO and founder Ivan Moreno and is currently described as having 101-250 employees. Its members access pre-negotiated pricing, cashback, and tiered benefits negotiated with partner brands, while partners gain a single distribution channel into a fragmented rural customer base that is otherwise costly to serve directly. Co-branded programs (Impulso Bayer, Boa Colheita Yara) and integrations with precision-ag and decision-support services such as Climate FieldView and Ignitia indicate that the platform is increasingly positioned as an embedded commerce and agronomic-adjacent operating layer for Brazilian (and now Mexican) agriculture.

The platform is structured as a two-sided B2B2C marketplace with closed commerce stores for each partner brand, allowing targeted campaigns, dynamic promotion management, and member-tier segmentation. Engagement mechanics include loyalty point accumulation, the Family Groups feature for cooperative purchasing, and brand-specific sales events reported to drive a 30% uplift during campaigns. The company reports 87% member retention and up to 3x higher ticket sizes for members compared with non-members, indicating material behavioral differentiation once a producer is onboarded. Operations are concentrated in Brazil, with Mexico active as a second country, signaling a regional rather than single-country growth ambition.

Orbia's business model is anchored in commissions and marketplace fees from partner brands on transactions routed through the platform, supplemented by closed-store revenue shares and (in partner categories outside core ag inputs) adjacent consumer-brand economics. Customer segments span smallholder and mid-tier rural producers on the demand side and a concentrated set of agribusiness majors and select consumer brands on the supply side. No revenue, funding rounds, or detailed unit-economics disclosures are provided in the available input, which constrains precise financial benchmarking.

Name

Orbia

Legal name

Orbia

Website

https://orbia.ag

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

101–250 employees

Short description

Orbia is a Brazilian agribusiness loyalty and marketplace platform serving over 250,000 rural producers in Brazil and Mexico. It connects farmers with 25,000+ ag inputs, services, and consumer products via co-branded partner programs and closed commerce stores, generating commissions from partner brands.

Ownership category

akta.pro rank

Product category

Agricultural Loyalty Marketplace

NAICS

Farm Supplies Merchant Wholesalers (42491), Farm and Garden Machinery and Equipment Merchant Wholesalers (423820)

SIC

Wholesale-Farm Product Raw Materials (5150)

akta.pro primary industry

Agriculture Inputs & Farm Supply Marketplaces (CRAFAHAL)

Keywords

• Agricultural loyalty program
• Rural producer rewards
• Agribusiness marketplace
• Input purchase rewards
• Points redemption platform

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Technology or R&D, Marketing or Sales, Operations, Personnel, Supply Chain

Revenue model

1. Partner brand commissions: Orbia generates revenue through commissions from partner brands (agricultural input companies) who pay to participate in the loyalty program, gaining access to rural producer customers.
2. Product marketplace sales: E-commerce marketplace where products are redeemed using accumulated points. Revenue derived from partner brand sponsorships and product margins.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels4 records

Core offering

Orbia operates a B2B2C loyalty and rewards marketplace for the Brazilian agribusiness sector. Rural producers register purchase invoices from partner agricultural input brands (Bayer, Yara, ORVIX, Fertisolo, etc.) to accumulate points, which they redeem on orbia.ag for 25,000+ products and services spanning electronics, agricultural equipment, home goods, travel and agricultural services. The company monetizes through commissions and transaction fees paid by partner brands for access to its 250,000+ producer network.

Product overview

Orbia is a B2B2C loyalty and rewards marketplace platform for the Brazilian agribusiness sector. The platform operates as a multi-brand marketplace where rural producers accumulate points from purchasing agricultural inputs (fertilizers, seeds, pesticides, agricultural equipment) from partner brands including Bayer, Yara, ORVIX, and others. Users redeem accumulated points for products including electronics (smartphones, TVs, audio equipment), agricultural machinery, tools, home goods, and specialized agricultural services. The platform features multiple integrated loyalty programs (Impulso Bayer, Boa Colheita Yara, CLUBE ORVIX), a distributor portal for channel partners, invoice registration for point accumulation, and family group point management. Agricultural software products like Climate FieldView are also offered. The ecosystem connects over 250,000 rural producers with agricultural brands through a points-based rewards system.

Differentiator

Problem solved

Functional benefit

Products and services

• Orbia Loyalty Platform A points-based loyalty and rewards platform for Brazilian agribusiness that enables rural producers to accumulate points from purchasing agricultural inputs from partner brands and redeem them on the Orbia marketplace for 25,000+ products and services.
• Programa Impulso Bayer A co-branded loyalty program where rural producers earn points by purchasing Bayer agricultural products, redeemable on the Orbia marketplace.
• Boa Colheita Yara A co-branded loyalty program where rural producers earn points on Yara fertilizer purchases, redeemable for products and services on the Orbia platform.
• CLUBE ORVIX A co-branded loyalty program where producers earn 1 point per R$10 on ORVIX Agroquímica purchases, with triple points under the 3F Agro partnership.
• Portal de Canais (Distribuidor Portal) Self-service distributor portal for channel partners to manage their operations, offers, and producer engagement within the Orbia ecosystem.
• Climate FieldView (via Orbia marketplace) Precision agriculture software platform for field mapping, monitoring and analysis, available for licensing and purchase through the Orbia marketplace as part of the agricultural services category.

Quantifiable outcome

• 87% member retention rate
• +2 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and supporting.

• Bayer (Impulso Bayer)coreGTM or Marketing PartnerBayer is a key partner in the Orbia loyalty program. Under the 'Impulso Bayer' program, producers earn points when purchasing Bayer products which can be redeemed for products and services on the Orbia platform.
• Yara BrasilcoreGTM or Marketing PartnerYara Brasil participates in the 'Boa Colheita Yara' loyalty program. Producers earn points on Yara fertilizer purchases redeemable on Orbia's marketplace.
• DecolarsupportingGTM or Marketing PartnerTravel partner Decolar. Producers earn 1 point per R$1 spent on travel bookings through Decolar on the Orbia platform.
• 3F Agro VantagenssupportingGTM or Marketing PartnerAgricultural input partner. Producers earn 1 point per R$30 on purchases, with triple points for ORVIX Agroquímica products.
• Fertisolo Agro+supportingGTM or Marketing PartnerFertisolo offers exclusive benefits through its Agro+ loyalty program where producers accumulate points on purchases for redemption.
• IgnitiasupportingTechnology or IntegrationIgnitia provides high-precision climate data services. Producers earn points and receive real-time weather alerts for their farms.
• ORVIX AgroquímicasupportingGTM or Marketing PartnerORVIX Agroquímica operates the CLUBE ORVIX loyalty program. Producers earn 1 point per R$10 on purchases, with triple points under the 3F Agro partnership.
• ConnecteresupportingGTM or Marketing PartnerConnectere is a farm management software partner. Available on the Orbia platform with special anniversary promotions for producers.
• Climate FieldViewsupportingTechnology or IntegrationClimate FieldView precision agriculture software licenses are available for purchase through the Orbia platform. Part of the agricultural services category.
• SuntorysupportingChannel Partner/ Reseller/ DistributorFeatured brand store on Orbia platform offering products to producers.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Solinftec: Brazilian agtech providing digital farm management and input optimization platforms to large producers and cooperatives. Comparable as a Brazilian ag digital platform with deep producer relationships, though focused on operational software rather than loyalty/marketplace.
• Aegro: Brazilian farm management SaaS serving medium and large producers with input tracking and financial tools. Comparable as a Brazilian agtech digital platform addressing rural producer workflows, though B2B SaaS rather than B2B2C marketplace.

Broad incumbents

• Climate FieldView (Bayer): Bayer's precision agriculture platform that also serves as a Bayer producer engagement and loyalty-adjacent channel. Comparable as a Bayer-owned platform monetizing the producer relationship — and a potential disintermediation threat to Orbia's Bayer partnership.
• Indigo Ag: Larger US ag platform spanning biologicals, grain marketplace, and sustainability programs connecting growers with agribusinesses. Comparable as a diversified two-sided ag platform, though broader in scope than Orbia's loyalty focus.
• Mercado Livre (MercadoLibre): Latin America's largest e-commerce and digital payments platform with growing rural/agricultural seller base and Mercado Pago fintech rails. Comparable as a large-scale LatAm marketplace with embedded loyalty and fintech mechanics that could expand into rural/ag categories.
• Rakuten: Global cashback and loyalty marketplace where members earn rewards on partner purchases and redeem across a large catalog. Comparable as a points-based loyalty marketplace operating a similar B2B2C commission model, though in consumer rather than ag categories.

Direct peers

• Bushel: US-based digital infrastructure platform powering agribusiness digital experiences (loyalty, payments, data) for grain elevators and ag retailers. Directly comparable as a B2B digital platform that connects producers with ag input and grain-buying partners through branded apps — analogous to Orbia's B2B2C model.
• AgVend: US ag-retail e-commerce platform enabling farm input suppliers to sell directly to producers online. Comparable as a digital marketplace that sits between ag input brands/retailers and rural producers — overlapping core B2B2C marketplace mechanics.
• Nucle.ag: Operates as the Mexican arm of Orbia (mexico.nucle.ag). Directly comparable as a sister brand extending the same B2B2C loyalty/marketplace model for Mexican rural producers, sharing brand assets and platform mechanics.

Emerging players

• Trax Retail: Retail data and trade-promotion platform serving CPG brands, often used to optimize loyalty and trade-spend ROI. Comparable as a platform monetizing brand-to-consumer data and promotion ROI — adjacent to Orbia's brand-side value proposition in ag inputs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Orbia