Elo7

Elo7 operates as a leading online marketplace in Brazil dedicated to the sale of handmade and custom products. Founded in 2008, the company established itself as a pivotal platform for artisans, artists, and small entrepreneurs to commercialize their creations directly to a broad consumer base. The business functions as a comprehensive solution for sellers, providing the infrastructure to create a personalized digital store, manage a product catalog, and process payments, all without requiring technical expertise from the user. This allows creators to focus on their craft while Elo7 handles the technological and payment processing framework.

The platform's business model is centered on connecting individual sellers with buyers, functioning as a large online shopping center for unique goods rather than a single retail entity. It generates revenue by taking a commission on sales made through the site. The marketplace hosts a wide array of product categories, including jewelry, clothing, home decor, and items for special events like weddings and baby showers, with a significant portion of sales coming from these "life moment" categories. A key demographic for Elo7 is women, who make up the majority of both sellers and buyers, many of whom are leveraging the platform to achieve financial independence or flexible work arrangements.

The company's journey includes significant milestones that have shaped its trajectory. In July 2021, the US-based marketplace Etsy acquired Elo7 for $217 million in cash, viewing it as the "Etsy of Brazil" and a strategic entry into the Latin American market. Under Etsy's ownership, Elo7 was intended to operate as a standalone marketplace, benefiting from shared expertise in technology and marketing. However, citing unmet performance expectations partly due to the macroeconomic environment, Etsy sold Elo7 in 2023. The Brazilian online secondhand retailer Enjoei acquired Elo7 in a transaction completed in August 2023, aiming to expand its base of professional sellers and accelerate business growth.

Keywords: online marketplace, handmade products, Brazilian e-commerce, artisan goods, custom products, creative entrepreneurs, peer-to-peer marketplace, craft supplies, special event decor, handmade jewelry, personalized gifts, seller platform, small business e-commerce, Enjoei, Etsy acquisition, South American marketplace, creative economy, direct-to-consumer, handmade crafts, artisan marketplace