Mercafacil

What Mercafacil does

Mercafacil (legal entity INOVATECH NETWORK S/A) is a Curitiba-based vertical SaaS company founded in 2012 that sells customer intelligence, e-commerce, and trade marketing software to Brazilian supermarkets and grocery retailers. Its flagship product, CBM (Consumer Behavior Management), is positioned as an evolution of CRM and combines loyalty clubs, customer identification (claimed up to 95%), and AI-driven personalized offers orchestrated across WhatsApp, SMS, email, and push notifications. The platform integrates with more than 100 Brazilian retail ERPs and is distributed both directly (enterprise and inside sales) and indirectly through certified implementation agencies and ERP resellers. Adjacent products include Mercashop, a white-label e-commerce and click-and-collect platform, and Mercapromo, a trade marketing solution connecting supermarkets with CPG manufacturers for rebate-driven campaigns. Mar.ia, a proprietary AI engine launched in 2025, adds predictive churn, product recommendation, and automated campaign orchestration specialized for Brazilian food retail.

The company generates revenue through subscription-based SaaS contracts priced per store and feature tier, with non-public quote-based pricing and annual billing cadence. Mercashop drives additional subscription and transaction-linked fees, with reported gross merchandise volume above R$200 million across 230+ supermarket networks and 450+ stores. Operating scale includes 7,000+ stores deployed across 26 Brazilian states, 20+ million consumers mapped, 100+ ERP integrations, 6 million+ mobile app installs, and headcount in the 101–250 range with stated plans to reach roughly 260 employees following the 2021 acquisition of 9bits Carrinho Certo. Capital sources include early-stage investors TM3 Capital, Bossa Invest, Z-Tech, Invisto, and a 2020 strategic investment from Ambev.

Name

Mercafacil

Legal name

INOVATECH NETWORK S/A

Website

https://mercafacil.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

101–250 employees

Short description

Mercafacil is a Curitiba-based vertical SaaS company founded in 2012 that sells customer intelligence (CBM), e-commerce (Mercashop), and trade marketing software to Brazilian supermarkets, serving 7,000+ stores across 26 states with proprietary AI (Mar.ia) trained on food retail data.

Ownership category

akta.pro rank

Product category

Retail CRM Software

NAICS

General Merchandise Retailers (455), Warehouse Clubs, Supercenters, and Other General Merchandise Retailers (4552), Gift, Novelty, and Souvenir Retailers (45942)

SIC

Services-Mailing, Reproduction, Commercial Art & Photography (7330), Retail-Catalog & Mail-Order Houses (5961)

akta.pro primary industry

Feed Management & Shopping Ads (PLA/Product Ads) (MPAAACAL)

akta.pro secondary industries

Category Management & Retail Analytics (MPAAAJAI), Shopper & Retail Insights (In-Store/Path-to-Purchase, Category Insights) (MPAAALAJ), Feed/Product Listing Ads Management (Shopping, Catalog Ads) (BPAFACAK)

Keywords

• Retail CRM software
• Customer behavior management
• Supermarket loyalty platform
• Grocery e-commerce solutions
• Trade marketing software

Headquarters

HQ city

Curitiba

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. CBM SaaS Subscription: Subscription-based model for Consumer Behavior Management platform with loyalty clubs, CRM, and AI capabilities. Pricing based on store count and features.
2. Mercashop E-commerce: E-commerce platform fees for online supermarket sales including website, app, and delivery management.
3. Mercapromo Trade Marketing: Trade marketing platform connecting retailers with industry for promotional campaigns and rebate management.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Mercafacil sells a software-as-a-service CBM (Consumer Behavior Management) platform that helps Brazilian supermarkets identify customers, run loyalty clubs, automate personalized marketing campaigns via WhatsApp, SMS, email and push, and forecast purchasing behavior using its proprietary Mar.ia AI. The portfolio also includes Mercashop, a whitelabel e-commerce site/app solution with click-and-collect and delivery, and Mercapromo, a trade marketing platform connecting retailers with consumer goods brands for rebates and promotional campaigns.

Product overview

Mercafacil is a unified retail technology platform for supermarkets combining CBM (Consumer Behavior Management), e-commerce, and trade marketing solutions. The core product is CBM with integrated Mar.ia AI for customer prediction and campaign automation, supplemented by Mercashop for online sales and Mercapromo for industry trade campaigns. The platform integrates with 100+ ERP systems and serves over 7,000 stores across Brazil.

Differentiator

Problem solved

Functional benefit

Brands

• CBM (Consumer Behavior Management): Customer behavior management platform, the evolution of CRM, combining data and AI to understand customer purchasing behavior and automate personalized campaigns.
• Mercashop
• Mercapromo
• Mar.ia

Quantifiable outcome

• Customer retention increase up to 30%
• +6 more outcomes

Named customers11 records

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration56 records

AI capability5 records

Feature4 records

Partnerships

14 partnerships are on record, tiered core and certified.

• ApollocoreTechnology or IntegrationERP integration partner providing connection between Apollo's retail management system and Mercafacil's CBM platform.
• AriuscoreTechnology or IntegrationERP integration partner for Arius Sistemas, connecting their retail management system with Mercafacil's customer behavior platform.
• Avanço SistemascoreTechnology or IntegrationERP integration partner connecting Avanço's retail systems with Mercafacil's CBM and e-commerce solutions.
• CeltawarecoreTechnology or IntegrationERP integration partner for Celtaware retail management system.
• CisscoreTechnology or IntegrationERP integration partner providing connection between Ciss systems and Mercafacil's customer behavior management platform.
• LinearcoreTechnology or IntegrationERP integration partner for Linear Sistemas retail management solution.
• RP InfocoreTechnology or IntegrationERP integration partner connecting RP Info systems with Mercafacil's platform.
• SG SistemascoreTechnology or IntegrationERP integration partner for SG Sistemas retail management.
• Visual MixcoreTechnology or IntegrationERP integration partner - Visual Mix is one of 100+ ERPs integrated with Mercafacil.
• IntersolidcoreTechnology or IntegrationERP integration partner for Intersolid retail solutions.
• 100+ Additional ERP PartnerscoreTechnology or IntegrationFull list includes: Auditar, Casa Magalhães, Consinco, Dobes, Exodus, FWI, Getway, GZ Sistemas, Hipcom, HRTech, Imperium, Infogen, Intelidata, KW, Logus, Lumi, Meta, Mobne, NW Software, Pratic, Rede Borba Gato, SD, Sifat, Startwo, Socin, Solidcon, Somasys, SOS Sistemas, Super, Viasoft, VR, and more. All provide integration with Mercafacil's platform.
• B2 Innovate MarketingcertifiedImplementation/ SI/ Consulting PartnerCertified agency specializing in CRM implementation, promotional calendar creation, team training, and segmented marketing campaigns. Handles WhatsApp, SMS, and APP communications. Located in Southeast Brazil with online presence nationwide.
• ImerggicertifiedImplementation/ SI/ Consulting PartnerCertified agency specializing in digital encartes, paid traffic management, strategic marketing planning, website and landing pages, social media management, and digital campaigns. Nearly 4 years of experience serving supermarkets. Located in Alto Vale do Itajaí, SC.
• CoffartcertifiedImplementation/ SI/ Consulting PartnerCertified agency specializing in digital solutions for supermarkets including CRM management, WhatsApp automation, social media management, and digital marketing consulting. Uses predictive AI for retention and loyalty strategies. Nationwide presence.

Scale indicators11 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• VTEX: Brazilian-headquartered commerce platform serving retailers across LATAM with omnichannel storefronts, marketplace management, and order management. Competes with Mercafacil's Mercashop e-commerce offering and shares the same Brazilian retail-tech customer base.
• Linx: Brazilian retail management software (acquired by StoneCo) serving supermarkets and retailers with ERP, POS, and commerce solutions. Directly comparable to Mercafacil's retail-tech vertical focus and overlapping supermarket customer base in Brazil.
• Consinco: Brazilian ERP and retail management software specifically focused on supermarket and food retail chains. Listed as one of Mercafacil's 100+ ERP integration partners but also a competitive retail management solution for Brazilian grocers.
• Nuvemshop: LATAM-focused e-commerce platform serving SMB and mid-market retailers including supermarkets. Competes directly with Mercafacil's Mercashop offering for online grocery and retail storefront deployments.
• Tray (Locaweb): Brazilian e-commerce platform offering online storefronts, payment integration, and shipping tools for SMB retailers. Comparable to Mercashop's white-label e-commerce offering for Brazilian supermarket chains.

Broad incumbents

• TOTVS: Brazil's largest enterprise software company offering ERP, CRM, and retail management solutions across multiple verticals. Broad incumbent with retail vertical offerings that could overlap with Mercafacil's CRM and e-commerce modules.
• Salesforce: Global CRM leader with retail vertical solutions including Commerce Cloud and Marketing Cloud. Horizontal incumbent that competes with Mercafacil's CBM platform in customer behavior management and personalized marketing capabilities.
• HubSpot: Global CRM and marketing automation platform with customer behavior analytics capabilities. Broad incumbent whose Marketing Hub overlaps with Mercafacil's CBM campaign automation and personalization features.

Emerging players

• Omie: Brazilian cloud-based ERP and business management platform for SMBs with growing retail vertical offerings. Emerging player in the Brazilian retail-tech space that could expand into supermarket-specific CRM.
• Shopify: Global commerce platform increasingly serving grocery and food retail verticals. While not Brazilian-focused, Shopify's expanding retail customer base and ecosystem could compete with Mercashop's e-commerce offering in the LATAM market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/mercafacil_me
• Facebookfacebook.com/mercafacil

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds4 records

Investors4 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 Mercafacil