Miferia

Miferia is a curated online B2B wholesale marketplace operating in Mexico. It connects independent retail shops across the country with domestic brands selling products in categories such as cosmetics, food and beverage, and home decor. As of August 2022, the platform featured thousands of products from over 500 brands, with around 30 new brands being onboarded weekly.

Miferia aims to digitalize the traditional offline wholesale model still prevalent in Mexico, where over 90% of retail sales occur through 2 million physical stores. Less than 1% of B2B transactions have moved online in the country. The company enables independent Mexican shopkeepers to digitally consolidate their existing supplier relationships, expand their product selection, and gain access to improved credit terms compared to cash-on-delivery models.

For brands, Miferia provides an improved channel to reach the majority of sales happening through physical retail stores across Mexico. Traditional offline brands often forgo significant margins to distributors and grapple with cash collection challenges. Online D2C brands lack access to this large segment of the market concentrating sales in physical outlets.

Miferia has raised USD 7 million in seed funding co-led by Bain Capital Ventures and Tiger Global in August 2022, with participation from Canary, Latitud Ventures, and Asymmetric Capital Partners. The company plans to utilize the funds to build liquidity and accelerate growth on the marketplace.