Globalization has been identified as a crucial catalyst for companies seeking to expand their markets, based on the intensification of social relations on a global scale. Digital transformation offers agricultural companies the opportunity to adopt innovative practices that can help to strengthen their position in the worldwide market. However, it is important to note that significant challenges and opportunities accompany this process. This paper explores customer relationship strategies in digital marketplaces, focusing on the agricultural sector. Data was collected through the implementation of benchmarking, which entailed a comparative analysis of the practices adopted by agricultural marketplaces. The analysis encompassed a total of 33 marketplaces, based on content analysis of the data collected from secondary data. The research demonstrates the potential for digital technologies to facilitate the establishment of long-term relationships with consumers. The findings reveal a wide array of strategies employed to cultivate these relationships, with the most prevalent ones encompassing customer service, content marketing, customer education, and social responsibility.