WPP Commerce and Eitri bet on technology to scale R$ 280 million apps in GMV

WPP Commerce and Eitri announced a strategic partnership to modernize the operation of mobile applications of retailers operating in the VTEX ecosystem in Brazil. The agreement foresees the migration of approximately 50 applications, which together represent about R$ 280 million in GMV per year, to the platform of Eitri App Shopping over the next few weeks. The companies expect the technological update to contribute to a growth of about 45% in the GMV generated by these applications and to an average conversion increase estimated in 180%, without changing the current costs for the customers involved.

As a result of the strategic merger between Corebiz and Enext, two references in the segment and members of the WPP Group, WPP Commerce becomes the largest end-to-end digital commerce operation in Latin America.Throughout its trajectory, the company has developed about 300 retail applications and serves some of the largest customers in the VTEX ecosystem, with great potential for adopting the new technology within its base.

Eitri technology supports mobile operations that process almost R$ 1 billion in annual sales through retail applications in Brazil. The company is at the forefront of a new generation of commerceSaaS app, based on the concept already consolidated for e-commerce platforms and different from current mobile app solutions, in which applications are no longer closed products and begin to evolve continuously, with more flexibility and autonomy for brands.After the first stage of migration, conducted in about nine weeks, companies estimate to reach 128 active applications by the end of 2026, with a joint productive capacity of adoption of approximately 20 new applications per month of new projects or 1.

With the agreement, customers will use native iOS and Android apps connected directly to the e-commerce infrastructure, with full catalog, pricing, inventory and checkout the VTEX platform also automates updates required by app store operating systems, reducing the need for frequent technical interventions and simplifying the management of mobile applications.

“This partnership reinforces our commitment to deliver the best solutions in the market to our customers.Eitri brings a modern platform that perfectly complements the VTEX ecosystem, allowing retailers to accelerate their sales on the mobile channel with a robust and scalable” solution, says Felipe Macedo, CEO of WPP Commerce.

Among the applications that operate on the new platform or are in an advanced phase of implementation are brands such as Sawary, Levi’s, BAW, Intimissimi and Calzedonia, which may become major cases of the initiative.

“O mobile commerce represents a huge opportunity for Brazilian retail. Our partnership with WPP Commerce allows us to bring the best app technology to an even larger retail base, with a model that eliminates the typical headaches of maintaining and updating” apps, says Guilherme Martins, co-founder and CEO of Eitri.

The migration of applications will be conducted gradually, following a structured schedule, with direct monitoring of the teams of the two companies to ensure continuity of operations and progressive adaptation to the new technological infrastructure.

The applications covered by the initiative belong to segments such as Fashion, Beauty and Pharmacy, with the possibility of prioritizing certain sectors considered strategic for digital commerce.

In addition to the initial modernization of the applications, the companies are considering expanding the partnership over the next few months, expanding the adoption of the technology within the WPP Commerce base and possibly paravas new retail operations that do not yet use mobile applications.

The partnership also provides for the continuity of current business conditions for migrated customers, ensuring predictability during the technological upgrade process.

Applications built on the Eitri platform include features focused on performance and consumer engagement, such as notifications push for direct communication with users, real-time order tracking and optimizations that contribute to improving conversion in the mobile environment.