By
Alan Lima, Commercial Manager – Brands & Large Retail Chains.
Rosilei Nunes, New Business & Partnerships Manager, Alephee.
Felipe Cirne Lima, Director of Business Development and Fulfillment Operations.
Gastón Zelerteins, CEO of Alephee.
Chris Feng, CEO of Shopee.
The digitalization of sales in the automotive sector is no longer a trend: it is a consolidated reality. In recent years, the segment has undergone a profound digital transformation, with brands, manufacturers, and distributors adopting omnichannel strategies to integrate physical and digital channels.
According to ABComm (Brazilian Association of E-Commerce), automotive e-commerce already represents about 20% of the sector’s total revenue, driven by the demand for agility, convenience, and nationwide reach. This growth, especially accelerated in the past five years, reflects the need to meet a more connected and demanding consumer while ensuring efficient deliveries across all regions of the country.
In this context, marketplaces and specialized platforms have become essential to reach new audiences and remain competitive. Having a digital presence and investing in efficient logistics is no longer a differentiator but an essential part of the sector’s growth strategy.
Alephee: driving the digital transformation of the automotive sector
Alephee has been a key player in this digitalization process. As the only complete platform in Latin America focused on brands, manufacturers, and distributors in the automotive sector, it offers integrated solutions that accelerate companies’ entry into the region’s main marketplaces.
With tools such as smart catalog management, compatibility, automated listings, and integration of pricing and stock through the main ERPs and DMS (Dealer Management Systems) in the industry, Alephee simplifies complex operations and provides greater autonomy to market players. This expertise has allowed companies such as GM, Stellantis, Bosch, Valeo, Bridgestone, and Pirelli to strategically position themselves in the digital environment and expand their sales channels.
In addition, Alephee has actively supported the leading marketplaces in Latin America in creating and consolidating the automotive aftermarket category. Its mission is clear: to help clients move forward with their digitalization and e-commerce plans, driving the entire value chain of the sector.
Alephee & Shopee: an alliance that marks a new chapter in the sector
After a few months of initial discussions, the partnership was formalized in 2025 with the first sellers starting to sell on the platform, along with system integration and the implementation of the first automations.
Since then, the initiative has already shown concrete results: by mid-July 2025, the first 20 integrated General Motors sellers were actively selling on the platform, with consolidated brands and several product lines listed. In addition, 30 other brands are already beginning collaboration with Alephee and Shopee. In the coming months, the onboarding phase is expected to start. These brands will soon be ready to take off, further expanding the automotive category portfolio on Shopee.
For Alephee, this partnership opens new business opportunities for its clients. As stated by Gaston Zelerteins, CEO of Alephee: “This alliance is very important because it offers our clients a new marketplace focused on the automotive category for spare parts sales, as until now sellers did not have solid options for digital expansion.”
Rosilei Nunes, Partnerships Manager at Alephee and responsible for coordinating the project with Shopee, reinforces: “This move strengthens the digital presence of dealerships, manufacturers, and distributors in the aftermarket segment, always with a focus on innovation and quality. The positive impact is already visible, both for our clients and the industry as a whole.”
Shopee bets on the automotive sector to accelerate its expansion in Brazil
According to Conversion data, the marketplace currently records more than 226.82 million monthly visits. Present in Brazil for five years, Shopee continues its rapid expansion in the country. For Paulo Rodrigues, the company’s PR specialist, one of the pillars of this growth is adaptation to the local market: “Shopee is a company made by Brazilians, for Brazilians.”
When analyzing the potential of the automotive sector, the platform decided to expand its role in the aftermarket segment and found in Alephee the ideal partner for this journey. Felipe Lima, Head of Operations at Shopee, highlights: “With Alephee’s solutions, we were able to align product, listing, and sales management, strengthening the digital presence of manufacturers, dealerships, and distributors within our platform.”
This collaboration has already enabled the launch of Chevrolet’s official store on Shopee — a milestone that paves the way for other automakers to also trust the platform to start or expand their digital presence.
“We are very excited about this partnership. Shopee is a platform that has grown a lot in recent years and connects strongly with our audience”, says Daniel Alvarez, Senior Manager of After-Sales Operations at GM South America.
The expectation for the coming months is that Alephee will continue supporting its clients in expanding their marketplace operations, consolidating their digital presence. Through this alliance with Shopee, a more robust and strategic ecosystem for the automotive sector is strengthened, making our solution even more sustainable and competitive.
