Brazil · Tech

As Latin America’s largest city becomes a battleground for on-demand convenience, a Chinese-backed super-app is making its boldest move yet beyond ride-hailing.

Sao Paulo. (Photo internet reproduction)

What 99Compras actually is

99Compras is a multi-category delivery hub embedded inside the 99 app, which most Brazilians know as a ride-hailing platform controlled by China’s Didi Chuxing. It lets users order from supermarkets, pharmacies, pet shops, and convenience stores without leaving the mobility app they already have on their phone.

The service aggregates inventory from large chains and neighborhood merchants alike, promising a single checkout for baskets that mix groceries, medicine, and pet food. By housing this alongside its newer 99Food restaurant-delivery vertical, 99 is stitching together a super-app that mirrors Didi’s ambitions in other emerging markets.

The quick-commerce battlefield

Brazil’s quick-commerce market—fast delivery of everyday goods—is projected to reach several billion reais by decade’s end and is dominated by platforms that grew out of meal delivery. iFood sits at the top, leveraging its presence in over 1,500 cities and a logistics network that has made Greater São Paulo its fortress.

Rappi, originally a Colombian startup, competes as a multi-category super-app with a loyal base among premium users in core urban zones. Both incumbents use deep partnerships with retailers, payment systems, and benefits programs to raise the barrier for newcomers, making São Paulo an especially expensive city to crack.

Why São Paulo matters

Greater São Paulo is Brazil’s largest and highest-frequency delivery market, particularly for grocery and pharmacy baskets where order values and margins outstrip those of restaurant meals. For 99, the metro area is also home to tens of millions of existing ride-hailing users who can be cross-sold convenience delivery.

By concentrating its R$100 million investment on this single metropolitan region, 99 is betting it can chip away at iFood’s dominance in the most lucrative segment of quick commerce. The move is part of a broader multi-billion-real commitment that includes the parallel expansion of 99Food toward a target of more than 100 cities by mid-2026.

What changes for consumers and couriers

For consumers in São Paulo, the immediate effect is likely to be a wave of discounts, free-delivery promotions, and coupon battles as all three platforms fight for basket share. Over time, tighter integration between mobility, food, and grocery services inside a single app could simplify daily errands for millions of users.

For the more than 200,000 delivery partners on 99’s network, the expansion creates additional earning opportunities beyond passenger rides and restaurant runs. The broader competitive pressure may also push iFood and Rappi to improve courier pay and logistics conditions to retain their fleets in a tightening labor market.

The road ahead

Analysts expect iFood to remain clearly dominant in the short term, protected by its brand, dense logistics, and roughly two-thirds share of São Paulo’s delivery value. Rappi is likely to hold its niche in premium instant grocery, especially in central neighborhoods where its Turbo model is strongest.

For 99, the R$100 million injection is a down payment on a multi-year effort that will require sustained capital to erode incumbents’ scale advantages. The super-app race in Brazil is accelerating, and São Paulo is the proving ground where Didi’s global playbook will be tested against deeply entrenched local champions.

Frequently Asked Questions

Is 99Compras only for groceries?
No. It covers supermarkets, pharmacies, pet shops, and convenience items, aggregating products from roughly 3,000 merchants including chains like Carrefour, Americanas, Cobasi, and Petz.

How big is iFood in São Paulo?
iFood’s share of delivery value in Greater São Paulo rose from 35 percent to 64 percent between 2024 and 2025, meaning about two of every three orders in the region go through the platform.

Does Rappi still matter in Brazil?
Yes, though it is much smaller than iFood. Rappi maintains a relevant position in premium urban quick commerce, particularly through its Turbo micro-fulfillment service in core São Paulo neighborhoods.

Will this investment lower delivery prices?
Increased competition from 99Compras is expected to trigger more discounts, coupons, and free-delivery offers in Greater São Paulo, at least while platforms fight to acquire users and merchant exclusivity.

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