Shopify and the Future of eCommerce in LATAM: Interview with Antonio Martínez Bretón

In the world of e-commerce, innovation and constant adaptation are key to staying competitive. To better understand the current landscape in Latin America, we spoke with Antonio Martínez Bretón, LATAM Agency Partner Manager at Shopify. With a solid background at digital companies like Uber and PayPal in Mexico, Toño shared his insights on the main challenges retailers face, the most relevant trends, and the crucial role artificial intelligence will play in the coming years.

Challenges of e-commerce in Latin America

From his experience, Toño explains that challenges for retailers in Latin America fall into two main groups:
On one hand, there are historical challenges that have existed since online selling began: banking access, fraud, level of digitalization, and access to technology and payment methods. These factors, he notes, are deeply influenced by the cultural context of the region.

On the other hand, newer challenges have emerged, mainly related to shopping experience.

“Today, consumers expect more than ever. They want multiple secure payment options, fast deliveries, and the ability to combine channels, what we know as omnichannel. Our goal is for people to find our brand as quickly and easily as possible, through their preferred channels,” Toño explains.

In this context, Shopify works alongside its partners to provide solutions that address both current needs and future challenges.

“Beyond having the best product on the market, Shopify aims to build tools, many of them integrated through apps, to support merchants at every stage of their growth,” he adds.

Shopify vs. local platforms like Tiendanube or VTEX

When asked about competition in the Latin American market, Toño is clear:

“Shopify’s mission is ‘To make commerce better for everyone.’ We are glad there are local options because they strengthen the ecosystem. E-commerce has great democratizing power: it enables entrepreneurs and small brands to compete with global players.”

Toño highlights that the role of the agency ecosystem in LATAM is key to localizing the platform and adapting it to regional needs.

“Beyond price or office location, merchants ultimately choose the best product. Our challenge is to deliver the best possible experience, giving every business the tools to grow,” says Antonio.

Artificial intelligence and autonomous commerce

The conversation delves into one of today’s most disruptive topics: artificial intelligence (AI).

“AI is radically transforming e-commerce. At Shopify, we believe the future will be autonomous commerce, where AI agents manage the entire experience: from product discovery to logistics, with minimal human intervention,” Toño affirms.

To stay ahead of this revolution, Shopify developed Shopify Magic, a complete suite of AI tools for e-commerce, including:

• Automatic content generation: product descriptions, emails, and customer responses.

• Smart image editing: backgrounds and product visual enhancements.

• Sidekick, an AI conversational assistant for merchants.

• Real-time personalization: recommendations based on user behavior.

• Dynamic pricing: automatic adjustments based on demand and competition.

The results are already tangible:

• +40% increase in conversion rates thanks to personalization.

• Over 10 hours saved weekly on inventory management.

• +8.9% average increase in annual revenue.

“The best part is that all these tools are included at no extra cost for our customers. This democratizes access to cutting-edge technology for businesses of any size,” Toño highlights.

Retention as a priority amid rising CAC

Another major current challenge is customer acquisition costs (CAC), which have grown significantly in recent years.

“Today, acquiring a new customer can cost between 5 and 25 times more than retaining an existing one. That’s why we see merchants prioritizing retention strategies and conversion rate optimization,” Toño explains.

Some figures shared by Shopify reflect the magnitude of this issue:

• Entertainment: USD 21

• Health & Beauty: USD 127

• Fashion & Accessories: USD 129

• Home & Garden: USD 129

• Electronics: USD 337

This has fueled the growth of tools focused on loyalty, personalization, and more relevant experiences, helping businesses maximize the long-term value of each customer.

The role of apps in the Shopify ecosystem

Apps are a fundamental pillar for Shopify. According to Toño, the platform combines a global SaaS solution with regional and hyper-local components tailored to Latin America.

“Each app solves a specific need. This way, merchants can customize their store with features created especially for their challenges and goals,” he explains.

Trends among the most successful merchants

Finally, Toño shares his vision of the trends making a difference in the region:

“The most successful brands today are those that create amazing shopping experiences. They combine omnichannel, automation, and personalization to deliver a unique and relevant service.”

This combination, he assures, is what enables brands to grow, retain customers, and stand out in an increasingly competitive market.

Conclusion

E-commerce in Latin America is evolving rapidly.
With Shopify and its ecosystem of partners, merchants have the opportunity to overcome historical challenges, leverage artificial intelligence, and deliver personalized experiences that take their business to the next level.

The key lies in combining technology, innovation, and customer-focused strategies to build sustainable, future-ready businesses.

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