Gelopar Doubles Revenue with a B2B Marketplace

Gelopar launched its online store in late 2020, driven by shifts in behavior during the pandemic. The operation began as a marketplace, but started modestly, with few sellers and without an initial goal of turning the channel into a meaningful sales driver.

As the store became more important, the company realized it needed to facilitate greater distributor participation and build a structure that could support operational growth. It sought a B2B marketplace that would preserve its commercial model: Gelopar would remain the manufacturer, while distributors would be responsible for inventory, selling, and delivering to customers.

The purchase experience also needed to evolve. Gelopar’s equipment has a high average order value, many technical specifications, and a technical sales journey. Buyers need to review dimensions, features, manuals, and delivery conditions before making a decision.

On the previous platform, some of that information lacked visibility and navigation was not intuitive. The lack of regionalization also complicated the journey, as buyers could not easily check product prices and availability based on their postal code or geolocation.

Distributors who wanted to receive orders directly in their enterprise management systems had to purchase a separate integration. In addition, loading freight-rate tables required converting files to CSV, a process that led to errors and rework for the team.

Gelopar migrated to the VTEX Commerce Platform to strengthen its online store and make its sales channel more accessible to sellers. The company turned organic brand demand into a commercial opportunity for distributors, which could now sell through the manufacturer’s site with Gelopar’s endorsement and VTEX’s technology.

Because Gelopar operates exclusively through the distribution channel, the marketplace maintains each company’s role in the operation. The manufacturer attracts customers and manages the channel, while sellers make their own inventory available, process orders, and draw on their logistics expertise to fulfill deliveries.

Simpler seller connectivity

VTEX made it easier to onboard distributors with different levels of digital maturity. For those already operating on VTEX, sellers can receive orders automatically in their management system, just as they do in other marketplaces where they sell. Inventory and price tables also remain integrated, eliminating the need to contract a separate project or update this information manually.

“For those who already use VTEX, connecting became much easier. Sellers don’t need to upload inventory or price tables because the process is highly automated.”

Distributors not on VTEX can also participate in the marketplace and access their own environment to track orders and manage sales. This allows Gelopar to connect sellers with different operating structures without limiting channel expansion.

Regionalized offers based on postal code and geolocation

When buyers enter their postal code or share their geolocation, they see prices, inventory, and delivery terms available in their region. This capability is essential for an operation that sells heavy equipment with components such as glass and stainless steel.

With regionalization, Gelopar leverages each distributor’s local structure, inventory, and logistics agreements. As a result, it improves product distribution across Brazil without selling or delivering directly.

Greater operational control

VTEX also centralized marketplace management. The Gelopar team tracks orders, payments, transactions, and sellers in the same back-office environment, making it easier to manage operations from start to finish.

Freight-rate table management became simpler: the team began uploading files directly in Excel, eliminating CSV conversion, which had caused errors and rework on the previous platform. On the storefront, Gelopar organized product information more effectively and added manuals and supporting documents to product pages, helping customers evaluate higher-value equipment with greater confidence.

With these changes, Gelopar advanced its B2B marketplace on three fronts: it expanded distributor participation, used regionalization to connect each order with the most suitable seller, and became more efficient at managing the channel.

The results appeared in the first months of the new operation. According to preliminary data shared by Gelopar, revenue in the second month nearly doubled compared with the previous platform. Since implementing VTEX, the operation has also maintained average revenue approximately 50% higher than the 2025 average on the former platform.

Beyond the financial growth, the change simplified seller participation. Distributors already on VTEX began connecting in a more automated way, with no need for additional projects to integrate orders, inventory, and price tables. Other partners gained their own environment to manage operations.

The Gelopar team also eliminated manual steps from freight-rate table uploads and gained a centralized view of orders, payments, and sellers. In the purchase journey, regionalization made the relationship between location, availability, price, and delivery time clearer. Better organization of technical information also helped buyers evaluate higher-value equipment with more confidence.

With the new structure, Gelopar turned organic demand for the brand into a commercial opportunity for its channel. The B2B marketplace brings together the manufacturer’s endorsement, back-office infrastructure, and sellers’ distribution expertise without changing each company’s role in the sales chain.

All figures and information in this article were provided and approved by Gelopar.