Agrofy E-commerce Transformation
Carol Munar
Agrofy E-commerce Transformation
I redesigned Agrofy, a leading agricultural marketplace in Latin America, to transform it from a quotation-based platform into a full e-commerce site enabling farmers and suppliers to buy and sell machinery, seeds, and equipment directly. The result: a seamless checkout flow, multiple payment options, shipping integrations, and strong adoption across markets.
Why It Matters
High demand, low transaction visibility:
Despite millions of users and thousands of annual quotes for machinery and seeds, Agrofy lacked a system to process direct sales.
Growth opportunity in digital agriculture:
As one of the most visited agri-marketplaces (nine countries, 5 million monthly visits) in 2019, Agrofy was perfectly positioned to monetize its quotation traffic.
Complex market constraints:
The agricultural sector spans very different payment preferences, logistics needs, and negotiation practices, especially between suppliers and farmers.
Information about the user and methods of payment.
Confirmation of a pruchase mailing.
How I Solved It (Approach & Design)
Framework & Methodology:
I used a Discover → Define → Develop → Deliver approach: doing deep user research, defining core flows, building prototypes, and iterating.
User Research & Validation:
Conducted qualitative interviews and analytics review to understand how farmers and suppliers currently negotiate, pay, and receive goods.
Design & Interface:
Created a checkout flow that supports different payment methods depending on region and local market infrastructure.
Designed a “field location” pattern: users can specify their physical farm or delivery address for logistics.
Built a negotiation/chat feature to reflect how agricultural buyers and sellers often discuss terms, especially for seeds.
Collaboration & Iteration:
Worked closely with engineering for feasibility, integrating payments and shipping.
Started with alpha testing among 50 Agrofy employees, then phased a public rollout.
Monitored via Google Analytics and other tools to validate engagement.
Checkout without a quotation
Time expire email notification
Results & Outcomes
New Checkout System:
Delivered a complete e-commerce experience: from product selection → negotiation → payment → shipping.
Payment & Logistics Integration:
Implemented regional payment providers tailored to local markets.
Improved Engagement Metrics:
+3% merchant acquisition (first machinery in Brazil, seeds in Argentina)
+23% in buyer acquisition, with more users initiating online quotes or purchases.
+18% new buyers engaging in the quote process, thanks to a more intuitive, digital-first workflow.
Buyer account page
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Posted Nov 21, 2025
Redesigned Agrofy to transform it into a full e-commerce site for agricultural products.
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