The archive · Commerce & Marketplaces · Strategic decision · 2019–2025
Jüsto, Mexico's best-funded online supermarket, shut down in December 2025 after six years
Jüsto raised US$300M+ to replace Mexican supermarkets with a digital-only grocery app, expanded to Brazil and Peru, then closed in December 2025.
Jüsto
What the business is
Digital-only online supermarket delivering groceries and fresh produce directly to homes, with no physical stores and no intermediaries.
Starting capital：More than US$300 million in equity and debt across rounds; last round US$70M in October 2024 (US$50M equity led by General Atlantic plus US$20M HSBC debt)
How it started
Founded in 2019 by Ricardo Weder (former Cabify LatAm head) and Alejandro Sisniega; seed of US$10M plus US$12M and US$5M in 2020; COVID lockdowns turbocharged adoption.
What happened
Expanded to Brazil and Peru in 2021 (buying local player Freshmart); October 2024 raised US$70M; in November–December 2024 exited Peru and Brazil to concentrate on Mexico, and partnered with Amazon for marketplace delivery in late 2024.
How it ended up
Closed all Mexican operations on December 15, 2025, citing 'financial, operational and strategic' factors; confirmed orders were delivered or refunded, and support remained for pending matters.
Background
Jüsto was founded in Mexico City in 2019 by Ricardo Weder and Alejandro Sisniega as a supermarket with no physical stores: customers ordered groceries and fresh produce in an app, products came directly from local producers, and Jüsto ran its own delivery. Early funding — a US$10M seed plus US$12M and US$5M in 2020 — and COVID lockdowns accelerated adoption.
In 2021 the startup expanded to Brazil and Peru, buying local player Freshmart, and eventually raised more than US$300 million in equity and debt from General Atlantic, Femsa Ventures, Bimbo Ventures, Foundation Capital and others. Its last round, in October 2024, brought US$70 million, yet by November–December 2024 the company had announced its exit from Peru and Brazil to focus on Mexico, where it also partnered with Amazon.
On December 15, 2025, Jüsto ceased operations in Mexico, six years after launch, citing 'financial, operational and strategic' factors. Confirmed orders were delivered or refunded, wallet balances expired, stored card data was to be deleted, and only a support channel remained.
What has to be true
- The model depended on pandemic-era behavior; as shoppers returned to physical stores, demand normalized faster than costs.
- Running its own logistics for fresh groceries is capital-intensive, and the US$300M+ raised never reached sustainable unit economics.
- Expansion to Brazil and Peru diluted focus; the 2024 pullback to Mexico shows management itself read the regional bet as unproven.
- A US$70M round in October 2024 bought only 14 months of runway — investors kept funding growth, not a path to profitability.
What can be applied
Pandemic demand is a surge, not a strategy: Jüsto scaled on lockdown habits; once shoppers returned to stores, its unit economics never closed, and a US$70M round 14 months prior couldn't fix it.
Aftermath
After December 15, 2025, Jüsto kept only a customer-support channel; Jüsto Wallet balances lost their value and stored card data was scheduled for deletion. Its storefront on Amazon showed a 'closing soon' message, with Amazon Now continuing 15-minute grocery delivery in Mexico. The closure came roughly three years after quick-commerce rival Jokr exited the country, underscoring how little room remained for the delivery-only grocery model in Mexico.
Sources
- Startup Jüsto cierra operaciones en México
- Jüsto se va de México — ¿por qué cierra después de seis años de operación?
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