Magalu starts selling its own inventory on Shopee, completing a trio of marketplace deals in 2026

Grupo Magalu began selling products from Magazine Luiza's and KaBuM!'s own inventory on Shopee on Thursday (Oct. 15). The items, in the appliances, electronics, furniture, gaming and computer categories, appear in the Official Stores section of the website and app, and deliveries are handled by Magalog, the group's logistics arm. According to Shopee, about 90 million Brazilians visit the platform every month. The company did not disclose how many products are included or its sales targets.

Shopee is the third partnership of this kind Magalu has announced in 2026. In June, the group started selling on Amazon, with more than 12,000 products, and in September on Mercado Livre, with about 27,000 items, according to Canaltech. Before that, the retailer already had cross-selling agreements with AliExpress, since 2024, and with Americanas, since November 2025. In this model, known as 1P (first party), the company itself is the seller: it buys the product, holds the inventory and is responsible for delivery, unlike third-party merchants that simply list on the platform.

According to Estadão Conteúdo, the Shopee agreement includes reciprocity, non-exclusivity and positive-profitability clauses. The operation is part of a new strategic cycle at the group, which aims to sell more of its own inventory on partner marketplaces to reach audiences outside its own channels. The move comes at a time of pressure on earnings: in the second quarter of 2026, Magalu posted an adjusted net loss of R$50.4 million, compared with a profit of R$1.8 million a year earlier, according to Exame.

What it means for businesses

Magalu's main argument is customer acquisition. Vice president Fabrício Garcia told Exame and Canaltech that more than 75% of buyers on Shopee are expected to be new to the group, the same share seen in the Amazon and Mercado Livre partnerships. Garcia also cited the rising cost of digital advertising as a factor that makes these deals more attractive: instead of paying to drive traffic to its own website, the company goes where shoppers already are. The executive said he does not expect significant cannibalization of the group's own channels, whose app has more than 50 million monthly active users.

For merchants selling electronics, appliances and furniture on Shopee, the move means competing with a retail chain that has its own inventory, dedicated logistics and a well-known brand. The deal gives Magalu access to the platform's sales events, such as double-date campaigns like 11.11, and to its social commerce tools: livestreams, product videos and its network of creators and affiliates, which Shopee says exceeds 10 million people in Brazil. At the same time, the group says it will stop positioning itself as a general marketplace and will focus its own channels on home goods and technology.

Logistics is another front. Magalog serves about 100 outside clients and generated more than R$3 billion in revenue in 2025, according to Estadão Conteúdo. Garcia told Exame that he wants to increase the volume it carries to gain route density and lower delivery costs, which positions the operator as a competitor to other retail logistics companies.

“We want to turn this additional Shopee audience into sustainable growth”

— Frederico Trajano, Magalu CEO, according to Estadão Conteúdo (translated from Portuguese)

What to watch next

The strategy will be put to the test in the fourth quarter, which includes 11.11, Black Friday and Christmas; management expects online sales to return to growth in that period, according to Exame. Garcia said Shopee should be the group's last partnership announcement of 2026 and that the priority now is to grow volume on the channels already open. The next signals to watch are third-quarter results, any disclosure of how much partner marketplaces contribute to sales, and how competitors that still rely mainly on their own channels respond.