The Mechanic’s Shop, the largest e-commerce for tools and machinery in Latin America, has established itself as a national reference in the tools and equipment sector thanks to a robust strategy centered on a deep understanding of the purchasing behavior of professionals and enthusiasts in the fields of mechanics, construction, carpentry, gardening, DIY (do it yourself), and others. By combining technology, market intelligence, and a focus on customer experience, the company has turned logistical and operational challenges into competitive advantages, positioning itself as a leader in the segment.
The main guideline of the Mechanic’s Shop strategy was specialization. Instead of adopting a generalist model, the company chose to serve a technical niche with depth and authority, investing in a broad portfolio ranging from hand tools to highly complex industrial equipment. This breadth, combined with the technical knowledge of its customer service team and product curation, has generated credibility and loyalty among the most demanding audiences in the sector.
Today, the brand boasts impressive numbers such as 60,000 SKUs (Stock Keeping Units), over 600 suppliers, more than 10 million orders delivered, and more than 5 million customers served.
Another essential pillar was the digitalization of the purchasing journey. With a robust, responsive, and logistics-integrated e-commerce platform, the Mechanic’s Shop ensures speed, security, and convenience for the consumer, whether in a workshop in the countryside of São Paulo or the capital, for example. The use of data for personalized offers and product recommendations has also elevated the digital experience, bringing the company even closer to its customers’ behavior.
Logistical expansion, in turn, was crucial to sustaining growth. The company invested in a robust distribution center (53,000 m²), automation technologies, and partnerships with logistics operators to ensure coverage and competitive delivery times nationwide—a decisive factor in gaining the trust of professional customers, who often rely on speed to keep their operations running.
“Our goal has always been to go beyond sales. We want to be partners with those who work with their hands, offering not just products but also trust, speed, and relevant content. Our strategy was designed with this commitment to mechanics professionals in general,” says Thiago Gurgel, Co-founder and Technology Director of the company.
By combining portfolio specialization, technology, logistical intelligence, and closeness to the public, the Mechanic’s Shop has built an exemplary operational model. Today, it is an ecosystem of solutions for those working in the machinery and tools industry and for those who enjoy doing projects at home.
