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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 accounts for around 20% of the total revenue in the auto parts sector, driven by the demand for agility, convenience, and national reach. This progress, particularly accelerated over the past five years, reflects the need to serve 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 reaching new audiences and staying competitive. Having a digital presence and investing in efficient logistics is no longer a differentiator but a key 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, publication automation, and integration of prices and stock through the main ERPs and DMS (Dealer Management Systems) in the sector, Alephee simplifies complex operations and provides greater autonomy to market players. This expertise has enabled 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 main marketplaces in Latin America in creating and consolidating the automotive aftermarket category. Its mission is clear: to help its clients advance in their digitalization and e-commerce plans, driving the entire industry chain.
Alephee & Shopee: a partnership that marks a new chapter in the sector
After a few months of initial conversations, 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 sellers from General Motors were actively selling on the platform, with established brands and several product lines published. In addition, another 30 brands are beginning their collaboration with Alephee and Shopee. In the coming months, the onboarding phase is expected to begin. 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 Gaston Zelerteins, CEO of Alephee, states: “This partnership is very important because it offers our clients a new marketplace focused on the automotive category for the sale of auto parts, since until now sellers did not have solid options to expand digitally.”
Rosilei Nunes, Alephee’s Partnerships Manager and responsible for coordinating the project with Shopee, reinforces: “This move strengthens the digital presence of dealerships, manufacturers, and distributors in the aftermarket, always focusing on innovation and quality. The positive impact is already visible, both for our clients and for the industry as a whole.”
Shopee bets on the automotive sector to accelerate its expansion in Brazil
According to Shopee data, the marketplace is accessed monthly by one-third of the Brazilian population. Present in Brazil for five years, Shopee continues to expand in the country while maintaining its local focus. Today, more than 90% of sales in Brazil are made by Brazilian sellers.
This collaboration enabled the launch of Chevrolet’s official store on Shopee in January 2025, a milestone that signals automakers’ interest in strengthening their digital presence through the platform. The initiative represents an important step for other automotive brands to also explore Alephee’s integration, connecting directly with consumers in an increasingly dynamic and integrated environment.
The expectation for the coming months is that Alephee will continue supporting its clients in expanding their operations on the marketplace, consolidating their digital presence. Through the partnership with Shopee, a stronger and more strategic ecosystem for the automotive sector is being reinforced, making the solution even more sustainable and competitive.
