Compra Agora is a B2B digital marketplace for consumer goods in Brazil and one of the largest sellers and distributors of packaged consumer goods (CPG) in the country. Created with the goal of helping small and medium-sized retailers in Brazil grow, they offer a wide product catalog with over 350 brands, representing 30% of the retailer’s basket.
The company, which was born digital, started as an e-commerce arm of Unilever and has evolved into an independent omnichannel digital ecosystem.
In 2022, the company needed to strengthen its relationship with small retailers and improve communication with them, while complementing its sales strategy with a channel that allowed direct communication with its customers.
At the same time, the company lacked in-depth knowledge of who its customers truly were, including data indicating what they bought most, where they were located, their preferences, and sales behavior. This information was necessary to communicate more effectively and make more strategic business decisions, always with the goal of helping them grow.
To achieve this goal, Compra Agora chose Yalo’s solution to build an end-to-end communication cycle with its network of retailers. The chosen channel was WhatsApp, the messaging service most Brazilian retailers already use daily and the largest messaging platform in Brazil, with a 98% installation rate among smartphone users.
We offer support to these retailers through multiple channels, such as chat, email, phone, and, since 2022, via WhatsApp through the Yalo platform. This integration further facilitates order digitization and autonomy, reducing consultation time and allowing for an increase in both order frequency and value. Additionally, the Yalo platform expands the basket size and average order value, strengthening our market position by improving brand proximity, direct communication, and active listening to customer needs.
Thaise Hagge, General Manager, Compra Agora
Compra Agora used WhatsApp to reach a greater number of stores, leveraging product penetration and growing sales. Beyond using the platform to send personalized communications to each customer based on their data, with exclusive promotions and discounts, it also became a new sales channel. Retailers now enjoy a premium shopping experience characterized by flexibility, convenience, and ease of use—everything is done directly through WhatsApp.
We used to have few sales through our e-commerce channel, but since we started our partnership with Yalo, we have grown significantly. Our current numbers amaze us. We have more than 4 thousand clients enrolled with Yalo.
Wander Smelan, CTO, Compra Agora
Compra Agora used real customer data at scale to create more detailed segmentation groups. With a better understanding of their customers’ interests, they were able to determine the right moment to engage, sending personalized notifications about price drops and product promotions. This improved channel quality and boosted performance.
Sending personalized messages and promotions allowed Compra Agora to achieve the following results:
With the new communication and sales channel, Compra Agora transformed its relationship with traditional channels, converting an indirect and dependent communication system into an efficient and direct network that improves both the retailer experience and the brand’s commercial results. The company now has the control, visibility, and agility needed to grow in a highly competitive environment.
