What was the strategy that made Loja do Mecânico a successful case in Brazilian e-commerce?

THE Mechanic Shop, the largest e-commerce tool and machine in Latin America, has consolidated itself as a national reference in the tool and equipment sector thanks to a robust strategy, focused on the deep understanding of the buying behavior of the professional and enthusiastic public in the areas of mechanics, construction, joinery, gardening, DIY (do it yourself) and others. Combining technology, market intelligence and focus on customer experience, the company has transformed logistical and operational challenges into competitive advantages, positioning itself as a leader in the segment.

The main strategy guideline of the Mechanic Store 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 industrial equipment of high complexity. This breadth, combined with the technical knowledge of its service team and curation of products, generated credibility and loyalty with the most demanding audiences in the sector. 

Today, the brand has impressive numbers such as 60 thousand SKUs (Stock Maintenance Unit), more than 600 suppliers, + 10 million orders delivered and + 5 million customers served.

Another essential pillar was the digitalization of the purchase journey.With a robust, responsive and integrated e-commerce platform with logistics management systems, the Mechanic Store ensures agility, safety and convenience for the consumer, whether in a workshop in the interior of Sao Paulo or in the capital, for example. The use of data for customization of offers and product recommendation also raised the level of the digital experience, further bringing the company closer to the behavior of its customer.

The logistics expansion, in turn, was fundamental to sustain growth.The company invested in a robust distribution center (53 thousand m²), in automation technologies and in partnerships with logistics operators to ensure capillarity and competitive delivery times throughout the national territory, a decisive factor to win the trust of the professional public, which often depends on agility to keep its operation active.

“Our goal has always been to go beyond the sale. We want to be partners of those who work with their hands, offering not only products, but trust, agility and relevant content.Our strategy was designed with this commitment to the professional of mechanics in general”, says Thiago Gurgel, Co-founder and Chief Technology Officer of the company.

By combining portfolio specialization, technology, logistics intelligence and proximity to the public, Loja do Mechanico has built an exemplary model of action. Today, it is an ecosystem of solutions for those who live in the field of machines and tools and for those who like to perform services at home.