Plub
Plub is Paraguay's first 100% digital supermarket, operating a mobile-first grocery delivery platform serving 100,000+ urban consumers across six cities in the Greater Asuncion metropolitan area with 30-60 minute express delivery.
- Company typePrivate
- Founded-
- HeadquartersAsunción, Paraguay
- Headcount51–100
- GTM typeB2C
- OfferingDigital Commerce or Content
What Plub does
Plub is a Paraguay-based, mobile-first digital grocery platform operated by PLUB S.A. from Asuncion, positioned as Paraguay's first 100% digital supermarket. It serves urban consumers across six cities in the Greater Asuncion area (Asuncion, Mariano Roque Alonso, Luque Centro, San Lorenzo, Fernando de la Mora, and Lambare) through consumer apps on Google Play and the App Store, plus its website. The product surface consists of the Plub Digital Grocery Platform with two delivery modalities — Delivery Express (30-60 minute delivery, 07:00-22:00 daily) and Delivery Programado (scheduled 2-4 hour windows) — and an independent delivery rider program that fulfills last-mile orders.
The underlying technology is a consumer-facing mobile platform paired with an AI-driven last-mile logistics layer enabled through a 2025 partnership with Shipsy, an AI-native transportation management system provider. The platform also uses profile-based recommendation logic built on user purchase history. Distribution is exclusively through Plub's owned digital channels (app and website), with last-mile execution by contracted independent riders. Plub also maintains sustainability and inclusion affiliations (SUMMA Inclusive Companies Network, Soluciones Ecologicas Paraguay, Banco de Alimentos, Panambi, Impactive) and was awarded a 2024 Mención de Honor for inclusive recycling.
Plub monetizes through grocery product sales on a transaction-fee basis, location-dependent delivery fees, and promotional/cashback partnerships with Paraguayan banks (Sudameris, Ueno, BNF) that drive both consumer incentives and rider payouts. Customer acquisition is product-led, relying on the app storefront, social media presence (Instagram, Facebook, LinkedIn), a content blog, WhatsApp-based customer support, and bank-affiliated promotions. The company is privately held, with no disclosed institutional investors, and is led by CEO Agustin Alonso and CFO Raul Paredes alongside a board of directors.
Plub firmographics
Firmographics- Name
- Plub
- Legal name
- PLUB S.A.
- Website
- https://plub.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Plub is Paraguay's first 100% digital supermarket, operating a mobile-first grocery delivery platform serving 100,000+ urban consumers across six cities in the Greater Asuncion metropolitan area with 30-60 minute express delivery.
- Ownership category
- akta.pro rank
Plub industry classification
Industry- Product category
- Online Grocery Delivery
- NAICS
- Couriers and Express Delivery Services (492110), Local Messengers and Local Delivery (4922)
- SIC
- Trucking & Courier Services (No Air) (4210), Wholesale-Groceries & Related Products (5140)
- akta.pro primary industry
- On-demand Grocery Delivery Platforms (CRAFAFAA)
- akta.pro secondary industries
- Grocery & Convenience Delivery (TLAAADAD), Scheduled Delivery & Subscription Grocery (CRAHAIAC)
Keywords
Where Plub is headquartered
LocationHeadquarters
- HQ city
- Asunción
- HQ country
- Paraguay
- HQ region
- Latin America
Offices3 records
Markets served
Plub business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain
Revenue model
- Product sales (grocery transactions): Plub operates as a digital supermarket, generating revenue through the sale of grocery products directly to consumers via its mobile app and website.
- Delivery fees: Delivery fees are charged based on the delivery location of the order, with pricing varying according to internal policies and promotional conditions.
- Promotional partnerships and reintegros (cashback): Plub runs daily promotions, offers, and cashback programs with banking partners (Sudameris, Ueno, BNF) that generate revenue through promotional partnerships.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Minimum purchase order threshold |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Plub product offering
Product offeringCore offering
Plub operates as Paraguay's first 100% digital supermarket, selling groceries, vegetables, fruits, and household essentials directly to consumers through its mobile app and website. Customers place orders for home delivery via the Plub platform, with Delivery Express fulfilling orders within 30-60 minutes and Delivery Programado offering 2-4 hour scheduled windows across six cities in the Asunción metropolitan area. AI-driven logistics, integrated through Shipsy's transportation management system, optimize last-mile routing and delivery execution.
Product overview
Plub operates as Paraguay's first 100% digital supermarket with a unified mobile platform offering on-demand grocery delivery. The core offering consists of the Plub Digital Grocery Platform with two delivery modalities: Delivery Express (30-60 minute express delivery) and Delivery Programado (scheduled 2-4 hour windows). The company has also launched an AI-driven last-mile logistics module powered by Shipsy to enhance delivery optimization. Additionally, Plub maintains a Rider Program enabling independent delivery partners to serve the platform. The product portfolio collectively serves over 100,000 users across six cities in the Greater Asunción metropolitan area.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- 100,000+ users choose Plub for grocery delivery
Companies that use Plub
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles1 record
Plub technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature1 record
Plub partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- ShipsycorePlub partnered with Shipsy, a global AI-native transportation management system provider, to power AI-driven last-mile logistics. The initiative aims to enhance delivery speed, efficiency, and sustainability in Paraguay's grocery market, supporting Plub's express delivery operations.
- PanambiminorPartnership with Panambi for composting organic waste, promoting circular economy and environmental preservation as part of Plub's sustainability strategy.
- ImpactiveminorListed as a sustainability ally, contributing to Plub's environmental and social impact initiatives.
- Banco de AlimentosminorPlub contributes to the Banco de Alimentos (Food Bank) by donating surplus food, reducing food waste and supporting food security for vulnerable communities.
- Soluciones Ecológicas ParaguayminorPlub participated in Soluciones Ecológicas Paraguay's Sustainability Workshop, earning an Honorary Mention for inclusive recycling. This partnership supports Plub's environmental education and sustainability initiatives.
- SUMMA (Red de Empresas Inclusivas)minorPlub joined the SUMMA Inclusive Companies Network, demonstrating commitment to including people with disabilities and promoting equal opportunities in the workplace.
- Sudameris BankminorBanking promotional partnership offering savings benefits and promotions to Plub customers who pay with Sudameris Bank products.
- Ueno BankminorBanking promotional partnership offering benefits and cashback promotions to Plub customers. Ueno is also used for weekly rider payments.
- BNF (Banco Nacional de Fomento)minorBanking promotional partnership offering benefits to Plub customers who pay with BNF products.
- Ueno Bank (for rider payouts)minorUeno bank is used as the preferred account for weekly rider payments, with Plub offering preferential financial administration rates for delivery partners.
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
Plub competitors and assessment
Company assessmentDirect peers
- PedidosYa: Latin American on-demand delivery platform operating in Paraguay, delivering restaurant meals, groceries, and convenience items via its own rider network — directly comparable to Plub's express grocery offering and 30-60 minute promise.
- Rappi: Latin American delivery super-app with grocery, restaurant, and convenience verticals active across the region including Paraguay. Closely comparable business model and customer segment, with deeper capital and broader product portfolio.
- Cornershop by Uber: LATAM-focused online grocery delivery platform acquired by Uber, delivering from local supermarkets. Directly comparable to Plub in target use case (grocery from local retailers) and customer base.
Broad incumbents
- Glovo: European-origin multi-category on-demand delivery app owned by Delivery Hero, with LATAM operations. Comparable in delivery model and rider-network structure though broader in product scope.
- Instacart: Leading US online grocery delivery platform partnering with supermarket chains for home delivery. Comparable in business model (digital layer over grocery assortment with delivery), though at vastly greater scale and different geography.
- Mercado Libre: Dominant LATAM e-commerce marketplace operating in Paraguay with its own logistics arm and growing grocery/essentials categories. Comparable as an indirect competitor for online grocery wallet share via its marketplace and Mercado Envíos network.
Emerging players
- Tipti: Latin American (Ecuador-headquartered) on-demand grocery delivery app with mobile-first ordering and scheduled delivery. Comparable in mobile-first grocery model and emerging-market operating context.
- GoPuff: Instant-needs delivery platform operating vertically integrated dark stores for fast delivery of groceries and essentials. Comparable in product scope (convenience/grocery) and 30-minute delivery promise, though operating in different geographies.
Regional players
- Jumbo / Cencosud: Leading supermarket chain in Paraguay offering home delivery. Comparable as incumbent grocery retailer entering digital delivery — directly competes with Plub's core grocery offering in the same Asunción metro geography.
- Supermercados Stock: Major Paraguayan supermarket chain with growing e-commerce and home-delivery capabilities. Comparable as a regional grocery incumbent with physical assets that Plub must compete against on assortment and trust.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Plub social profiles
Digital presencePlub financial estimates
Financial estimateRevenue estimate
Valuation estimate
Plub leadership team
Management profileNumber of profiles
Profiles6 records
Plub funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Plub 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 Plub
What does Plub do?
Plub operates as Paraguay's first 100% digital supermarket, selling groceries, vegetables, fruits, and household essentials directly to consumers through its mobile app and website. Customers place orders for home delivery via the Plub platform, with Delivery Express fulfilling orders within 30-60 minutes and Delivery Programado offering 2-4 hour scheduled windows across six cities in the Asunción metropolitan area. AI-driven logistics, integrated through Shipsy's transportation management system, optimize last-mile routing and delivery execution.
Is Plub a public or private company?
Plub is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Plub founded?
Plub was founded in -1. It employs 51 to 100 people.
Where is Plub based?
Plub is headquartered in Asunción, Paraguay, in the Latin America region.
How does Plub make money?
Three revenue lines are on record. Product sales (grocery transactions) is the primary driver. The others are delivery fees and promotional partnerships and reintegros (cashback).
Who are Plub's main competitors?
Direct peers on record are PedidosYa, Rappi and Cornershop by Uber. Broad incumbents are Glovo, Instacart and Mercado Libre. Emerging players are Tipti and GoPuff. Regional players are Jumbo / Cencosud and Supermercados Stock.
Does Plub have an API?
No public API is recorded for Plub.
What industry is Plub in?
Plub's product category is Online Grocery Delivery. Its primary akta.pro industry code is CRAFAFAA, On-demand Grocery Delivery Platforms, with a secondary code of TLAAADAD, Grocery & Convenience Delivery. Its NAICS code is 492110 and its SIC code is 4210.