Portuguese 
Magalu launched the Magalu Delivery integrated into its app, debuting in over 400 cities and operating with the support of aiqfome. The retailer leverages a base of over 50 million monthly users and plans to expand into larger markets, where it intends to compete with iFood, 99Food, Keeta, and Rappi in the national arena.
Magalu has officially entered the delivery market with a service integrated into its own app. Named Magalu Delivery, the product is already available in over 400 cities and allows users to order meals, grocery items, and convenience products without needing to install the aiqfome app separately.
According to a report from InfoMoney, published on September 2, 2026, authored by Leandro Miguel Souza, this innovation develops a strategy initiated with the acquisition of aiqfome in 2020. The platform continues to manage the operations, while the Magalu brand serves as an entry point to a user base exceeding 50 million active monthly users.
Magalu Delivery launches in over 400 cities
The first phase of the launch has already introduced the new service to over 400 Brazilian cities.
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Consumers will find within the Magalu app a section dedicated to delivery, bringing together nearby establishments and offering options for food orders, groceries, and convenience items.
No need for customers to download the aiqfome app anymore
The main change from the previous model lies in how orders are placed.
A delivery button within the Magalu app directs users to a section featuring nearby restaurants and other establishments, along with filters by cuisine and category.
While aiqfome remains behind the operation, it is no longer necessary for consumers to have it as a separate app.
Acquisition of aiqfome in 2020 paved the way for entry into the sector
The arrival of Magalu Delivery did not start from scratch.
Magalu acquired aiqfome in 2020, and the current integration represents an anticipated evolution since that acquisition.
For approximately six years, the retailer has gathered experience in the segment through the platform before embedding its own brand directly into the delivery operation.
Operations remain in the hands of aiqfome
Despite the new identity presented to consumers, aiqfome maintains a central role.
Igor Remigio, CEO of the platform, stated that Magalu Delivery combines logistical intelligence and the consumption history of aiqfome users with the scale and customer base of Magalu.
Over 50 million monthly users provide initial boost
The existing audience is one of the main assets used for the launch.
According to the company, more than 50 million active monthly users access the Magalu app, a public that can now find delivery services within the same digital environment.
This strategy reduces the need to build a completely new audience for the operation.
Service reinforces strategy to turn app into superapp
The move aligns with a broader thesis adopted by the retailer.
Magalu has been adding different brands and services to its ecosystem, including Netshoes, KaBuM, Época Cosméticos, and Estante Virtual.
Delivery now occupies another area within this strategy of concentrating different consumer journeys in a single app.
First phase prioritizes Minas Gerais, Paraná, and São Paulo
The initial expansion is concentrated in three states.
The first cities served are in Minas Gerais, Paraná, and São Paulo, regions where aiqfome already has a significant structure of restaurants and consumers.
aiqfome gathers nearly 30,000 restaurants in around 500 municipalities
The available infrastructure helps explain the geographic choice.
aiqfome operates with nearly 30,000 listed restaurants in approximately 500 municipalities, mainly cities with populations between 80,000 and 120,000 residents.
This presence in rural areas serves as a foundation for the initial deployment of Magalu Delivery.
Deliverers begin using blue bags from Magalu Delivery
The change is also visible in the streets.
To communicate the new brand to consumers, deliverers will start using blue bags identified as Magalu Delivery.
The visual identity accompanies the strategy to make the service recognizable while maintaining the operational structure of aiqfome.
Next phase targets larger cities
The plan aims to advance beyond the municipalities where aiqfome has built its historical presence.
In larger centers, the company intends to leverage the national recognition of the Magalu brand instead of relying exclusively on an app that expanded more regionally.
Campinas is among the markets being evaluated
One of the cities considered for this new phase is Campinas in São Paulo.
Igor Remigio revealed in an interview with Exame magazine that the market is being studied, but there is still no set date for entry.
City with about 300,000 residents may become a test this year
Before directly advancing to larger markets, the company is considering an intermediate stage.
According to sources, the plan involves testing a city with about 300,000 residents later this year, gradually expanding operations beyond the rural areas where aiqfome already has a solid presence.
Expansion Places Magalu Against iFood, 99Food, Keeta, and Rappi
The move into large urban centers will position the operation in a market with larger-scale competitors.
The company will compete directly for consumers with iFood, 99Food, Keeta, and Rappi, companies that are already operating or increasing investments in the Brazilian delivery market.
Eight Regional Apps Could Add About 1.2 Thousand Municipalities
aiqfome is also looking to expand into areas where it is not yet present.
The platform has formed a partnership with eight regional apps, connecting systems to enable integrated sales in approximately 1.2 thousand additional municipalities.
This network could significantly expand the ecosystem’s potential reach without relying solely on organic growth in each city.
iFood Announced R$ 17 Billion to Grow in the Coming Years
Magalu enters a competition characterized by large-scale investments.
iFood has committed to investing R$ 17 billion to fuel its growth in the coming years.
The company’s leadership in the sector makes it a key competitive reference for any platform trying to grow in major centers.
Keeta Arrived in Brazil Promising R$ 5.6 Billion
Keeta, owned by the Chinese company Meituan, landed in the country in October 2025 with an investment plan of R$ 5.6 billion.
The company also set a goal of reaching one thousand cities by the end of this year, although it has indefinitely postponed its entry into Rio de Janeiro.
According to Keeta, the delay occurred because it could not overcome the exclusivity barrier maintained by iFood and 99Food.
99Food Announced R$ 1 Billion Plan in the Country
99Food has also increased its investment in the Brazilian market.
The platform unveiled a plan for R$ 1 billion in investments, reinforcing a scenario in which major companies in the sector are allocating significant resources to attract restaurants, delivery drivers, and consumers.
Dispute Has Already Reached Cade and the Courts
Competition among platforms has gone beyond discounts, territorial expansion, and advertising.
iFood has requested an investigation from Cade to assess whether Keeta and 99Food are pricing below cost to gain market share, arguing that the capital available from their Chinese parent companies would allow them to sustain losses for years.
The disputes cited by the source also include mutual allegations of corporate espionage and legal actions.
Magalu First Bets on Its Existing Structure Before Expanding
The initial strategy avoids competing in all major markets simultaneously.
Magalu is starting in over 400 cities, supported by the infrastructure of aiqfome, nearly 30,000 listed restaurants, and an audience of over 50 million active users on its own app. At the same time, it is preparing tests in larger cities and expanding coverage through the partnership with eight regional apps.
Entering larger centers should place Magalu Delivery directly in competition with iFood, 99Food, Keeta, and Rappi, in a market where competitors have already announced billions of reais in investments.
In your opinion, which asset can make the most difference for Magalu in this competition: the over 50 million monthly users, the infrastructure built by aiqfome, or the integration of delivery into the app that customers are already using? Share your thoughts in the comments.
