Americanas and Magalu announced a strategic agreement on Tuesday for their e-commerce operations, which expands the product offerings for customers of both brands. Starting today, Americanas will begin selling on Magalu's digital platform. Magazine Luiza will start offering its first-party (1P) inventory items on Americanas' e-commerce platform in the coming weeks.
The partnership combines a complementary and synergistic product mix, as Americanas excels in sales categories such as confectionery, food, cleaning supplies, personal hygiene, household goods, office supplies, and many other departments. On the other hand, Magalu leads the market in major appliances, audio and video, telephony, furniture, and portable devices. This initiative symbolizes a new operational model in Brazilian retail, with benefits for consumers and partners of both platforms.
“This partnership stems from the complementary nature of our operations and the strength of two recognized and beloved brands, aiming to expand convenience, assortment, and delivery speed. Once again, we prioritize the best shopping experience for our customers, meeting them where they are,” says Fernando Soares, CEO of Americanas.
“The partnership reinforces our omnichannel strategy and the transformation of our digital environment, which has taken on a new role in the shopping journey of Americanas” customers," states Tiago Abate, VP of Growth and Digital at Americanas.
“Not only do we have absolutely complementary portfolios that will benefit the consumer, but this joint operation also strengthens our omnichannel business by integrating Americanas” physical stores into our marketplace," says Frederico Trajano, CEO of Magalu.
Currently, products from 50 Americanas physical stores, located in 15 Brazilian state capitals, will be available for sale on Magalu's digital platform. The eligible stores offer store-based delivery, under the ship from store, model, which ensures quick consumer access to a differentiated assortment of everyday consumer items. In parallel, Magalu will begin offering its 1P products on Americanas' digital platform, with fast delivery and an optimized experience.
The project will begin with a pilot group of physical stores, but expectations are for rapid expansion. By December, the goal is to integrate all Americanas stores with delivery service into the project, ship from store, which will significantly expand the geographical reach and product availability.
