In the last few years, the agricultural industry – a sector rooted in tradition and in-person interactions – has embraced digital transformation. While this change may have started due to the pandemic, it has now turned into a lasting shift. We recently spoke with Darryl Biss from Ben Burgess, a UK-based John Deere dealer, who made it clear that eCommerce is changing what customers expect, how teams work, and how companies compete.
Like many other industries, farming got a big push into the digital world thanks to COVID-19. With showrooms shut and customers still needing equipment and support, dealers like Ben Burgess had to make a quick shift.
“We had to find a way to continue to operate,” said Darryl. “People couldn’t just pop into the depot anymore. Everything had to be done remotely, and online giants like Amazon were already equipped for that.”
That urgency sped up Ben Burgess’ move into eCommerce. At first, their website was just there to share information. However, as more people started shopping online, it became obvious they needed a proper online store—it was no longer just a nice-to-have option, it was essential.
One of the biggest changes that has resulted from adding eCommerce has been the wider range of customers it’s brought in. While agricultural customers still prefer to make large deals or complex orders in person or over the phone, most of the online sales are coming from a new clientele. “The bulk of our online sales are for smaller items—blades, belts, chainsaw parts, lawnmower kits,” stated Darryl. “It’s the homeowners, smallholders, and grounds care clients driving volume.”
This shift has made room for a whole new path for growth. Customers are happy to buy parts online when they know what they’re getting and don’t need to see it in person, which means the customer base now stretches way beyond just traditional farmers.
Going digital didn’t just change things for customers—it shook up how everything works behind the scenes as well. “We’ve had to rethink everything: packaging, inventory control, staffing, and even how we interact between depots,” said Darryl.
Some depots are handling ever increasing amounts of orders per day with dedicated teams looking after order fulfilment. Having said that, not every depot jumped in right away. “Some were quick to get on board, others needed to see the results first,” Darryl added. To help get everyone on the same page, management used sales data to show how eCommerce could directly boost a depot’s bottom line. The team also had to deal with some tricky logistics—like making sure online orders weren’t eating into the parts needed by technicians on the ground. The last thing they wanted was someone missing a crucial component because it got shipped out in an online order.
What’s next?
Looking ahead, Darryl sees a future where tractors with telematics and other connected equipment such as sprayers and harvesters do more than just track performance—they will order parts on their own. “Imagine your tractor tells you that the turbocharger will fail soon and prompts you to order it immediately. The infrastructure is already there. It’s just a matter of time before machines communicate directly with eCommerce platforms.” This shift could redefine just-in-time maintenance, reduce downtime and increase operational efficiency on farms.
What really stands out from the conversation is the people making all this happen. The success of Ben Burgess’ eCommerce shift isn’t just about the tech—it’s down to the team, the way things were rolled out, and a leadership style that encourages trying new things. “There’s a lot of really good people here. That makes such a difference when you’re trying to introduce something new.”
At Ibcos, we’re fully aware of the shifts happening in the industry, and we’re committed to helping our customers embrace the digital transition. We’ve worked closely with John Deere and AGCO to use the data and information within Gold to enhance their eCommerce solutions.
Contact us at product_team@ibcos.co.uk to begin your journey in eCommerce today.
