In a delivery scenario that often suffocates small businesses with high commissions, Pigz, a Roraima-based startup founded in 2020, is revolutionizing the Brazilian market. With an innovative subscription model and integrated management system that eliminates sales commissions, the platform has processed 30 million orders and handled approximately R$ 1 billion in 2024 since its inception, ensuring millions remain in the local economy. Present in 1,500 establishments nationwide—though its active marketplace is currently restricted to Boa Vista, Roraima—Pigz is preparing for an investment round aimed at an ambitious national expansion.
The startup’s story is a case of resilience. When the lockdown closed restaurants in Boa Vista, partners Laercio Gentil and Leonardo Seefeld identified two chronic challenges: the lack of digitalization among small businesses and the “exorbitant” commissions (reaching nearly 30%) charged by market platforms. “It was a global issue, not just local“, says Gentil. With an initial team of two—themselves—they launched an MVP (minimum viable product). Today, the company employs 40 people and has gained recognition from financial market players, including analysis from Paramis Capital, a financial boutique specializing in credit, structured operations, and venture capital.
1,500% growth and 30 million orders in four years
The numbers demonstrate impressive growth between 2020 and 2024, highlighting the success of Pigz’s value proposition. During this period, the platform processed over 30 million orders: just 11,000 in 2020, 194,000 in 2021, 2.5 million in 2022, 8.5 million in 2023, and 19 million in 2024. The number of unique user orders also surged, multiplying by 40 times—from 5,000 in 2020 to 200,000 in 2024. Financially, the total transaction volume rose from R$ 615,000 to approximately R$ 1 billion in the same period.
Pigz’s growth reflects a broader trend in Brazil’s startup ecosystem, which is showing signs of recovery. According to Distrito, a market intelligence platform focused on innovation, the country’s emerging companies raised US$1.46 billion in 2024—a 9.5% increase from the previous year. Against this positive backdrop, Pigz stands out for its regional roots and business model: instead of charging commissions of nearly a third of the order value, as traditional platforms do, it offers a comprehensive subscription-based management system, helping restaurants maintain competitive prices while saving consumers money.
The company’s strategy goes beyond merely connecting restaurants and customers. The platform was designed as a 360º solution for small entrepreneurs, integrating everything from in-person service (with digital orders, QR code payments, and table management) to proprietary delivery, inventory, invoicing, and performance analysis. “Retailers typically needed to hire four or five different providers to get all this. We unified it into one accessible platform“, explains Seefeld.
Pigz’s business model is also evolving. Beyond restaurants, the platform now serves markets, pharmacies, and even event ticket sellers, accounting for about 20% of its current base. “We want to be the operating system for small businesses, regardless of the industry“, projects Gentil.
In a country positioned as the world’s third-largest delivery market, with the sector generating around R$ 38 billion in 2023 and over 500,000 events held in 2024, there is clear demand for digitalization—especially among small and midsize restaurants, which represent 80% of the market but face barriers like multiple platforms, high fees, and low visibility. Pigz, a technological force under Orange Labs and part of the Stone ecosystem, stands out by bridging this gap, combining delivery and ticketing in a single marketplace, optimizing sales and operations, and simplifying transactions for businesses.
Robust tech ecosystem drives growth and diversification
To support its scalable model, Pigz has developed a comprehensive ecosystem of proprietary solutions and multiple revenue streams—including payment fees, ticket sales, and monthly subscriptions, with no order commissions.
The Pigz App functions as a centralized marketplace for delivery and events, connecting consumers with restaurants, markets, and event promoters.
For business operations, the Pigz Comanda organizes service through tables, wristbands, or cards, while the Pigz Gestão allows order management and customer relations on a single platform.
The consumer experience is also streamlined with Pigz Kiosk, featuring self-service kiosks and tablets to reduce queues and speed up orders. For payment and event solutions, the highlights are Pigz Pay, a prepaid consumption token system, and Pigz Ingressos, an integrated platform for ticket sales and validation.
The economic impact in Roraima is tangible. With 400 registered establishments in the state alone, Pigz processes about 60,000 orders monthly through its marketplace, generating R$ 4 million in monthly transactions. The company calculates that this keeps roughly R$ 9.27 million from being sent annually to out-of-state or international platforms, instead staying within the local economy. “This money doesn’t stay with us—it goes directly to consumers, boosting their purchasing power, and to entrepreneurs, who can reinvest in their businesses and create more jobs“, emphasizes Gentil.
Local merchants have embraced it enthusiastically. Cases like Meu Cantinho, a partner for three years, illustrate the transformation. “It completely changed our business. Before, we had no system; now we manage orders, deliveries, and payments directly from tables“, says owner Seu Ricarte. At Graci Bolos, baker Mylana Carvalho saw deliveries jump to 40% of sales after adopting the platform. “It was impossible to manage orders via WhatsApp. Now we have total control“, she states.
Next phase: marketplace nationalization
Pigz’s ambition, however, extends beyond Roraima. With customers across all Brazilian states—though its active marketplace is currently limited to Boa Vista—the startup is preparing a national expansion of its delivery service.
“We’re ready to take Pigz to other Brazilian capitals. The investment round will enable this expansion, with a focus on technology, operations, and the subscription model that ensures fair prices and stability for our partners in each new location“, says Laercio Gentil.
With solidified leadership in Roraima—the only Brazilian capital where iFood may not be the market leader—Pigz sees its dominance as a showcase for its competitive edge. The startup already reaches over 200 municipalities across multiple states, signaling the gradual advance of a model that scales without compromising small-business autonomy. To achieve this, it employs 40 staff, including 20 dedicated solely to technology, reinforcing its bet on proprietary solutions and continuous innovation.
Meanwhile, the founders remain focused on their original mission: empowering small entrepreneurs. “From the beginning, our dream was to help these businesses grow with autonomy. What started as a pandemic-era emergency solution has proven to be sustainable and, above all, fair“, concludes Seefeld. With plans to “paint Brazil orange”—a nod to their brand color—Pigz demonstrates that scaling and local impact can go hand in hand, a challenge few Brazilian startups have overcome.
