What Selia does

Selia Intelligent Commerce is a Brazilian fullcommerce provider founded in 2017 and headquartered in São Paulo, operating as a subsidiary of Grupo Humus, a diversified conglomerate with roots in agribusiness since 1945. The company manages the complete e-commerce operation for brand clients — encompassing e-commerce platform implantation, multi-marketplace operations, digital marketing, fulfillment, financial and tax management, omnichannel customer service, and consulting — delivered through a unified hub architecture (Selia Hub) backed by 14 distribution centers totaling 250,000 m² of storage, a curated ecosystem of 40+ technology and marketplace partners, and an AI-embedded data platform spanning the full order cycle from pre-click to post-click.

The platform is organized around eight integrated service modules (E-Commerce, Marketplace, Digital Marketing, Fulfillment, Financial and Tax Management, Customer Service, Consulting, and Technology & Data) unified by a proprietary methodology called the 'Ciclo do Pedido' (Order Cycle), developed by CEO Ângelo Vicente during his MIT Sloan master's program. Selia serves enterprise brands across B2C, B2B, B2B2C, D2C, and Marketplace In models in Brazil, with a roster of 50+ clients including Pandora, Levi's, JBL, Philips, Hasbro, Kimberly-Clark, Abbott, Coloplast, Cacau Show, Melita, Metalfrio, Marelli, Phyto, and AOC. Operational metrics include 2.5 million annual deliveries, 99% of orders shipped within 24 hours, 96% on-time delivery rate, and 99.5% inventory accuracy.

Revenue is generated through managed services fees (the dominant stream), consulting engagements structured around an 8-module methodology, logistics fees tied to volume and storage, digital marketing service fees including performance-based arrangements, and financial/tax management services. Pricing is not publicly disclosed; each engagement is scoped and quoted individually based on activated modules, volume, and complexity. The go-to-market combines direct enterprise field sales with channel partnerships (marketplace integrations, technology partners, and a network of logistics, payments, and control-tower partners), supplemented by digital marketing, case studies, events, and referrals.

Name

Selia

Legal name

Selia Intelligent Commerce

Website

https://selia.com.br

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

E-commerce Operations Management

NAICS

Web Search Portals and All Other Information Services (51929)

SIC

Services-Computer Programming, Data Processing, Etc. (7370), Services-Computer Integrated Systems Design (7373)

akta.pro primary industry

Search Engine Marketing (SEM) / Paid Search (PPC) (BPAFACAA)

akta.pro secondary industries

SEO/SEM & Performance Marketing Tools (BPAMALAM), Search Engine Marketing (SEM) Media Buying (MPAAABAC)

Keywords

• E-commerce operations management
• Fullcommerce services
• Marketplace management
• Digital fulfillment services
• E-commerce consulting

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Fullcommerce Managed Services: Selia manages all e-commerce operations for brands, including e-commerce platform management, inventory control, customer service, digital marketing, and logistics. This is the primary revenue stream where Selia serves as a fullcommerce provider, managing end-to-end operations so clients can focus on product development and core business. The model is typically recurring and project-based with ongoing operational fees.
2. Consulting Services: Digital business consulting including P&L development, Digital Go-To-Market strategy, platform selection, tool recommendation and integration, and the 8-module SELIA Consulting methodology (E-commerce Architecture, Marketing & Performance, Fulfillment, Marketplaces, Finance & Payments, Customer Service, Integrations & Data, Fiscal & Accounting). Projects have a beginning, middle, and end with deliverables.
3. Fulfillment and Logistics: End-to-end logistics operations including warehousing, picking, packing, billing, reverse logistics, control tower, and carrier network management across Brazil. Revenue is generated through logistics fees tied to volume and storage.
4. Digital Marketing Services: Full-funnel digital marketing including campaign planning and execution, media management (GTM, GA4, Meta Ads, Google Ads, Merchant Center, SEO, SEM), Growth, performance and CRM, affiliate programs, TikTok Shop activation, and Pop-Up Store operations. Revenue generated through marketing service fees and performance-based arrangements.
5. Marketplace Management: Marketplace operations including integration with major platforms (Mercado Livre, Amazon, Magalu, Shopee, Tiktok Shop), catalog management, dynamic pricing, SLA compliance, and Retail Media campaigns. Revenue model includes consulting, operational management, and performance-based acceleration.
6. Financial and Tax Management: Billing, accounting, financial reconciliation, tax optimization, fraud management, and negotiation with acquirers and gateways. Includes access to tax benefit models such as General Warehouse, Branch, Consignment, and Buy & Sell.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels11 records

Core offering

Selia is a fullcommerce provider that manages the complete e-commerce operation for brands in Brazil, integrating consulting, e-commerce platform management, marketplace operations, digital marketing, fulfillment, financial and tax management, customer service, and technology/data platforms into a single hub. The company leverages a proprietary Order Cycle (Ciclo do Pedido) methodology developed at MIT Sloan, AI-embedded operations, and a network of 14 distribution centers with 250,000 m² of storage capacity to scale brands' digital commerce with control.

Product overview

Selia is a Fullcommerce platform — a unified intelligent commerce hub that manages the complete digital commerce lifecycle for brands operating in Brazil. The platform is organized as a core hub (Selia Hub) with eight integrated service modules: E-Commerce (store implantation and management for B2C, B2B, D2C, B2B2C, and Marketplace In), Marketplace (multi-channel marketplace strategy and operations), Digital Marketing (full-funnel campaigns, media, SEO, GEO, CRM), Fulfillment (end-to-end logistics with 14 distribution centers), Financial and Tax Management (billing, reconciliation, tax optimization), Customer Service / SAC (omnichannel AI-first support), Consulting (8-module digital business consulting), and Technology & Data Platform (scalable architecture, AI Agents, multi-tenant data platform). All modules are connected through Selia's proprietary Order Cycle (Ciclo do Pedido) methodology, which integrates marketing and operations into a single continuous circuit. The platform connects to major e-commerce platforms (VTEX, Shopify), marketplaces (Mercado Livre, Amazon, Magalu, Shopee, TikTok Shop), marketing tools (RD Station, Google, Meta), payment and anti-fraud providers (Pagar.me, ClearSale), and logistics carriers (Intelipost, Correios, Total Express).

Differentiator

Problem solved

Functional benefit

Products and services

• Selia Hub (E-Commerce Platform) The central unified platform integrating all of Selia's services — e-commerce, marketplace, fulfillment, finance, marketing, and customer service — into a single operational hub for brands operating in Brazil.
• E-Commerce Full e-commerce store implantation and management covering B2C, B2B, D2C, B2B2C, and Marketplace In models, with responsive design, product catalog management, and CRO optimization for brands seeking digital commerce infrastructure.
• Marketplace Multi-channel marketplace strategy and operational management covering strategic consulting, daily operations, and retail media for channels such as Mercado Livre, Amazon, Magalu, Shopee, and TikTok Shop.
• Digital Marketing Integrated digital marketing covering full-funnel campaign planning, media management (GTM, GA4, Meta Ads, Google Ads), performance CRM, SEO, GEO, TikTok Shop, and affiliate programs for brand performance and acquisition.
• Fulfillment End-to-end logistics operations including warehousing, picking and packing, control tower, reverse logistics, and carrier network management across Brazil with 14 strategically located distribution centers and 250,000 m² of storage capacity.
• Financial and Tax Management Billing, accounting, financial reconciliation, tax optimization, fraud management, and acquirer/gateway negotiation supporting operational models such as General Warehouse, Branch, Consignment, and Buy & Sell for digital retail in Brazil.
• Customer Service (SAC) Omnichannel pre- and post-sales customer service with AI-first routing, human/bot/hybrid options, 360-degree customer view, NPS monitoring, and real-time reporting across WhatsApp, email, chat, phone, and Reclame AQUI.
• Consulting Digital business consulting across 8 structured modules covering e-commerce architecture, marketing, fulfillment, marketplaces, finance, customer experience, integrations, and fiscal compliance — the SELIA Consulting methodology with more than 400 projects implemented.
• Technology & Data Platform Technology infrastructure including scalable architecture, ERP/platform integrations, AI Agents, and a multi-tenant data platform with pre-configured dashboards covering the full order cycle from pre-click to post-click.

Quantifiable outcome

• 99% of orders shipped within 24 hours across 14 distribution centers
• +7 more outcomes

Named customers19 records

Segments9 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration23 records

AI capability9 records

Feature8 records

Partnerships

31 partnerships are on record, tiered core, major and supporting.

• VTEXcoreTechnology or IntegrationE-commerce platform partner. Selia works with VTEX as one of the primary e-commerce platforms for implementing client storefronts, providing scalable, cloud-native commerce solutions for enterprise brands.
• ShopifycoreTechnology or IntegrationE-commerce platform partner. Selia implements and manages Shopify-based storefronts for clients, leveraging Shopify's ecosystem for rapid deployment and scalability.
• Mercado LivrecoreChannel Partner/ Reseller/ DistributorPrimary marketplace partner. Selia integrates and manages client operations on Mercado Livre, one of Latin America's largest e-commerce marketplaces, providing access to millions of active buyers across Brazil and the region.
• Magalu (Magazine Luiza)coreChannel Partner/ Reseller/ DistributorMarketplace partner. Selia manages client integration with Magalu's marketplace, leveraging the platform's extensive reach across Brazilian consumers and its strong logistics infrastructure.
• Amazon BrazilcoreChannel Partner/ Reseller/ DistributorMarketplace partner. Selia integrates and operates client stores on Amazon Brazil, providing access to Amazon's Prime ecosystem and national fulfillment network.
• ShopeemajorChannel Partner/ Reseller/ DistributorMarketplace partner. Integration with Shopee for client operations in Brazil, leveraging Shopee's strong social commerce features and growing consumer base.
• TikTok ShopmajorChannel Partner/ Reseller/ DistributorEmerging marketplace partner with dedicated support for TikTok Shop integration. Selia provides technical integration, strategic support, and operational management from onboarding through ongoing operations, connecting brands with a new generation of consumers.
• Via (formerly Via Varejo)majorChannel Partner/ Reseller/ DistributorMarketplace partner through Via's e-commerce ecosystem. Selia integrates clients with Via's marketplace platforms.
• GooglecoreGTM or Marketing PartnerMarketing and advertising partner. Selia leverages Google Ads, Google Merchant Center, and Google's advertising ecosystem for client campaigns, with integration expertise across Google's commerce and marketing tools.
• Meta (Facebook/Instagram)coreGTM or Marketing PartnerMarketing partner. Selia manages Meta Ads campaigns on Facebook and Instagram for clients, leveraging Meta's advertising platform for targeted customer acquisition and retargeting.
• CorreiosmajorTechnology or IntegrationNational postal service partner. Correios provides logistics coverage across all of Brazil, particularly important for reaching consumers in areas not covered by private carriers.
• IntelipostmajorTechnology or IntegrationTransportation management partner. Intelipost provides TMS (Transportation Management System) capabilities for route optimization, carrier management, and logistics intelligence.
• Total ExpressmajorTechnology or IntegrationExpress delivery partner. Total Express provides accelerated delivery services complementing Selia's fulfillment network.
• ClearSalemajorTechnology or IntegrationAnti-fraud partner integrated as part of the Control Tower ecosystem. ClearSale provides fraud management and prevention for payment transactions across e-commerce operations.
• RD StationmajorTechnology or IntegrationMarketing automation and CRM partner. RD Station provides marketing automation, lead management, and CRM capabilities integrated into Selia's marketing stack.
• Pagar.memajorTechnology or IntegrationPayment gateway partner. Pagar.me provides payment processing and management integrated into the financial reconciliation and control tower operations.
• SemrushmajorGTM or Marketing PartnerSEO and content marketing partner. Semrush provides competitive intelligence, keyword research, and SEO optimization tools supporting Selia's content and search marketing strategies.
• GSuite (Google Workspace)supportingTechnology or IntegrationProductivity and collaboration platform partner. GSuite provides internal productivity tools for Selia's operations and team collaboration.
• NetshoesmajorChannel Partner/ Reseller/ DistributorSpecialized sports marketplace partner. Netshoes provides access to the sports and wellness consumer segment in Brazil.
• PanvelsupportingChannel Partner/ Reseller/ DistributorPharmacy retail marketplace partner. Panvel provides access to the health and pharmaceutical consumer segment.
• CentaurosupportingChannel Partner/ Reseller/ DistributorSports retail marketplace partner. Centauro serves the sports and outdoor consumer segment in Brazil.
• PredizesupportingTechnology or IntegrationTechnology partner for marketplace optimization and management.
• EqualssupportingTechnology or IntegrationControl tower and financial reconciliation partner integrated into Selia's operational ecosystem.
• KoncilisupportingTechnology or IntegrationFinancial reconciliation partner. Koncili provides automated financial reconciliation capabilities for multi-channel operations.
• NeosupportingTechnology or IntegrationControl tower partner providing operational intelligence and monitoring capabilities.
• WhatsApp BusinessmajorGTM or Marketing PartnerCustomer communication partner. WhatsApp Business is used as a primary customer service channel in Selia's omnichannel support operations, enabling direct and personalized communication with consumers.
• PinterestsupportingGTM or Marketing PartnerSocial commerce partner. Pinterest is used as a discovery channel and visual marketing platform for brand awareness and traffic generation.
• AfiliosupportingGTM or Marketing PartnerAffiliate marketing partner. Afilio provides affiliate program infrastructure and network for performance-based customer acquisition.
• BisosupportingGTM or Marketing PartnerMarketing technology partner supporting performance marketing and customer acquisition initiatives.
• CityAdssupportingGTM or Marketing PartnerPerformance marketing partner. CityAds provides affiliate and performance marketing solutions for customer acquisition.
• DinamizesupportingGTM or Marketing PartnerEmail marketing automation partner. Dinamize provides email marketing and automation capabilities for CRM campaigns and customer engagement.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Mirakl: Global marketplace platform technology provider used by retailers and brands to launch and operate third-party marketplaces. Comparable to Selia's marketplace management module and ecosystem approach to multi-vendor commerce.
• Shopify: Global commerce platform partner of Selia and direct competitor for merchant wallet share. Selia implements Shopify storefronts and competes against Shopify's merchant services for the same D2C and B2C brands in Brazil.
• Nuvemshop (Tiendanube): Leading LATAM SaaS e-commerce platform focused on SMB and mid-market merchants in Brazil and Spanish-speaking markets. Comparable in enabling brands to go digital, though more software-led versus Selia's managed fullcommerce services.
• Ci&T: Brazilian digital transformation and software engineering firm serving large enterprise clients with technology, design, and operations services. Comparable in serving global enterprise brands with Brazil-anchored delivery teams for digital commerce and operations.
• Olist: Brazilian e-commerce enabler that integrates merchants into marketplaces and manages end-to-end digital operations. Directly comparable to Selia's marketplace management and operations module for SMB and mid-market sellers in Brazil.
• VTEX: Major LATAM-headquartered e-commerce platform serving enterprise and mid-market brands. Selia implements VTEX storefronts for clients and competes for the same brand digital budgets with a managed-services model layered on top of the platform.
• Rithum: Marketplace and drop-ship platform (formerly ChannelEngine/CommerceHub) enabling brands and retailers to manage multi-channel selling. Directly comparable to Selia's marketplace management module for international brands selling in Brazil.

Regional players

• Loggi: Brazilian last-mile logistics and fulfillment company with nationwide coverage. Comparable fulfillment infrastructure to Selia's 14-DC network, though Loggi is primarily a logistics specialist whereas Selia bundles fulfillment with digital commerce services.

Broad incumbents

• TOTVS: Largest Brazilian enterprise software company providing ERP, CRM, and management platforms to enterprise and mid-market clients. Comparable as a broad enterprise technology partner with overlapping relationships to the same Brazilian enterprise buyer Selia serves.

Emerging players

• Global-e: Cross-border e-commerce platform helping brands localize pricing, payments, and logistics for international markets. Comparable to Selia's cross-border ambition with clients such as Pandora, Levi's, and Phyto that operate across multiple geographies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@SeliaFullcommerce
• LinkedInlinkedin.com/company/selia
• Instagraminstagram.com/seliafullcommerce

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 Selia