Cross Commerce, a Brazilian e-commerce solutions platform enabling international retailers to operate in Brazilian e-commerce marketplaces, raised USD3m from Canary, ONEVC, MAYA Capital, GFC and Norte Ventures.
(Press Release) – Reaching Brazilian consumers can be a challenge for international sellers. It is not only necessary to adapt to local rules, but also to deal with bureaucracy, adapt to different customer profiles across the
country and solve logistical problems of stock and distribution in a vast territory. On the other hand,
Brazilians that want to buy products abroad also face inconveniences: in addition to long delivery times,
the consumer is subject to the changes at the daily exchange rate and credit card rates, besides the fact
that navigability in international e-commerces can be more difficult because of the language barrier.
That’s where Cross Commerce Store comes in. Founded in 2021 by João Ricardo Vieira, Eduardo Macedo
and Renato Marcelino, the company was born with the mission of integrating international sellers to
Brazilian marketplaces, significantly reducing the friction of international e-commerce, helping them
actively increase their sales, delivering faster and making life easier for sellers and buyers.
In recent years, more and more Brazilians started using e-commerce — 79.7 million consumers in 2020,
according to a survey by Ebit/Nielsen, with sales totaling over USD 15.6 billion in the period, a historical
record. However, a small fraction of this volume is of goods sold by merchants outside the country.
“Brazil is a consumer market that can be very significant for international sellers, but it is still
inaccessible due to the numerous regulatory, linguistic and cultural barriers ”, explains Vieira, cofounder and CEO of Cross Commerce. “Cross Commerce helps sellers to overcome these barriers,
integrating their offers with the main marketplaces in the country, doing international logistics, and
helping with pricing and marketing”.
With Cross Commerce, sellers only need to provide information about the products and ship orders, and
the platform does all the rest: defines the sales strategy, optimizes the goods so that they are more
attractive to the Brazilian public, manages orders and assists in customer service, in addition to taking
care of the integration with the main marketplaces in the country, such as Americanas.com (B2W),
Mercado Livre (Mercado Libre) and Amazon, which represent around 60% of the market share. Cross
Commerce receives a commission fee for every sale made and merchants subscribed to the platform
pay a monthly fee to use the service.
The company began operations in October at first with a focus on China-based sellers. “With Cross
Commerce, merchants have the ideal solution to expand their reach and the number of consumers. It
also will be easier for Brazilians to buy Chinese products, at competitive prices, in the marketplaces they
are used to shop online.”, says Vieira.
Founders have solid experience in e-commerce
Cross Commerce was founded by three entrepreneurs: Eduardo Macedo, João Ricardo Vieira and Renato
Marcelino. Macedo and Vieira met at Site Blindado, a company that was acquired by B2W, the largest ecommerce company operating in Brazil. They continued to work with B2W, where they met the third cofounder, Marcelino, who had already founded Skyhub, also bought by the company.
At B2W, Macedo was Head of Expansion at Marketplace. Later, he was Director of Digital Payments at
Stone, a payments Nasdaq traded company that has over 10% of the market-share in Brazil. Marcelino, in
turn, was Head of Marketplace’s Tech Division at B2W and Vieira, Head of Marketplace Cross Border. At
B2W, they noticed there was a great opportunity to improve the integration of international sellers with
In September, Cross Commerce raised its first round of investments, worth USD 3 million, led by the
venture capital firm Canary. Maya Capital, Global Founders Capital (GFC), OneVC and Norte Ventures also
participated. “Cross Commerce has founders with super interesting trajectories, who have worked for
large companies and have deep knowledge in both the payment and e-commerce sectors. In addition, it
brings a solution to a huge market, connecting international sellers to Brazilian consumers in a simple
way”, says Marcos Toledo, managing partner at Canary.
Currently, Cross Commerce has 20 employees and is helping 50 Chinese merchants to sell to Brazil. With
the investment, the company intends to invest on improving its platform, open an office in China to better
serve its merchants and expand the team to 60 employees.
About Cross Commerce Store
Cross Commerce integrates international sellers to the main Brazilian marketplaces, such as
Americanas.com, Mercado Livre and Amazon, significantly reducing the friction of international ecommerce. Founded in 2021 by João Ricardo Vieira, Eduardo Macedo and Renato Marcelino, the
company is a one-stop-shop platform that integrates merchant’s offers with marketplaces, does
international logistics and helps with pricing and marketing. In September, it raised its first round of
investments, at USD 3 mi, led by venture capital firm Canary and with participation from Maya Capital,
Global Founders Capital (GFC), OneVC and Norte Ventures.