7/5/2023 - Technology and Innovation

Geopagos and its mobile app StoreGeo: An analysis of a business failure

By Nicolas Cuello

Geopagos and its mobile app StoreGeo: An analysis of a business failure

In the business world, successes and failures are part of the usual dynamics. Emerging companies, in particular, face unique challenges to survive and thrive in a competitive environment. In this article, we will hypothetically explain the case of Geopagos, a company that experienced a sequence due to its mobile application called LojaGeo. Through this analysis, we will examine the possible factors that could have contributed to this result and the lessons that can be learned in this situation.

Geopagos and LojaGeo context

Geopagos is a fintech Argentina company that sought to take advantage of mobile technology to revolutionize the payment process in Latin America. In order to provide an easy and secure payment solution, Geopagos developed its mobile application called LojaGeo. The idea behind LojaGeo was to allow users to shop online and in physical stores using only their mobile.

Factors that contributed to failure

Ferous competition: The mobile applications and payment services sector is saturated with competitors. Large companies already established and new emerging companies competed in the same market, offering similar or even superior solutions. Geopagos' inability to differentiate itself from its competitors was a significant factor that contributed to its failure.Lack of user adoption: Although LojaGeo had an innovative approach, it failed to attract a sufficiently wide user base. Consumers were reluctant to abandon traditional payment methods and rely on a new platform. The lack of an effective user acquisition strategy and an unintuitive user experience have affected application adoption.Technical and safety problems: The technical and safety problems were recurring in the LojaGeo application. Users have experienced frequent failures on the platform, which has raised their trust in the company. In addition, there were reports of security gaps and data leaks, which generated concerns about the protection of personal and financial information from users.Unsustainable recipe models: Geopagos was based on a revenue model that depended mainly on transactions carried out through its application. However, due to the lack of adoption and fierce competition, the company failed to generate enough revenue to cover its operating costs and achieve profitability.

Lessons learned

Difference and proposal of clear value: it is crucial that emerging companies identify and clearly communicate their unique value proposal to highlight in a competitive market. The lack of differentiation was one of the key factors in Geopagos failure.Approach to the user experience: Usability and user experience are key elements for the success of a mobile application. Companies must invest in exhaustive evidence and user-centric approaches to ensure a smooth and smooth experience.Security and trust: In an increasingly digital world, data security and protection are of paramount importance. Companies must implement robust security measures and clearly communicate their data protection practices to generate trust among users.Sustainable revenue models: It is essential for companies to develop solid and diversified yield models that can support their operations and long-term growth. Depending on only transactions can be risky, especially when faced with intense competition.


Geopagos and your mobile app LojaGeo exemplifies the challenges faced by emerging companies in a highly competitive market. Factors such as the lack of differentiation, the low adoption of users, technical and security problems, and unsustainable revenue models can contribute to an unfavorable result. However, by analyzing these lessons learned, future emerging companies can avoid making the same mistakes and having greater chances of success in an increasingly challenging business environment.

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nicolas cuello

Nicolas Cuello

CEO & Founder of LUCODS. Expert in new technologies, with more than 10 years in the innovative ecosystem, consulting private companies, technology linker, lecturer on technology events such as Virtuality, Smart Cities, Bafici, among others. INTI Advisor on topics related to Virtual Reality, Augmented Reality. Member of METAVERSE STANDARD FORUM. Professor at IMAGE CAMPUS from the METAVERSO route.


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