E-commerce
From one site to ten sales channels, end to end.
Overview
In 2021, Samsung Argentina sold online through a single store on VTEX. Over five years it grew into more than ten direct-to-consumer channels: student, business and employee stores, mobile apps, in-store kiosks, ship-from-store and marketplaces, all run as one operation.
The real work was underneath. Partners, five sellers with their own ecosystems, a team shared across countries and competing priorities became a single operating model, with one backlog, one definition of done and checkout as the first priority.
Growth and launches
D2C online share of total Samsung Argentina sales.
Operating model
Work organized in cells: run, projects, CRO, middleware and external stakeholders. Dailies, a weekly priority review and Jira as the single intake for every request.
The hard call
Native checkout to headless.
The trade-off was VTEX support. With multiple sellers and heavy customization, it was the only way to keep improving checkout.
Channels
- B2C storeMain store, migrated and scaled on VTEXLive ↗
- Student storeVerified student pricingLive ↗
- Business storeSMB and corporate buyersLive ↗
- Employee storeInternal pricing for employeesLive ↗
- Android and iOS appsMobile commerceApp ↗
- Rewards platformLoyalty program
- E-voucher platformDigital vouchers for partners and promotionsLive ↗
- In-store kioskEndless aisle in physical storesVideo ↗
- Pick-up in storeBOPIS
- Ship-from-storeRetail stock as fulfillment
- B2B and bank marketplacesThird-party marketplaces
Online PM Senior Analyst (2021) → Online Business Platform Supervisor (2023) → D2C Strategy & Digital Operations Manager (2024 — 2026)