In 2023, Mexico became the country with the highest growth in e-commerce in the world with an annual increase of 24.6%, according to the Mexican Association of Online Sales (AMVO).
Mario Miranda, CEO of Infracommerce, told T21 that there are certain things that e-commerce needs to grow that are somewhat unrelated to the industry itself, such as logistics, transportation, fulfillment, banking, anti-fraud, etc.
“These are issues that are like the pillars where the e-commerce highway passes through, and if they are not in place, it’s quite complicated. The quality of e-commerce in Latin America is very good,” he said.
He pointed out that, in response to the changing needs of customers, omnichannelity is necessary, in addition to the industry’s strong focus on artificial intelligence (AI) and hyper-personalization.
Therefore, he ensured that a business model like that of Infracommerce based on unified commerce, with an end-to-end ecosystem in e-commerce, has served companies to start from scratch in this channel, as well as to improve some areas for companies that already had their digital channel.
“The idea is to take the best of everything because one cannot be the best at everything. Obviously, the level of investment that VTEX or Adobe can make is higher than what we could do. Likewise, in logistics, one is always better than another in the city, one is better in big ticket items, one is better in small products, one is better in valued products, one is better in same-day delivery,” he said.
He also highlighted to this medium the importance of having AI in operation, for example, with chatbots for customer service, a 24/7 solution; as well as to predict demand, especially in peak seasons, and to drive hyper-personalization.
“Every person who enters a site has a personalized experience, the products they see, the banner they see, the notifications or the email they receive, everything is related to their behavior with the brand, we can even personalize it based on their experience in physical stores,” he emphasized.
Infracommerce is a company that was born from the union of several companies in South America, being divided into two parts, Infracommerce Brazil and Latin America, the latter integrated by eight countries such as Chile, Colombia, Argentina, Mexico, Peru, Uruguay, and Ecuador.
The company is dedicated to full-commerce, with services such as logistics, customer service, transportation, marketing, etc.
“In the end, we managed to provide our clients with better service at a lower cost. It’s a volume business so that internally we can build the group of specialists in each area to transfer them to our clients,” said Mario Miranda.
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