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Facily

Sao Paulo, Brazil E-commerce Private

Facily is a Brazilian social commerce and group-buying marketplace that targets lower-income consumers, allowing them to buy household staples, groceries, fashion, beauty and home items together at discounted prices. The app, modeled on China's Pinduoduo, leverages community pickup points and bulk purchasing to drive down prices for low-ticket items. Founded in 2018 by Diego Dzodan, Luciano Freitas and Vitor Zaninotto, Facily raised more than US$500 million across five rounds, hitting a $1B unicorn valuation in December 2021. After the venture funding environment turned in 2022, the company underwent severe restructuring: GMV reportedly fell roughly 90%, headcount shrank from about 1,000 to 200, operations contracted from a national footprint to just Sao Paulo, and cash burn was cut from roughly $30 million per month to about $2.5 million per month as it pursued breakeven.

Overview

Company data and valuation marks are estimates and may be incomplete, stale, erroneous, or revised.

Founded

2018

Employees

201–500

Total Funding

$501M

6 rounds

Latest Valuation

$1B

November 2021

Funding

Total raised $501M across 6 rounds

Funding data and valuation marks are estimates and may be incomplete, stale, erroneous, or revised.

Last updated 06-25-2026

Latest Round

Type

Series D extension

Date

November 2021

Amount

$135M

Valuation

$1B

Lead Investors

Goodwater CapitalProsus
DateRoundAmount RaisedValuationLead Investors
November 2021 Series D extension $135M $1B Goodwater Capital, Prosus
2021 Series B $41M Luxor Capital
2021 Series C $63M Glade Brook Capital

Funding by Round

Funding data and valuation marks are estimates and may be incomplete, stale, erroneous, or revised.

Valuation Trajectory

Valuation indexed to 1.0× at the selected entry round. Valuation marks are estimates and may contain errors. Hover each dot to compare.

If you invested at:
1x 2021 Facily

Entry · Series D

$0.8B

Jan 2021

Facily today

$1B

Nov 2021 · latest mark

Facily multiple

1.2x

valuation uplift since first round

Y-axis is logarithmic. Hollow dots = estimated valuations. Does not represent realized investor returns.

Prominent Investors

Citius Delivery Hero DX Ventures

Leadership

  • Diego Dzodan

    Co-Founder & CEO

  • Vitor Zaninotto

    Co-Founder & IT Director

  • Luciano Freitas

    Co-Founder (former)

Competitors

Competitor list is illustrative and may be incomplete, stale, or erroneous.

  • Magazine Luiza (Magalu)

    Major publicly listed Brazilian e-commerce and retail player with strong reach into lower-income consumers via its app marketplace.

  • Shopee Brasil

    Sea Limited-owned mobile marketplace that has rapidly grown in Brazil with low-priced consumer goods, directly overlapping Facily's price-sensitive audience.

  • Mercado Libre

    Latin America's largest e-commerce platform; Brazil is its single largest market and competes for similar consumer spend.

  • Pinduoduo / Temu

    Chinese group-buying pioneer and its global discount marketplace Temu, the conceptual model Facily was built on and now a cross-border competitor in Brazil.

  • Americanas

    Long-standing Brazilian retailer and online marketplace targeting mass-market consumers; competes on price and reach despite its own restructuring.

  • AliExpress Brasil

    Alibaba's cross-border consumer marketplace; major source of low-priced goods to Brazilian consumers and a logistics partner of Facily via Cainiao.

Facily Investment FAQ

Public status and buying access

No. Facily is a private company and does not have a public stock ticker or trade on a public stock exchange. Its shares are generally held by founders, employees, investors, and other private shareholders. Buyers and sellers may be able to transact in Facily shares through private secondary transactions, but any transaction depends on share availability, buyer and seller agreement, transfer restrictions, company approval rights, and any applicable right of first refusal. There is no guarantee that Facily will complete an IPO or other liquidity event.

Yes, it is sometimes possible to buy Facily shares pre-IPO through private secondary transactions. This depends on finding a willing seller, company approval, and satisfying any transfer restrictions or rights of first refusal.

Buyers interested in buying Facily shares on the secondary market typically do so through SetterVC and other secondary-market platforms, subject to eligibility requirements, share availability, transfer restrictions, and issuer approval. Buyers may need to satisfy sophistication, accreditation, institutional, platform, regulatory, or other eligibility requirements before participating. Once eligible, buyers may be able to view listings, make bids, and work with a licensed broker through the transaction process. Buyers should ensure they have appropriate legal and financial advisors guiding them before completing any transaction.

The company's latest round valuation was approximately $1B as of November 2021. The latest round valuation is often used as one reference point in secondary-market pricing, but secondary prices may be above or below that valuation at any given time. Secondary pricing can shift significantly based on post-round conditions, such as changes in company performance, supply-demand dynamics, share class, transaction size, transfer restrictions, or broader market shifts. Any implied valuation from a past round should be confirmed with a broker or through live market listings before relying on it.

Valuation and funding

Facily was most recently valued at approximately $1B as of November 2021. This is a private valuation and may differ from secondary pricing. Secondary shares may trade above or below this mark based on various factors. SetterVC and Setter Capital does not verify the accuracy of these valuations. Buyers and sellers should always confirm current valuations before completing any transaction.

Facily's valuation has changed over time based on funding rounds, tender offers, secondary-market indications, and other reported or collected valuation marks. Facily's valuation moved from approximately $850M as of 2021 to approximately $1B as of November 2021. This comparison reflects company-level valuation marks and does not represent realized investor returns. Secondary-market prices may differ from these valuations based on share class, transaction size, transfer restrictions, supply and demand, company performance, and broader market conditions. SetterVC and Setter Capital does not verify the accuracy or completeness of valuation data, and buyers and sellers should confirm current information before relying on it.

Facily's latest disclosed funding round was a Series D extension round in November 2021. The round raised approximately $135M at an approximately $1B valuation, with Goodwater Capital and Prosus listed as disclosed lead or major investors. Primary funding rounds are different from secondary transactions: in a primary round, capital goes to the company, while in a secondary transaction, investors buy existing shares from current shareholders. Funding-round data reflects publicly reported or collected information and may be incomplete. The latest round valuation should be confirmed before it is used as a pricing reference.

Facily has raised approximately $501M in disclosed funding across 6 rounds. These figures reflect primary capital raised by the company and do not include every possible secondary transaction, undisclosed round, debt facility, or private transfer. Reported funding totals can change as new rounds are announced or older round details are corrected. Eligible users can use SetterVC to track Facily's funding history alongside private-market activity where available.

Facily's disclosed investors include Citius, Delivery Hero and DX Ventures. Investor lists are based on public reporting, company announcements, and collected funding-round data, and may be incomplete. Participation in a prior funding round does not mean those investors are currently buying or selling shares. On SetterVC, eligible users can review Facily's funding history, valuation history, and private-market activity alongside other venture-backed companies.

Market context

Facily's most-cited competitors include Magazine Luiza (Magalu), Shopee Brasil, Mercado Libre, Pinduoduo / Temu, Americanas and AliExpress Brasil. Investors often compare these companies by sector, product focus, valuation, funding raised, growth signals, investor base, and private-market activity.

Secondary-market demand for Facily shares can be affected by company performance, revenue growth, profitability, funding history, valuation, investor interest, sector momentum, public-market conditions, expected timing of a liquidity event, and the availability of shares for sale. Demand can also be affected by transfer restrictions, company approval rights, right of first refusal processes, limited information, and the price expectations of buyers and sellers. Strong demand does not guarantee strong pricing, liquidity, or investment returns. Weak demand does not necessarily reflect the company's long-term prospects. Demand signals should not be treated as a recommendation or prediction of investment performance. Buyers and sellers should treat demand signals as informational and conduct their own diligence before transacting.

Selling and transaction mechanics

Sellers often rely on intermediaries and platforms, such as SetterVC and other secondary-market platforms, to identify potential buyers. The exact process varies by company and transaction, but sellers often begin by confirming their ownership, desired price, transferability, and any company approval or notice requirements. If the seller agrees with a buyer on acceptable price and terms, the company may need to be notified through a share transfer notice or similar process. If a right of first refusal, company approval right, or other transfer restriction applies, the seller may need to wait until that process is completed. The parties may then execute a purchase and sale agreement, complete required transfer documentation, and close if all required conditions are satisfied. Sellers should always seek proper legal and financial advice before completing the transaction.

Yes, current and former Facily employees, early investors, and other existing shareholders may be able to sell vested shares before an IPO through a private secondary sale. This is not automatic; it depends on whether the shareholder has transferable shares, whether there is buyer demand, and whether the company's governing documents permit the transfer. Many companies require prior notice, company approval, or a right of first refusal before shares can be sold. Sellers should also seek proper legal and financial advice before proceeding.

A Facily secondary transaction usually involves an existing shareholder selling shares to a buyer before a public listing. The buyer and seller typically agree on price, number of shares, share class, and closing conditions. The seller may then need to notify Facily through a share transfer notice or similar process. If Facily or existing investors have approval rights, transfer restrictions, or a right of first refusal, those steps may need to be completed before the transfer can close. The parties typically enter into a purchase and sale agreement, complete any required transfer documentation, and close only if the necessary conditions are satisfied. Timing and certainty can vary by company and transaction.

In most private secondary transactions, parties commonly use a purchase and sale agreement that outlines price, terms, and conditions. They may also use share transfer documentation, often a stock transfer notice, share transfer notice, transfer instruction, or similar document, along with any required company approval or right of first refusal materials. Proof of ownership, such as a cap table entry, share certificate, brokerage statement, issuer confirmation, or administrator confirmation, may also be important. Buyers often request recent company financials, but private companies may limit disclosure. Since every deal varies, buyers and sellers should consult legal and financial advisors to understand which documents are needed.

Risk, diligence, and investor caution

Buying Facily shares pre-IPO is risky. Shares are illiquid, no IPO or liquidity event is guaranteed, valuations can change, transfers may require company approval, and private companies may provide limited financial disclosure. Be prepared for total loss. SetterVC and Setter Capital do not provide due diligence, legal, tax, accounting, valuation, or investment advice. Buyers must conduct their own due diligence, verify information, and seek independent legal and investment advice before proceeding.

Private secondary shares are typically illiquid. Unlike public stocks, there is no active public market, so selling them can be difficult and time-consuming. Sales depend on finding a willing buyer and often require company approval. Investors should be prepared to hold the shares for an extended period, with no guarantee of a future sale. Always assess your need for liquidity before investing.

SetterVC and Setter Capital do not provide due diligence, legal, tax, accounting, valuation, or investment advice. Buyers must conduct their own due diligence, including verifying ownership, transferability, legal structure, company approval, and assessing the company's prospects. SetterVC and Setter Capital do not provide advice on whether an investment is good, what price to pay, or what the best bid or ask is. SetterVC and Setter Capital may share documents in some circumstances, but it does not guarantee their accuracy or completeness. Due diligence is essential. Seek legal and investment advice as needed.

Before buying Facily shares, a buyer should try to review the share class, price per share, implied valuation, transfer restrictions, ROFR process, company approval rights, seller ownership evidence, recent financing or tender-offer information, available financial information, information rights, resale restrictions, tax considerations, and expected liquidity paths. Not all information may be available for a private company. Buyers should confirm available diligence, process details, and information needs with their own legal, tax, and investment advisers.

SPVs carry risks. Examples include the need to confirm the company allows SPV-based transfers, verify that the SPV truly owns the shares or interests it claims to own, and ensure it has not sold more interests than it holds. Due diligence is essential. Seek legal and investment advice as needed.

Forward contracts carry risks. Examples include the seller refusing to transfer the shares at the future date, even if the seller owns them, the seller going bankrupt with creditors claiming the shares, or the seller committing the same shares to multiple parties. Due diligence is essential. Seek legal and investment advice as needed.

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