Entrepreneurs
Lucas Piccinin: Redefining Online Grocery Through Transparency and Smart Pricing
In the fast-moving world of e-commerce, few entrepreneurs focus on the overlooked details that truly shape customer trust. Lucas Piccinin, Founder of NetConv Shop, is one of them. While many online retailers compete on speed and convenience, Piccinin chose to tackle a deeper issue in grocery retail — transparency around perishable products.
What started as a local experiment in Brazil has evolved into a scalable solution designed to reduce waste, improve pricing clarity, and strengthen the relationship between retailers and consumers.
From Local Grocery Seller to Tech-Driven Innovator
In 2015, Lucas Piccinin began selling groceries online in Cuiabá, Brazil. Like many entrepreneurs entering e-commerce, he focused on logistics, customer service, and digital sales. But as operations grew, he noticed a critical gap in the system: customers had no clear visibility into product freshness or how close items were to expiration.
That lack of transparency created frustration and mistrust. It also highlighted a much larger problem in food retail — inefficiency and waste.
Together with his partner Fabian, who leads software engineering at the company, Piccinin developed a dynamic pricing solution. The concept was simple yet powerful: automatically adjust product prices as expiration dates approach. Instead of letting perishable goods go to waste, the system incentivizes timely purchases through transparent, data-driven discounts.
This idea became the foundation of NetConv Shop.
Building a Model That Could Scale
Early success revealed another challenge. While the pricing system worked well for individual stores, the original structure could not expand efficiently. Growth would increase costs at nearly the same pace as revenue — a model unsustainable for long-term scale.
Rather than pushing forward with a flawed structure, Piccinin made a strategic pivot. The team redesigned the platform into modular tools that integrate directly with supermarket ERP systems. They also introduced flexible pricing packages based on SKU volume, making the solution adaptable to retailers of different sizes.
This shift transformed NetConv Shop from a local e-commerce initiative into a scalable technology platform.
Leadership Rooted in Humility and Resilience
At the core of Piccinin’s leadership philosophy is humility. He believes strong leadership is not about having all the answers, but about remaining open to learning and adapting.
NetConv Shop operates around seven key values, including resilience, bold decision-making, trust, continuous research, and staying aligned with long-term goals while executing daily tasks with discipline.
Challenges, criticism, and setbacks are seen not as barriers but as part of the entrepreneurial process. Piccinin emphasizes reacting constructively to difficulties and maintaining focus even when outcomes are uncertain.
Turning Experience into Purpose
One early incident significantly shaped the company’s direction. In the beginning, the team discounted canned sausages that were close to expiration. Although the pricing was reduced, the customer later complained after purchasing the full stock.
That moment reinforced a critical lesson: discounted pricing alone is not enough. Without clear communication about expiration and product condition, trust can quickly erode.
From that point forward, transparency became non-negotiable. The mission expanded beyond selling groceries — it became about connecting supply and demand responsibly to reduce waste and help fight hunger.
Innovation Guided by Mission
NetConv Shop’s innovation strategy is not driven by trends, but by purpose. By focusing on reducing food waste and improving efficiency in perishable goods management, the company maintains clarity in decision-making.
Customer feedback plays a central role in product development. Complaints are treated as opportunities for improvement. Creativity is encouraged, but always anchored in practical impact.
This mission-driven innovation allows the company to stay flexible in a rapidly changing retail environment.
Influences and Long-Term Thinking
Piccinin credits several influences in shaping his mindset. His father’s entrepreneurial journey taught him perseverance and work ethic. The philosophies of Jeff Bezos inspired boldness and long-term vision, particularly the idea of minimizing future regrets by taking calculated risks. Warren Buffett’s disciplined thinking and investment principles have also influenced his strategic perspective.
These influences are reflected in Piccinin’s emphasis on patience, structured growth, and building sustainable systems rather than chasing quick wins.
A Future with Less Waste and Smarter Retail
Looking ahead, Piccinin believes that the relationship between retailers and consumers will become increasingly data-driven and transparent. Perishable goods management, in particular, will rely more on intelligent pricing systems and clear communication.
For NetConv Shop, the future involves continued experimentation, integration improvements, and global expansion of its mission to reduce waste and improve efficiency.
Lucas Piccinin’s journey demonstrates that innovation does not always begin with complex technology. Sometimes, it starts with identifying a simple gap in trust and committing to solve it with persistence and purpose. Through resilience, adaptability, and a strong ethical foundation, he continues to build a model where technology serves both businesses and society responsibly.
