Olist Helps Small Businesses Sell Online and Compete on Equal Terms

When Olist was launched in Curitiba, Brazil, in 2015, the landscape for small businesses trying to sell online was unforgiving. The largest retailers dominated online marketplaces and had logistics networks that small merchants could not hope to match. Many independent sellers were locked out of opportunities simply because they lacked the tools and infrastructure to scale.

“We could see that thousands of small businesses were struggling to reach customers outside their own neighborhoods,” says Tiago Dalvi, Founder and CEO of Olist. “We knew there was a way to connect them to the wider digital economy without requiring massive upfront investment.”

Olist was designed as a bridge. The platform allows merchants to list products across Brazil’s biggest marketplaces, manage inventory and pricing, access shipping partners and track sales performance, all in one place.

Making E-Commerce Accessible

The process of selling online can be daunting for small merchants who often operate with limited staff and little technical expertise. Many lacked the time and resources to manage multiple marketplaces, coordinate deliveries and handle returns.

“Olist takes care of those complexities so sellers can focus on their products and customers,” Tiago explains. “We wanted to make e-commerce something they could embrace, not fear.”

The platform provides a single dashboard where merchants can create listings that automatically publish across marketplaces such as Mercado Livre, Amazon, Americanas and others. Inventory updates and pricing adjustments sync in real time, reducing errors and avoiding the dreaded overselling issue that plagues many small operations.

Building Trust Through Stronger Logistics

A major barrier for small businesses was logistics. Customers expect fast and reliable delivery, but independent sellers often faced high shipping costs and delays. Olist solved this by partnering with logistics providers and creating an integrated fulfillment network.

“We allow merchants to use the same shipping standards as large players,” Tiago says. “Customers receive their products on time, and sellers gain credibility because delivery is consistent.”

The company’s logistics solution, Olist Fulfillment, gives merchants access to strategically located distribution centers. Products can be stored closer to customers, reducing delivery times and costs. Returns management is also built in, which helps merchants maintain customer satisfaction without bearing the full burden of processing returns themselves.

Olist Shops: Owning the Customer Relationship

While marketplaces provide visibility, they do not always allow sellers to build a direct relationship with customers. To address this, Olist launched Olist Shops, a tool that enables businesses to create their own branded online stores while still benefiting from the platform’s logistics and payment infrastructure.

“Shops gives sellers a way to own their brand and customer base,” Tiago says. “They can diversify beyond marketplaces and develop a channel where they control the entire experience.”

The tool is designed to be simple and mobile-friendly. Merchants can set up a storefront in minutes, upload product catalogs and start taking orders without needing technical skills. Olist handles payment processing, shipping and customer support if needed, giving small businesses confidence to operate online at a professional standard.

Empowering Sellers with Data and Insights

For many small businesses, access to reliable data is limited. Without accurate information on sales performance, customer behavior and product trends, it can be difficult to make strategic decisions.

Olist gives merchants dashboards and reports that make sense of their operations. They can track sales by marketplace, see which products are moving fastest and identify issues before they impact revenue.

“Data is a powerful ally when you are trying to grow,” Tiago notes. “We present it in a way that sellers can act on immediately, even if they are new to digital tools.”

Levelling the Playing Field

At its core, Olist is about giving small businesses the same opportunities as larger retailers. By centralizing listing management, logistics, payments and analytics, the platform allows merchants to compete on service and reach rather than be limited by size.

“We want our sellers to focus on what they do best,” Tiago says. “When they can leave the heavy lifting to us, they spend more time improving products and serving customers.”

This approach has resonated with tens of thousands of merchants across Brazil. Many who once relied solely on foot traffic now sell nationwide and even internationally through the marketplaces Olist connects them to.

A Broader Ecosystem for Growth

Olist has expanded beyond its core platform to offer services that support long-term business health. Financing solutions help merchants invest in inventory and marketing. Partnerships with service providers offer discounted tools for accounting, marketing and customer service.

“Selling online is only part of the journey,” Tiago explains. “We want to be a partner at every stage, from helping businesses get started to supporting them as they grow and mature.”

This ecosystem approach ensures that sellers can find the resources they need without juggling multiple vendors. It also strengthens Olist’s relationship with merchants, who view the company as a long-term ally rather than just a software provider.

Technology Built for Simplicity

Complex systems can be a barrier for small businesses, so Olist invests heavily in making its platform intuitive. Sellers do not need to be tech-savvy to create listings, adjust prices or view reports.

“If a feature takes too many steps, we go back and simplify it,” Tiago says. “The experience must be straightforward for someone who is already wearing many hats.”

This emphasis on usability has helped Olist build trust with merchants who are wary of digital tools. Sellers can see results quickly, which motivates them to keep using the platform and explore additional features over time.

Adapting to a Changing Market

E-commerce in Brazil is evolving rapidly, with new marketplaces, payment methods and consumer expectations emerging every year. Olist continuously updates its integrations and services to keep merchants competitive.

“Our job is to stay ahead of those changes so sellers don’t have to,” Tiago explains. “We add marketplace connections, improve delivery options and adapt to shifts in consumer behavior. That way, businesses can focus on running their operations.”

The company also invests in education, offering webinars and resources that help merchants understand industry trends and improve their online strategies.

The Impact of Olist’s Mission

Olist’s work has tangible economic impact. By helping small businesses scale, the company contributes to job creation and local economic growth. Many merchants who might have closed their doors due to limited reach have instead found new revenue streams online.

“We see ourselves as more than a technology company,” Tiago says. “We are a partner for entrepreneurs who want to build sustainable businesses.”

This mission drives Olist’s team to keep expanding its services and finding new ways to support merchants in an increasingly competitive market.

Future Plans

As Olist looks to the future, its focus remains on empowering small businesses. The company plans to deepen its logistics network, launch more financial services and explore partnerships that can bring additional value to sellers.

“We believe small businesses are the backbone of the economy,” Tiago says. “When they succeed, communities thrive. That is why we will keep building solutions that give them every advantage possible.”

Olist started with a simple idea to make it easier for small businesses to sell online. Today, the platform is a comprehensive solution that levels the playing field with large retailers.

By combining marketplace access, logistics support, brand‑building tools and actionable data, Olist has become a growth partner for merchants across Brazil. It proves that with the right support, small businesses can compete, and win, in the digital economy.

Tiago Dalvi, Founder & CEO, Olist

Olist was created to level the playing field so that small businesses can sell anywhere with the same efficiency as the largest retailers.