Elo 7
DefunctGrand Cayman · Founded 2011 · 2 known investors
Brazilian online marketplace for handmade, custom and made-to-order goods; acquired by Etsy in 2021 and shut down in 2026.
Also known as Elo7
Founders & leadership
Elo 7 was founded in 2011 by Carlos Eduardo Curioni and Carlos Curioni.
Board
Investors · 2
Reported raises · per SEC filings
Form D private placements$18M disclosed across 3 rounds · 2012–2020
▶$2MraisedJun 2020 · 4 investors · Other TechnologyRule 506(b)
- Kevin EfrusyDirector
- Jeff LiebermanDirector
- Carlos Eduardo CurioniExecutive Officer, Director
- Eric AcherDirector
- Offering amount
- $2.2M
- Amount sold
- $2M
- First sale
- Jun 2020
- Incorporated
- Other, Cayman Islands
- Federal exemptions
- 06b
▶$11MraisedOct 2014 · 9 investors · Other TechnologyRule 506(b)
- Carlos CurioniExecutive Officer, Director
- Kevin EfrusyDirector
- Eric AcherDirector
- Jeff LiebermanDirector
- Offering amount
- $11M
- Amount sold
- $11M
- First sale
- Oct 2014
- Incorporated
- Corporation, Cayman Islands, 2011
- Federal exemptions
- 06b
▶$5MraisedMar 2012 · 4 investors · Other TechnologyRule 506(b)
- Eric AcherDirector
- Jeff LiebermanDirector
- Carlos CurioniExecutive Officer, Director
- Kevin EfrusyDirector
- Offering amount
- $5M
- Amount sold
- $5M
- First sale
- Mar 2012
- Incorporated
- Other, Cayman Islands, 2011
- Federal exemptions
- 06
Source: SEC EDGAR Form D. Amounts as filed; amended filings shown once at their latest values.
Company profile
researched Aug 2026Elo7 operated a Brazilian two-sided online marketplace for handmade, authorial, custom and made-to-order products, spanning more than 40 retail categories. More than half of its gross merchandise sales came from "special event and life moment" categories such as weddings, baby items, home decor and children's parties. Company policy prohibited the sale of industrialized products, positioning the site as a showcase for small-scale and personalized production. As of December 31, 2020 the marketplace connected roughly 1.9 million active buyers with about 56,000 active sellers and listed approximately 8 million items, the majority made to order.
Etsy described Elo7 as the "Etsy of Brazil" and a leader in custom and made-to-order merchandise with strong local brand awareness, ranked the #6 e-commerce site in Brazil in an April 2021 traffic study. At its peak the platform reported 130,000 active sellers across more than 3,800 municipalities and 23 million monthly visits, with cumulative transaction volume above R$3 billion. Following Etsy's acquisition, Elo7 remained headquartered in São Paulo and ran as a standalone marketplace under its existing leadership. It was later sold to Enjoei, which discontinued the operation in May 2026.
Business model
Peer-to-peer marketplace intermediating transactions between independent makers and consumers, described by Etsy as a capital-light two-sided marketplace model with an anticipated gross margin profile similar to Etsy's.
Marketplace revenue derived from commissions on seller transactions.
Traction
Approximately 1.9 million active buyers, 56,000 active sellers and 8 million listings as of December 31, 2020; at its peak 130,000 active sellers in over 3,800 cities, 23 million monthly visits, and more than R$3 billion in cumulative transaction volume.
Latest developments
Enjoei disclosed on May 11, 2026 that it would discontinue Elo7, citing a 39.5% year-over-year decline in fourth-quarter 2025 net revenue, rising customer acquisition costs from competition with large multinational e-commerce platforms, and scale barriers that undermined the unit's economic viability at the current cost of capital. New orders ceased immediately, existing customer and seller transactions were to be fulfilled, and financial and accounting impacts were to be reported in upcoming quarterly disclosures.
▸Full profile — market position, go-to-market, geography, history, risks & controversies
Market position
Positioned as Brazil's largest marketplace for handmade and personalized goods and a top-10 (ranked #6 in an April 2021 study) Brazilian e-commerce site, but ultimately unable to sustain scale against large generalist marketplaces such as Shopee, Amazon and Mercado Livre.
Focus exclusively on authorial, handmade and custom production, with a policy banning industrialized products, in contrast to price- and volume-driven generalist marketplaces.
Go-to-market
Consumers seeking unique, handmade, personalized or made-to-order items, particularly for weddings, babies, home decor and children's parties; and creative microentrepreneurs and small-scale producers selling those goods.
Geography
Brazil-focused; headquartered in São Paulo, with sellers spread across more than 3,800 Brazilian municipalities at the platform's peak.
History
Founded in 2008 in Brazil as a marketplace for handmade and made-to-order goods. Etsy agreed to acquire the company for US$217 million in cash in June 2021, with the deal expected to close in the third quarter of 2021; Elo7 continued as a standalone São Paulo-based marketplace within Etsy's portfolio alongside Etsy.com, Reverb and Depop. Etsy later sold the business, and it came under Enjoei, which attempted an operational restructuring focused on reducing dependence on paid media and improving efficiency. On May 11, 2026 Enjoei's board approved discontinuing Elo7 after a strategic and capital review, and the platform stopped accepting new orders that day while committing to honor obligations from existing transactions.
Risks & controversies
Sellers were reportedly not given advance notice before the platform stopped accepting new orders. Commentators attributed the shutdown to a structural difficulty in intermediating low-volume, highly personalized production within a platform model that scales on volume and competes on price, including disproportionately high per-item shipping costs that erode margins.
Compiled by commissioned research from 4 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 2
launches, deals, and filingsEnjoei announced that its board of directors approved discontinuing Elo7's operations following an internal strategic review and capital analysis. The platform stopped accepting new orders immediately while committing to fulfill obligations tied to transactions already made by customers and sellers. The company cited a 39.5% year-over-year drop in Q4 2025 net revenue, higher customer acquisition costs and scale barriers from competition with large e-commerce multinationals.
Etsy, Inc. (NASDAQ: ETSY) signed a definitive agreement to acquire Elo7 for US$217 million in cash, subject to adjustments for working capital, transaction expenses, cash and indebtedness and reduced by the value of certain Etsy equity awards to be granted to Elo7 employees. The transaction was expected to close in the third quarter of 2021, with Elo7 remaining headquartered in São Paulo and operating as a standalone marketplace under its existing leadership. J.P. Morgan Securities acted as exclusive financial advisor to Etsy, with Deloitte as due diligence advisor; Fenwick & West and Bronstein, Zilberberg, Chueiri & Potenza advised Etsy, and Gunderson Dettmer and KLA Advogados advised Elo7.
$217M source ↗
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
▸Research sources · 4
primary sources listed
- Opinião - Papo de Responsa: Fim do Elo7 evidencia impasse entre pequenas produções e lógica de escalawww1.folha.uol.com.br · web
4 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Elo 7 do?
- Brazilian online marketplace for handmade, custom and made-to-order goods; acquired by Etsy in 2021 and shut down in 2026.
- Who founded Elo 7?
- Elo 7 was founded by Carlos Eduardo Curioni, Carlos Curioni in 2011.
- Who are Elo 7's investors?
- Elo 7's investors include MONASHEES, Accel.
- How much funding has Elo 7 raised?
- Elo 7 has disclosed $18M raised across 3 rounds.
- Where is Elo 7 headquartered?
- Elo 7 is headquartered in Grand Cayman.