Elenas digitizes traditional catalog and door-to-door sales so independent sellers can browse hundreds of thousands of wholesale products, set markups and promote items via social channels like WhatsApp and Facebook. The company handles product sourcing, delivery and payment collection, and focuses on nonperishable categories such as beauty, personal care, home goods, fashion and electronics. Since launching, more than 100,000 women in Colombia and Mexico have sold over 2 million orders and earned millions of dollars on the platform; Elenas estimates 11 million women in Latin America sell via the traditional channels it is targeting. The company reports revenue grew more than 5x between Series A and Series B and says it has achieved a profitable and sustainable growth model in Mexico, which now represents over a third of its business. Headcount has more than doubled to 230 employees, and the company reaches 600 towns including rural areas not previously served. Plans include scaling the seller network in Colombia and Mexico, investing in engineering and product, and building seller business-management tools, product recommendations, CRM and financial services for an underbanked seller base. Elenas operates a mobile app and backend operating system that lets independent sellers browse a catalog of products (beauty, personal care, electronics) from more than 250 distributors and brands and sell them at marked-up prices via social channels. The company and its distributor partners handle payment collection and delivery, and neither Elenas nor the entrepreneurs hold inventory. Elenas provides automated onboarding and in-app training for sellers and reports it has paid out more than $7 million to its sellers. The platform says it supports tens of thousands of sellers (estimated >95% women; 80% under 30 and about a third without prior direct‑sales experience). Demand has grown amid high unemployment—particularly among women—and reduced in-person shopping during the pandemic. One of the company’s next steps is regional expansion across Latin America, beginning with Mexico and then Peru.

Total raised

$26M

Funding rounds

2

Latest round

Series B

Latest activity

Oct 2022