What Irroba does

Irroba is a Brazilian SaaS e-commerce platform founded in 1998 in Franca, São Paulo, providing online merchants with tools to create, manage, and scale virtual stores. The platform is built on AWS infrastructure with containerized architecture (Amazon ECS), offers a 99% uptime SLA with 24/7 monitoring, and integrates with 135+ third-party services including 50+ marketplaces (Mercado Livre, Shopee, TikTok Shop, Magazine Luiza, B2W, Instagram Shopping), multiple Brazilian payment gateways (Pagar.me, MercadoPago, PayPal, Cielo, Rede, Paghiper), and shipping carriers (Correios, Melhor Envio, JadLog). The product portfolio extends beyond a core storefront engine to include the proprietary IrrobaPay payment solution, Irroba SmartPOS for omnichannel retail, a mobile Super App, AI-powered product cataloging, a 3D smart packing system, and intelligent search/recommendation features.

Irroba's go-to-market combines a self-service product-led model (7-day free trial, tiered subscription plans from R$120/month Bronze to R$330/month Emerald) with an Enterprise custom tier, an agency and affiliate partner program, and event-driven demand generation including the annual Irroba Day conference. Customer segmentation is horizontal, targeting Brazilian SMBs from first-time online sellers to scaling operations and migrating businesses, plus an Enterprise tier for stores billing above R$100K monthly. The merchant base is concentrated in fashion, jewelry, and home decor micro-brands, with GMV across the platform exceeding R$50 million per month and reaching R$52.1 million in approved sales during Black Friday 2023.

Revenue mechanics rely primarily on recurring monthly subscription fees, supplemented by an upcoming proprietary payments revenue stream (IrrobaPay), optional setup services, and marketplace/app store transactions. The company is bootstrapped and founder-owned, co-led by CEOs Rodrigo and Vânia, with no disclosed institutional funding, venture capital, or acquisition history. Operating from a custom-built solar-powered headquarters since 2019, Irroba operates exclusively in the Brazilian market and competes primarily against other Brazilian SMB e-commerce platforms (Tray, Loja Integrada, Nuvemshop) and global players like Shopify at the low end of the SMB segment.

Name

Irroba

Legal name

Irroba E-commerce

Website

https://irroba.com.br

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

Irroba is a Brazilian SaaS e-commerce platform founded in 1998, serving SMB merchants with tiered subscriptions, 135+ integrations, and proprietary sub-products including IrrobaPay, SmartPOS, and AI cataloging tools.

Ownership category

akta.pro rank

Product category

E-commerce Platform Software

NAICS

Software Publishers (513210)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Retail ERP (Merchandising, POS Back Office) (HDAEAEAD)

akta.pro secondary industry

Distribution & Wholesale ERP (Inventory, Order, Warehouse) (HDAEAEAC)

Keywords

• E-commerce platform
• Online store builder
• Payment processing
• Marketplace integration
• Shipping logistics

Headquarters

HQ city

Franca

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription Revenue: Monthly recurring subscription fees from tiered plans (Bronze R$120, Silver R$170, Gold R$230, Emerald R$330, Enterprise custom pricing) based on product limits, pageviews, and admin users.

Pricing tiers

Go-to-market motion4 records

Distribution channels3 records

Marketing channels8 records

Core offering

Irroba provides a comprehensive cloud-based e-commerce SaaS platform that enables merchants to create, manage, and scale online stores. The platform bundles integrated payment processing (IrrobaPay), shipping logistics, marketplace integrations, and AI-powered tools into a single solution tailored primarily for the Brazilian market.

Product overview

Irroba is a modular e-commerce platform with a unified core at its center — the Irroba E-commerce Platform — which provides store creation, product management, order processing, checkout, and a built-in payment gateway (IrrobaPay). Around this core orbit multiple integrated modules and sub-products: the Irroba SmartPOS extends the platform to physical retail; IrrobaPay provides proprietary in-platform payment processing; the Super App Irroba enables mobile store management; AI-powered product cataloging (Cadastro com IA) and the 3D intelligent packaging system (Pacotes 3D) add operational intelligence; SmartHint and Busca Inteligente power AI-driven recommendations and search; and the Irroba App Store provides access to 135+ third-party integrations across marketplaces, ERPs, CRMs, marketing automation, logistics, payments, and anti-fraud. The platform also offers a free tools suite (UTM generator, pricing calculator, label generator, etc.), over 70 free store themes, an agency and affiliate partner program, and B2B/B2C dual-mode wholesale and retail capabilities. Pricing is structured in four plans (Bronze at R$120/month, Silver at R$170/month, Gold at R$230/month, Emerald at R$330/month) plus a custom Enterprise tier.

Differentiator

Problem solved

Functional benefit

Brands

• IrrobaPay: Proprietary payment solution offering PIX and boleto with competitive rates; credit cards coming soon.
• Irroba SmartPOS
• Super APP Irroba

Products and services

• Irroba E-commerce Platform
• IrrobaPay
• Irroba SmartPOS
• Super App
• Marketplace Integration Hub
• Atacado e Varejo (Wholesale and Retail) Module

Quantifiable outcome

• Stores using Irroba collectively exceed R$50 million in monthly sales
• +2 more outcomes

Named customers13 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration180 records

AI capability7 records

Feature6 records

Partnerships

15 partnerships are on record, tiered core and major.

• Amazon Web ServicescoreTechnology or IntegrationAWS is the core infrastructure provider for Irroba's platform, offering scalable cloud hosting with exclusive servers, Amazon ECS for containerized architecture, and 99% uptime guarantee. Provides the foundation for platform stability and growth.
• Pagar.mecoreTechnology or IntegrationPagar.me is a primary payment gateway partner offering zero fees on the Bronze plan. Provides credit card and PIX processing with competitive rates integrated into the platform.
• Google (Google Partner, Google Ads, Google Shopping, Google Merchant, Google Tag Manager, Google Analytics, Google AdSense)coreTechnology or IntegrationMulti-faceted partnership including Google Partner certification, advertising integration (Google Ads), product listing ads (Google Shopping, Google Merchant), tracking (Google Tag Manager, Google Analytics), and monetization (Google AdSense).
• Facebook/Meta (Facebook Pixel, Login Facebook)coreTechnology or IntegrationFacebook integration including Pixel for advertising tracking and Facebook Login for customer authentication, enabling social commerce capabilities.
• Bling (ERP)majorTechnology or IntegrationBling is an ERP integration partner offering 30-day free trial with coupon IRROBAECOMMERCE. Provides business management capabilities for stores using both platforms.
• Plugg.tomajorTechnology or IntegrationMarketplace hub integration enabling connection to dozens of marketplaces through a single Plugg.to integration, expanding sales channels for Irroba stores.
• Mercado LivrecoreTechnology or IntegrationNative integration with Brazil's largest marketplace, allowing synchronized product listings and order management directly from Irroba's admin panel.
• ShopeemajorTechnology or IntegrationIntegration with Shopee marketplace featuring exclusive benefits including reduced commission rates and up to R$100 maximum fee per item.
• ZendeskmajorTechnology or IntegrationCustomer support platform integration powering Irroba's help center and ticket system at ajuda.irroba.com.br.
• Marketplaces (Dafiti, Netshoes, Magazine Luiza, B2W)majorTechnology or IntegrationNative integrations with major Brazilian marketplaces enabling multi-channel selling and centralized order management.
• Shipping Carriers (Correios, Melhor Envio, Mandaê, TNT, JadLog, Transfolha)coreTechnology or IntegrationIntegrations with major Brazilian shipping carriers and logistics providers for automated freight calculation and label generation.
• ERPs (Tiny, Citel, Softvar, CISS, LCS Soluções)majorTechnology or IntegrationIntegrations with Brazilian ERP systems for synchronized inventory, orders, and business management.
• Payment Gateways (MercadoPago, PagSeguro, PayPal, Yapay, Cielo, Rede)coreTechnology or IntegrationMultiple payment gateway integrations offering flexibility for merchants to choose their preferred payment processors.
• TikTokmajorTechnology or IntegrationTikTok Shop integration allowing stores to sell on the fast-growing social commerce platform, plus TikTok Ads for advertising.
• Instagram/FacebookcoreTechnology or IntegrationInstagram Shopping integration for product tagging and sales directly on Instagram, plus Facebook integration for expanded social commerce reach.

Scale indicators9 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• VTEX: Brazilian-origin, NYSE-listed ecommerce platform serving both SMB and enterprise merchants in Latin America with storefront, OMS, and marketplace capabilities — directly overlaps Irroba's product surface and target market.
• Nuvemshop: LATAM-focused ecommerce SaaS (PE-backed by Accel-KKR) targeting small and growing merchants in Brazil and Spanish-speaking Latin America — directly competes with Irroba's Bronze-to-Emerald tier positioning.
• Loja Integrada: Brazilian ecommerce SaaS platform (part of VTEX group) targeting SMB merchants — directly competing with Irroba on price-point tier subscription models in the Brazilian market.
• Tray: Brazilian ecommerce platform owned by Locaweb with tiered subscription plans and SMB focus; competes head-to-head with Irroba for the same fashion, jewelry, and home-decor merchant segments.
• BigCommerce: Global ecommerce SaaS platform with growing Brazilian merchant base; comparable mid-market and enterprise tier capabilities, headless commerce features, and multi-channel selling model.

Broad incumbents

• Wix: Broader website-builder platform with ecommerce capabilities as part of its wider portfolio; overlaps with Irroba's lower tiers but does not specialize in Brazilian ecommerce like Irroba.
• Shopify: NYSE-listed global ecommerce platform with operations in Brazil; broader product portfolio (payments, capital, fulfillment) and significantly larger R&D and marketing budget than Irroba.
• Adobe Commerce (Magento): Enterprise-grade ecommerce platform owned by Adobe; comparable on multi-channel, marketplace integration, and ERP connector capabilities but serves larger enterprise merchants than Irroba's core SMB base.
• Salesforce Commerce Cloud: Enterprise commerce platform within the Salesforce suite — overlapping capabilities on integrations, marketplace connectors, and B2B/B2C unified commerce, but serves much larger merchants than Irroba targets.

Emerging players

• WooCommerce: Open-source ecommerce plugin for WordPress that competes at the lowest price points with Irroba Bronze; attracts developers and DIY merchants rather than the SMB-done-for-you segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/irroba
• Facebookfacebook.com/irrobaecommercebrasil

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Irroba