Farmers Are Buying Online — Is Your Website Ready?
Insights from Spindustry CEO Michael Bird, 2025 Supply Summit & Showcase Breakout Presenter
At FEMA’s last convention, Michael Bird of member company, Spindustry, presented eye-opening research on farmers’ online buying habits. As digital transformation reshapes the industry, manufacturers must ensure their websites meet evolving expectations.
Key Takeaways
Reliability matters: When researching and purchasing parts, farmers use manufacturer or retailer websites 73% of the time during the process.
• Search visibility is key: Farmers use Google in 74% of cases – do you show up?
• Digital research drives decisions: When researching equipment, where the purchase will likely happen offline, farmers still use the internet as part of the research 74% of the time – again are you showing up?
• Meeting expectations: What are the top things farmers expect on your website? Pricing, images, specifications, etc. Does your website offer those items?
• Streamlined search matters: Although some do not have the data to support it, farmers want to search by make and model if possible. Over 50% of farmers will use search in general as opposed to navigation.
• Incentives drive conversions: It should not surprise you, but shipping discounts are the most popular with seasonal and volume discounts are following close behind.
• E-commerce isn’t optional anymore: Over 40% of farmers surveyed said they would not buy parts from someone who does not have e-commerce.
Tariffs are Changing Buying Patterns
Recent tariff policies are further shaping purchasing decisions in agriculture. The 10% blanket tariff on all imports and 145% tariff on Chinese goods are increasing prices on farm equipment and parts.
For manufacturers, adapting to these changes means ensuring their websites clearly communicate pricing, availability, and competitive advantages. With farmers looking for cost-effective solutions in a volatile market, businesses that adjust their digital strategy will be better positioned to serve them.
Making Your Website Work for You
If digital transformation is on your radar, here’s how to maximize your site’s success:
• Mobile matters: Your site must be mobile-friendly; over 70% of your traffic is likely coming from mobile users.
• Data drives improvement: Make sure you have Google Analytics installed and updated—track activity even if you don’t make any other major changes this year.
• Visibility is everything: Do some checking to see how you are ranking—or not ranking—on page one of Google for your top products.
• Guide your customers: Ensure you have clear calls to action on your pages—does each product page feature a “Buy Now” or “Request a Quot” button?
• Ease into e-commerce: Consider starting with some form of online sales, whether a product inquiry form or a full shopping experience.
• Boost your rankings: If you’re not appearing where you want, explore search engine optimization (SEO) or Google Ads to get on page one of search results.
We encourage you to take one step forward in digital. Farmers are continuing to go digital, go global and buy where they can find the best deal! We need to ensure you’re seen—and that YOU are the best choice!
Spindustry is a digital agency specializing in e-commerce and SharePoint solutions for business automation. Their services include web design/development and digital marketing. They also help manufacturers streamline their operations. Learn more at Spindustry.com or contact Michael Bird at MBird@spindustry.com.
Spindustry.com | Member since 2020