Sonda Supermercados Exportação e Importação S.A.

What Sonda Supermercados Exportação e Importação S.A. does

Sonda Supermercados Exportação e Importação S.A. is a privately held Brazilian regional supermarket chain, founded around 1970 and headquartered at Rua João Padilla, 127, in the Vila Prudente district of São Paulo. The company operates more than 50 physical supermarket locations spread across the Greater São Paulo metropolitan area — including Água Branca, Arujá, Campinas, São Caetano do Sul, São Bernardo do Campo, São José dos Campos, Santo André, and Salto — under the Sonda Supermercados brand, and it also runs the Sonda Delivery e-commerce platform for online grocery ordering. Across both channels it serves individual consumers (B2C) seeking daily groceries, fresh produce, meats, dairy, frozen foods, wines and spirits, household cleaning, hygiene, and specialty items such as imported cheeses and organic products.

The Sonda Delivery platform is the company's core digital product: a single online storefront with category navigation (Mercearia, Limpeza, Açougue, Hortifrúti, Adega, Frios e Laticínios, Saúde e Bem Estar, Padaria, Congelados, Pet Shop, and Peixaria), CEP-based address verification, scheduled delivery windows, and a click-and-collect service ("Clique e Retire") for store pickup. Order fulfillment is supported by an in-house refrigerated truck fleet intended to preserve product freshness in last-mile delivery, and the platform accepts credit cards (Visa, Mastercard, Elo, Amex, Diners, Hipercard), debit cards, food vouchers (VR, Ticket, Alelo), PIX, and boleto bancário.

The business model is straightforward omnichannel grocery retail: revenue is generated through unit-priced product sales (individual SKUs range from roughly R$1.89 to R$989.89) across physical stores and the digital channel, supplemented by promotional discounts and basket-level bundling. Go-to-market is direct-to-consumer in the Greater São Paulo region, with customer acquisition supported by organic social (Instagram, Facebook, YouTube), WhatsApp-based service, and email/newsletter campaigns; a minor channel partnership with iFood extends reach into the third-party food-delivery marketplace. The company's supplier base includes major Brazilian CPG brands (Seara, Sadia, Aurora, Friboi, Vigor, Tirolez, Salton, Miolo) for grocery assortment. No funding rounds, M&A, leadership changes, or restructuring events are disclosed in the available data.

Name

Sonda Supermercados Exportação e Importação S.A.

Legal name

Sonda Supermercados Exp. e Imp. S/A

Website

https://sondadelivery.com.br

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

11–50 employees

Short description

Sonda Supermercados is a privately held Brazilian regional grocery chain founded circa 1970, operating more than 50 physical supermarkets across the Greater São Paulo metropolitan area and the Sonda Delivery e-commerce platform for online ordering, refrigerated home delivery, and click-and-collect, serving individual consumers.

Ownership category

akta.pro rank

Product category

Supermarket Retail

NAICS

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

SIC

Retail-Grocery Stores (5411), Retail-Food Stores (5400)

akta.pro primary industry

Full-Line Supermarkets (National/Regional Chains) (CRAHAAAA)

Keywords

• Online grocery delivery
• Supermarket retail
• Fresh produce sales
• Home delivery service
• Consumer goods retail

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Retail Grocery Sales: Revenue generated from direct sales of grocery products to consumers through physical supermarket locations and the online delivery platform. Products include fresh produce, meats, dairy, beverages, household items, and specialty foods.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Sonda Supermercados is a São Paulo-based supermarket chain that sells groceries, fresh produce, meats, dairy, beverages, household items, and specialty foods through more than 50 physical stores across Greater São Paulo and through its Sonda Delivery online platform. The online platform allows customers to place orders for scheduled home delivery via refrigerated trucks or to use the Clique e Retire (click-and-collect) service to pick up orders at a nearby store.

Product overview

Sonda Delivery is a single unified e-commerce platform for online grocery shopping operated by Sonda Supermercados Exportação e Importação S.A. The platform enables customers to browse and purchase products across multiple categories including Mercearia (grocery staples), Limpeza (cleaning supplies), Açougue (meat and poultry), Hortifrúti (fresh produce), Adega (wines and spirits), Frios e Laticínios (dairy and cold cuts), Saúde e Bem Estar (health products), Padaria (bakery items), Congelados (frozen foods), Pet Shop, and Peixaria (seafood). Customers can choose between scheduled home delivery with refrigerated transport or click-and-collect at nearby store locations. The service integrates with WhatsApp for customer support and accepts multiple payment methods including credit cards, PIX, and food vouchers.

Differentiator

Problem solved

Functional benefit

Brands

• Sonda Delivery: Online grocery delivery service of Sonda Supermercados offering home delivery of supermarket products.

Products and services

• Sonda Delivery Online supermarket delivery service operated by Sonda Supermercados, offering groceries, beverages, fresh produce, frozen foods, dairy, meat, household items, and specialty foods with scheduled home delivery via refrigerated trucks or click-and-collect pickup at nearby Sonda stores. Targeted at individual consumers and households in the Greater São Paulo region.
• Sonda Supermercados Physical Retail Stores Network of over 50 physical supermarket locations across the Greater São Paulo area, including Água Branca, Arujá, Campinas, São Caetano do Sul, São Bernardo do Campo, São José dos Campos, Santo André, and Salto, selling groceries, fresh produce, meat, dairy, beverages, household items, and specialty foods to walk-in consumers.
• Clique e Retire (Click and Collect)

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Two partnerships are on record, tiered minor and core.

• iFoodminorChannel Partner/ Reseller/ DistributorSonda Supermercados has a partnership with iFood, a leading food delivery marketplace in Brazil, to expand its online presence and reach more customers through the iFood platform.
• Various Food and Beverage BrandscoreOthersSonda partners with numerous food and beverage brands for product supply including brands like Seara, Sadia, Aurora, Friboi, Vigor, Tirolez, Salton, Miolo, and many others.

Scale indicators1 record

Recent moves4 records

Expansion highlights4 records

Direct peers

• Grupo Pão de Açúcar (GPA): Operates the Pão de Açúcar and Extra supermarket banners in Brazil, including strong São Paulo metro coverage with premium grocery, fresh, and private-label positioning. Directly competes with Sonda for the same household shopper in the same geography and matches its omnichannel and delivery investments.
• St. Marche: Premium Brazilian supermarket chain with strong presence in São Paulo, emphasizing fresh produce, specialty items, and a developed online delivery service. Closely comparable to Sonda on premium positioning, assortment, and omnichannel.
• Oba Hortifruti: Brazilian fresh-focused supermarket chain with concentrated São Paulo metro footprint, strong produce and perishable assortment. Overlaps with Sonda's Hortifrúti and fresh positioning.
• Dia Brasil: Neighborhood-format supermarket chain in Brazil focused on proximity and value, with stores in São Paulo. Targets similar everyday grocery basket occasions as Sonda's physical stores.
• Hortifruti Natural da Terra: Specialty fresh-produce supermarket chain in Brazil, with São Paulo metro stores emphasizing natural, organic, and premium fresh items. Comparable to Sonda on fresh assortment and the higher-end shopper use case.

Others

• iFood: Brazil's leading food and grocery delivery marketplace and an active channel partner of Sonda. Comparable as the dominant digital grocery ordering surface in Brazil that shapes consumer expectations on delivery UX and assortment.

Broad incumbents

• Assaí Atacadista: Brazilian cash-and-carry and wholesale retailer (GPA group) serving both trade buyers and end consumers, with multiple large-format stores in the São Paulo region. Competes on price and basket size for grocery shoppers in the same metro.
• Atacadão: Carrefour group's wholesale/self-service banner operating large-format stores across Brazil including São Paulo. Overlaps with Sonda in fresh produce, beverages, and household goods at competitive price points.
• Carrefour Brasil: National hypermarket and supermarket operator with extensive São Paulo metro presence and a broad omnichannel offering. Competes with Sonda across assortment, price, and increasingly on rapid grocery delivery.

Regional players

• Casa Santa Luzia: São Paulo-based specialty grocer with a long regional history, known for premium imported goods, wines, cheeses, and gourmet assortment. Comparable to Sonda on specialty/imported positioning in the same metro.

Market position

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/sondasupermercados
• Facebookfacebook.com/SondaSupermercados
• Instagraminstagram.com/sondasupermercados
• LinkedInlinkedin.com/company/sonda-supermercados-exporta%C3%A7%C3%A3o-e-importa%C3%A7%C3%A3o-s.a.

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 Sonda Supermercados Exportação e Importação S.A.