What Cetrogar does

Cetrogar S.A. is an Argentine multi-brand retailer founded in 1980 in the province of Chaco, operating more than 100 physical branches across 17 provinces alongside a VTEX-powered e-commerce storefront at cetrogar.com.ar. The assortment spans consumer electronics (smart TVs, cell phones, notebooks, tablets, audio), major and small home appliances (refrigerators, washing machines, air conditioners, kitchen smalls), home goods (furniture, mattresses), and non-traditional retail categories such as motorcycles, bicycles, tires, power tools, gardening equipment, toys, and video games. The company serves individual consumers as its primary segment, with a secondary B2B motion through a dedicated "Venta Empresas" channel for bulk purchases.

The business model is omnichannel retail monetized through one-time product sales, supported by two structural monetization layers: (i) Crédito Cetrogar, an in-store consumer financing product repayable through MacroClick, Pago Fácil, Rapi Pago, Pago Mis Cuentas, or a WhatsApp bot called CETROBOT; and (ii) a multi-bank promotional installment network offering up to 24 interest-free cuotas sin interés on selected SKUs. A Puntos Cetrogar loyalty program incentivizes repeat purchases. The company is privately held, founder-operated, organically funded, and employs approximately 2,000 people across its branch network. Operations are domestic-only, with home delivery throughout Argentina except the Isla de Tierra del Fuego, and the digital presence was rebuilt in 2026 on VTEX with Valtech as implementation partner.

Name

Cetrogar

Legal name

Cetrogar S.A.

Website

https://cetrogar.com.ar

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

251–500 employees

Short description

Cetrogar is an Argentine multi-brand retailer founded in 1980 selling electronics, appliances, furniture, motorcycles, and household goods through 100+ branches across 17 provinces and a VTEX-powered e-commerce platform, serving consumers and B2B clients.

Ownership category

akta.pro rank

Headquarters

HQ city

Resistencia

HQ country

Argentina

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: One-time hardware and appliance sales through physical stores and e-commerce. Products include electronics, appliances, home goods, furniture, mattresses, bicycles, toys, tools, garden and camping items, motorcycles, and tires.
2. Crédito Cetrogar Financing: In-store financing product available only at physical branches. Customers can obtain credit for purchases with payment through installments at branches, MacroClick, Pago Fácil, Rapi Pago, Pago Mis Cuentas, or WhatsApp bot (CETROBOT).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Cetrogar is a multi-brand Argentine retailer that sells consumer electronics, major and small home appliances, furniture, mattresses, bicycles, tools, garden equipment, motorcycles, and tires through a network of 100+ physical stores across 17 provinces and a VTEX-powered e-commerce site. The company complements product sales with in-house installment financing (Crédito Cetrogar) and a loyalty rewards program (Puntos Cetrogar).

Product overview

Cetrogar is a major Argentine retail chain founded in 1980, operating as an e-commerce platform (powered by VTEX) and with over 100 physical stores across 17 provinces. The company sells technology products (smart TVs, cell phones, computers, tablets), major and small home appliances (washing machines, refrigerators, air conditioners, kitchen appliances), fitness equipment (bicycles), tools, motorcycles, mattresses, and home goods. The core offering is a multi-brand retail platform featuring products from Samsung, TCL, Quantic, Drean, Philco, BGH, Hisense, Whirlpool, Xiaomi, Motorola, Atma, Liliana, Electrolux, Lenovo, Daewoo, and many other international and local brands. Cetrogar provides complementary services including a loyalty program (Puntos Cetrogar), in-store credit financing (Crédito Cetrogar), and various bank installment promotions. The platform operates exclusively as a multi-brand retailer without its own proprietary product line.

Differentiator

Problem solved

Functional benefit

Products and services

• Smart TVs Smart TVs from Samsung, TCL, Quantic, Philips, Hisense, and RCA in 32"–98" sizes with HD, Full HD, 4K UHD, QLED, and OLED display technologies. Some models run Google TV, Titan OS, or Tizen. Targeted at Argentine retail consumers.
• Cell phones and mobile devices Mobile phones from Samsung, Xiaomi, Motorola, and TCL including Samsung Galaxy A series, Xiaomi Redmi Note series, and Motorola G series with 4G and 5G connectivity. Targeted at Argentine retail consumers.
• Computers and tablets Notebooks and tablets from Lenovo, Samsung, and TCL including gaming laptops, ultrabooks, and tablets in various screen sizes and specifications. Targeted at Argentine retail consumers.
• Audio products and portable speakers Portable speakers and audio systems from Sony, Miccell, Quantic, and Philips including Bluetooth speakers and party speaker systems. Targeted at Argentine retail consumers.
• Washing machines and dryers Washing machines and dryers from Drean, Midea, Philco, Hisense, Whirlpool, and Electrolux featuring Inverter technology with 5kg–10kg capacities. Targeted at Argentine households.
• Refrigerators and freezers Refrigerators and freezers from Drean, Hisense, Gafa, Whirlpool, Midea, Electrolux, and BGH featuring No Frost, Inverter technology, and Side-by-Side configurations. Targeted at Argentine households.
• Air conditioners Split and window air conditioners from Philco, BGH, TCL, Hisense, and other brands with cooling capacities from 2650W to 6500W, featuring Inverter technology. Targeted at Argentine households.
• Small kitchen appliances Small kitchen appliances including air fryers, coffee makers, electric kettles, microwaves, blenders, mixers, and food processors from Atma, Liliana, Electrolux, Moulinex, Nespresso, and Dolce Gusto. Targeted at Argentine households.
• Mattresses and bedroom furniture Mattresses and sommier products for Argentine households in the home and garden category.
• Power tools and gardening equipment Power tools and equipment from brands including Daewoo, including drills, grinders, chainsaws, lawn mowers, pressure washers, and tool kits. Targeted at Argentine DIY and gardening consumers.
• Bicycles Bicycles and sports equipment available through Cetrogar's sports and fitness category. Targeted at Argentine retail consumers.
• Video games and consoles Video game products and gaming consoles available through Cetrogar's video games category. Targeted at Argentine gaming consumers.
• Motorcycles and tires Motorcycles and tires as part of Cetrogar's non-traditional product lines. Targeted at Argentine retail consumers seeking personal transportation.
• Crédito Cetrogar financing In-store credit financing service available exclusively at Cetrogar physical branches, allowing customers to purchase on installment plans with payments via MacroClick, Pago Fácil, Rapi Pago, Pago Mis Cuentas, or the CETROBOT WhatsApp bot. Targeted at Argentine retail consumers.
• Puntos Cetrogar loyalty program Loyalty program allowing customers to earn and redeem points on purchases at Cetrogar stores, supporting repeat engagement and customer retention.

Named customers2 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, supporting and major.

• VTEXcoreTechnology or IntegrationE-commerce platform provider powering the cetrogar.com.ar online storefront. VTEX provides the technical infrastructure for the website, product catalog, and online shopping functionality.
• ValtechsupportingTechnology or IntegrationDigital agency that developed/maintains aspects of the Cetrogar digital presence including the website and e-commerce platform.
• Argentine Banks (Multiple)majorGTM or Marketing PartnerPartnerships with multiple Argentine banks to offer promotional installment financing options: Hasta 18 cuotas sin interés, Hasta 12 cuotas sin interés, and Hasta 24 cuotas sin interés on selected products.
• Macro (MacroClick)supportingGTM or Marketing PartnerOnline payment platform for Crédito Cetrogar installments. Customers can pay credit installments through MacroClick.
• Pago FácilsupportingChannel Partner/ Reseller/ DistributorPayment service provider allowing Crédito Cetrogar customers to pay installments in cash or with debit card at any Pago Fácil location nationwide.
• Rapi PagosupportingChannel Partner/ Reseller/ DistributorPayment service provider for Crédito Cetrogar installment payments in cash or with debit card at Rapi Pago locations.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Sodimac Argentina: Home improvement retailer in Argentina. Competes partially with Cetrogar on tools, garden equipment, and home appliances.
• Easy Argentina: Argentine home improvement and tools retailer. Overlaps with Cetrogar's power tools, gardening equipment, and home goods assortment.

Direct peers

• Ribeiro: Argentine department store retailer with significant electronics and appliance exposure, including home goods and motorcycles. Overlaps with Cetrogar on multiple non-traditional retail categories.
• Garbarino: Historic Argentine electronics and appliance chain. Operates in the same product categories (TVs, appliances, motorcycles) and overlapping customer base as Cetrogar, despite recent financial difficulties.
• Fravega: Leading Argentine consumer electronics and home appliance retailer with nationwide physical stores and e-commerce. Closest direct competitor to Cetrogar in the multi-brand electronics/appliance category in Argentina.
• Musimundo: Argentine consumer electronics and home appliance retailer with installment financing. Direct competitor for technology and appliance sales with similar GTM in Argentina.

Broad incumbents

• MercadoLibre: Dominant Latin American e-commerce marketplace. Competes with Cetrogar on the appliance and electronics category online and increasingly on consumer financing (Mercado Crédito).
• Falabella Argentina: Chilean-origin department store operating in Argentina with electronics, appliances, and home goods. Competes for the same household-discretionary consumer wallet as Cetrogar.
• Coppel: Large Mexican/LatAm mass-market retailer combining department store, electronics/appliance retail, and in-house consumer credit. Mirrors Cetrogar's integrated retail+financing model at much larger scale.
• Carrefour Argentina: Mass-market general merchandise and appliance retailer with national footprint. Competes on appliance and electronics SKUs and increasingly on omnichannel.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/cetrogar
• Facebookfacebook.com/cetrogar

Revenue estimate

Valuation estimate

Number of profiles

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 Cetrogar