Jüsto
Acquired8 known investors
Jüsto is a fully digital supermarket in Mexico that sells groceries, including daily-fresh produce, directly to consumers online without physical stores. It removes intermediaries and sources from Mexican small and medium-sized suppliers, using technology to cut waste and offer lower prices, with a focus on Mexico and Latin America.
Also known as Justo · justo.mx
Founders & leadership
Investors · 8
Company profile
researched Aug 2026Jüsto is a Mexico City-based online grocery retailer operating a 100% digital supermarket that delivers fresh produce, dairy, packaged goods, beverages, beauty items and household supplies to customers' homes. Rather than running physical stores, the company fulfills orders from small local warehouses (dark stores) positioned for rapid delivery, with the stated aim of removing intermediaries, reducing food waste and improving product freshness and availability relative to in-store pick-and-pack models.
Founded in 2019, Jüsto expanded from Mexico City into Monterrey, Guadalajara, Puebla and Cuernavaca, and into Brazil and Peru in 2021, acquiring the Peruvian grocer Freshmart. It exited Peru and Brazil in late 2024 and ceased Mexican operations on Dec. 15, 2025, citing financial, operational and strategic factors. In January 2026 the company was acquired by Grupo OMNi, which announced a US$100 million first-year investment, the reactivation of more than 500 employees and a relaunch of the justo.mx platform.
Founding story
Jüsto was founded in 2019 in Mexico City by Ricardo Weder, previously President and CEO of Cabify, and Ricardo Martínez, previously CEO of Groupon Mexico & Puerto Rico and CEO of Grupo Netshoes Mexico. The founders targeted inefficiencies in Latin American grocery retail — intermediary layers, high prices and food waste — by building an online-only supermarket supplied through dark stores and data-driven inventory management.
Business model
B2C online grocery retail: Jüsto owns inventory and sells directly to consumers through its website and app, fulfilling orders from local micro-fulfillment warehouses with last-mile home delivery. Owning inventory rather than operating as a marketplace supports tighter quality control. The company also sold private-label products and operated a customer wallet and loyalty-points scheme.
Revenue is generated from the sale of groceries and household goods directly to consumers online, including private-label lines, with home delivery.
Traction
Jüsto raised more than US$300 million in combined equity and debt over its lifetime and held an estimated 3% to 5% market share at its peak. Its supplier base was heavily weighted toward Mexican SMEs, which accounted for more than 85% of the firms with outstanding balances at the time of the December 2025 shutdown; some suppliers also produced private-label goods for the company.
Latest developments
After ceasing Mexican operations on Dec. 15, 2025, Jüsto was acquired by Grupo OMNi in an announcement dated Jan. 13, 2026, with a planned US$100 million investment in the first year, backing from existing investors General Atlantic and FEMSA, and validation from HSBC. Founder Ricardo Weder left the company and OMNi began searching for a new chief executive while pursuing financial and administrative restructuring. OMNi president and co-founder Moisés Chaves said hundreds of employees and suppliers returned within about 15 days, and the justo.mx site was live again with a full grocery catalog and home delivery.
▸Full profile — market position, technology, go-to-market, geography, history, risks & controversies
Market position
Jüsto positioned itself as a leader in Mexico's e-grocery segment, competing with traditional supermarkets and retailers such as Walmart and Amazon as well as delivery-based grocery players. At its peak it held an estimated 3% to 5% of its market, and its valuation was once estimated at US$1 billion. Comparable companies include JOKR, Daki and Calii.
Fully digital operation without physical stores, fulfillment from small local warehouses instead of in-store picking, direct sourcing from Mexican small and medium-sized suppliers, private-label lines, and an emphasis on fresh-product quality and reduced waste.
Technology
Jüsto's model relies on a proprietary online storefront and inventory-management systems, with demand forecasting and logistics technology used to manage perishable stock across local fulfillment warehouses and optimize last-mile delivery. Capital raised in October 2024 was earmarked for continued platform and technology development.
Go-to-market
Direct online sales through justo.mx and its app, supported by promotions, loyalty programs and a subscription/points scheme, plus third-party distribution via a partnership with Amazon in Mexico launched in November 2024 and expanded in February 2025 before ending.
Urban consumers and households in major Mexican metropolitan areas seeking home-delivered fresh groceries and household goods.
Geography
Headquartered in Mexico City. Operated in Mexico City, Monterrey, Guadalajara, Puebla and Cuernavaca; previously operated in Brazil and Peru (2021 until exits in late 2024).
History
Launched in 2019 in Mexico City, Jüsto raised successive venture rounds from 2019 onward and expanded into Brazil and Peru in 2021, acquiring Freshmart in Peru. In October 2024 it announced a US$70 million Series C combining US$50 million of equity led by General Atlantic and US$20 million of financing from HSBC. It announced the gradual shutdown of Peru in November 2024 and a complete exit from Brazil in December 2024, then closed its Mexican operations on Dec. 15, 2025. Grupo OMNi's acquisition was announced on Jan. 13, 2026, founder Ricardo Weder exited, and the justo.mx site was re-enabled with employees and suppliers resuming activity in the following weeks.
Risks & controversies
The abrupt December 2025 shutdown drew customer complaints over unfulfilled orders, refund problems and expiring wallet balances, and left significant unpaid supplier invoices, with more than 85% of affected firms being local SMEs. Suppliers including Todo Marisco, Wica Alimentos, Solhimex and Luaniü described the exit as lacking transparency; Todo Marisco said communication appeared normal as late as Dec. 12 and that the final purchase order was twice the usual volume. Analysts cited the case as evidence of supply-chain vulnerabilities in Mexico's startup ecosystem. Earlier retreats from Peru and Brazil in late 2024 preceded the Mexican closure.
Compiled by commissioned research from 8 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.
Competitors · 2
by search overlap
Companies competing with Jüsto for the same Google search keywords, organic and paid, via search-intersection analysis.
Timeline · 7
launches, deals, and filingsAcquisition by OMNi, led by Moisés Chaves and Samuel Chaves, announced with a planned US$100 million investment during the first year to reactivate the platform. The transaction is backed by existing investors General Atlantic and FEMSA, and was validated by HSBC. Founder Ricardo Weder exits the company; OMNi is searching for a new chief executive and plans a financial and administrative restructuring aimed at restoring a market valuation once estimated at US$1 billion.
$100M source ↗
OMNi's relaunch plan included reactivating more than 500 employees and integrating Jüsto into its ecosystem while preserving customer benefits such as loyalty points. Hundreds of employees and suppliers resumed activity within about two weeks, and the justo.mx website was re-enabled with a full grocery catalog spanning fresh, dry goods, beverages and personal care, with home delivery.
Jüsto ended its Mexican operations on Dec. 15, 2025, citing a combination of financial, operational and strategic factors. It committed to fulfilling orders confirmed before that date subject to availability, guaranteed refunds for undelivered items, invalidated Jüsto Wallet balances after the closure date and deactivated saved payment methods. The shutdown left outstanding supplier debts, more than 85% of which involved local SMEs, including Todo Marisco, Wica Alimentos, Solhimex and Luaniü.
Collaboration allowing Amazon customers in select areas of Mexico City to access Jüsto's product categories; expanded in February 2025 to the State of Mexico and the metropolitan areas of Monterrey and Queretaro. The Jüsto storefront on Amazon later displayed a notice confirming the end of the collaboration.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
In the news
▸Research sources · 8
primary sources listed
- El supermercado digital Jüsto anuncia su regreso; colaboradores y proveedores retoman actividadeseleconomista.com.mx · web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Jüsto do?
- Jüsto is a fully digital Mexican supermarket delivering fresh groceries from dark stores, relaunched in 2026 under Grupo OMNi.
- Who founded Jüsto?
- Jüsto was founded by Ricardo Weder, Ricardo Martinez Finger.
- Who are Jüsto's investors?
- Jüsto's investors include 500 Global, AgFunder, FEMSA Ventures, Flucas Ventures, HTwenty, Jazzya Investments, Elevar Equity, General Atlantic.