Twenty years ago, Walmart didn’t see, then primarily an online book-seller, as a potential competitor. But now, they’re a dominant force in the digital commerce sector, and the evolution of the business shows how important it is for the farm machinery and equipment sector to go through a similar evolution to continue to serve customers. Though the farm equipment sector is largely a “handshake business,” there are ways companies and dealers can add value for customers, like streamlining purchase decision-making processes. See and hear why one digital equipment website operator says now is the time for machinery companies to make investments to prepare for this continued evolution in serving customers.