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General information about SEITON and Góndola Inteligente.

What it does

Góndola Inteligente is a shelf operations platform for supermarkets: an Android app for store associates and a web dashboard for managers, connected to the ERP and POS the supermarket already has.

See the product

The problem

The same problems repeat themselves on supermarket sales floors:

The product is in the store, but not on the shelf.
The label shows one price and the checkout charges another.
Expired or nearly expired products on the shelf.
Goods that arrive unchecked, and shrinkage that goes unrecorded.
Disorganized replenishment, with too much walking.
No record of who did what.

The market

Independent supermarkets and chains. These are public figures for the sector in Colombia, each with its source.

COP 169.1 trillion
in retail sales in 2023 by the retail companies covered by DANE (10 or more employees or sales of at least COP 2,300 million a year).
Source: DANE, Annual Trade Survey (EAC) 2023, preliminary figures. Technical bulletin of December 16, 2024 (PDF, in Spanish)
12.9%
of those sales came from CIIU (ISIC) class 4711, retail sale in non-specialized stores with food predominating, the class that includes supermarkets.
Source: DANE, Annual Trade Survey (EAC) 2023, table 5. Technical bulletin of December 16, 2024 (PDF, in Spanish)
48,663 people
directly employed in that class (CIIU 4711) in 2023.
Source: DANE, Annual Trade Survey (EAC) 2023. Technical bulletin of December 16, 2024 (PDF, in Spanish)
COP 367,828 million
in food no longer fit for human consumption was reported for 2024 by food retail companies. The cause reported by the most companies was products expiring or becoming overripe.
Source: DANE, EAC, module on the destination of food that was not sold, 2024 (experimental statistics). Technical bulletin of July 15, 2026 (PDF, in Spanish)
23 companies
in CIIU class 4711 are among the 1,000 largest companies in Colombia by revenue, with COP 74.0 trillion in operating revenue in 2024 (our own sum from the official database).
Source: Superintendencia de Sociedades (Colombian companies regulator), report on the 1,000 largest companies in the country, 2024 database. Published September 10, 2025 (Excel, in Spanish)

DANE figures only cover formal companies above its size threshold: they do not include neighborhood stores.

The team

Made in Colombia by a team that knows the operation inside out: a business model built by experts for experts and newcomers alike, simple to install and simple to run.

Meet the team

Terms

The terms are shared only privately with those who request them.

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Privacy notice. Iván Manuel Parra Reyes and Yohan Valencia Muñoz, founding partners of SEITON VP S.A.S. (en constitución) and data controllers while the company is being registered (datos@seitonvp.com, +57 305 249 6478), will process the data in this form only to reply to your request and keep the record of your authorization. The data is transmitted and transferred to Cloudflare (site and database), Resend (email notices) and Google Workspace (company email), with servers outside Colombia, including the United States, and we ask for your express authorization to do so. You can know, update, correct and delete your data, revoke the authorization, request a copy of it, be informed of how your data has been used, access it free of charge and file complaints with the Superintendence of Industry and Commerce. Exercise these rights at that email. We will notify you by email of any substantial change to the policy or to this notice before applying it. More information in the Personal data processing policy. Version 1.0 · in force since November 5, 2026. In case of any discrepancy, the Spanish version prevails.

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The information on this page is general. It is not a public offering of securities, an invitation to invest or a promise of returns.

SEITON VP S.A.S. (en constitución) is in the process of incorporation.