Tul
Tul is a Bogotá-based B2B e-commerce marketplace, founded in 2020, that connects small and medium-sized hardware stores (ferreterías) across Colombia, Mexico, Ecuador, and Brazil with construction material distributors, offering price comparison, no-minimum ordering, and 24-hour delivery.
- Company typePrivate
- Founded2020
- HeadquartersBogotá, Colombia
- Headcount1,001–5,000
- GTM typeB2B
- OfferingDigital Commerce or Content
What Tul does
Tul (legal entity TUL S.A.S.) is a Bogotá-headquartered B2B e-commerce marketplace, founded in 2020, that connects small and medium-sized hardware stores (ferreterías) across Latin America with construction material distributors. The platform enables retailers to compare prices and delivery times across multiple distributors, order without minimum quantity requirements, and receive goods within 24 hours. Tul's product surface consists of a web marketplace at tul.com.co, native iOS and Android applications, and a supplier portal that onboards distributors (e.g., Truper, Legrand, Corona, Total Tools, Mercury, Energizer) to list their catalog. The company reports operating presence in Colombia, Mexico, Ecuador, and Brazil, with the June 2024 announced merger with Brazilian startup Sooper aimed at consolidating the regional construction-supplies marketplace.
Tul monetizes through transaction/marketplace fees on goods sold through the platform, with no publicly disclosed pricing tiers or subscription plans. Distribution is self-serve/product-led growth via the mobile app and web, supported by organic social channels (Instagram, Facebook, LinkedIn, TikTok) primarily targeted at ferretero end users. The platform spans categories including bathrooms/sanitary, tools/equipment, electrical/lighting, paints, automotive, and home/cleaning products.
The company has raised approximately $205 million across disclosed rounds, anchored by a $181 million Series B in January 2022 at an $800 million post-money valuation led by 8VC and Avenir, with participation from SoftBank Latin America Ventures, Tiger Global, Coatue, Dragoneer, MONASHEES, Lightrock, Gerdau Next Ventures, and others. Tul's stated long-term objective is to modernize 50,000 ferreterías across Latin America. The company is privately held and headquartered in Bogotá, Colombia.
Tul firmographics
Firmographics- Name
- Tul
- Legal name
- TUL S.A.S.
- Website
- https://tul.io
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Tul is a Bogotá-based B2B e-commerce marketplace, founded in 2020, that connects small and medium-sized hardware stores (ferreterías) across Colombia, Mexico, Ecuador, and Brazil with construction material distributors, offering price comparison, no-minimum ordering, and 24-hour delivery.
- Ownership category
- akta.pro rank
Tul industry classification
Industry- Product category
- B2B Construction Materials Marketplace
- NAICS
- Other Commercial Equipment Merchant Wholesalers (42344)
- SIC
- Wholesale-Professional & Commercial Equipment & Supplies (5040)
- akta.pro primary industry
- Electrical, Plumbing & HVAC Trade Supply Marketplaces (CRAFAHAC)
Keywords
Where Tul is headquartered
LocationHeadquarters
- HQ city
- Bogotá
- HQ country
- Colombia
- HQ region
- Latin America
Offices1 record
Markets served
Tul business model
Business model- GTM type
- B2B
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Operations, Supply Chain, Marketing or Sales, Personnel
Revenue model
- Transaction/Marketplace Fees: Tul operates as a marketplace connecting hardware stores with construction material distributors. Revenue is generated through transaction fees on the goods sold through the platform.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Tul product offering
Product offeringCore offering
Tul operates a B2B e-commerce marketplace that connects hardware stores (ferreterías) with multiple construction-materials distributors, enabling them to compare prices and delivery times and place orders without minimum order requirements. The platform is delivered via web (tul.com.co) and a dedicated mobile app for iOS and Android, with 24-hour delivery across product categories including sanitary/bathroom, electrical/lighting, tools/equipment, paints, automotive, and home/cleaning supplies.
Product overview
TUL is a B2B e-commerce marketplace for construction and hardware supplies operating across Colombia, Mexico, Ecuador, and Brazil. The platform serves hardware stores (ferreterías) by connecting them with multiple distributors, enabling price comparison, 24-hour delivery, and ordering without minimum quantities. The offering consists of the TUL Mobile App (iOS/Android) and the web-based marketplace, with a supplier portal for vendors to list products. The platform spans categories including bathrooms/sanitary, tools/equipment, electrical/lighting, paints, automotive, and home/cleaning products.
Differentiator
Problem solved
Functional benefit
Products and services
- TUL Mobile App A mobile application available on iOS and Android that allows hardware store owners (ferreteros) to browse, compare prices and delivery times, and order construction materials from multiple distributors in one platform.
- TUL B2B Marketplace A B2B e-commerce marketplace connecting hardware stores with construction material distributors, offering price comparison, delivery time options, and order fulfillment without minimum order requirements, across categories including sanitary/bathroom, tools/equipment, electrical/lighting, paints, automotive, and home/cleaning products.
- TUL Supplier Portal A portal for construction-materials suppliers to register and list their products on the TUL marketplace, enabling B2B sales to hardware store customers (ferreteros).
Companies that use Tul
Customer profileSegments1 record
Ideal customer profiles1 record
Tul technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Tul partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- SoopercoreTul, a Colombian startup established in 2020, is merging with Sooper, a Brazilian startup founded in 2021, to create a larger platform for construction supplies. This merger combines two B2B e-commerce companies serving the Latin American construction materials market.
Scale indicators4 records
Recent moves8 records
Expansion highlights5 records
Tul competitors and assessment
Company assessmentBroad incumbents
- MercadoLibre: Latin America's largest e-commerce platform with a growing B2B and industrial-supplies vertical. Comparable to Tul because it serves overlapping SMB buyers across LatAm and competes for the same ferretería wallet, though MercadoLibre is a horizontal marketplace rather than a construction-vertical specialist.
- Amazon Business: Amazon's B2B procurement platform offering millions of SKUs including industrial, tools, and construction supplies. Comparable to Tul because it is a B2B marketplace with broad catalogs and self-serve ordering, though it lacks Tul's vertical specialization in ferreterías.
- Alibaba: Largest global B2B cross-border marketplace connecting buyers with suppliers including industrial and construction supplies. Comparable to Tul as a B2B marketplace model serving wholesale buyers, though geographically broader and more horizontal.
Direct peers
- Sodimac (Falabella): Major LatAm home-improvement and construction-supplies retailer operating in Colombia, Mexico, Chile, Peru, and Argentina. Directly comparable to Tul because it sells the same product categories to overlapping SMB and prosumer ferretería-adjacent customers and competes for share of construction-supply wallet in the region.
- Grainger: Leading B2B distributor of industrial and maintenance supplies serving SMB and enterprise customers globally. Directly comparable to Tul's business model — wholesale distribution of supplies to professional/small-business buyers — and a useful benchmark for unit economics and catalog breadth.
- HD Supply (now The Home Depot Pro): B2B distributor of maintenance, repair, and construction supplies serving professional contractors in North America. Directly comparable to Tul's wholesale-distribution model targeting trade buyers in the construction vertical.
- Faire: Wholesale B2B marketplace connecting independent retailers with brands across multiple categories. Comparable to Tul's marketplace model — connecting SMB retailers with suppliers, taking transaction fees, and emphasizing self-serve mobile ordering — though Faire focuses on consumer goods rather than construction supplies.
Regional players
- Easy (Cencosud): Home-improvement and construction-materials retailer with strong presence in Chile, Argentina, Colombia, and Peru. Comparable to Tul as a regional incumbent in the same vertical competing for the same SMB customer base, though operating primarily as a physical-store chain rather than a digital marketplace.
- Toolstation: UK-based trade and DIY supplies retailer with click-and-collect and trade counter model serving tradespeople and small businesses. Comparable to Tul in serving the trade/ferretería buyer profile with rapid pickup/fulfillment, though primarily a physical-store model in a different geography.
Emerging players
- IndiaMART: India's largest B2B marketplace connecting buyers and suppliers across categories including industrial and construction supplies. Comparable to Tul's marketplace business model in an emerging market context, demonstrating the viability of verticalized B2B marketplaces for SMB buyers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Tul social profiles
Digital presenceTul financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tul leadership team
Management profileNumber of profiles
Profiles3 records
Tul funding detail
Funding detailFunding overview
Funding rounds7 records
Investors22 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tul M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Tul
What does Tul do?
Tul operates a B2B e-commerce marketplace that connects hardware stores (ferreterías) with multiple construction-materials distributors, enabling them to compare prices and delivery times and place orders without minimum order requirements. The platform is delivered via web (tul.com.co) and a dedicated mobile app for iOS and Android, with 24-hour delivery across product categories including sanitary/bathroom, electrical/lighting, tools/equipment, paints, automotive, and home/cleaning supplies.
Is Tul a public or private company?
Tul is a private company. It is classified as venture growth investor backed and is currently operating.
When was Tul founded?
Tul was founded in 2020. It employs 1,001 to 5,000 people.
Where is Tul based?
Tul is headquartered in Bogotá, Colombia, in the Latin America region.
How does Tul make money?
One revenue line is on record: transaction/Marketplace Fees.
Who are Tul's main competitors?
Broad incumbents on record are MercadoLibre, Amazon Business and Alibaba. Direct peers are Sodimac (Falabella), Grainger, HD Supply (now The Home Depot Pro) and Faire. Regional players are Easy (Cencosud) and Toolstation. IndiaMART is listed as an emerging player.
Does Tul have an API?
No public API is recorded for Tul.
What industry is Tul in?
Tul's product category is B2B Construction Materials Marketplace. Its primary akta.pro industry code is CRAFAHAC, Electrical, Plumbing & HVAC Trade Supply Marketplaces. Its NAICS code is 42344 and its SIC code is 5040.