Selbetti announces strategic merger with Eiprice and expands its digital retail operations

Selbetti Tecnologia, one of the main Brazilian One-Stop-Tech, announces its latest strategic acquisition: the startup Eiprice, specialized in pricing intelligence and advanced data monitoring in e-commerce. The operation, whose value has not been disclosed, integrates Eiprice into the Retail Experience business unit of Selbetti and expands the offer of technological and strategic solutions for this segment.

With this, the Selbetti retail business unit has the mission of achieving a turnover of R$ 60 million in the next two years.In addition to Eiprice, the area also integrates solutions acquired from the former Pricefy, specialized in intelligent and automated price communication, offer management and Retail Media Network, strengthening the presence of Selbetti Retail Experience in physical and digital retail.

Today, e-commerce accounts for about 10% of total Brazilian retail sales and was the country where online retail grew the most in the world in 2024. This acquisition brings even more robustness to the Retail Experience business portfolio, and allows the complete integration of the point of sale with advanced technologies, boosting sales and significantly improving the” consumer experience, says Junior Selbach, CEO of Selbetti.

Eiprice: pioneering the use of AI

Founded in 2019, Eiprice is a pioneer in the use of artificial intelligence applied to pricing and competitive monitoring in physical and digital retail. Among its main differentials are high assertiveness in location, intelligent parameterization, monitoring and management of prices and dynamic pricing platforms, which signal to retail and industry, the potential and increased profitability.In addition to the customization of reports provided to customers with market analysis, including freight value, delivery time and installment.

The startup also offers its own technology for intelligent product classification and uses AI in match and enrichment of product descriptions and images. Eiprice also offers a sophisticated monitoring tool that includes price histories, product availability, promotions and detailed information on the behavior of major marketplaces, such as Mercado Livre, Amazon, Casas Bahia and Magalu.

As a result, the company has quickly established itself as a reference in the digital market, offering advanced technological solutions to more than 200 customers in various segments such as food and beverages, pharmacies, home centers, cosmetics, electronics and pet shops.

Fernando Menezes, Founder & CEO of Eiprice, explains that this merger enhances the impact of the solutions offered by the company.“Integrating Eiprice to Selbetti represents an important leap in our journey, allowing an accelerated expansion of our technological solutions and greater reach in strategic markets.We have a national presence and are very confident in the benefits that this union will bring both to our customers and to our growth throughout the country”.

Third acquisition in 2025

The acquisition of Eiprice is the third by Selbetti this year and the 43rd since 2014, when the company began its acquisition strategy.Last May, the company completed the integration of Unirede, specialized in solutions based on Zabbix, and in March, incorporated Euax, a consulting company focused on business management and digital transformation.

This has also been a strategic year for the Retail Experience area. Led by Paulo Moratore, the business unit has taken advantage of 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 the Digital Sommelier, an interactive totem with AI, initially developed for the wine sector, but adaptable to several other retail categories.

These initiatives and the strategic acquisition of Eiprice strengthen Selbetti's presence in a highly promising market: the Brazilian e-commerce, which grew 10.5% in 2024, moving more than R$ 204 billion and which today already represents about 10% of all national retail sales. The Brazilian Association of Electronic Commerce (ABComm) projects a turnover of R$ 234.9 billion to 2025, with an average ticket of R$ 539,28 million and 25 million registered buyers, 25 million to 25 million.