Enjoei shuts down Elo7 and shows that, in the new e-commerce playing field, even creative platforms can lose ground when revenue falls, competition grows, and scale becomes survival.

Written by Viviane Alves

Published on 11/05/2026 at 21:58

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Handicraft platform will stop receiving new orders after strategic decision by Enjoei, which cited revenue drop, loss of scale, and the advance of e-commerce giants.

Enjoei announced this Monday, May 11, 2026, the discontinuation of operations for Elo7, a marketplace known for selling handmade and creative products.

The statement released to the market informed that the decision was approved by the company’s board of directors after an internal strategic review and capital analysis process.

As of this date, the platform will no longer accept new orders. The company, however, guaranteed that it will continue to fulfill all obligations related to transactions already made by customers and sellers.

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Pressure from e-commerce giants changed Elo7’s landscape

Information presented by Enjoei shows that the competitive environment faced by Elo7 became more difficult after the platform’s integration into the company.

The accelerated growth of large e-commerce multinationals increased competition for consumers and raised customer acquisition costs.

Scale barriers also began to directly impact the financial sustainability of the operation, according to the company’s assessment.

The material fact released to the market highlights that the new context compromised the economic viability of the unit given the current cost of capital.

The decision to cease operations arose after internal analyses of the handicraft platform’s performance, financial return, and expansion capacity.

Nearly 40% drop in revenue accelerated decision

Data released by the company indicates that Elo7 recorded a sharp financial retraction in the latest quarterly results.

The platform’s net revenue fell by 39.5% in the fourth quarter of 2025, compared to the same period in 2024.

Attempts at operational recovery had been implemented by the company over the past few months.

Structural changes sought to reduce dependence on paid media and improve the platform’s operational efficiency.

The adjustments made, however, failed to recover the operation’s scale in the face of growing competition in the digital sector.

The financial performance ultimately reinforced the need for a broader review of Elo7’s permanence within Enjoei’s structure.

Customers and sellers will continue to be served

Enjoei informed that customers and sellers with ongoing transactions will continue to be covered by the obligations already assumed by the platform.

The financial and accounting impacts related to the closure of Elo7 will be presented in the company’s upcoming quarterly results disclosures.

The cessation of new orders occurs immediately after the measure’s approval by the company’s administrative board.

The end of Elo7 also highlights how the e-commerce market has become more concentrated and competitive in recent years.

Segmented platforms have faced increasingly greater challenges to maintain growth, profitability, and presence in the face of global e-commerce giants.

Is the advance of digital multinationals definitively transforming the Brazilian market for specialized marketplaces?

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Enjoei shuts down Elo7 and shows that, in the new e-commerce playing field, even creative platforms can lose ground when revenue falls, competition grows, and scale becomes survival.

Handicraft platform will stop receiving new orders after strategic decision by Enjoei, which cited revenue drop, loss of scale, and the advance of e-commerce giants.

Pressure from e-commerce giants changed Elo7’s landscape

Nearly 40% drop in revenue accelerated decision

A century-old convent hidden in Tijuca almost went to the ground, but was transformed into a condominium with an open church, preserved ruins, monastic corridors, and a common area that seems straight out of a European film.

Customers and sellers will continue to be served

In the cold desert of Ladakh, where it hardly rains, engineer Sonam Wangchuk created the ice stupa, a tower that freezes winter water and stores it for irrigating crops in the spring, a simple engineering feat that mimics nature.

Almost 6,000 residents live concentrated along a single street nearly 9 km long in the interior of Poland. Houses form a continuous row, and behind them, narrow agricultural strips emerge, creating one of the most unusual rural patterns in Europe.

Chinese woman planted trees for decades while sand buried part of her house, received $5,000 from an American in 1999, and helped transform the desert into a forest of 8 million trees in China.

They planted a sea of eucalyptus to produce cellulose, but the monoculture turned into a green desert, dried up springs and rivers, and pushed families out of regions in Minas Gerais and Bahia.

Júlia Pimentel, an 11-year-old from Minas Gerais, independently invented a new formula to calculate the square root using simple addition and multiplication, and her method was published in one of the most important mathematical scientific journals in Brazil.

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