Digital Marketing for
Online Stores
You are the only industry on this site with no map result to win and no neighbourhood to be closest to. Every store selling your category is your competitor, the marketplaces are in the results above you, and the shopper deciding is comparing four tabs and a shipping cost.
Your reality
How online shoppers in this region actually buy.
E-commerce advice written for the United States or Europe misses most of what decides a sale in Latin America.
The shipping cost is where you lose them
A shopper who accepted your price will still leave when a delivery charge appears at the last step, and in this region that charge is often a meaningful share of the order. Showing it early, or stating a free shipping threshold on the product page, recovers more sales than any discount. Silence about delivery until checkout is the most expensive habit in the industry.
Your catalogue is your website
People do not land on your home page. They land on a product or a category, from a search or an ad, and that page has to do everything: convince, price, explain delivery and close. Most stores in the region use the manufacturer's description on every product, which means the page says the same thing as fifty other sellers and ranks above none of them.
The sale often finishes in a conversation
Plenty of buyers here add to cart and then message to ask whether it is really in stock, how it ships and whether they can pay by transfer. That is not a broken funnel, it is how the region shops, and stores that fight it lose orders. What matters is that the message is answered quickly and that you can see how many sales arrive that way rather than guessing.
On a marketplace you are renting the customer
Marketplaces bring volume from day one and there is no reason to abandon them. What they do not give you is the customer: no email, no way to bring anyone back, no brand, and a commission that grows as you do. A store of your own alongside them is how you keep the buyers you have already paid to acquire.
What goes wrong
The four mistakes we see most in e-commerce.
Each of these is measurable, which is the advantage of your industry: nothing here is a matter of opinion.
Product pages copied from the supplier
The same paragraph the manufacturer gave to every distributor, pasted into every product. There is nothing on the page a search engine can prefer over the fifty stores with identical text, and nothing that answers what your buyer actually wants to know: does it fit, how long does delivery take, what happens if it is wrong. Rewriting the products that carry your margin is usually the highest return work available.
Delivery and returns hidden until checkout
Cost, timeframe and what happens if something arrives damaged, none of it visible until the buyer has already committed emotionally. Stating all three on the product page feels like giving away a negotiating position and does the opposite: it removes the moment where people leave, and the ones who continue are far likelier to finish.
A neglected product feed
Missing attributes, wrong categories, stale stock and prices that do not match the site. The feed is what Google Shopping reads, what comparison surfaces read and increasingly what an AI assistant reads when somebody asks where to buy something. A store can be well built and still be invisible in all three because nobody maintains the file.
No tracking, so every decision is a guess
Purchases not tracked properly, WhatsApp orders never counted, ad platforms reporting numbers the store cannot confirm. This is the one industry where the whole thing can be measured, and running it on impressions is choosing to fly blind. We fix measurement before spending anything, because otherwise neither of us can tell what worked.
What we would start with
For an online store, in this order.
Your catalogue is both the thing that ranks and the thing that sells, so the work starts there and the paid spend goes on top of it rather than in front of it.
1 · SEO
Not blog posts. Category pages written to rank for how people search your products, the products carrying your margin rewritten in your own words, structured data on every one, and a feed that is accurate. This is the part that keeps working when you stop paying, and it is the part almost every store in the region has skipped.
2 · Google Ads y Facebook Ads
Shopping campaigns built on the feed we just cleaned, search on the products worth bidding for, and paid social for discovery where the product is visual. Reported as tracked purchases and cost per purchase by product and campaign, so you can see what earns its budget and what is quietly spending yours.
3 · Diseño Web
The checkout, the speed and the payment methods people here actually use. Where the store is already working we improve what is losing orders rather than rebuilding for the sake of it, and where the platform itself is the problem we will say so plainly instead of decorating around it.
4 · Redes Sociales
For a D2C brand this moves up, because the brand is part of what you are selling and people buy from accounts they follow. For a store competing on catalogue and price it does less than the paid side and we would rather spend the budget there. Which of the two you are is usually obvious within one conversation.
AEO · being the answer when somebody asks
Shopping is moving into conversation faster here than anywhere else. People ask an assistant which model to buy, where to get it in their country and whether it ships, and the answer names specific stores. That is a shortlist formed before anybody opened a search engine.
Being named depends on the same things that make a good product page: accurate structured data, real descriptions, stock and price an assistant can read. The stores that fixed their catalogue for search are already most of the way there.
What changes
What working looks like for you.
These are the things we report on, because they are the things we control. We do not promise a revenue figure, and in the one industry where everything is measurable you should be especially wary of anybody who does.
Every order is attributed to something
Tracked purchases by channel, campaign and product, including the ones that finish over WhatsApp, which most stores never count. Once this exists the arguments about what is working stop being arguments.
You know what an order costs you to win
Cost per purchase by campaign and by product, reported monthly against what you told us the margin is. When a product stops making sense at the price the auction is asking, we move the budget rather than defending the spend.
Fewer people leave between cart and confirmation
Delivery cost stated early, payment methods people here use, and a checkout that works on a mid range phone. This moves with the existing traffic you already have, before anything new arrives.
Your categories start ranking on their own
Rankings and organic traffic by category and product rather than one number for the store, which is how you see the part of the business that no longer depends on daily ad spend.
Get a market snapshot for your store
Before any talk of scope or price, we will pull what people in your market search for in your categories, roughly how many of them there are each month, which stores currently hold those positions, and where the realistic gap is. Written up and sent to you. No charge.
Where we deliver
E-commerce, in your market.
A store in Panama sells into a small domestic market with unusually good logistics and a real cross border opportunity, plus a bilingual customer base. A store in Colombia sells into a large domestic market where delivery expectations, payment habits and marketplace competition all work differently. The catalogue strategy changes with the country, not just the language.
Questions
Frequently asked questions
We sell mostly on the marketplaces. Do we need our own store?▾
We sell the same products as everyone else. How can we rank?▾
Should we be on Shopify or WooCommerce?▾
Many of our customers order through WhatsApp. Is that a problem?▾
How much ad budget do we need to start?▾
Do we need a blog?▾
How long before I see results?▾
Who would I actually be working with?▾
Who you deal with
You will be working with Aylin.
Aylin spent her career in marketing and in enterprise marketing software sales, working with major brands and companies throughout Latin America. She has sat across the table from marketing directors defending a budget and reporting results upward, which means she already knows what a plan has to look like before anyone can say yes to it.
That is why a first conversation with her feels closer to a diagnosis than a pitch. She will want to know which products carry your margin, where your orders come from today, and what you have already tried. Then she will tell you which of the five services would change things fastest, including when the answer is that you do not need all of them.
She works in Spanish or English, whichever you prefer, and inside your business hours. She handles your account herself from that first message through to the monthly reviews, so nobody hands you to a junior once the contract is signed.
Let us look at your market first.
Tell us what you sell and where you ship. You will get back a snapshot of what people in your market are searching for, which stores currently hold those positions, and what it would realistically take to be one of them.
Request your market snapshot →