Magazine Luiza partners with Shopee to expand e-commerce reach

Magazine Luiza Group has entered into a strategic partnership with the Asian marketplace Shopee to sell products from its ecosystem, including official stores for Magalu and the technology and gaming specialist KaBum!. The collaboration aims to leverage Shopee’s massive mobile audience and social commerce tools, such as live streaming and ‘double date’ sales campaigns, while utilizing Magazine Luiza’s established logistics infrastructure.

Distribution for these sales will be managed by Magalog, the group’s independent logistics operator. This setup is designed to handle heavy and high-value items—such as large appliances, televisions, and furniture—which complements Shopee’s existing infrastructure typically optimized for lighter, high-turnover imports.

This move follows similar recent agreements by Magazine Luiza with AliExpress, Amazon, and Mercado Livre. Analysts from BTG Pactual view the strategy as a shift toward targeting segmented audiences through third-party marketplaces rather than competing directly with foreign platforms, while maintaining control over inventory and fulfillment.