Selbetti Tecnologia, one of Brazil’s leading One-Stop-Tech companies, announces its latest strategic acquisition: the São Paulo-based startup Eiprice, specializing in pricing intelligence and advanced data monitoring in e-commerce. The operation, whose value has not been disclosed, integrates Eiprice into Selbetti’s Retail Experience business unit and expands the portfolio of technological and strategic solutions for this segment.
With this, Selbetti’s retail-focused business unit aims to achieve revenues of R$ 60 million within the next two years. In addition to Eiprice, the unit also integrates solutions acquired from the former Pricefy, specializing in intelligent and automated price communication, offer management, and Retail Media Network, strengthening Selbetti Retail Experience’s presence in both physical and digital retail.
“Today, e-commerce accounts for around 10% of total retail sales in Brazil and was the country where online retail grew the most in the world in 2024. This acquisition adds even more robustness to the Retail Experience unit’s business portfolio and enables full integration of the point of sale with advanced technologies, boosting sales and significantly enhancing the consumer experience,” says Junior Selbach, CEO of Selbetti.
Eiprice: Pioneering the Use of AI
Founded in 2019, Eiprice is a pioneer in applying artificial intelligence to pricing and competitive monitoring in physical and digital retail. Among its key differentiators are high accuracy in location, intelligent parameterization, monitoring, and management of prices and dynamic pricing platforms, which signal to retailers and manufacturers the potential for increased profitability. It also customizes reports for clients with market analyses, including shipping costs, delivery times, and installment options.
The startup also offers proprietary technology for intelligent product classification and uses AI for matching and enriching product descriptions and images. Eiprice additionally provides a sophisticated monitoring tool that includes price histories, product availability, promotions, and detailed insights into the behavior of major marketplaces like Mercado Livre, Amazon, Casas Bahia, and Magalu.
As a result, the company quickly established itself as a reference in the digital market, offering advanced technological solutions to over 200 clients across diverse segments such as food and beverages, pharmacies, home centers, cosmetics, electronics, and pet shops.
Fernando Menezes, Founder & CEO of Eiprice, explains that this merger amplifies the impact of the company’s solutions. ‘Integrating Eiprice with Selbetti represents a significant leap in our journey, enabling accelerated expansion of our technological solutions and broader reach in strategic markets. We operate nationwide and are highly confident in the benefits this union will bring to both our clients and our growth across the country.’
Third Acquisition in 2025
The acquisition of Eiprice is Selbetti’s third this year and the 43rd since 2014, when the company began its acquisition strategy. Last May, the company completed the integration of Unirede, which specializes in Zabbix-based solutions, and, in March, incorporated Euax, a consultancy focused on business management and digital transformation.
This has also been a strategic year for the Retail Experience division. Led by Paulo Moratore, the business unit has leveraged synergies with other areas of the company to launch innovative products aligned with retail needs, integrating advanced technologies and artificial intelligence. A recent example is the launch of Digital Sommelier, an AI-powered interactive kiosk initially designed for the wine sector but adaptable to various other retail categories.
These initiatives and the strategic acquisition of Eiprice strengthen Selbetti’s presence in a highly promising market: Brazilian e-commerce, which grew 10.5% in 2024, generating over R$ 204 billion and now accounting for about 10% of the country’s total retail sales. The Brazilian Association of Electronic Commerce (ABComm) projects revenues of R$ 234.9 billion in 2025, with an average ticket of R$ 539.28 and 435.6 million orders. The number of online buyers is expected to reach 94.05 million this year, up from 91.3 million recorded in 2024.
