PideDirecto bags $5.25M; aims to be ‘Shopify with 30-minute deliveries’

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order direct, a company from Mexico, is developing a platform that enables local businesses in Latin America to sell directly to their consumers and place orders in less than 30 minutes.

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Hussein Fozzy and Ronnie Sameer launched the company in September 2020 along with Anders Steiner and Antonio Nacaud. Fozzie, Sameer and Nakoud knew each other from Iraq and attended college together in Sweden, where they met Steiner.

After going a bit different paths, they met in Mexico and in 2018 launched a corporate wellness program that connected people with restaurants to order lunch or snacks. During the pandemic, many of their customers were working from home, and the demand for home delivery increased from 10% to 80%.


Also, customers were telling Fozzie and Sameer that 25 to 30% of every sale was going to the delivery marketplace, which was difficult to maintain. They were also at the mercy of the drivers and depended on the markets for their deliveries.

“That’s when we started PiedDirecto to enable local businesses to scale their direct-to-consumer sales channels,” Fozzy said. “We build online storefronts for brands and operate logistics for businesses such as pharmacies, local retailers, restaurants and CPG brands. Think of us as Shopify with 30 minute delivery.”

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Today, the company raised a $5.25 million seed funding round led by the Jam Fund, with participation from a group of individual investors from companies including Soma Capital, Acacia Ventures, Cube VC, Flexport, Y Combinator and Grubhub, Jeeves, Par Technologies. Oversubscribe announced. , Uber and Google.

“PideDirecto is making it simple and cost-effective for brands to build a scalable Direct to Consumer sales channel within minutes,” Jam Fund founder Justin Mateen said via email. “I’m excited to support the team’s mission to see the brand expand its reach and be the master of its customer relationships.”

Since launching a year ago, the company has grown 32% month over month, has nearly 1,000 brand clients and has processed over 500,000 orders.

PideDirecto charges customers much like the SaaS model, with prices starting at $1,900 per month, which includes delivery service and marketing tools. Other tiers include a website, unlimited ordering, and advanced marketing tools. Fawzi said the delivery charges are paid by the consumer.

While Latin America has delivery services and ordering apps, Sameer said very few third-party companies are offering a full suite of products. This enables companies to stay on the marketplace, but own every sales channel and provide the same level of customer service, regardless of the communication method being used.

“Their business is to sell, but not many people understand that logistics and e-commerce are two different businesses,” Sameer said.

The new capital will be used to build a technology team for future product features. PideDirecto will also focus on marketing by the end of next year and expand its presence in Mexico as well as new countries such as Colombia and Costa Rica.

As it now prepares to raise a Series A round, Fozzy said the company aims to create an all-in-one platform for businesses to manage and scale online sales. It is focusing on direct integration with marketplaces and onboarding brands into its operating system.

“The future of commerce is hybrid, where you have to serve clients across every sales channel,” he said. “We are building the necessary infrastructure that merchants need to do this and are leveraging technology for online storefronts, payment solutions, CRM data, and marketing and logistics.”

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