Coco
Coco Mercado is a cross-border digital marketplace enabling the Venezuelan diaspora to purchase groceries, medicines, and household goods from partnered Venezuelan retailers for home delivery to family members, generating revenue via transaction and delivery fees.
- Company typePrivate
- Founded2021
- HeadquartersSan Francisco, United States
- Headcount51–100
- GTM typeB2C
- OfferingDigital Commerce or Content
What Coco does
Coco (operating as Coco Mercado) is a cross-border digital marketplace that enables members of the Venezuelan diaspora to purchase groceries, medicines, and household products from partnered local retailers in Venezuela and have them delivered to family members' homes. Founded in 2018 and headquartered in San Francisco, with a secondary operating entity (Coconet Global, SL) in Barcelona, Spain, the company targets Venezuelans living abroad who want to provide tangible support to relatives remaining in Venezuela — converting remittance intent into delivered goods rather than cash transfers.
The platform operates through three customer-facing surfaces — a web portal at cocomercado.com and native iOS and Android applications — that allow users (Remitentes) to browse partner stores, select products, designate a beneficiary, and pay using PayPal, Zelle, credit/debit cards, or bank transfers. The supply side consists of a network of Venezuelan retail partners including pharmacies (Farmahorro, Farmatención, Farmacia SAAS), supermarkets (Locatel, Garzón, La Diadema), and specialty retailers (INNOVAR for small appliances). Order fulfillment is handled through last-mile delivery partners, with WhatsApp serving as the primary communication channel for customer support and order notifications.
Coco generates revenue through transaction-based fees on orders placed through the platform plus delivery service fees, with no subscription or recurring charges disclosed. The company operates a referral incentive program (CocoCréditos) awarding $10 in credits to both referrer and new user on qualifying purchases to drive community-led acquisition. As of the available data, total disclosed funding across four rounds is approximately $1.3M (most recently in October 2022), with 51-100 employees and no publicly reported revenue or GMV.
Coco firmographics
Firmographics- Name
- Coco
- Legal name
- COCO MARKET Inc.
- Website
- https://cocomercado.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Coco Mercado is a cross-border digital marketplace enabling the Venezuelan diaspora to purchase groceries, medicines, and household goods from partnered Venezuelan retailers for home delivery to family members, generating revenue via transaction and delivery fees.
- Ownership category
- akta.pro rank
Coco industry classification
Industry- Product category
- Cross-border E-commerce Marketplace
- NAICS
- Food and Beverage Retailers (445)
- SIC
- Retail-Catalog & Mail-Order Houses (5961)
- akta.pro primary industry
- Cross-border Marketplaces (Multi-seller) (CRAFAJAA)
- akta.pro secondary industry
- Cross-Border & International Commerce Platforms (BPAMAGAI)
Keywords
Where Coco is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Coco business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Platform Commission / Service Fee: Coco acts as a technology platform connecting Remitentes (senders) with Aliado comercial (commercial partners/stores). Revenue is generated through service fees on transactions, including delivery charges when below a threshold rate. The platform facilitates the purchase of goods from partnered stores and charges for the intermediation service.
- Delivery Service Fee: Additional delivery fee charged for home delivery of products, with the total reflecting the service of domicile plus the value of all products in the cart.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Transaction-based pricing |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Coco product offering
Product offeringCore offering
Coco operates a digital marketplace (web and mobile) that connects the Venezuelan diaspora living abroad with partner retail stores in Venezuela, enabling them to remotely purchase groceries, medicines, and household products for delivery to family members' homes. The platform integrates local Venezuelan retail partners (pharmacies and supermarkets), international payment processing (PayPal, Zelle, credit/debit cards), and last-mile delivery logistics into a unified cross-border care-giving service.
Product overview
Coco Mercado is a dual-platform (web and mobile) e-commerce marketplace that enables the diaspora community to send groceries and medicines to their family members in Venezuela. The core offering consists of the Coco Mercado Platform (web portal), iOS App, and Android App, which collectively provide access to a network of partner stores including supermarkets (Locatel, Garzón, La Diadema), pharmacies (Farmahorro, Farmacia SAAS, Pharmatención), and specialty retailers. Users (Remitentes) browse products from partner stores, place orders with delivery to beneficiaries in Venezuela, and pay using PayPal, Zelle, or credit/debit cards. The platform also includes a referral program (CocoCréditos) that rewards users for inviting friends.
Differentiator
Problem solved
Functional benefit
Products and services
- Coco Mercado Platform Web-based digital marketplace that allows senders (Remitentes) abroad to browse products from partner Venezuelan stores (supermarkets and pharmacies), place orders, pay via international payment methods, and arrange home delivery to family members (Beneficiarios) in Venezuela. Accessible globally via web portal and mobile applications.
- Coco Mercado iOS App Native iOS mobile application enabling users to browse partner stores, place orders, track deliveries in real time, and manage their Coco Mercado account from iPhone devices.
- Coco Mercado Android App Native Android mobile application enabling users to browse partner stores, place orders, track deliveries in real time, and manage their Coco Mercado account from Android devices.
- CocoCréditos Referral Program Customer referral incentive program that rewards existing users with $10 in CocoCréditos for each friend who registers with their invitation code and completes a qualifying purchase of over $20; the referred friend also receives $10 credit. Designed to drive word-of-mouth acquisition within the Venezuelan diaspora community.
Companies that use Coco
Customer profileNamed customers3 records
Segments2 records
Ideal customer profiles1 record
Coco technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Coco partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core.
- Locatel VenezuelacoreMajor Venezuelan pharmacy and supermarket chain partner. Locatel Boleita store shown with 1,536 ratings and 4.8 star rating on the platform, offering groceries, personal care products, medicines, and household items.
- FarmahorrocoreVenezuelan pharmacy chain partner offering medications and health-related products through the Coco platform.
- GarzóncoreVenezuelan supermarket partner with 299 ratings and 4.7 star rating. Offers groceries, fresh produce, charcuterie, bakery items, beverages, liquors, and household products.
- La DiademacoreVenezuelan supermarket with 7,011 ratings, offering groceries, fresh produce, proteins, birthday accessories, frozen foods, and household items.
- FarmatencióncoreVenezuelan pharmacy partner with 1,368 ratings offering medications, personal care products, and health-related items.
- PayPalcorePayment processing partner enabling users to pay for orders through PayPal accounts on the platform.
- ZellecorePayment integration partner allowing users to make payments via Zelle bank transfer for orders on the platform.
Scale indicators2 records
Recent moves6 records
Expansion highlights4 records
Coco competitors and assessment
Company assessmentRegional players
- Rappi: Latin American super-app offering on-demand delivery, payments, and financial services across multiple countries including Venezuela. Comparable as a regional delivery and commerce platform addressing LatAm consumers with last-mile logistics.
- Nequi: Colombian digital wallet and payments platform expanding into cross-border transfers. Regional peer addressing the Colombian diaspora flow where some Coco users already send care packages, per customer testimonials.
Broad incumbents
- Western Union: Global incumbent in cross-border money transfers with deep corridors into Venezuela and Latin America. Competes with Coco's broader value proposition of moving value to family abroad, though with cash rather than goods.
- WorldRemit: Established digital remittance platform with strong presence in LatAm corridors. Competes with Coco as an alternative way for the diaspora to support family members in Venezuela, though primarily through cash payouts.
- Mercado Libre: Dominant Latin American e-commerce and fintech platform with Mercado Pago payments and Mercado Envíos logistics. A broader incumbent in cross-border LatAm commerce that could expand into diaspora grocery delivery.
Direct peers
- Remitly: Digital remittance platform serving the Latin American diaspora with cash-to-cash transfers. Directly comparable to Coco's mission of reinventing remittances for the Venezuelan diaspora, though Coco differentiates by delivering goods rather than cash.
- Sendwave: Mobile-first remittance app focused on African and Latin American corridors including Venezuela. Direct peer in diaspora-to-family cross-border value transfer, competing for the same senders Coco targets.
- AirRemit (formerly Boss Revolution): Diaspora-focused mobile platform combining international calling, remittances, and mobile top-ups for LatAm communities. Direct peer addressing the same diaspora-driven care-for-family use case that Coco targets.
Emerging players
- Taptap Send: Mobile-first, low-fee remittance platform rapidly expanding across LatAm and other emerging-market corridors. Direct competitor in the same sender demographic, with comparable mobile-first, low-cost positioning.
- Bitso: Latin America's leading crypto-enabled cross-border payments and remittance platform. Comparable to Coco as a cross-border value transfer solution for the LatAm diaspora, though using digital pesos rather than goods.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Coco social profiles
Digital presenceCoco financial estimates
Financial estimateRevenue estimate
Valuation estimate
Coco leadership team
Management profileNumber of profiles
Profiles1 record
Coco funding detail
Funding detailFunding overview
Funding rounds4 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Coco M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Coco
What does Coco do?
Coco operates a digital marketplace (web and mobile) that connects the Venezuelan diaspora living abroad with partner retail stores in Venezuela, enabling them to remotely purchase groceries, medicines, and household products for delivery to family members' homes. The platform integrates local Venezuelan retail partners (pharmacies and supermarkets), international payment processing (PayPal, Zelle, credit/debit cards), and last-mile delivery logistics into a unified cross-border care-giving service.
Is Coco a public or private company?
Coco is a private company. It is classified as venture growth investor backed and is currently operating.
When was Coco founded?
Coco was founded in 2021. It employs 51 to 100 people.
Where is Coco based?
Coco is headquartered in San Francisco, United States, in the North America region.
How does Coco make money?
Two revenue lines are on record. Platform Commission / Service Fee is the primary driver. The others are delivery Service Fee.
Who are Coco's main competitors?
Regional players on record are Rappi and Nequi. Broad incumbents are Western Union, WorldRemit and Mercado Libre. Direct peers are Remitly, Sendwave and AirRemit (formerly Boss Revolution). Emerging players are Taptap Send and Bitso.
Does Coco have an API?
No public API is recorded for Coco.
What industry is Coco in?
Coco's product category is Cross-border E-commerce Marketplace. Its primary akta.pro industry code is CRAFAJAA, Cross-border Marketplaces (Multi-seller), with a secondary code of BPAMAGAI, Cross-Border & International Commerce Platforms. Its NAICS code is 445 and its SIC code is 5961.