pc Factory

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.

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

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

• Technology retail
• Consumer electronics
• Computer hardware sales
• Enterprise IT procurement
• Omnichannel electronics

Headquarters

HQ city

Santiago

HQ country

Chile

HQ region

Latin America

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Hardware sales: One-time product sales across multiple technology categories including computers, smartphones, audio, gaming, printers, and components
2. B2B Enterprise sales: Sales to government, mining, education, healthcare and private enterprise sectors with financing options and volume deals
3. Notebook upgrade services: Technical assessment and upgrade services for notebooks including memory, storage, and component installation
4. Online advisory services: Consultative sales support via video call and chat for product selection in computing categories

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core 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

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Techo ChilecoreStrategic or Co-development Partner · 1 January 2021Partnership 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 GanbaruminorStrategic or Co-development PartnerSocial 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)coreTechnology or IntegrationB2B 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

Direct 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

• LinkedInlinkedin.com/company/pc-factory

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 pc Factory