pc Factory
pc Factory is Chile's largest specialized omnichannel technology retailer, operating 35+ stores across Chile and Peru and an e-commerce platform with real-time inventory and immediate in-store pickup. It sells 4,900+ products from 350+ brands to 4M+ consumers and enterprise clients, with a B2B division launched in 2024.
- Company typePrivate
- Founded1996
- HeadquartersSantiago, Chile
- Headcount251–500
- GTM typeB2B and B2C
- OfferingServices
What pc Factory does
pc Factory (Personal Computer Factory S.A.) is Chile's largest specialized omnichannel technology retailer, founded in 1996 and headquartered in Providencia, Santiago. The company operates 35+ physical stores across Chile and Peru alongside its pcfactory.cl e-commerce platform, offering more than 4,900 products from 350+ brands across computing, smartphones, gaming (Gamer Zone), smart home, audio, printing, and components. Its commerce platform features real-time inventory visibility across all stores — with a ~10-minute stock update lag — enabling a unique online-purchase-with-immediate-in-store-pickup model that the company explicitly positions as differentiated within the Chilean market. The technology stack is built on an OpenID Connect (Keycloak)-authenticated storefront with an AI Purchase Assistant chatbot and online advisory (chat/video) services, while operations span dedicated sales teams, a B2B enterprise unit, and a government procurement channel via Mercado Público framework agreements.
Revenue is generated through three primary streams: (1) one-time consumer (B2C) hardware sales serviced through omnichannel retail and promotional events (Cyber Day, Black Days, Factory Days) with payment installments and bank promotions; (2) B2B Enterprise sales targeting government, mining, education, healthcare, and private enterprise with financing instruments, financial leasing, and technical presales; and (3) professional services including notebook upgrades (Enter Pro), custom PC builds (Arma tu PC), online advisory, and e-waste recycling (Puntos Verdes). Geographic service is concentrated in Chile and Peru, with international offices in China (sourcing) and the United States (expansion support). The customer base numbers 4M+ cumulative customers with 2M+ monthly website visits and approximately 500 employees nationally; ownership remains private and founder/management-controlled with no disclosed institutional investor.
pc Factory firmographics
Firmographics- Name
- pc Factory
- Legal name
- Personal Computer Factory S.A.
- Website
- https://pcfactory.cl
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- pc Factory is Chile's largest specialized omnichannel technology retailer, operating 35+ stores across Chile and Peru and an e-commerce platform with real-time inventory and immediate in-store pickup. It sells 4,900+ products from 350+ brands to 4M+ consumers and enterprise clients, with a B2B division launched in 2024.
- Ownership category
- akta.pro rank
pc Factory industry classification
Industry- Product category
- Consumer Electronics Retail
- NAICS
- Computer and Peripheral Equipment Manufacturing (33411), Electronic Computer Manufacturing (334111)
- SIC
- Retail-Computer & Computer Software Stores (5734), Electronic Components & Accessories (3670), Wholesale-Computers & Peripheral Equipment & Software (5045)
- akta.pro primary industry
- PC Gaming Computers & Peripherals Retail (CRACABAI)
- akta.pro secondary industries
- PC Gaming Hardware Retail (GPUs, CPUs, RAM, Storage) (CRACAFAC), PC Components for Gaming (GPUs, CPUs, Motherboards, RAM, PSUs) (MPAFAGAD)
Keywords
Where pc Factory is headquartered
LocationHeadquarters
- HQ city
- Santiago
- HQ country
- Chile
- HQ region
- Latin America
Offices5 records
Markets served
pc Factory business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Hardware sales: One-time product sales across multiple technology categories including computers, smartphones, audio, gaming, printers, and components
- B2B Enterprise sales: Sales to government, mining, education, healthcare and private enterprise sectors with financing options and volume deals
- Notebook upgrade services: Technical assessment and upgrade services for notebooks including memory, storage, and component installation
- Online advisory services: Consultative sales support via video call and chat for product selection in computing categories
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Consumer electronics retail pricing |
| Transaction based/ take rate | Multi-year contract | B2B corporate pricing |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
pc Factory product offering
Product offeringCore offering
pc Factory is a Chilean omnichannel technology retailer selling computers, smartphones, gaming equipment, printers, audio devices, smart home products, and accessories across 35+ physical stores in Chile and Peru and a national e-commerce platform. The company supports sales with value-added services such as AI-powered purchase advisory, online video consultations, custom PC building, notebook upgrades, and electronic waste recycling. A separate B2B division provides enterprise IT procurement, financing, and leasing to government, mining, education, and healthcare sectors.
Product overview
pc Factory operates a multi-category e-commerce retail platform with physical store presence across Chile and Peru, offering a comprehensive technology product portfolio. The core offering includes computers, smartphones, tablets, Smart TVs, gaming equipment, printers, and smart home devices, supported by services like AI-powered purchase assistance, B2B enterprise sales, notebook upgrade services (Enter Pro), custom PC building (Arma tu PC), online advisory consultations, and electronic waste recycling (Puntos Verdes). The platform features a Gamer Zone sub-brand for gaming enthusiasts and provides both home delivery and immediate in-store pickup options.
Differentiator
Problem solved
Functional benefit
Products and services
- Gamer Zone Dedicated gaming sub-brand and product line featuring monitors, graphics cards, mice, headsets, keyboards, gaming chairs, and consoles for gaming enthusiasts.
- Enter Pro (Notebook Upgrade Service) Technical assessment and upgrade service for notebooks including memory, storage, and component installation, with upgrades completed within 72 hours of service acceptance.
- Arma tu PC (Build Your PC) Step-by-step custom PC building service allowing customers to purchase and assemble custom desktop computers online by selecting components.
- Asesórate Online (Online Advisory) Online advisory service connecting customers with expert consultants via live chat or scheduled video calls for guided product selection in computing categories.
- Venta Empresas (B2B Enterprise Sales) Business-to-business sales service offering financing options, professional computers, enterprise products, national logistics, deployment services, and procurement participation for government, mining, education, healthcare, and private enterprise sectors.
- Puntos Verdes (Electronic Waste Recycling) Electronic waste recycling program accepting small electronics (under 15 inches) including notebooks, phones, chargers, routers, and monitors at designated pc Factory locations.
- Multicategory Technology Retail (Computers, Smartphones, Gaming, Printers, Smart Home) Comprehensive technology retail offering including computers, smartphones, tablets, Smart TVs, gaming equipment, printers, audio, smart home devices, and accessories sold through 35+ physical stores and the pcfactory.cl e-commerce platform.
Quantifiable outcome
- Only retailer in Chile offering 1-hour in-store pickup for online purchases
- +2 more outcomes
Companies that use pc Factory
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles2 records
pc Factory technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature3 records
pc Factory partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Techo ChilecorePartnership since 2021 focused on bridging the digital divide through technology donations and support for community initiatives. pc Factory and employees are involved with the El Peñoncito camp in Puente Alto. Activities include equipment donations, workshop facilitation, and firefighter donations.
- Fundación GanbaruminorSocial partnership supporting sports recycling campaign #TuAprotaEsDeporte. Collection containers placed in pc Factory stores (Las Condes, Manuel Montt, Vitacura) for donating sports clothing and equipment.
- Technology brand partners (HP, Lenovo, ASUS, Microsoft, HPE)coreB2B sales partnerships with major technology brands including HP, Lenovo, Microsoft, ASUS, HPE, Kensington, and ESET for enterprise computing solutions.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
pc Factory competitors and assessment
Company assessmentDirect peers
- Best Buy: U.S. specialty consumer electronics and computer retailer with omnichannel (online + stores), Geek Squad services, and a Gamer-focused assortment. Closest international conceptual twin to pc Factory's specialized tech-retail positioning.
- Newegg: Leading online retailer of PC components, peripherals, and consumer electronics with similar target customers to pc Factory (PC builders, gamers, IT buyers). Closest e-commerce analog to pcfactory.cl's online-with-pickup model.
- Micro Center: U.S. specialty computer retailer focused on PC components, custom builds, gaming hardware, and parts. Comparable to pc Factory's Arma tu PC service and Gamer Zone emphasis on GPUs, CPUs, and DIY building.
- Ripley (Ripley.com Chile): Chilean multi-category department store retailer with a strong technology, computing, and gaming category. Operates both physical stores and a large e-commerce platform; competes directly with pc Factory for consumer electronics baskets in Chile.
- Abcdin: Chilean retail chain focused on electronics, home appliances, and technology. Competes with pc Factory for value-oriented consumer electronics customers across both physical stores and online channels.
Broad incumbents
- MercadoLibre Chile: Dominant LATAM e-commerce marketplace with strong consumer electronics category in Chile and Mercado Pago financing. Competes with pc Factory online and increasingly pressures pricing on commodity electronics.
- Paris (Cencosud): Chilean department store chain owned by Cencosud with a substantial consumer electronics and computing category. Larger and more diversified than pc Factory but directly comparable on tech and gaming SKUs.
- Falabella (Chile): Largest Chilean department store chain with significant consumer electronics and appliance categories, plus financial services (CMR) that enable installment-based shopping. Competes with pc Factory on tech SKUs and promotions (Cyber Day) but across a much broader assortment.
Regional players
- OfficeMax / Office Depot Chile: Chilean office and technology supplies retailer; overlaps with pc Factory on printers, computing peripherals, and small-business/enterprise accounts. Provides relevant regional benchmark for B2B office technology distribution.
Emerging players
- Linio (now MercadoLibre): Originally a pure-play LATAM online retailer of electronics and computing; comparable e-commerce motion to pcfactory.cl prior to acquisition by MercadoLibre. Useful reference for online-only competitive dynamics in the region.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
pc Factory social profiles
Digital presencepc Factory financial estimates
Financial estimateRevenue estimate
Valuation estimate
pc Factory leadership team
Management profileNumber of profiles
Profiles1 record
pc Factory funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
pc Factory M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about pc Factory
What does pc Factory do?
pc Factory is a Chilean omnichannel technology retailer selling computers, smartphones, gaming equipment, printers, audio devices, smart home products, and accessories across 35+ physical stores in Chile and Peru and a national e-commerce platform. The company supports sales with value-added services such as AI-powered purchase advisory, online video consultations, custom PC building, notebook upgrades, and electronic waste recycling. A separate B2B division provides enterprise IT procurement, financing, and leasing to government, mining, education, and healthcare sectors.
Is pc Factory a public or private company?
pc Factory is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was pc Factory founded?
pc Factory was founded in 1996. It employs 251 to 500 people.
Where is pc Factory based?
pc Factory is headquartered in Santiago, Chile, in the Latin America region.
How does pc Factory make money?
Four revenue lines are on record. Hardware sales are the primary driver. The others are B2B Enterprise sales, notebook upgrade services and online advisory services.
Who are pc Factory's main competitors?
Direct peers on record are Best Buy, Newegg, Micro Center, Ripley (Ripley.com Chile) and Abcdin. Broad incumbents are MercadoLibre Chile, Paris (Cencosud) and Falabella (Chile). OfficeMax / Office Depot Chile is listed as a regional player. Linio (now MercadoLibre) is listed as an emerging player.
Does pc Factory have an API?
No public API is recorded for pc Factory.
What industry is pc Factory in?
pc Factory's product category is Consumer Electronics Retail. Its primary akta.pro industry code is CRACABAI, PC Gaming Computers & Peripherals Retail, with a secondary code of CRACAFAC, PC Gaming Hardware Retail (GPUs, CPUs, RAM, Storage). Its NAICS code is 33411 and its SIC code is 5734.