Zubale

Zubale is a Mexico City-headquartered company that combines software with a marketplace of independent workers to handle the picking, packing and delivery of e-commerce orders directly from retailers' physical stores. Its current product set comprises three offerings: Fulfillment Optimizer Software, a modular end-to-end system covering picking, packing and delivery productivity; Consumer Connect Software, a conversational tool that manages the shopper's e-commerce experience over WhatsApp; and FlexiFleet, a marketplace connecting retailers with freelancers to scale e-commerce operations. The company describes this as an "ecosystem of solutions" for retailers and states plans to add further products.

The business began with a different model. At launch it crowdsourced in-store retail tasks — market research, shelf stocking, price checking and display building — to independent contractors in Mexico, who could be paid in mobile phone credit or digital vouchers, an option relevant in a market where card and bank account penetration were low. Over time the focus shifted toward store-based e-commerce fulfillment and packaged software for retailers' digital channels.

By late 2023 Zubale reported more than 115 clients, over 100,000 freelancers registered on the platform and 30 million tasks completed, with operations spanning roughly 200 cities and more than 3,000 stores. In Mexico it operated in over 50 cities and processed about half a million orders per month, serving customers including Grupo Walmart, Liverpool, Chedraui, Super Aki and Petco.

Founding story

Zubale was founded in 2018 by Allison Campbell and Sebastian Monroy, who met on their first day at Harvard Business School. Campbell had spent nearly eight years at Walmart in merchandising and international strategy roles based in Gurgaon, Shanghai and Shenzhen; Monroy had spent more than seven years in sales roles at Procter & Gamble in Mexico. They identified an opportunity in the roughly $2 trillion annual Latin American retail industry, where an estimated $40 billion was spent on in-store execution tasks, and built a platform to crowdsource those tasks to independent contractors. The company pitched at a Pear demo day south of San Francisco in 2018, and Pear wrote its first check.

Business model

Zubale sells software and software-enabled fulfillment services to retailers and brands, and operates FlexiFleet, a marketplace through which retailers access freelance workers (over 100,000 registered) to execute picking, packing, delivery and in-store tasks. Sources describe an integrated ecosystem of services plus technology rather than disclosing specific pricing mechanics.

Sources do not state pricing terms. Revenue derives from retailer clients using its fulfillment software, WhatsApp-based consumer software and freelancer marketplace; management reported triple-digit annual growth in net revenue over the two years to November 2023.

Traction

As of the November 2023 funding announcement: more than 115 clients, over 100,000 freelancers, 30 million tasks completed, approximately 200 cities and more than 3,000 stores covered, over 50 Mexican cities served, and around 500,000 monthly orders processed in Mexico, with triple-digit annual net revenue growth in the prior two years. During 2023 the company said it began operations with more than ten new clients and entered over 20 new cities. In October 2019 the company had completed 170,000 tasks and had 40 full-time staff, up from 10 a year earlier. Headcount is reported as "+500" on the company site and approximately 1,600 by a third-party data provider as of July 2026.

Latest developments

The most recent funding disclosed in the sources is the $25 million round announced 30 November 2023, intended to grow FlexiFleet and invest in software products for retailers' digital channels. The company website, carrying a 2026 copyright, lists three product lines and locations including the United States and Argentina in addition to its earlier Latin American markets. A third-party profile dated July 2026 reports approximately 1,600 employees and $74 million raised in total.