Magazine Luiza and Shopee e-commerce partnership

Overview

Magazine Luiza has established a partnership with Shopee to expand its 1P e-commerce sales. Through this agreement, the group will sell inventory from Magazine Luiza and KaBuM!—including electronics, appliances, furniture, games, and IT products—on the Shopee marketplace.

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

The strategy aims to accelerate 1P sales by leveraging Shopee’s social commerce tools, such as Shopee Lives, Shopee Videos, and ‘double date’ sales campaigns, alongside its network of over 10 million creators and affiliates in Brazil. Products will be featured in Shopee’s Official Stores section, making them eligible for the platform’s coupons and free shipping benefits.

Following the launch of the collaboration on October 15, 2026, Magazine Luiza shares experienced a significant rally, rising 74% during October. This surge follows a period of decline earlier in the year, bringing year-to-date gains to approximately 48%. The move is seen as a way to bolster digital sales, which saw an 11.90% decrease in the second quarter of 2026.

Financial institutions have responded positively. Itaú BBA raised its 2027 price target for the company from R$ 10 to R$ 16, noting that lower interest rates could boost earnings per share. Additionally, BTG Pactual issued a buy recommendation following the announcement, citing the potential for increased consumer reach.

Entities

Magazine Luiza · Shopee · KaBuM! · Magalog · BTG Pactual

Timeline

1 day ago

[BUSINESS] 2 sources
Magazine Luiza shares surge following Shopee partnership
Magazine Luiza shares rose 74% in October, driven by a strategic partnership with Shopee to sell brand inventory and optimistic analyst projections regarding interest rates and marketplace expansion.
6 days ago

[BUSINESS] 2 sources
Magazine Luiza partners with Shopee to expand e-commerce reach
Magazine Luiza has partnered with Shopee to launch official Magalu and KaBum! stores on the marketplace, utilizing Magalog logistics to deliver electronics and appliances to Shopee's large user base.
8 days ago

[BUSINESS] 6 sources
Magazine Luiza partners with Shopee to expand 1P e-commerce sales
Magazine Luiza is partnering with Shopee to sell its own inventory, including KaBuM! products, on the Shopee marketplace, utilizing Magalog for logistics and leveraging Shopee’s massive Brazilian audience.

Sources

ad-hoc-news.de · comunhao.com.br · exame.com · guiadoestudante.abril.com.br · jornal24horas.com.br · moneyreport.com.br · moneytimes.com.br · seletronic.com.br · spacemoney.com.br

This summary has been updated 2 times: see revision history