Via partners with NocNoc and aims to compete with Amazon, for R$9 tri


A Via (VVAR3) is no longer just national. The company’s project, valued at nearly R$25 billion at B3, cherished for the end of 2021, was brought forward: the concept of a global infinite shelf will debut now. Now, streets, avenues, houses, buildings, factories and stores in the United States, China, Europe were suddenly connected to Brazil through a partnership with Uruguay NocNoc, which also has commercial agreements — electronic, of course! – with Petz, mobile e Free market.

The Brazilian company had already made it clear that accelerating its market-place was a vital strategy and continues on this route. Now, however, it is clear that the fight is not just with the obvious local rival Luiza stores, which is worth almost R$ 140 billion on the São Paulo trading floor. The “war” of e-commerce includes none other than the giant Amazon, valued at just under R$9 trillion (more than all B3 combined).

When o president from Via, Roberto Fulcherberguer, spoke on the subject — rivaling Amazon — for the first time, right after the R$4.5 billion share offering a year ago, few understood the message. As Fersen Lambranho, controller of GP Investimentos and G2D said the other day, the challenge for the world now is that even companies that disrupted traditional business models run the risk of being quickly disrupted too, in a very brief business cycle. In Brazil, the big fight of e-commerce applications is concentrated between Via, Magazine Luiza and Free market. Fired. Amazon, for now, has a strong presence in big cities, but without the same capillarity in Brazil.

For Fulcherberguer, it’s not a disruption, it’s Brazil. There are 450 cities with the company’s physical presence and more than 1,050 stores. As he commented at the time, deliver in addition to the “[Avenida Brigadeiro] Faria Lima, and the [bairro] Leblon is an art that few people understand and really know how to do”.

Helisson Lemos, who took the lead in Via’s market-place and innovation, leaves no doubt about the pace. “We had just over 10,000 sellers on our platform at the end of 2020. There are already over 53,000 now and by the end of the year, there will be 90,000”, says, enthusiastically, the executive who, before joining the restructuring project at the company. former Via Varejo, as digital director, spent 17 years at Mercado Livre. At the end of March, the company had 26 thousand sellers. In a quarter, therefore, he more than doubled his list.

From January to March this year, the company had 24 million units of products for sale, in terms of variety. It means to say that the total was multiplied by ten in 15 months, since at the end of 2019 this total was 2.5 million. Now, it is on a pace of adding 1.5 million new items per month to its platform, according to the executive, in an interview given exclusively to EXAME IN.

In the first three months of 2021, the company registered a total of R$ 5 billion in sales. Of this volume, for the first time, just over R$ 1 billion went to third parties, what the retailer calls 3P – 124% more than a year earlier.

But what’s getting Lemos really excited these past few days is the anticipation of the CBT project, cross border trade — or beyond borders, in a free translation — through the contract with NocNoc. At this start of the partnership, there are 70 thousand international products added to Via’s market-place, but the expectation is that this total of international novelties will reach 500 thousand products by the end of this year, which could be millions in the coming years.

“We started slowly with electronics, expanded to products dedicated to the concept of smart home and now we are moving towards decoration”, comments Lemos, in an interview with EXAME IN. But the entire project that the executive takes care of goes much further.

“In addition to retail, Via today has three major business fronts. To be, for commercial partners, a fintech and a logtech, as well as a market-place. Soon, we will be adtech too. We’re going to sell advertising to our sellers,” says Lemos, evoking one of Amazon’s revenue pillars, where nothing, absolutely nothing is by chance or for free when a customer makes a search.

As anticipated by EXAME IN in May, Via will offer ‘fulfillment’, the complete logistics service for third parties — even beyond the company’s market-place, when the retailer served is plugged into another e-commerce platform — later this year. Together, financial solutions will also be offered, which will take the traditional home installment plan, a great asset, to other retailers.

In this effort, seeking to be perceived as a “retailtech”, the internationalization of products is an important path for Via. Lemos explains that neither Via nor NocNoc has an exclusivity contract. Therefore, it is possible—and should happen—that others will become partners in the future.

NocNoc already takes care of pricing, exchange and even taxes, in addition to the logistics of international products. It is also the door-to-door from the gringa to the Brazilian consumer. The agreement provides that 12% of everything generated on Via’s platform remains for the company (the famous take rate). “The front end for the buyer is very simple. It feels like a local purchase,” says Lemos.