What Web Automação does

Web Automação is a Brazilian commercial-automation software brand operating under parent company Tablet Cloud. It develops and commercializes a modular, cloud-based point-of-sale (PDV) and business-management platform aimed at small and medium-sized businesses across Brazil, with a vertical focus on food service (bars, restaurants, pizzerias, snack bars, cafés), retail, events, autonomous/self-service stores, and hospitality. The company reports over 2,000 SMB customers and more than 700 events served (book fairs, concerts, football matches). The flagship product, PDV Legal, provides sales management, cloud administration, real-time monitoring, inventory, fiscal document emission, and payment processing, and integrates with peripheral hardware (barcode readers, scales, printers) and third-party systems including Stone (payments), iFood (delivery marketplace), and HITS (hotel management).

The platform follows a modular add-on architecture. A base Cloud subscription (R$69.90/month) underpins system access, with the Plano Básico PDV Legal starting at R$127.80/month; customers layer on priced modules including Estoque, Fiscal, Financeiro, and Serviço (R$73 each), Fidelidade Legal (R$199.90), Validação de CPF (R$37.90), Certificado Digital (R$213.90), and bundled packages such as PDV Legal Full (R$468.10). Adjacent products include Delivery Legal (a digital-menu/delivery platform priced on tiered billing volume — R$199.90 up to R$25k/month, R$279.90 above) and PDV Legal Fast (a mobile/smartphone POS supporting self-checkout). The iFood integration is offered at no additional cost, positioned as an acquisition and retention lever rather than a revenue line.

Revenue is predominantly subscription-recurring, generated through direct SaaS subscriptions, module add-ons, and delivery plans, supplemented by an EAD (online training) platform and franchise-derived income. Go-to-market is channel-led: a network of 70+ franchises/resellers spanning all Brazilian regions handles local sales, implementation, and support, complemented by direct self-serve acquisition via the website (demo and consultant-request CTAs) and WhatsApp. Marketing is driven by SEO/content (a blog covering restaurant management, PDV tips, and operational topics) feeding the franchise and direct-sales funnels. The company is private, has no disclosed funding, management team, or revenue figures, and operates exclusively in Brazil.

Name

Web Automação

Legal name

Web Automação

Website

https://webautomacao.com.br

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Brazilian brand of Tablet Cloud offering a modular cloud POS and business-management platform (PDV Legal) to 2,000+ SMBs in food service, retail, events, and hospitality, distributed through a 70+ franchise reseller network nationwide.

Ownership category

akta.pro rank

Product category

Point of sale (POS) software

NAICS

Software Publishers (5132)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Vendor & Contract Management (Software/Cloud) (BPAEAOAD)

akta.pro secondary industry

Digital Goods, Subscriptions & Gift Card Marketplaces (BPAMAGAG)

Keywords

• Point of sale software
• Cloud POS system
• Restaurant management software
• Retail automation
• SMB POS franchise

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Software Subscriptions: Core PDV Legal subscription starting at R$127.80/month for Plano Básico. Additional modules available for separate subscription fees including Cloud (R$69.90), Estoque (R$73), Fiscal (R$73), Financeiro (R$73), and Serviço (R$73).
2. Module Add-ons: Additional modules and features including iFood integration (free), Fidelidade Legal (R$199.90), Validação de CPF (R$37.90), PDV Legal Fast (R$242.80), PDV Legal Full (R$468.10), and Certificate Digital (R$213.90).
3. Delivery Plans: Delivery Legal plans tiered by billing volume: Plan 1 up to R$25k billing at R$199.90/month, Plan 2 above R$25k at R$279.90/month.
4. Franchise Fees: Revenue from franchise network - resellers sell the system and generate recurring income. Currently over 70 franchises across Brazil.
5. EAD Training: Online training and education platform for customers learning system functionalities.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Web Automação sells a modular cloud-based point-of-sale (POS) and business management platform for small and medium retailers and food service operators in Brazil. The flagship product PDV Legal handles sales, order management, cloud administration, fiscal document emission, and hardware/payment integration; complementary products Delivery Legal (online ordering), Gestão Legal (back-office administration), and PDV Legal Fast (mobile/self-service checkout) extend the platform across additional use cases, all distributed through its own 70+ franchise network and direct digital channels.

Product overview

Web Automação offers a modular point-of-sale (POS) and business management platform primarily serving the Brazilian food service and retail sectors. The core product portfolio centers on PDV Legal, a comprehensive sales management system, supplemented by Delivery Legal for online ordering and delivery operations, and Gestão Legal for back-office administration. Additional specialized solutions include PDV Legal Fast for mobile/self-service checkout. The platform follows a modular add-on architecture where base functionality (starting at R$127.80/month for Basic Plan) can be extended with optional modules including Cloud infrastructure (R$69.90), Stock management (R$73), Fiscal compliance (R$73), Financial management (R$73), Service management (R$73), Loyalty programs (R$199.90), CPF validation (R$37.90), and bundled packages like PDV Legal Full (R$468.10). The system targets multiple vertical segments including food service (restaurants, bars, cafeterias), retail, events, hospitality, and autonomous retail stores, with over 70 franchise locations operating throughout Brazil.

Differentiator

Problem solved

Functional benefit

Brands

• PDV Legal: Primary cloud-based point-of-sale (POS) software for sales management, integrating with hardware and payment processors.
• Delivery Legal
• Gestão Legal
• PDV Legal Fast

Products and services

• PDV Legal Flagship point-of-sale (POS) software system providing complete sales management, order processing, and operational control for retail and food service businesses across Brazil, with cloud-based administration, multi-device and Android hardware integration, inventory and stock management, real-time monitoring, and Brazilian Nota Fiscal fiscal document emission. Plano Básico subscription starts at R$127.80/month.
• Delivery Legal Digital menu and delivery management platform that enables restaurants to create online menus, manage delivery zones with map-based area definitions, set variable delivery rates, and process delivery orders without intermediary fees, including free integration with the iFood marketplace.
• Gestão Legal Business management product covering financial control, accounts receivable/payable, and operational oversight for small to medium retail and food service enterprises using the Web Automação stack.
• PDV Legal Fast Mobile POS application that transforms smartphone and handheld devices into point-of-sale terminals, enabling self-checkout, mobile payment processing, and autonomous store operations including 100% autonomous sales, real-time inventory updates, fiscal document emission, and CPF validation for age-restricted product sales; subscription at R$242.80/month.

Quantifiable outcome

• More than 2,000 small and medium retailers using the solution
• +1 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature6 records

Partnerships

Three partnerships are on record, tiered core.

• Tablet CloudcoreOEM/ Whitelabel/ Licensing PartnerWeb Automação is a brand of Tablet Cloud. The products (PDV Legal, Delivery Legal, Gestão Legal, PDV Legal Fast) are developed by Tablet Cloud and distributed under the Web Automação franchise network.
• StonecoreTechnology or IntegrationPDV Legal integrates with Stone payment processing for seamless payment acceptance. Stone is a major Brazilian payment institution providing card machine and digital payment solutions.
• iFoodcoreTechnology or IntegrationiFood integration module available at no additional cost (R$0.00). Enables restaurants to manage iFood delivery orders directly through PDV Legal system.

Scale indicators3 records

Broad incumbents

• Stone (StoneCo): Major Brazilian fintech and payments provider that bundles its own POS software (Stone Pos) with payment terminals, directly overlapping with Web Automação's PDV Legal — and is simultaneously a key integration partner.
• Square (Block): Global SMB POS and payments platform; relevant as a benchmark for the SMB POS economics, software-plus-payments model, and ecosystem-driven growth strategy.
• TOTVS: Brazil's largest enterprise software company, offering POS, retail, and food-service modules that compete head-to-head with Web Automação in the SMB and mid-market.
• Linx: One of Brazil's largest retail and restaurant management software vendors (now part of Stone), serving SMBs to enterprise retailers with comparable POS, fiscal, and back-office modules.
• Bematech: Brazilian POS hardware and software provider (now part of Positivo) covering SMB retail and food service with integrated terminals and management software.
• NCR Voyix: Global POS and hospitality technology vendor with a presence in Brazil, competing for restaurant, retail, and event-vertical POS deployments.
• Consinco: Brazilian retail and supermarket management software vendor with overlapping POS, inventory, and fiscal capabilities aimed at the Brazilian retail SMB segment.

Emerging players

• MenuDino: Brazilian restaurant SaaS offering digital menus, online ordering, and delivery management — overlapping with Web Automação's Delivery Legal vertical SaaS offering.
• Anota AI: Brazilian restaurant management SaaS focused on digital menus, online ordering, and WhatsApp-based ordering — directly comparable to Web Automação's Delivery Legal product.

Others

• iFood: Brazil's dominant food-delivery marketplace and a key integration partner of Web Automação; adjacent competitor through its restaurant-management tools (iFood Pedidos, iFood Gestor) and a critical ecosystem dependency.

Market position

Strengths5 records

Weaknesses5 records

Key risks6 records

Key highlights7 records

Customer concentration

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 Web Automação