Entrepreneurship has never been a sudden spark for Lucas Piccinin—it’s been a journey years in the making. Long before founding NetConv Shop in 2015, his mind was already mapping the possibilities of online grocery delivery. “Ever since I graduated in Business Administration from EAESP – FGV back in 2006, I had this wish to sell groceries online,” he recalls. “I even began sketching out the first version of what would eventually become NetConv Shop.”
In those early days, Lucas Piccinin’s entrepreneurial curiosity took tangible form: he listed supermarket products and surveyed his neighbours to find out which items they’d want delivered. The idea was simple but visionary—a localized, digital bridge between stores and consumers, years ahead of the e-commerce boom in Brazil. “At the time, I even invited a few people to partner with me on this idea,” he says. “But it only became a reality almost a decade later, when I met Fabian, my partner and the lead software engineer who helped bring it to life.”
Between those formative years and NetConv’s official founding, Lucas immersed himself in multiple worlds—working in banking, completing a law degree, and taking on a challenging turnaround project within his family’s business. These experiences refined his strategic vision, grounded his leadership, and deepened his understanding of how financial systems, regulation, and human behaviour interact—knowledge that would later prove vital in building a sustainable tech enterprise.
When asked what drew him specifically to the perishable goods market, Lucas’s fascination becomes clear: “I was captivated by the calculations, the records, the data—how all those numbers were managed,” he explains. “Back in 2005 and 2006, there were no efficient online delivery solutions for supermarkets in Brazil. I saw a real gap—and an opportunity—to change that.” That blend of curiosity, analytical thinking, and a drive to solve complex logistical challenges became the seed from which NetConv would grow.
Lucas’s entrepreneurial spirit, however, is also deeply personal—rooted in admiration and inspiration. “My dad, Jeff Bezos, and Warren Buffett have been my biggest influences,” he shares. “My father is a black belt entrepreneur—he went from cutting sugar cane to becoming a John Deere dealer. He’s my hero.”
From Jeff Bezos, Lucas learned the importance of boldness and following one’s passion: “Bezos’s idea of minimizing future regrets and pursuing what you truly love really resonated with me,” he says. “You don’t choose your passions—your passions choose you.” And from Warren Buffett, he absorbed lessons in wisdom and patience through countless readings. “I’m very thankful for all the knowledge Buffett shared with the world,” he adds.
Each of these influences, combined with Lucas’s own lived experiences, has shaped the resilient, forward-thinking mindset that drives NetConv today—a company built not just on technology, but on vision, courage, and the pursuit of meaningful impact.
NetConv Shop Vision & Mission
The vision behind NetConv Shop wasn’t born in a single moment of inspiration—it evolved, shaped by collaboration, reflection, and a deep desire to turn challenges into positive action. “This idea didn’t come fully formed,” Lucas shares. “Many people’s insights helped shape it. It’s been a process of learning how to react in a good way, even when bad things happen—because reacting positively in the long run leads to a better future.”
That philosophy of resilience and optimism became the foundation of NetConv’s mission to combat waste and hunger through smarter perishable goods management. Through continuous experimentation, Lucas and his team discovered an opportunity to group products by expiration dates and connect them with communities in need. “We realized we could categorize products nearing expiration and direct them to people chosen by the supermarket,” he explains. “That sparked the idea for the Hunger Pass—a system that allows people in need to access discounted perishable goods, creating a safety net against hunger on a global scale.”
At its core, NetConv’s mission is both technological and humanitarian—an intersection where efficiency meets empathy. The company explores the delicate balance between supply and demand, seeking ways to reduce waste while addressing food insecurity. Lucas emphasizes that this mission is guided by seven core values—principles that shape every decision within the organization.
“We prioritize values that make our long-term goals achievable,” he explains. “First, we focus on reacting positively, even when things go wrong. Then comes ambidexterity—being able to manage daily operations without losing sight of the big picture. Humility is key too; we believe in learning by doing. Resilience helps us withstand setbacks, while trust accelerates experimentation and innovation. Boldness pushes us to take risks without guarantees, and finally, research ensures we’re using the best tools the market has to offer.”
These values don’t just exist on paper—they define NetConv’s culture and drive its evolution. For Lucas, leadership is about remaining open, adaptable, and creative while staying grounded in the company’s greater purpose.
Looking ahead, he envisions a future where the relationship between consumers and retailers of perishable goods becomes increasingly transparent, efficient, and sustainable. “In the coming years, this entire ecosystem will evolve,” he says. “NetConv’s role is to keep testing, developing, and improving new features—always listening to our customers’ challenges and finding smart ways to solve them.”
In Lucas’s world, technology isn’t just a tool for commerce—it’s a catalyst for change. By merging innovation with compassion, NetConv Shop is redefining how the world buys, sells, and shares food, one intelligent connection at a time.
Business Strategy & Growth
Over the past decade, Lucas Piccinin has guided NetConv Shop’s growth through a philosophy grounded in empowerment, experimentation, and resilience. For him, success isn’t about avoiding failure—it’s about learning from it collectively. “We empower our collaborators and truly listen to their ideas when building new concepts,” he says. “And when things go wrong, we don’t blame anyone. We adjust, we adapt, and we keep morale high because our focus is always on the long run.”
That commitment to continuous improvement defines NetConv’s growth strategy. The company thrives on testing, refining, and reinventing—often using customer feedback and even complaints as catalysts for innovation. “We do a lot of testing to find new ways of doing more with less,” Lucas explains. “Customer complaints are not setbacks; they’re inputs that help us refine processes and uncover better ways of working.” While this iterative approach has brought its share of failures, Lucas believes it’s precisely what has made NetConv stronger and more agile in a rapidly evolving market.
In a crowded landscape of IT services and e-commerce solutions, NetConv Shop stands apart by bringing unprecedented transparency and intelligence to the management of perishable goods. “What sets us apart is our focus on freshness and the transparency we bring to e-commerce operations,” Lucas explains. “This comes with multiple benefits—better marketability of fresh products, anti-waste pricing systems, and AI-powered tools that adjust pricing and product offerings to meet specific business goals.”
NetConv’s platform is designed not just to sell products but to optimize entire supply chains. It enhances working capital efficiency, automatically notifies users to remove expired products, and reduces reverse logistics by forecasting replenishment needs with remarkable accuracy. “Our software detects sales trends autonomously and informs exactly how much of each product should be in stock,” Lucas says. “That means no lost sales and no wasted inventory.”
The system also integrates seamlessly with Darkstores and online marketplaces, expanding visibility for supermarkets and improving customer engagement through real-time order tracking. “It’s all part of a flow,” Lucas notes. “Every feature we build is meant to simplify operations and empower our partners to focus on what truly matters—serving their customers.”
Still, scaling such an innovative platform hasn’t been without its challenges. Lucas points to market inertia—the natural resistance businesses have toward adopting new software—as one of the biggest hurdles. To overcome it, NetConv strategically aligned with organizations that could accelerate education and adoption. “We became a GS1 Solution Partner,” he shares proudly. “GS1 is a global standardization body working to update barcodes worldwide by 2027 to include expiration dates within QR codes. This will bring extraordinary levels of accuracy and transparency to the supply chain.”
By linking NetConv’s mission with GS1’s forward-thinking initiatives, Lucas has positioned the company not only as a tech innovator but also as a key player in shaping the next generation of e-commerce standards. His strategy is simple yet profound: empower people, listen to feedback, embrace change, and keep building for a smarter, more transparent future.
Technology & Innovation
Rather than focusing on technology for its own sake, Lucas Piccinin champions innovation at NetConv Shop that tackles real-world problems with care and accuracy. One of the biggest problems his team set out to address was transparency in e-commerce for perishable goods. “By solving the transparency problem, we realized we could also reduce food waste,” Lucas explains. “Our system dynamically lowers the prices of products as they near expiration, transforming what could have been waste into revenue.”
This pricing intelligence not only helps retailers recover value from soon-to-expire items but also gives consumers more affordable access to fresh products. Yet, behind this simple concept lies a sophisticated operational model. NetConv’s software uses a dedicated stock system exclusively for e-commerce, ensuring that what customers see online truly reflects what’s available. “If the same stock were used for both counter and e-commerce operations,” Lucas says, “you might see an expiration date online, but that item could already be in a shopper’s cart at the store. That’s why we separate inventories—to make transparency achievable and reliable.”
This focus on accuracy and trust forms the technological backbone of NetConv. But Lucas and his team are not content to stop there. Looking to the future, he envisions even greater advancements in automation and artificial intelligence. “The process of improving is never-ending,” he reflects. “We started with static algorithms, then moved to machine learning models that recognize sales patterns and seasonal preferences. Now, we’re integrating AI systems capable of accessing data far beyond retail—pulling in distant information and analytical insights to create a more holistic understanding of the market.”
These AI-powered features are designed to make perishable goods management more efficient, predictive, and customer-focused—offering solutions that evolve with every transaction. Lucas’s commitment to continuous improvement keeps NetConv at the cutting edge of retail innovation, bridging the gap between technology and human need.
Perhaps most impressive is how seamlessly this innovation integrates with existing business systems. “Our software doesn’t disrupt what’s already working,” Lucas clarifies. “We plug NetConv directly into the supermarket’s ERP through APIs and use the CRM data to generate the first replenishment list. And that’s it—no friction, no complicated overhaul.”
It’s this balance of sophistication and simplicity that defines NetConv’s approach to innovation. Every feature is crafted to make operations smoother, decision-making smarter, and sustainability measurable. Through Lucas’s leadership, NetConv is quietly rewriting the rulebook for how perishables are managed online—proving that when technology serves both business and humanity, true transformation follows.
Customer Experience & Impact
Customer loyalty begins with trust, and Lucas Piccinin believes that in online grocery retail, trust is earned through transparency and freshness. At the heart of NetConv’s customer experience strategy is a simple yet transformative principle: empowering shoppers with information. “When selling groceries online, the value perceived in freshness depends on knowing both the expiration date and the price,” Lucas explains. This dual visibility allows customers to make smarter decisions—understanding not just what they’re buying, but also how long they can enjoy it.
He illustrates this with a relatable example: imagine selling a Danone yogurt with seven days left before it expires. That’s perfectly acceptable. But if the price drops too steeply, customers might buy ten units—only to later regret the purchase when they can’t consume them all in time. “That kind of overbuying can compromise their experience,” Lucas says. “So it’s not just about selling more—it’s about selling smart and ensuring that the value proposition aligns with customer satisfaction.”
The impact of NetConv’s approach extends well beyond individual transactions. Lucas proudly shares the story of a pioneering Darkstore in Brazil, operational since 2015, that embodies NetConv’s mission in action. This innovative retail model—serving more than 4,000 users—demonstrates how technology can foster both efficiency and ethical retailing. By providing real-time transparency on product freshness, the platform not only builds consumer trust but also helps reduce waste and optimize sales for retailers.
Through stories like these, it’s clear that Lucas and his team at NetConv aren’t merely building software—they’re reshaping the way communities interact with food retail. Their technology doesn’t just power e-commerce platforms; it nurtures a more sustainable, honest, and customer-centric shopping ecosystem.
Future Outlook
Looking ahead, Lucas Piccinin envisions NetConv as a catalyst for global sustainability and food security. His long-term goal is simple in words but profound in purpose: to continually explore the delicate balance between supply and demand to combat both waste and hunger. For Lucas, this mission transcends business metrics—it’s about creating a system where technology doesn’t just optimize profit, but also serves humanity. By aligning data intelligence with ethical retail practices, he believes NetConv can help build a more efficient and compassionate food ecosystem, one where every product finds a consumer before it expires and every sale supports a larger cause of reducing waste and feeding communities.
When asked about his advice for aspiring entrepreneurs in tech and e-commerce, Lucas offers a perspective shaped by experience and humility. “Identify the problem you want to solve and use creativity to develop a solution,” he says. But he also understands that not every journey begins with clarity. “If you don’t know the problem yet,” he continues, “just start doing it—and keep your eyes and ears open to recognize opportunities disguised as problems.”
It’s a mindset that reflects Lucas’s own entrepreneurial philosophy: curiosity before certainty, purpose before perfection. His journey with NetConv stands as proof that innovation often begins not with a grand plan, but with a willingness to observe, adapt, and respond to real-world challenges. As he looks to the future, Lucas remains driven by that same spirit—transforming challenges into opportunities, and technology into a force for lasting good.