Celeiro Supermercados

What Celeiro Supermercados does

Celeiro Supermercados, headquartered in Chapecó, Brazil, is a regional supermarket chain founded in 1971 that operates an omnichannel grocery retail business under the consumer-facing brand "Comper Supermercado Online Delivery." The company maintains physical store locations complemented by a VTEX-powered e-commerce platform, dedicated iOS and Android mobile apps, and a presence on the iFood delivery marketplace, with active operations across three Central-West Brazilian states — Distrito Federal, Mato Grosso, and Mato Grosso do Sul. Its product catalog spans 17 categories including fresh produce (hortifrúti), meats, dairy, bakery, frozen foods, beverages, personal care, cleaning supplies, and pet products, with location-specific pricing and assortment tailored to each state.

The business operates a transaction-based revenue model combining direct retail product sales, an 8% service fee on all online purchases, and marketplace commissions from third-party brand presence (Unilever, Ambev, Seara, Mondelez, Nestlé, Red Bull, Coca-Cola Solar, and others). Proprietary assets include the Vuon Card loyalty/payment program (offering free shipping thresholds and exclusive discounts) and the Aliatta private label brand featuring regional Brazilian specialty foods such as palm hearts, cheese bread (pão de queijo), açaí, and honey. Customer service is delivered via SAC phone line, WhatsApp, and in-store pickup, with payment processing secured under PCI DSS certification through VTEX's infrastructure.

The company's go-to-market is best characterized as product-led growth with horizontal consumer segmentation targeting general households. Distribution is omnichannel across the company's own website (comper.com.br), mobile apps, iFood marketplace, and physical stores. With 501-1000 employees and no disclosed funding rounds, M&A activity, or leadership changes, Celeiro appears as a stable, regionally-anchored incumbent progressively digitalizing its operations rather than pursuing aggressive expansion.

Name

Celeiro Supermercados

Website

https://celeiro.com.br

Company type

Private

Founded year

1971

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Celeiro Supermercados is a Brazilian regional supermarket chain operating omnichannel grocery retail under the Comper brand across three Central-West states (Distrito Federal, Mato Grosso, Mato Grosso do Sul), serving general consumers via physical stores, a VTEX-powered online storefront, mobile apps, and the iFood marketplace.

Ownership category

akta.pro rank

Product category

Supermarket / Grocery Retail

NAICS

Supermarkets and Other Grocery Retailers (except Convenience Retailers) (44511), Grocery and Convenience Retailers (4451), Food and Beverage Retailers (445)

SIC

Retail-Grocery Stores (5411), Retail-Food Stores (5400), Retail-Nonstore Retailers (5960)

akta.pro primary industry

Traditional Grocery Stores (Small-Format/Corner Grocers) (CRAHAAAC)

Keywords

• Grocery retail
• Online grocery delivery
• Supermarket chain
• E-commerce grocery
• Private label foods

Headquarters

HQ city

Chapecó

HQ country

Brazil

HQ region

Latin America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Direct sales of grocery and supermarket products through online delivery, with delivery fees and service charges
2. Service Fee: Charges 8% service fee on all purchases calculated on product value
3. Marketplace Commissions: Third-party brand presence and promotions on platform (Unilever, Ambev, Seara, etc.)

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Celeiro Supermercados operates an online and in-store supermarket retail business under the Comper brand across three Brazilian states (Distrito Federal, Mato Grosso, and Mato Grosso do Sul). It sells grocery and household products across 16+ categories—including fresh produce, meats, bakery, dairy, frozen foods, beverages, personal care, cleaning, and pet supplies—via its own e-commerce site, mobile app, physical stores, and the iFood marketplace, with home delivery and store pickup options.

Product overview

Comper Supermercado Online Delivery is an e-commerce grocery platform powered by VTEX, offering online shopping and delivery services across three Brazilian states (Distrito Federal, Mato Grosso, and Mato Grosso do Sul). The platform provides a comprehensive product catalog across 17 categories including beverages, fresh produce, meats, frozen foods, dairy, household items, personal care, and pet supplies. The offering includes a mobile app for iOS and Android, multiple payment options including the proprietary Vuon Card loyalty program, and store pickup or home delivery options. The company also sells private label products under the Aliatta brand, featuring Brazilian specialty foods.

Differentiator

Problem solved

Functional benefit

Brands

• Aliatta: Private label brand featuring regional Brazilian products including palm hearts, cheese, açaí, and honey

Products and services

• Comper Supermercado Online Delivery Online grocery shopping and delivery service serving consumers in three Brazilian states (Distrito Federal, Mato Grosso, Mato Grosso do Sul) with a 16+ category assortment including beverages, fresh produce, meats, dairy, frozen foods, personal care, cleaning products, and pet supplies. Customers can shop by category, build a cart, and choose home delivery or click-and-collect, with regional pricing and free shipping thresholds tied to the Vuon Card loyalty card.
• Comper Delivery Mobile App Native mobile application available on iOS (App Store) and Android (Google Play) that lets consumers shop the Comper grocery catalog, manage orders, and access exclusive app-only promotions.
• Aliatta Private Label Product Line Private-label sub-brand selling Brazilian regional specialty foods (including palmito/palm hearts, pão de queijo/cheese bread, açaí, honey, and dairy) distributed through the Comper online and in-store channels.
• Vuon Card Loyalty & Payment Program Proprietary payment and loyalty card that grants shoppers free shipping above specified order thresholds and access to exclusive promotions on Comper grocery purchases.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature4 records

Partnerships

13 partnerships are on record, tiered core and minor.

• iFoodcoreChannel Partner/ Reseller/ DistributorThird-party food delivery marketplace partnership enabling expanded delivery reach through iFood platform, particularly in Dourados-MS location
• VTEXcoreTechnology or IntegrationE-commerce platform provider powering the online store, checkout, and digital commerce infrastructure
• Vuon CardcoreGTM or Marketing PartnerStore-branded payment and loyalty card offering exclusive discounts and free shipping thresholds. Promoted across digital channels as preferred payment method.
• AliattaminorGTM or Marketing PartnerRegional Brazilian food brand featuring products including palmito, pão de queijo, açaí, honey, and cheese sold on the platform
• UnileverminorGTM or Marketing PartnerConsumer goods brand with dedicated storefront section and promotional campaigns including 50% off deals and buy 4 pay 2 offers
• AmbevminorGTM or Marketing PartnerBeverage company with beer and drink products featured on platform with promotional visibility
• SearaminorGTM or Marketing PartnerMeat and protein brand with promotional campaigns including churrasco (barbecue) themed deals
• MondelezminorGTM or Marketing PartnerSnack and confectionery brand with chocolate products and KitKat promotions featured on platform
• Nestlé (Dolce Gusto)minorGTM or Marketing PartnerCoffee capsule brand with promotional campaigns on the platform
• SadiaminorGTM or Marketing PartnerProcessed meat and frozen foods brand with platform presence
• Red BullminorGTM or Marketing PartnerEnergy drink brand with promotional presence on the platform
• Coca-Cola (Solar)minorGTM or Marketing PartnerBeverage company with Solar Coca-Cola branding and promotional campaigns for the MT region
• PCI ComplianceminorOthersPayment Card Industry Data Security Standard certification ensuring secure payment processing

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Mercado Livre: Latin America's largest e-commerce marketplace with growing grocery (Mercado Livre Envios) and quick-delivery investment; comparable as a digital distribution competitor pulling online grocery basket spend in Brazil.

Others

• iFood: Brazil's dominant food and grocery delivery marketplace, already integrated with Celeiro in Dourados-MS; comparable as both a delivery-channel partner and an indirect competitor for online grocery orders.

Direct peers

• Tenda Atacado: Brazilian cash-and-carry and supermarket operator with multi-state presence and online grocery; comparable as a regional multi-format grocery retailer.
• Mateus Supermercados: Regional supermarket chain based in Maranhão with expanding e-commerce; comparable as a Brazilian regional omnichannel grocer expanding beyond its home state.
• Angeloni: Southern Brazilian regional supermarket chain with physical stores and online grocery, comparable as a regional full-assortment grocer with multi-channel operations.
• Sonda Supermercados: Brazilian regional supermarket chain operating physical stores and online grocery, comparable in scale and regional multi-state footprint.
• Muffato Supermercados: Regional Brazilian supermarket chain with strong Paraná and surrounding-state footprint and growing e-commerce offering, comparable as a mid-size omnichannel grocery peer.

Broad incumbents

• Grupo Pão de Açúcar (GPA): One of Brazil's largest supermarket and food retail groups operating Extra, Pão de Açúcar, and Assaí banners across multiple states with growing e-commerce; comparable as a Brazilian omnichannel supermarket incumbent competing for the same household grocery basket.
• Assaí Atacadista: Cash-and-carry wholesale banner under GPA competing on price-sensitive grocery and consumables in multiple Brazilian regions; comparable as a multi-state grocery operator with strong Central-West and Midwest presence.
• Carrefour Brasil: National hypermarket, supermarket, and Atacadão operator with significant e-commerce investment in Brazil; directly comparable as a multi-state omnichannel grocery retailer with both physical and online channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance2 records

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 Celeiro Supermercados