Brazil · Tech
Key Facts
—Investment. DiDi-controlled 99 is investing R$100 million to expand its 99Compras platform across Greater São Paulo.
—Partners. The service aggregates products from major chains including Carrefour, Americanas, Atacadão, Petz, and Ultrafarma.
—Incumbents. iFood commands roughly 80 percent of Brazil’s app-mediated delivery market, while Rappi focuses on premium urban quick commerce.
—Footprint. The expansion covers São Paulo city and over 20 surrounding municipalities such as Osasco, Barueri, and Guarulhos.
—Incentives. New users in São Paulo receive free delivery on their first two orders and up to R$99 in discount coupons.
A new front is opening in Latin America’s largest city as a ride-hailing giant turns its app into a multi-category shopping tool, promising a shake-up in how paulistanos buy their groceries.
What 99Compras actually is
99Compras is a shopping tool embedded inside the 99 ride-hailing app, not a standalone platform. It lets users order from supermarkets, pharmacies, pet shops, and general retailers for home delivery.
The service launched as a pilot in Goiânia in April and has now arrived in São Paulo with roughly 3,000 commercial partners. Registered couriers in the region already exceed 200,000, drawn from 99’s existing driver base.
The two giants it must fight
iFood is the undisputed national leader, holding an estimated 70 to 80 percent of Brazil’s app-mediated delivery market. The company has long since moved beyond restaurant meals into groceries, pharmacy items, and pet supplies within a single ecosystem.
Rappi, though much smaller, remains a formidable quick-commerce competitor in large urban centers. Its Rappi Turbo micro-fulfillment centers target premium, ultra-fast delivery, making it the main challenger in the niche 99Compras now wants to occupy.
A super-app strategy backed by Chinese capital
DiDi acquired 99 in 2018, turning the Brazilian start-up into the country’s first tech unicorn with a valuation near US$1 billion. The parent company has since poured hundreds of millions of dollars into expanding beyond ride-hailing.
The R$100 million grocery push is one piece of a broader delivery offensive. DiDi has already relaunched 99Food with investments reported between R$1 billion and R$2 billion, expanding from a handful of cities to around 100.
The playbook mirrors the discount-driven strategy 99 used to challenge Uber in mobility. By repurposing its courier fleet and app user base, the company aims to build a multi-vertical super-app combining transport, food, and retail.
What changes for consumers and couriers
São Paulo shoppers can expect a wave of aggressive promotions. The company is offering free delivery on the first two orders with a minimum spend of R$30, plus flash discounts and coupon bundles worth up to R$99.
For couriers, the expansion creates additional earning opportunities on a platform they already use for ride-hailing and food delivery. Multi-platform behavior is common among Brazilian delivery workers, and 99Compras gives them another source of trips.
The increased competition may also pressure iFood’s fee structure and Rappi’s premium pricing, at least within the São Paulo metropolitan area. Consumers stand to benefit from a three-way contest for their grocery spending.
Can it really break through?
Brazil’s quick-commerce market is projected to reach roughly US$6.45 billion by 2029, but it remains highly consolidated. Analysts note that incumbents use ecosystem partnerships and subsidies to block new entrants.
Prior challengers including Uber Eats and Glovo have either exited Brazil or retrenched under competitive pressure. 99Compras is unlikely to threaten iFood’s national dominance in the near term.
Still, the service can chip away at Rappi’s urban quick-commerce niche and help DiDi build a broader ecosystem. Many retailers already list on multiple platforms, giving 99Compras an opening as an additional sales channel backed by deep-pocketed subsidies.
Frequently Asked Questions
How is 99Compras different from iFood?
99Compras aggregates multi-category retail from supermarkets, pharmacies, and pet shops inside a ride-hailing app, while iFood started with restaurant delivery and remains dominant in meals. Both now compete in grocery and essentials.
Which cities does the service cover?
The expansion includes São Paulo city plus over 20 surrounding municipalities such as Osasco, Barueri, Mauá, Carapicuíba, Itaquaquecetuba, and Guarulhos. The pilot initially launched in Goiânia.
What discounts are available for new users?
São Paulo users get free delivery on their first two orders with a minimum spend of R$30, plus up to R$99 in discount coupons and access to flash promotions.
Does 99Compras pose a real threat to iFood and Rappi?
In the short term, it is unlikely to challenge iFood’s national leadership of roughly 80 percent market share. However, it can increase competitive intensity in Greater São Paulo’s grocery delivery and pressure Rappi’s premium quick-commerce niche.
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