What Super Xtra does

Super Xtra (legal name: Supermercados Xtra) is a privately held Panamanian supermarket chain founded in 1990 and headquartered in Juan Díaz, Panama City. The company operates a multi-format physical retail network across Panama supplemented by a VTEX-powered e-commerce platform (superxtra.com) that offers same-day home delivery ("Compra HOY Recibe HOY"), in-store pickup, and cash-on-delivery payment options. Its core assortment spans groceries, fresh foods, beverages, pantry staples, household cleaning, personal care, and pet supplies, with typical per-unit retail price points observed in the low single-digit USD range (e.g., $0.73-$5.96).

The company has expanded beyond core grocery into adjacent service lines that together form an integrated retail-and-services ecosystem: Xtra Farma (a pharmacy sub-brand for prescription and OTC medications), FullXtra (a subscription loyalty program offering double points and exclusive promotions), Xtra Salud (a telemedicine service for virtual medical consultations), and Ventas Corporativas (a B2B corporate sales channel for bulk purchasing). It also operates a CSR foundation, Fundación Xtra Contigo. The firm employs 5,001-10,000 people and is privately held with no disclosed parent company, investors, or revenue figures.

Super Xtra's revenue model is traditional retail: per-transaction unit pricing with markup over wholesale cost, augmented by the loyalty-driven repeat purchase cycle and a small subscription component through FullXtra. The primary customer segment is individual Panamanian consumers, targeted via a direct-to-consumer omnichannel motion combining physical stores, e-commerce, email newsletter, and content marketing (company blog). Marketing channels emphasize convenience, promotional pricing, bank-payment discounts, and the loyalty points currency (Puntos Xtra).

Name

Super Xtra

Legal name

Supermercados Xtra

Website

https://superxtra.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Super Xtra is a privately held Panamanian supermarket chain founded in 1990 operating omnichannel retail with physical stores and a VTEX-powered e-commerce platform, offering groceries, pharmacy (Xtra Farma), subscription loyalty (FullXtra), telemedicine (Xtra Salud), and corporate sales to consumers across Panama.

Ownership category

akta.pro rank

Product category

Supermarket Retail

NAICS

Warehouse Clubs and Supercenters (455211)

SIC

Retail-Misc General Merchandise Stores (5399)

akta.pro primary industry

Hypermarkets / Supercenters (GM + Grocery) (CRAGABAC)

akta.pro secondary industries

Grocery & Food Omnichannel (CRAFAEAE), Grocery, Food & Essentials Commerce Platforms (BPAMAGAF)

Keywords

• Grocery retail
• Supermarket chain
• Online grocery
• Pharmacy services
• Loyalty program

Headquarters

HQ city

Juan Díaz

HQ country

Panama

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Grocery Sales: Super Xtra generates revenue primarily through retail sales of grocery products, household items, personal care products, and beverages through its physical supermarket locations and e-commerce platform. The company operates on a traditional retail margin model, selling products at markup over wholesale costs.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Super Xtra operates a chain of physical supermarkets and a direct-to-consumer e-commerce platform in Panama selling groceries, fresh produce, beverages, pantry staples, household cleaning products, personal care items, pet supplies, and alcoholic beverages. The omnichannel offering includes same-day home delivery, in-store pickup, cash-on-delivery payment, and a points-based loyalty program (FullXtra). Adjacent offerings include Xtra Farma pharmacy retail locations and the Xtra Salud telemedicine service.

Product overview

Super Xtra is a Panamanian supermarket chain offering an omnichannel retail experience combining physical store locations with a comprehensive online shopping platform. The core offering is the online grocery platform enabling customers to browse, select, and purchase supermarket products including fresh produce, beverages, pantry items, cleaning supplies, personal care products, and pet supplies for home delivery or in-store pickup. The platform operates on a multi-module architecture featuring the core e-commerce engine, FullXtra subscription loyalty program, Xtra Salud telemedicine service, Xtra Farma pharmacy locations, and corporate sales capabilities. The company also maintains private-label product lines under the Xtra brand.

Differentiator

Problem solved

Functional benefit

Brands

• FullXtra: Subscription-based delivery service for household essentials and grocery products with scheduled deliveries.
• Xtra Farma
• Xtra Salud

Products and services

• Super Xtra Online Grocery Platform Direct-to-consumer online grocery shopping storefront available at superxtra.com where Panamanian customers browse and order groceries, fresh produce, beverages, pantry staples, household cleaning items, personal care products, and pet supplies for home delivery or in-store pickup. Features same-day delivery (Compra HOY Recibe HOY), cash-on-delivery payment, and Puntos Xtra loyalty points accumulation.
• FullXtra Subscription loyalty service for Super Xtra shoppers that delivers additional benefits on top of the standard Puntos Xtra program, including double-points accumulation on purchases and access to exclusive promotional offers for subscribers.
• Xtra Farma Pharmacy retail sub-brand of Super Xtra operating dedicated store locations throughout Panama that sell prescription and over-the-counter medications and pharmaceutical products to walk-in and online customers.
• Xtra Salud (Telemedicine) Telemedicine service integrated into the Super Xtra platform that provides virtual medical consultations to customers seeking remote healthcare advice, extending the company's offering beyond physical retail into digital health services.
• Ventas Corporativas Corporate sales service that provides bulk purchasing of grocery, pantry, and household supplies to businesses and organizations in Panama, enabling consolidated procurement and delivery for workplaces and institutional buyers.
• Supermercados Xtra Physical Store Chain Network of physical supermarket stores across Panama under the Supermercados Xtra brand, offering in-person shopping for groceries, fresh produce, beverages, pantry items, cleaning supplies, personal care, pet products, and pharmacy items.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Emerging players

• PedidosYa: Latin American on-demand delivery aggregator that increasingly delivers grocery and convenience items in Panama, competing for the same online grocery basket and delivery occasions as Super Xtra's e-commerce platform.
• Rappi: Latin American super-app offering on-demand grocery, pharmacy, and convenience delivery in Panama — overlapping with Super Xtra's omnichannel service mix, particularly around delivery convenience and pharmacy adjacencies.

Broad incumbents

• Soriana: Large Mexican retailer operating hypermarkets, supermarkets, and e-commerce — a comparable multi-format grocery and general-merchandise model relevant as a regional incumbent benchmark for Super Xtra's omnichannel scaling.
• Walmart: Global mass-market retailer with historical presence in Central America; competes broadly with Super Xtra across grocery, household, and general merchandise categories with superior scale and supply-chain leverage.

Direct peers

• Super 99: Panamanian supermarket chain owned by Grupo Rey, directly competing with Super Xtra across grocery, household, and general merchandise in physical and online formats within the same domestic market.
• PriceSmart: Membership warehouse club operator with multiple Panama locations, competing for the same household grocery shopper with a bulk-purchase, value-oriented model that overlaps significantly with Super Xtra's price-point positioning.
• Riba Smith: Premium-format Panamanian supermarket chain that directly competes for grocery basket share in Panama, differentiated by higher-end assortment but serving the same consumer base as Super Xtra.
• Supermercados Rey: Panamanian supermarket chain under Grupo Rey, operating in the same grocery and household category as Super Xtra in Panama with overlapping customer base and omnichannel positioning.
• El Machetazo: Established Panamanian multi-format retailer competing directly with Super Xtra in groceries, household goods, and general merchandise across both physical stores and online channels.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/superxtrapanama
• Facebookfacebook.com/SuperXtraPanama
• LinkedInlinkedin.com/company/superxtrapanama

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries3 records

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 Super Xtra