Tul

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.

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

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

• B2B construction marketplace
• Wholesale building materials
• Hardware store procurement
• Construction supply platform
• Latin American e-commerce

Headquarters

HQ city

Bogotá

HQ country

Colombia

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

Technology or R&D, Operations, Supply Chain, Marketing or Sales, Personnel

Revenue model

1. 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

Core 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).

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• SoopercoreStrategic or Co-development Partner · 12 June 2024Tul, 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

Broad 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

• Facebookfacebook.com/soytulcol
• LinkedInlinkedin.com/company/soytul
• Instagraminstagram.com/soytulcol
• TikToktiktok.com/@tulcolombia

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds7 records

Investors22 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tul