By Brazil Stock Guide – Americanas and Magazine Luiza (MGLU3) announced on Tuesday, Nov. 18, a strategic partnership that brings their online operations under a shared commercial framework. According to the original report, Americanas began selling on Magalu’s digital marketplace the same day, while Magalu’s first-party inventory will be added to Americanas’ platform in the coming weeks.
The agreement merges two highly complementary assortments: Americanas dominates snacks, grocery, cleaning, personal care and household basics, while Magalu (MGLU3) leads in appliances, electronics, phones, furniture and small devices. The companies frame the partnership as a new model for Brazilian retail, aimed at broadening selection and improving delivery speeds.
“This partnership is built on the complementarity of both operations and the strength of two brands that customers already know and love, increasing convenience, assortment and delivery speed,” said Americanas CEO Fernando Soares. “We continue to prioritize our customer’s experience wherever they choose to shop.”
Tiago Abate, Americanas’ VP of Growth and Digital, said the move reinforces the company’s omnichannel strategy. “This partnership strengthens our digital transformation, which now plays a new role in the Americanas customer journey,” he said.
Magalu CEO Frederico Trajano emphasized the operational integration enabled by the deal. “Not only are our portfolios fully complementary, benefiting the consumer, but our joint effort strengthens our omnichannel operation by integrating Americanas’ physical stores into our marketplace,” he said.
At launch, 50 Americanas stores in 15 Brazilian capitals will supply products via ship-from-store, expanding access to fast-turnover items and enabling same-day or near-same-day delivery. Magalu, in turn, will list its 1P products on Americanas’ platform with accelerated logistics.
The initiative begins with a pilot group but is expected to scale quickly. By December, all Americanas stores equipped for ship-from-store should be integrated, significantly expanding reach and product availability.