Erural
Erural is a Brazilian digital marketplace founded in 2013 that connects cattle ranchers, breeders, and buyers nationwide through online auctions, fixed-price shopping, and genetic selection tools. The platform serves Brazilian livestock producers with transaction commissions, premium subscriptions, and an adjacent farm fintech product.
- Company typePrivate
- Founded2013
- HeadquartersMacaé, Brazil
- Headcount51–100
- GTM typeB2C
- OfferingDigital Commerce or Content
What Erural does
Erural (legal entity E-RURAL ATIVIDADES DE INTERNET LTDA, CNPJ 31.793.454/0001-90) is a Brazilian digital marketplace for livestock commerce, headquartered in Salvador, Bahia. Founded in 2013 and operating with 51–100 employees, the platform connects cattle ranchers, breeders, and buyers across Brazil through three core transaction formats: live online auctions (Leilões), fixed-price shopping events (Shopping erural), and permanent sales listings. The product surface also includes genetic selection tools (Genética, Rankings), curated trait-based selections (Seleções), an aggregated national event calendar (Agenda de Eventos), a seller onboarding service (Venda Conosco), free advisory support staffed by veterinarians and animal scientists, plus premium PRO plans and Official Stores for sellers. An adjacent fintech product, eruralpay, provides financial management tools for farm operations.
The platform is built on Google Cloud infrastructure with Amazon S3 for document and backup storage, Sentry for error monitoring, and a conventional analytics stack (Google Analytics, Facebook Pixel, Mixpanel, Amplitude). Notable platform features include an animal certification seal backed by on-site team verification, buyer credit and antifraud analysis drawing on Serasa and public records (court certificates, criminal background, protest records), and structured financing facilitation (installment plans up to 30x with free freight on eligible events). Distribution combines self-serve platform access with consultant-assisted sales via WhatsApp and phone, reflecting the trust-intensive nature of high-value livestock transactions.
Erural generates revenue primarily through transaction commissions on auction and fixed-price sales, supplemented by recurring subscription revenue from PRO plans and Official Stores, and emerging revenue from eruralpay financial services. The company has raised approximately $2.53M across four disclosed funding rounds between 2021 and 2024, with SP Ventures leading the largest 2022 round alongside DOMO.VC, Lighthouse, and Prana Capital. Leadership consists of CEO and Founder Mateus Ladeia and CTO Gabriel Erbetta. The company remains privately held, founder-led, and focused exclusively on the Brazilian market.
Erural firmographics
Firmographics- Name
- Erural
- Legal name
- E-RURAL ATIVIDADES DE INTERNET LTDA
- Website
- https://erural.net
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Erural is a Brazilian digital marketplace founded in 2013 that connects cattle ranchers, breeders, and buyers nationwide through online auctions, fixed-price shopping, and genetic selection tools. The platform serves Brazilian livestock producers with transaction commissions, premium subscriptions, and an adjacent farm fintech product.
- Ownership category
- akta.pro rank
Erural industry classification
Industry- Product category
- Online Livestock Marketplace
- NAICS
- Livestock Merchant Wholesalers (424520)
- SIC
- Agricultural Services (700)
- akta.pro primary industry
- Equine Sales, Auctions & Bloodstock Agencies (AFAEAGAH)
- akta.pro secondary industry
- Breeding Program Design & Genetic Consulting (Mating Plans, EPD/Index Selection) (AFACAEAD)
Keywords
Where Erural is headquartered
LocationHeadquarters
- HQ city
- Macaé
- HQ country
- Brazil
- HQ region
- Latin America
Offices2 records
Markets served
Erural business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Commission on Animal & Property Sales: Erural charges a commission fee on sales facilitated through the platform, applicable across auction and shopping event formats. Sellers pay only when the expected result is achieved.
- Paid Service Plans (PRO & Official Stores): Premium subscription-style plans (PRO plans and Official Stores) provide enhanced listing features and visibility within the platform. These are paid services distinct from standard listing fees.
- Fixed-Price Shopping Commissions: The Shopping erural section offers fixed-price listings; erural earns a commission on each successful transaction at the listed price.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Standard Auction Listing — Commission-based |
| Transaction based/ take rate | Pay-as-you-go | Shopping / Fixed-Price Listing |
| Subscription | Monthly | Auction — Buyer Financing (2+28x) |
| Subscription | Monthly | Auction — Buyer Financing (30x) |
| Subscription | Multi-year contract | PRO Plans & Official Stores |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Erural product offering
Product offeringCore offering
Erural operates a digital marketplace for Brazilian livestock commerce, connecting cattle ranchers, breeders, and buyers to buy and sell animals (bovines, equines, goats, sheep) through live auctions, fixed-price shopping events, and permanent listings. The platform provides genetic selection tools, Top 10 rankings by iABCZ/PM-EM/PD-ED metrics, buyer credit analysis (Serasa integration), on-site animal certification, free advisory from veterinarians, and installment financing facilitation on a national scale.
Product overview
Erural is a Brazilian digital livestock marketplace enabling end-to-end cattle, horse, goat, and sheep transactions through multiple sales formats. The core platform operates as a unified marketplace combining real-time auctions (Leilões), fixed-price shopping (Shopping erural), curated genetic selections, and an event calendar. The ecosystem includes eruralpay for farm financial management, premium PRO plans, and official seller stores. Free advisory services from veterinarians and animal scientists support buyers throughout the purchasing process.
Differentiator
Problem solved
Functional benefit
Brands
- eruralpay: Financial management service for farm operations, mentioned as a separate product banner on the main site
Products and services
- erural Marketplace
Companies that use Erural
Customer profileSegments2 records
Ideal customer profiles2 records
Erural technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Erural partnerships and signals
Strategic signalScale indicators1 record
Recent moves6 records
Expansion highlights5 records
Erural competitors and assessment
Company assessmentBroad incumbents
- Agrofy: Agrofy is the largest agricultural marketplace in Latin America, headquartered in Argentina with significant Brazilian operations. It overlaps with Erural in connecting rural buyers and sellers across multiple ag verticals (machinery, inputs, livestock), but is far broader in scope and better capitalized, making it the most consequential broader-market competitor for Brazilian livestock commerce.
- Canal Rural Pecuária: Canal Rural is a major Brazilian agricultural media and information platform with content, market data, and increasingly marketplace features. It is comparable as a broad incumbent in the Brazilian ag information and commerce ecosystem that Erural's Rankings and advisory tools compete against for buyer attention.
- CattleFax: CattleFax is a US-based member-owned cattle market analytics, research, and data company serving the American beef industry. It is comparable in providing data-driven decision support for cattle buyers and sellers, and represents the kind of incumbent data-and-analytics layer Erural's Rankings and advisory could eventually compete with or partner alongside in the Brazilian market.
Direct peers
- Programa Leilões: Programa Leilões is a Brazilian online livestock auction platform running live and timed auctions of breeding cattle, equines, and genetics. It is the closest direct functional peer to Erural's Leilões and Genética products, competing for the same breeder and buyer audiences in Brazilian online auctions.
- Central Leilões: Central Leilões is an established Brazilian auction house that has moved significant volume online for cattle, equines, and genetics. It is a direct competitor in online livestock auctions and benefits from long-standing breeder relationships that Erural must displace to gain share.
- Leilosinos: Leilosinos is a Brazilian platform specializing in online cattle and equine auctions, focused primarily on the southern Brazilian market. It overlaps directly with Erural's Leilões product and is a relevant direct peer for online livestock auction dynamics in Brazil.
- WebRural: WebRural is a Brazilian rural classifieds and marketplace portal offering listings for livestock, machinery, and rural properties. It is a direct competitor to Erural for online livestock listings and discovery, with a broader but less vertically integrated offering.
Others
- ABCZ (Associação Brasileira dos Criadores de Zebu): ABCZ is the Brazilian Zebu breeders association that publishes the genetic evaluation indices (including iABCZ, PM-EM, PD-ED) used on Erural's Rankings. It is an adjacent ecosystem participant whose data infrastructure underpins Erural's differentiator and could become a competitor if it expands into transactional services.
Emerging players
- Agrosat: Agrosat is a Brazilian agtech providing satellite, market data, and digital tools for livestock and crop operations. It is comparable as an emerging digital platform serving Brazilian rural producers, with partial overlap in livestock producer tooling and potentially in marketplace/transactional features.
Regional players
- Rosário Leilões: Rosário Leilões is a regional Brazilian auction house operating primarily in the southern states, with both physical and online auction formats. It is a regional peer with comparable cattle auction offerings, focused on a different geographic corridor than Erural's national footprint.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Erural social profiles
Digital presenceErural financial estimates
Financial estimateRevenue estimate
Valuation estimate
Erural leadership team
Management profileNumber of profiles
Profiles2 records
Erural funding detail
Funding detailFunding overview
Funding rounds4 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Erural 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 Erural
What does Erural do?
Erural operates a digital marketplace for Brazilian livestock commerce, connecting cattle ranchers, breeders, and buyers to buy and sell animals (bovines, equines, goats, sheep) through live auctions, fixed-price shopping events, and permanent listings. The platform provides genetic selection tools, Top 10 rankings by iABCZ/PM-EM/PD-ED metrics, buyer credit analysis (Serasa integration), on-site animal certification, free advisory from veterinarians, and installment financing facilitation on a national scale.
Is Erural a public or private company?
Erural is a private company. It is classified as venture growth investor backed and is currently operating.
When was Erural founded?
Erural was founded in 2013. It employs 51 to 100 people.
Where is Erural based?
Erural is headquartered in Macaé, Brazil, in the Latin America region.
How does Erural make money?
Three revenue lines are on record. Commission on Animal & Property Sales are the primary driver. The others are paid Service Plans (PRO & Official Stores) and fixed-Price Shopping Commissions.
Who are Erural's main competitors?
Broad incumbents on record are Agrofy, Canal Rural Pecuária and CattleFax. Direct peers are Programa Leilões, Central Leilões, Leilosinos and WebRural. ABCZ (Associação Brasileira dos Criadores de Zebu) is listed as an others. Agrosat is listed as an emerging player. Rosário Leilões is listed as a regional player.
Does Erural have an API?
No public API is recorded for Erural.
What industry is Erural in?
Erural's product category is Online Livestock Marketplace. Its primary akta.pro industry code is AFAEAGAH, Equine Sales, Auctions & Bloodstock Agencies, with a secondary code of AFACAEAD, Breeding Program Design & Genetic Consulting (Mating Plans, EPD/Index Selection). Its NAICS code is 424520 and its SIC code is 700.