Electrocity

What Electrocity does

Electrocity is an Argentine retail company specializing in the distribution of electrical materials, tools, and lighting products, operating both as an online storefront at electrocity.com.ar and through a physical showroom at Carlos Calvo 1860, Buenos Aires. Founded around 1966, the company claims roughly 60 years of experience in the Argentine electrical-supply sector and serves two primary segments: professional electricians and contractors requiring installation materials and professional-grade tools, and individual homeowners seeking electrical and lighting products for residential use. The catalog spans switches and modular systems, hand and power tools (including premium Milwaukee-branded equipment), interior and exterior lighting fixtures, LED lamps, cables, circuit breakers, panel components, conduit systems, enclosures, security systems (intercoms, CCTV, alarms), and general hardware. Brands distributed include Milwaukee, Cambre, Sica, Macrolux, King, Ferrolux, Schneider, Jeluz, and Macroled.

The underlying technology is a standard Mitendanube (Nuvemshop) SaaS e-commerce storefront; the company does not appear to operate proprietary technology beyond its catalog and merchandising choices. There are no disclosed APIs, mobile apps, or custom integrations. Marketing and customer engagement are driven by Instagram (@electrocity_oficial), an email newsletter, WhatsApp Business for inquiries and quotes, and SEO-oriented catalog navigation.

Revenue mechanics are direct-to-consumer transactional sales with promotional pricing levers: 12 interest-free installments, a 30% bank-transfer discount, and an additional 5% discount on purchases above $100. Pricing spans roughly $820 ARS for basic LED lamps to over $1.8 million ARS for professional-grade power tools. The business is privately held with no disclosed outside investors, no parent company, no management team publicly listed, no funding rounds, and no M&A activity in the available data. Distribution is limited to a single domestic market (Argentina) with nationwide delivery via courier and a single Buenos Aires showroom operating Monday through Friday, 8:00-18:00.

Name

Electrocity

Legal name

Electrocity

Website

https://electrocity.com.ar

Company type

Private

Founded year

1966

Operating status

Operating

Headcount range

51–100 employees

Short description

Electrocity is an Argentine e-commerce and showroom retailer of electrical materials, tools, lighting, and security products, serving professional electricians, contractors, and homeowners in Argentina with a multi-brand catalog built on the Mitendanube platform.

Ownership category

akta.pro rank

Product category

Electrical Supplies Retail

SIC

Wholesale-Electronic Parts & Equipment, Nec (5065)

akta.pro primary industry

Electrical Supplies Retail (Wiring, Switches, Breakers, Conduit) (CRAIADAE)

Keywords

• Electrical materials retail
• Lighting products distribution
• Power tools supply
• LED lamps wholesale
• Electrical components store

Headquarters

HQ city

Buenos Aires

HQ country

Argentina

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Retail sales of electrical materials and lighting: Electrocity generates revenue through direct-to-consumer online retail sales of electrical materials, tools, lighting products, and related accessories. The business operates as a multi-brand distributor selling products from vendors like Milwaukee, Cambre, Sica, Macrolux, King, Ferrolux, Schneider, and others. Revenue is generated through product margins on individual transactions with promotional pricing mechanisms including installment plans and transfer discounts.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Electrocity is an Argentine multi-brand retailer of electrical materials, lighting fixtures, LED lamps, hand and power tools, cables, circuit breakers, enclosures, conduits, security systems, and home electrical products. The company operates an e-commerce store (electrocity.com.ar) and a physical showroom in Buenos Aires, serving both professional contractors/electricians and individual consumers across Argentina. It distributes brands including Milwaukee, Cambre, Sica, Macrolux, King, Ferrolux, Schneider, Jeluz, and Macroled.

Product overview

Electrocity is an Argentine e-commerce platform specializing in electrical materials and illumination products, with 60 years of industry experience. The company operates as a comprehensive distributor offering a unified catalog of electrical supplies across multiple categories: light switches and modular systems (Llaves de Luz), hand and power tools (Herramientas), interior and exterior lighting fixtures (Iluminación and Lámparas LED), cables and accessories, circuit breakers and disconnect switches (Térmicas y Disyuntores), panel components (Componentes para Tableros), conduit systems (Canalizaciones), electrical enclosures (Gabinetes), security systems, hardware, and home products. The platform features branded sub-categories including Milwaukee power tools and accessories, and Conextube installation materials. Products are organized by category with brand filtering, supporting both retail and bulk purchasing with installment payment options.

Differentiator

Problem solved

Functional benefit

Products and services

• Llaves de Luz (Light Switches) Modular and traditional light switches from brands including Cambre (Siglo XXI, Siglo XXII, Bauhaus, Arte), Sica Life, Jeluz (Mito, Verona, Platinum, Regina), and Macroled. Includes armed switches, frames, covers, smart WiFi modules, surface boxes, and technical floor boxes for residential and commercial electrical installations.
• Herramientas (Tools) Hand tools, power tools, and testing instruments including clamp meters, laser levels, multimeters, pyrometers, screwdrivers, wrenches, pliers, hammers, drills, grinders, soldering irons, saws, tool accessories, storage boxes, and personal protective equipment for professional and DIY use.
• Iluminación (Lighting Fixtures) Interior and exterior lighting fixtures including recessed and semi-recessed spots, ceiling lights, wall lights, pendant lamps, panels, floodlights, projectors, string lights, lanterns, and accessories such as lampholders, photocells, capacitors, and drivers.
• Lámparas LED (LED Lamps) LED lamps in various formats including AR111, dichroic, classic, drop, globe, candle, vintage, PAR 30, PAR 38, high power, Dulux type, quartz type, LED strips, tubes, and emergency lights with exit signs.
• Cables y Accesorios (Cables and Accessories) Electrical cables including single-core flexible, underground, telephone, UTP network, coaxial TV, welding cable, and high-temperature cable. Accessories include cable glands, terminal blocks, cable identifiers, splices, and terminals.
• Térmicas y Disyuntores (Circuit Breakers) Circuit breakers including bipolar and tetrapolar disconnect switches, and differential interrupters. Thermal and thermomagnetic switches in unipolar, bipolar, tripolar, and tetrapolar configurations for electrical protection.
• Componentes para Tableros (Panel Components) Panel components including motor protection switches, thermomagnetic compact breakers, NH fuse disconnectors, power commutators, rotary disconnectors, pushbuttons, selector switches, pilot lights, relays, timers, contactors, fuses, lightning arresters, measurement instruments, terminal blocks, DIN rails, and three-phase capacitors.
• Canalizaciones (Conduit Systems) Conduit and cable management systems including flush-mount boxes, metal and PVC conduit accessories, cable trays, metal conduits (rigid, galvanized, flexible), cable channels in various sizes, junction boxes, plastic conduits, and accessories.
• Gabinetes (Electrical Enclosures)

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves4 records

Expansion highlights3 records

Direct peers

• Easy Argentina: Major Argentine home improvement chain owned by Cencosud selling electrical materials, lighting, tools, and DIY supplies—directly comparable to Electrocity's product mix and serving the same professional contractor and consumer segments.
• Sodimac Argentina: Argentine home improvement retailer (Falabella-owned) offering electrical supplies, lighting, tools, and construction materials; competes head-to-head with Electrocity across both online and physical store formats.
• Leroy Merlin Argentina: French-owned home improvement chain in Argentina offering electrical supplies, lighting, and tools with similar category breadth to Electrocity, including professional-grade materials targeted at contractors and serious DIYers.

Broad incumbents

• MercadoLibre: Latin America's largest e-commerce marketplace; not a specialty retailer, but lists extensive electrical supplies and lighting categories and competes directly for online consumer and contractor traffic in Argentina.
• Home Depot: Global home improvement retail leader operating a comparable business model with extensive electrical supplies, lighting, and tools offerings; serves as a useful category-scope and omnichannel benchmark rather than a direct Argentine competitor.

Others

• Tiendanube (Nuvemshop): Latin American SaaS e-commerce platform provider that powers Electrocity's online store; not a competitor but the enabling infrastructure for their digital sales operations across Argentina.

Regional players

• Fravega: Long-established Argentine consumer electronics and home appliance retailer with overlapping customer base for tools, lighting, and home improvement products, though less specialized in core electrical materials than Electrocity.
• Garbarino: Historic Argentine consumer electronics and home appliance retailer serving a similar mass-market customer base, with partial overlap in lighting and home electrical products but a less specialized trade focus than Electrocity.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/electrocity_oficial
• Facebookfacebook.com/electrocityargentina
• LinkedInlinkedin.com/company/electrocityargentina

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 Electrocity