Magalu

Magalu operates a hybrid retail and platform model. It buys and sells inventory directly to consumers, hosts a third-party marketplace for merchants and brands, and monetises shopper traffic with sponsored placements through its retail media offering. Value is created by aggregating consumer demand inside its app and web properties, then layering seller services, advertising inventory and loyalty mechanisms on top of that traffic.

Magalu is the trading brand of Magazine Luiza S.A., a Brazilian retail and marketplace company that sells consumer goods through its own digital and retail ecosystem while also enabling third-party merchants to sell through its marketplace. Its core consumer layer includes the Magalu SuperApp and e-commerce storefront, and its broader group includes specialist commerce brands such as Netshoes and KaBuM!. The business serves both shoppers and merchants, with Brazil as the clearly evidenced operating market.

The company generates revenue from first-party retail sales, marketplace commissions on third-party seller transactions, and advertising sold through Magalu Ads, its retail media platform. It also operates loyalty and membership programmes such as Maga Plus and Gold Customer, which support retention and repeat purchasing. Taken together, Magalu functions as a commerce platform with embedded retail media rather than a pure software vendor or pure traditional retailer.