Grupo Efe

What Grupo Efe does

Grupo EFE (legal entity CONECTA RETAIL S.A.) is a Peruvian omnichannel retailer operating under the Tiendas EFE brand with 200+ physical stores distributed across major and regional Peruvian cities (Lima, Arequipa, Trujillo, Chiclayo, Cusco, Piura, Iquitos, Huancayo, among others), complemented by an e-commerce storefront at efe.com.pe offering delivery to 1,800+ districts nationwide. The product range spans multi-category consumer goods including televisions, smartphones, laptops, audio equipment, gaming consoles, home appliances, bedroom and living-room furniture, sports/fitness equipment, beauty and health products, and pet supplies, alongside motorcycle retail through a co-branded Motocorp.pe channel.

The platform is built on a Magento 2 e-commerce front end integrated with BeeTrack for order tracking, and is unified at the back end with a proprietary in-house credit program called Crédito Efectiva (under the Efetibank sub-brand), which provides consumer installment financing up to 24 months. EFE extends the core retail transaction with a 'multiservicios' attach-services layer: extended warranties, professional installations, home assistance and health plans (Cuidate+ Peques, Patitas, Papapa), online learning courses (Aprende+), Starlink installation assistance, cybersecurity bundles, and antivirus/Office 365 software packages. Bank partnerships with BCP, Interbank, and Unica provide co-branded promotional financing, and a separate Juntoz marketplace integration extends assortment reach.

Revenue is generated through five primary streams: (1) margin on retail hardware sales across physical stores and the e-commerce platform; (2) interest and credit-processing revenue from Crédito Efectiva; (3) extended-warranty and service-plan subscriptions; (4) installation and professional services; and (5) dedicated corporate/B2B sales to restaurants, bars, and hotels. Pricing is unit-based per product (range S/ 39 to S/ 6,999 across categories) with subscription tiers (S/ 109 to S/ 349) for assistance plans, and bundled financing at 24-month maximum tenure. Customer mix leans heavily toward individual Peruvian households, with a smaller but growing enterprise/hospitality segment served by the dedicated corporate sales channel.

Name

Grupo Efe

Legal name

CONECTA RETAIL S.A.

Website

https://efe.com.pe

Company type

Private

Founded year

1961

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Grupo EFE is a leading Peruvian omnichannel retailer operating 200+ Tiendas EFE stores and efe.com.pe, selling consumer electronics, home appliances, furniture, motorcycles, and attach-services, supported by in-house Crédito Efectiva financing for individual households and small businesses.

Ownership category

akta.pro rank

Headquarters

HQ city

Santiago De Surco

HQ country

Peru

HQ region

Latin America

Offices11 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales - Retail: Direct retail sales of technology, electrohome, furniture, sports, and lifestyle products through physical stores and e-commerce platform. Revenue generated from markup on goods sold to consumers and businesses.
2. Credit Financing (Efectiva): Proprietary credit program 'Efectiva' allowing customers to finance purchases in monthly installments up to 24 months. Revenue from interest and credit processing.
3. Extended Warranties & Service Plans: Additional warranty extensions and assistance plans sold alongside products including technical support, TV configuration, health plans (peques, papapa, patitas), and home assistance services.
4. Installation Services: Professional installation services for appliances, white goods, and TVs offered through multiservices division.
5. Corporate/B2B Sales: Dedicated sales channel for business customers (restaurants, bars, hotels) and corporate buyers through specialized corporate sales team.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Grupo Efe operates Tiendas EFE, a Peruvian omnichannel retailer selling consumer electronics (smart TVs, smartphones, laptops, audio, gaming consoles), home appliances (washing machines, refrigerators, kitchen ranges), furniture, sports/fitness equipment, beauty products, and pet supplies through 200+ physical stores and the efe.com.pe e-commerce platform. The offering is extended by the in-house Crédito Efectiva financing program (up to 24 monthly installments) and a multiservicios suite including extended warranties, professional installations, health plans (Cuidate+), online courses (Aprende+), Starlink installation assistance, and cybersecurity/antivirus bundles.

Product overview

Grupo Efe operates Tiendas EFE, a leading Peruvian e-commerce platform and retail chain offering technology products and home appliances through both online (efe.com.pe) and physical stores (over 200 locations nationwide). The core offering consists of consumer electronics (smartphones, laptops, televisions, audio equipment, gaming consoles) and home appliances (washing machines, refrigerators, kitchen appliances, air conditioners) from major brands including Samsung, LG, Sony, Apple, Xiaomi, and others. The platform extends its value proposition through multiservicios including extended warranties, professional installations, health plans (Cuidate+), online educational courses (Aprende+), Starlink installation services, cybersecurity services, and antivirus software bundles. Additional product categories span bedroom furniture and mattresses, home furnishings, sports equipment, beauty and health products, and pet supplies. The company also provides financing through Crédito Efectiva with up to 24-month payment terms.

Differentiator

Problem solved

Functional benefit

Brands

• Motocorp: Motorcycle sales and accessories brand operating within the Grupo Efe ecosystem
• Crédito Efectiva
• Efetibank

Products and services

• Smart TVs / Televisores Smart TVs including OLED, QLED, Mini LED, and Crystal UHD models from brands such as Samsung, LG, Sony, Panasonic, Hyundai, TCL, Hisense, and iFFALCON, with features like 4K UHD resolution, Google TV, webOS, and Vision AI technologies; aimed at Peruvian consumers and hospitality buyers.
• Celulares y Smartphones Mobile phones and smartphones including premium models from Apple (iPhone 15, iPhone 17, iPhone 17 Pro Max), Samsung (Galaxy A17, A37, A57), Xiaomi (Redmi Note 15, Redmi Note 15 Pro), and Honor; targeted at individual consumers.
• Laptops y Computadoras Laptop and desktop computers including standard laptops (Asus Vivobook, HP), gaming laptops (Asus Gaming V16, HP Victus, Lenovo Legion), and Apple MacBook with AMD Ryzen, Intel Core, and Windows 11 configurations; sold to consumers, students, and home-office buyers.
• Audio y Parlantes Audio products including Bluetooth speakers (JBL, Sony, LG XBOOM), soundbars, home theaters, party speakers, portable audio devices, and Amazon Echo; targeted at consumers building home entertainment systems.
• Videojuegos y Consolas Gaming consoles including PlayStation 5, Nintendo Switch OLED, gaming accessories, video games, and GoPro action cameras; targeted at gaming consumers.
• Lavadoras y Electrohogar Home appliances including washing machines (Samsung EcoBubble with AI Wash, Coldex), refrigerators (Indurama, LG, Samsung), Electrolux kitchen ranges, air conditioners, and small kitchen appliances from Samsung, Electrolux, Coldex, Indurama, Bosch, Mabe, and Oster; targeted at households.
• Smart Home y Domótica Smart home devices including voice assistants (Amazon Alexa, Google Assistant), robot vacuums, smart lighting, security cameras, streaming devices, routers, and smart plugs; targeted at consumers building connected homes.
• Dormitorio y Colchones Bedroom furniture including mattresses, bed sets, and bedding from brands such as Paraíso, Forli, and El Cisne in King, Queen, 2-plaza, 1.5-plaza, 1-plaza, and children's sizes; targeted at households.
• Muebles Furniture including living room sets, sectionals, reclinable sofas, dining sets, office furniture, and TV stands from brands such as Forli; targeted at households setting up or upgrading living spaces.
• Deporte y Fitness Sports and fitness equipment including treadmills, elliptical machines, stationary bicycles, gym equipment, electric bicycles, electric scooters, and outdoor camping gear; targeted at health-conscious consumers.
• Belleza y Salud Beauty and health products including skincare, makeup, perfumes, hair care, Korean beauty products, body care, medical equipment, scales, oxygen concentrators, and vitamins/supplements; targeted at consumers.
• Mascotas Pet supplies including pet food, dog and cat accessories, aquariums, terrariums, bird and rodent supplies from brands such as Club Pets; targeted at pet-owner consumers.
• Hogar y Cocina Home and kitchen products including cookware sets (Tramontina, Vulcano, Facusa, Coldex), grills and BBQ equipment, kitchen utensils, home décor, and organization products; targeted at households.
• Garantías Adicionales Extended warranty plans covering audio, computing, digital products, white goods (línea blanca), small appliances, and televisions, sold alongside products through the multiservicios section; targeted at retail customers seeking post-purchase protection.
• Instalaciones Professional installation services for white goods (e.g., washing machines, refrigerators) and TV racks at customer locations; targeted at consumers purchasing large appliances and TVs.
• Planes de Salud (Cuidate+) Subscription-based health plans including Cuidate+ PEQUES (child health), Cuidate+ PATITAS (pet health), Cuidate+ PAPAPA, Plan de Salud Integral Premium, Plus, and Basic; targeted at consumers seeking family/pet health assistance coverage.
• Aprende+ Cursos Online Online educational courses including Artificial Intelligence, Technological Tools for Professionals, English language, Social Media Entrepreneurship, and Cooking and Gastronomic Photography offered by MOK; targeted at consumers seeking upskilling.
• Asistencia Starlink Starlink satellite internet installation and configuration assistance including in-home installation and 6 months of virtual assistance, offered by La Curacao; targeted at consumers purchasing Starlink connectivity.
• CyberSeguridad Cybersecurity services including Digital Protection and IT Expert services offered through multiservicios; targeted at consumers seeking device and identity security assistance.
• Antivirus Software Antivirus and security software bundles including Office 365 Personal paired with Kaspersky antivirus and Office 365 Personal paired with McAfee Total Protection, offered through multiservicios; targeted at consumers seeking productivity and device security.
• Crédito Efectiva In-house financing service enabling customers to purchase products on credit with installment payments up to 24 months, available at over 90 pickup locations nationwide with home delivery throughout Peru; targeted at retail customers needing credit access.

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• BCP (Banco de Crédito del Perú)coreGTM or Marketing PartnerCo-branded promotional campaigns with BCP offering bank-specific discounts and payment promotions displayed on homepage and dedicated landing pages (efe/bcp). Joint marketing initiatives targeting BCP cardholders with exclusive retail promotions.
• InterbankcoreGTM or Marketing PartnerCo-branded credit card promotions with Interbank with dedicated promotional banners on homepage. Joint marketing campaigns for exclusive offers on technology and appliances.
• Unica (Credit Card)minorGTM or Marketing PartnerIntegration with Unica credit card for promotional financing and payment options. Accepted payment method with promotional offers.
• RIMAC SegurosminorGTM or Marketing PartnerPartnership with RIMAC for promotional offers and insurance products integrated with credit/financing services. Co-branded landing pages for data capture campaigns.
• Juntoz (Marketplace)minorChannel Partner/ Reseller/ DistributorMarketplace partnership enabling expanded product catalog through Juntoz mall integration. Access to third-party sellers through joint platform.
• Motocorp.peminorChannel Partner/ Reseller/ DistributorMotorcycle sales partnership through Motocorp brand integration, offering motorcycles and accessories alongside main electronics product lines. Co-branded presence at multiple store locations.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Hiraoka: Peruvian electronics and home appliance retailer operating physical stores and e-commerce. Hiraoka is the closest direct competitor to Grupo EFE in the Peruvian specialty electronics/appliance category, with a similar mid-to-high-ticket assortment and credit offerings.
• La Curacao: Peruvian/Latin American electronics and appliance retailer with in-house consumer credit, comparable to EFE's Efectiva model. Directly named in EFE's data context as a market peer and uses a similar showrooms-plus-financing playbook.
• Credivargas: Peruvian retail chain with embedded consumer credit for electronics and appliances. Credivargas is explicitly referenced in EFE's market intelligence as a competitor positioned around the same World Cup TV demand cycle.

Broad incumbents

• Saga Falabella: Peruvian arm of the Falabella department store chain, carrying electronics, appliances, and furniture alongside broader general merchandise. Competes with EFE in the electronics/appliance category but operates a department-store model with credit cards (CMR).
• Ripley: Peruvian department store with strong electronics and appliance categories and its own store credit card. Overlaps with EFE in TVs, laptops, and home appliances, though anchored in a broader department-store assortment.
• Oechsle: Peruvian department store (part of the Ripley group) selling electronics, appliances, and home goods. A broader-format competitor to EFE in the appliance and TV categories.
• Tottus: Chilean-origin hypermarket/retail chain with significant Peruvian operations. Sells electronics and home appliances alongside groceries and general merchandise, competing for the same Peruvian household wallet.

Regional players

• Coppel: Large Mexican retailer combining department store, electronics/appliance, and embedded consumer credit (Coppel Pay). Closest international analogue to EFE's integrated retail + financing model, though serving a different (and much larger) market.
• Elektra: Latin American electronics and appliance retailer owned by Grupo Salinas with a flagship consumer credit business. Operates the same showroom-plus-credit formula as EFE in Mexico and Central America, providing a strong business-model benchmark.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/tiendasefe
• LinkedInlinkedin.com/company/tiendas-efe-s.a.

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Grupo Efe