Martín Gelpi: Technological Solutions for E-commerce Growth

Martín Gelpi, a specialist with nearly 20 years of experience in the e-commerce world, leads an interdisciplinary team at Relck. His company has been a pioneer in solving operational problems faced by e-commerce businesses during growth stages, whether in increasing sales or diversifying channels.

At Relck, they don’t offer traditional services but instead develop technological solutions. A perfect example is Hypevar, an e-commerce operations center that simplifies and centralizes sales management across multiple channels. "We aim to make life easier for large e-commerce operations," Gelpi says.

Adaptability and Technology
Regarding the technologies they use, Gelpi explains that Relck is flexible: "We adapt to the market's leading platforms, such as Magento, VTEX, and Shopify Plus," he details. Additionally, he emphasizes that they can work with any platform with a documented and validated API. This approach allows them to integrate seamlessly into various technological ecosystems.

The Future of E-commerce in Latam
Martín is optimistic about the future of e-commerce in Latin America. "I see significant growth in Mexico and Brazil. Latam still has room to grow, especially compared to Europe and the United States," he notes. He also predicts greater brand specialization, a more personalized shopping experience, and increased penetration of marketplaces emerging from social networks and new platforms.
On technological trends, Gelpi highlights headless commerce. "It’s slowly entering the scene but is starting to be adopted by major players or brands heavily invested in technology," he says.

A Diverse Platform Ecosystem
Speaking about e-commerce platforms, Gelpi notes that Shopify, VTEX, and Magento still dominate in Latam, depending on the type of business. However, he also points out that the market has a significant share of custom solutions, a detail often overlooked. "Additionally, there are very strong local players, such as Fenicio in Uruguay and Tiendanube in Argentina," he adds.

Essential Checklist for E-commerce
For Gelpi, six key aspects are essential for every e-commerce business:

• Value proposition: Be clear about what makes your brand unique.
• Budget and business plan: A solid financial plan is crucial.
• System integration: Ensure inventory, prices, and sales channels are fully connected.
• Understanding the buyer persona: Know your customer inside and out.
• Automation and loyalty: Use tools to optimize processes and keep customers engaged.
• Long-term vision: Plan for the brand’s future, product development, and marketing strategies.

Advice for New Entrepreneurs
Gelpi is straightforward about starting an online business: "Conduct a thorough market study. Without a unique value proposition or real innovation, rapid growth will be difficult in 2024," he advises. He also stresses the importance of having a long-term vision.
For those who already have an online store and feel their sales have plateaued, Gelpi talks about the need for a mindset change. "The plan that got you started won’t necessarily be the one that drives sustained growth," he says. He recommends conducting an honest diagnosis, identifying problems, and being willing to adjust the strategy.

Professionalizing Operations and Listening to Customers
For stores looking to professionalize, Martín suggests consulting experts and getting references from other successful brands. "What works for one brand doesn’t always apply to another," he warns.
Additionally, he emphasizes the importance of listening to customers. "Talking to your customers and understanding what they want is an opportunity many e-commerce businesses overlook. Surveys and loyalty programs are key to improving and adapting," he highlights.

Personalization: A Key Element
In a market saturated with options, Gelpi stresses the importance of personalization. "Today’s customer has multiple tabs open and can easily compare prices and options. A personalized shopping experience can be the deciding factor," he explains.

The Podcast: A Space to Connect and Share
Martín Gelpi also created a podcast focused on the e-commerce world, initially as a tool to promote Relck. "Today, the podcast is an ecosystem where collaborations emerge and experiences are shared," he says. Available on YouTube and Spotify, this space is a meeting point for suppliers, operations managers, and digital entrepreneurs. "There are amazing people sharing valuable insights," he adds.

Final Thoughts
To conclude, Gelpi shares an important reflection: "Disruption in e-commerce must occur both in products and in commercialization processes. Innovation is essential but must respect the standards that ensure a predictable and satisfying shopping experience." In such a dynamic environment, the ability to adapt and continuously improve is what distinguishes the major players.