E-commerce has transformed nearly every industry. But, one sector still struggles with a fundamental problem, i.e., freshness transparency in online grocery and perishable goods.
Recognizing this critical gap, Lucas Piccinin, Founder and CEO of NetConv Shop, turned his entrepreneurial vision into a pioneering platform that brings real-time freshness visibility, waste reduction, and intelligent pricing to the world of perishable e-commerce.
What began as an experiment in online grocery delivery in Cuiabá, Brazil, has evolved into a global movement toward smarter, more sustainable retailing.
Turning a Problem into an Opportunity
The idea for NetConv Shop was born from direct experience. In 2015, while selling groceries online, Piccinin and his partner Fabian, a software engineer, identified a major industry flaw: a lack of transparency in product freshness.
“When we noticed that the freshness and expiration dates were causing disputes and dissatisfaction among customers, we knew there was a deeper issue,” recalls Piccinin.
A turning point came when a batch of sausages nearing expiration sparked customer complaints. Rather than viewing this as a setback, Lucas and his team saw an opportunity to innovate.
By 2018, they had pivoted from online delivery to developing technology that could dynamically adjust product prices based on expiration dates, a revolutionary concept that gave rise to NetConv Shop.
Standardizing Quality in Perishables
NetConv’s motto, “to standardize the quality of perishable products sold online,” perfectly encapsulates its dual commitment to innovation and sustainability.
Piccinin’s leadership philosophy emphasizes empowerment, transparency, and resilience.
“We empower collaborators and listen to them on building new concepts, but when things go wrong, we do not blame them, we adjust and keep the morale high for our long run goal. In spite of the many failures in this process, this strategy has been very effective in driving growth,” Lucas explains.
This people-first approach has fostered a culture of accountability and creativity that drives the company’s long-term success.
Balancing Complex Technology with Everyday Usability
Behind the scenes, NetConv Shop’s technology is cutting-edge, leveraging AI and machine learning to optimize pricing, analyze sales behavior, and anticipate consumer demand. Yet for merchants, it remains remarkably intuitive.
Piccinin explains, “We started with static algorithms, refined them with machine learning to recognize seasonal sales patterns, and later integrated AI to analyze external data sources. The key is combining intelligence with simplicity.”
The result? Merchants gain real-time insights into stock performance, pricing opportunities, and freshness without needing a data science degree.
The Future of Online Retail for Perishables
According to Piccinin, the future of online grocery and perishable retail lies in transparency, efficiency, and trust.
“E-commerce operations will evolve to use inventory solely for online operations, eliminating the need for massive in-store displays,” he says.
By providing real-time expiration data, NetConv ensures consumers always know exactly what they’re buying, while retailers optimize stock levels and minimize waste.
The company’s ongoing focus on customer feedback and continuous innovation ensures that it remains ahead of emerging trends and evolving consumer expectations.
Core Leadership Values That Define Success
Piccinin credits NetConv’s success to seven core values that anchor every business decision:
- Positive reaction to challenges: Turn setbacks into learning opportunities.
- Ambidexterity: Balance daily operations with long-term vision.
- Humility: Learn by doing and remain adaptable.
- Resilience: Stay steadfast despite criticism or failure.
- Trust: Build confidence that accelerates innovation.
- Boldness: Take calculated risks without fear of the unknown.
- Research: Continuously explore new tools and methods.
These values don’t just sit on paper; they are lived daily across all departments, ensuring that growth never comes at the expense of integrity or purpose.
The Hunger Pass: Turning Waste into a Lifeline
One of NetConv Shop’s most meaningful contributions to social impact is its Hunger Pass initiative.
The system allows supermarkets to group near-expiry products and make them available at significantly discounted prices to communities in need. This not only prevents food waste but also creates a safety net against hunger.
Beyond this, the company’s technology enhances sustainability by:
- Promoting “freshness marketability” allows retailers to highlight freshness as a selling point.
- Driving pricing anti-waste strategies.
- Reducing reverse logistics through better forecasting.
- Creating AI-driven replenishment lists that autonomously detect and respond to sales trends.
“We realized we could not only make perishables e-commerce more efficient but also use technology to fight global hunger,” says Piccinin.
Human-Centered Growth and Customer Support
As NetConv scales globally, maintaining human connection remains a top priority.
Each supermarket client faces unique challenges when adopting new technology. To ensure smooth onboarding, NetConv provides personalized training, intuitive interfaces, and real-time customer support tailored to individual needs.
Global Partnerships and the GS1 Revolution
NetConv’s expansion plans include deepening collaborations with GS1, the global standards organization for barcoding and product identification.
With GS1 transitioning to a new generation of QR code barcodes by 2027, which include expiration date data, NetConv is perfectly positioned to lead the adoption wave.
This alignment will enhance accuracy, transparency, and traceability across the global perishable supply chain, a major leap toward data-driven sustainability.
Measuring Success Beyond Profit
For NetConv Shop, success isn’t just measured in revenue; it’s measured in impact.
The company tracks its Waste-Conversion-to-Revenue Ratio (WCRR), which quantifies how much potential waste is converted into profitable sales.
In 2023, it was 0.65% of prevented losses converted into Revenue. In 2024, it was 0.03% and in 2025, it was 0.05%.
These numbers represent more than financial efficiency; they signal a tangible reduction in waste and a measurable contribution to global sustainability goals.
“The transparency on freshness to Ecommerce operations for itself means peace of mind on selling and buying groceries online,” Piccinin emphasizes.
Advice for Impact-Driven Entrepreneurs
Piccinin offers a powerful message to founders, blending technology with social purpose: “Identify the problem you want to solve and use creativity to develop a solution, but if you don’t know the problem yet, just start doing it and keep your eyes and ears widely open to perceive when you face an opportunity disguised as a problem.”
The Road Ahead
As NetConv Shop continues to innovate, its mission remains clear: to make perishable e-commerce more transparent, efficient, and sustainable.
With a blend of AI, data transparency, and social responsibility, the company is not just improving how perishables are sold online; it’s reshaping how humanity values food, freshness, and fairness.
About NetConv Shop
Founded by Lucas Piccinin in 2018, NetConv Shop is a Brazil-based digital platform revolutionizing the sale of perishable goods online.
By integrating AI-powered pricing tools, real-time freshness tracking, and sustainability-driven initiatives like the Hunger Pass, the company empowers retailers to minimize waste, boost transparency, and maximize efficiency, paving the way for a smarter, more responsible e-commerce future.
Company Details
- Company Name: NetConv Shop
- Founding Year: 2015
- Office Locations: Cuiabá, Brazil and Delaware, USA
- Official Website: https://netconv.com
- Industry/ Sector: Software provider
Leader’s Profile
- Name of the Featured Leader: Lucas Piccinin
- Designation: CEO | Founder
- Brief Background & Experience: Before founding NetConv Shop in 2015, Lucas’s first graduation was in Business Administration for EAESP – FGV. Since he graduated, he used to work in banks, and he graduated from law school and participated in a turnaround business case of his family, selling part of the business.
Company Highlights
- Key Services/Offerings: Software for perishables management to Darkstores, with transparency on freshness to Ecommerce operations. It allows to reduce the price of products as they are closer to expire, converting waste into revenue, while collaborating with hunger assistance.
- Major Achievements or Recognitions:
- GS1Solution Partner: 2023, 2024 and 2025.
- Iconic Visionary in the Global Retail Industry to watch in 2025 by The Enterprise World.
- Brazil’s Top Most Trailblazing Ecommerce Voice to Follow in 2025 by The Visionary Spark.
- Global Excellence & Leadership Awards, Dubai 2026
- Business Frontier Leadership Conclave and Awards, Dubai 2026.
- Global Leadership Conclave 2025, London.
- Global Pioneer Award for Fluxx 2026, Philippines.