Physical retail seeks to reinvent itself in the face of the advance of ecommerce and changes in consumer habits. More and more companies are committed to incorporating innovation to narrow the gap between online and offline.
In this context, it was founded I+DIoT Lab, an Argentine company that creates B2B technology for physical retail. The service integrates self-developed electronics, artificial intelligence and hardware components that make retail focus on customer decisions.
The project, founded by Martín Zuker in 2018 and consolidated as a startup in 2021, was born from the previous gastronomic experience called Foster Nutrition, the first smart restaurant in Latin America.
“In I+DIoT Lab We develop technology to redefine retail and digitize retail consumption experiences in physical retail, both for brands and consumers,” says Zuker.
Its objective is to solve one of the main challenges of current retail: the integration between the digital and the physical, with better times, costs and user experiences. Customers already using the functionality include:
- Grido
- Café Martínez
- Axion Energy
- Pan American Energy
- Nike
- Chat
- Falabella
The name of the company is an acronym that ironically comes from the word Idiot (idiot in English) ea IoT(Internet of Things), added to R&D (Research + Development), since the company is characterized by doing its own research and development.
In addition to Zuker, the founding team is made up of Guido Rafael Stella, Mariano Fernández, Pablo Abramowicz and Tomás Guthmann
Technology, scale and efficiency: this is how I+Diot operates in 12 countries
The company offers solutions that combine hardware, software and artificial intelligence to transform store operations. Among its main services are:
- Self-management terminals
- Omnichannel ordering systems (via QR, apps or tablets)
- Smart boxes for product withdrawal
- Real-time data integration
- Frictionless automated experiences
“We seek to streamline operations and increase the revenue in gastronomy, convenience stores and retail. Furthermore, we want to change the customer experience and take retail to new frontiers,” explains Martín Zuker, CEO and co-founder.
Currently, the Argentine startup already operates in 12 countries, where it processes more than 40 million units of inventory per day and manages about 450,000 orders per year in nearly 200 stores.
The model adapts to each client: the cost of the service depends on the implemented functionalities, which all include the incorporation of voice orders and integration with delivery applications.
“Our system allows the self-manage orders, reduce lines, automate deliveries and generate data in real time. In fashion retail, for example, we managed to reduce pickup times from up to 25 minutes to less than one,” adds the executive.
Investment, growth and expansion: the keys behind the progress of I+Diot
For the initial development of the project, an initial investment of US$100,000 was necessary.to which were added hours of pro bono work and prior learning from the development of their smart restaurant.
With the growth of the business, the Argentine startup managed to raise US$1 million in different investment rounds and, in 2025, it reached operational break-even, a key milestone in its consolidation.
The company’s progress also allowed it to gain international visibility: participated in the FRF 2026 event, one of the most relevant in the world in retail, and was selected by Zebra Technologies as the only company in Latin America with its own proposal within its solutions ecosystem.
This firm develops comprehensive solutions that combine hardware, software, data and artificial intelligence to transform in-person operations into more efficient, scalable and user-centered digital experiences.
In a scenario where physical retail seeks to reinvent itself so as not to lose ground to the online channel, Proposals like that of I+Diot show how technology can stop being a complement and become the heart of the operation.
With a focus on automation, data and user experience, the startup is committed to redefining the way brands sell and consumers buy in the new era of commerce.
