Amalgama S.a.

What Amalgama S.a. does

Amalgama S.A. is a Paraguayan private corporation founded in 1994 and headquartered in Luque (Paraguay) that sells hardware, furniture fittings, tools, flooring, doors, laminates, abrasives, adhesives, and related construction finishing products online. The company operates an e-commerce storefront at amalgama.com.py built on WooCommerce, carrying approximately 1,700 SKUs across 20+ categories — including furniture hardware (701 products), general hardware/fasteners (508 products), locks (138 products), screws/fasteners (137 products), laminates (102 products), and long-tail categories such as grills, doors, welding, and baseboards. The catalog spans unit prices from ₲166 to ₲7,695,000 and includes both proprietary sub-brands (FSMART smart locks, FIBRAPLAC flooring, MADEPLAST decking) and third-party brands (Soprano, Ferro, Gamma).

The business model is direct-to-consumer e-commerce retail with a product-led, self-serve customer journey: customers browse the online catalog, purchase online, and receive delivery. Payments are processed through Pagopar (local gateway supporting cards, digital wallets such as Tigo Money and Billetera Personal, and bank transfers) and Bancard (PCI-DSS card processing), with installment billing up to 12 months via credit card. Customer support is delivered primarily through WhatsApp integration on the storefront, with light social media presence on Facebook and Instagram. Two customer segments are addressed: trade professionals and craftsmen (carpenters, cabinet makers, construction contractors) purchasing for projects, and individual consumers/DIY homeowners purchasing for home improvement and maintenance. Amalgama has no disclosed revenue, no parent company, no institutional investors, and does not operate physical retail showrooms or third-party distribution — sales flow exclusively through its own online channel from a single operational hub in Luque.

Name

Amalgama S.a.

Legal name

AMALGAMA S.A.

Website

https://amalgama.com.py

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

51–100 employees

Short description

Amalgama S.A. is a Paraguayan e-commerce retailer founded in 1994 that sells hardware, furniture fittings, tools, flooring, locks, and construction finishing products through its WooCommerce storefront, serving trade professionals and DIY consumers across Paraguay.

Ownership category

akta.pro rank

Product category

Hardware Retail

NAICS

Furniture, Home Furnishings, Electronics, and Appliance Retailers (449)

SIC

Retail-Catalog & Mail-Order Houses (5961)

akta.pro primary industry

Home & Furniture-Focused Catalog Department Store Retailers (CRAGAIAB)

Keywords

• Hardware retail
• Construction fittings
• Furniture hardware
• Locks and fasteners
• Building materials

Headquarters

HQ city

Luque

HQ country

Paraguay

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales (B2C/B2B Retail): Amalgama operates as a multi-category hardware and dry construction fittings retailer, selling finished products directly to consumers and professionals through its e-commerce platform. Revenue is generated through one-time transaction sales of hardware, fittings, tools, locks, furniture accessories, and construction materials. The company carries over 1,700 SKUs across 20+ product categories and serves both individual buyers and trade professionals in Paraguay.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Amalgama S.A. is a Paraguayan retailer selling hardware, furniture fittings, tools, flooring, doors, laminates, locks, fasteners, abrasives, adhesives, electrical components, and related construction finishing products through its WooCommerce-based e-commerce platform. The catalog spans 20+ categories with more than 1,700 SKUs and serves both trade professionals (carpenters, contractors, metalworkers) and individual consumers in Paraguay.

Product overview

Amalgama S.a. is a Paraguayan hardware and building materials retailer operating primarily as an e-commerce platform. The company offers a diverse portfolio organized into 20+ product categories, with hardware/fasteners (HERRAJES with 508 products) and furniture hardware (MUEBLES with 701 products) serving as the largest categories. The product portfolio includes locks and security systems (CERRADURAS including FSMART smart locks), general hardware (FERRETERIA), fasteners (TORNILLERIA), flooring (PISOS), laminates (LAMINADOS), electrical components (ELECTRICIDAD), tools (HERRAMIENTAS), and specialized categories like abrasives, adhesives, wheels, baseboards, rails, grills, wall coverings, doors, and welding supplies. The company operates primarily as a WooCommerce-based e-commerce platform selling to both retail consumers and professional contractors in the Paraguayan construction and renovation market.

Differentiator

Problem solved

Functional benefit

Brands

• FSMART: Smart/lock brand offering electronic locks for wood, metal, glass, and furniture applications.
• FIBRAPLAC
• MADEPLAST

Products and services

• Herrajes (Hardware/Fasteners) Category of 508 hardware and fastener products including hinges, brackets, locks, handles, window components, and structural connectors for trade professionals and DIY consumers in Paraguay.
• Muebles (Furniture Hardware) Largest catalog category with 701 products including drawer guides, slides, brackets, wheels, catches, and connectors designed for furniture manufacturing and assembly.
• Cerraduras (Locks) Category of 138 products including door locks, cylinders, electric locks, padlocks, and smart lock systems such as the FSMART line.
• Ferretería (General Hardware) Category of 109 general hardware supplies including wires, meshes, brushes, tapes, discs, paints, and garden equipment for general construction and household needs.
• Tornillería (Screws and Bolts) Category of 137 fasteners including wood screws, metal screws, drywall screws, anchors, rivets, and dowels.
• Pisos (Flooring) Category of 33 flooring solutions including deck flooring, floating floors, vinyl flooring, and related accessories.
• Laminados (Laminates) Category of 102 laminate surfaces in smooth, wood-grain, and stone finishes for furniture and interior applications.
• Electricidad (Electrical) Category of 59 electrical components including circuit breakers, lighting, switches, and accessories.
• Herramientas (Tools) Category of 45 manual tools including wrenches, pliers, levels, and welding equipment for trade and DIY use.
• Abrasivos (Abrasives) Category of 56 abrasive products including sandpaper for wood, metal, and wall applications.
• Adhesivos (Adhesives) Category of 24 adhesive products including contact cement, vinyl glue, hot melt, and instant adhesives.
• Ruedas (Wheels) Category of 66 wheel assemblies including nylon, black, silicone, and curtain wheels for furniture and hardware applications.
• Zócalos (Baseboards) Category of 18 floor baseboards and trim products in various materials including wood and stainless steel.
• Rieles (Rails) Category of 21 rail systems for furniture, windows, and gates.
• Parrillas (Grills) Category of 5 grills and grilling accessories including electric grills and grill components.
• Revestimientos (Wall Coverings) Category of 14 wall covering products including carpets and finishing accessories.
• Puertas (Doors) Category of 4 door products and accessories.
• Soldaduras (Welding) Category of 3 welding products including carbide and electrodes.
• Accesorios (Accessories) Category of 36 general accessories including hooks, guides, telescopic guides, and terminal pieces.
• FSMART Smart Lock System Smart lock system for wood, metal, glass, and furniture applications offering electronic access control, sold under the proprietary FSMART brand.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

One partnership is on record.

• PagoparcoreTechnology or IntegrationPagopar is a Paraguayan online payment gateway integrated into Amalgama's WooCommerce store, enabling secure processing of credit and debit card transactions (Visa, Mastercard, American Express, Diners, and local cards), as well as digital wallets (Tigo Money, Billetera Personal, Wepa) and bank transfers. The integration allows Amalgama to offer installment payment options and secure online checkout to its customers.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Mercado Libre: Mercado Libre operates a broad horizontal e-commerce marketplace across Paraguay, including categories like hardware, tools, and construction supplies. It competes with Amalgama on convenience and assortment breadth, though it is not a specialist.

Emerging players

• Madeira Madeira: Madeira Madeira is a Brazilian online-first home improvement and furniture retailer combining e-commerce with strong marketplace dynamics. It is comparable as a digitally-native home improvement specialist, though operating at much larger scale.

Regional players

• Tienda Tuinmobble: Paraguayan home goods and furniture retailer with an online presence, overlapping with Amalgama in furniture hardware and home finishing categories. It is a regional competitor operating in the same Paraguayan market.

Direct peers

• Maestro (Peru): Maestro is a Peruvian home improvement and construction retailer serving both professionals and consumers with hardware, tools, and finishing products. It is closely comparable to Amalgama in assortment depth and dual B2B/B2C orientation.
• Sodimac: Sodimac operates large-format home improvement and construction materials stores across LatAm including Paraguay, selling hardware, tools, flooring, and finishing products. It is the most directly comparable big-box competitor to Amalgama in the same Paraguayan market.
• Easy (Cencosud): Easy is a Cencosud-owned home improvement chain with presence in Paraguay, selling hardware, fittings, tools, and construction finishing products. It competes for the same trade-professional and DIY customer base as Amalgama.
• Leroy Merlin: Leroy Merlin is a global DIY and home improvement retailer with major LatAm operations in Brazil and Argentina. It sells the same categories as Amalgama (hardware, fittings, tools, flooring, doors) and represents a potential expansion threat if it enters Paraguay.
• Promart: Promart is a Peruvian home improvement and construction materials retailer selling hardware, tools, flooring, and finishing products to trade professionals and consumers. It mirrors Amalgama's mix of B2C and B2B customers across an analogous Latin American market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/amalgamapy
• Instagraminstagram.com/amalgamapy?igsh=eWU0ZXhqaGc4MXVq
• LinkedInlinkedin.com/company/amalgama-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 Amalgama S.a.