--- title: "Shopify and the Future of eCommerce in LATAM: Interview with Antonio Martínez Bretón" description: Shopify drives e-commerce growth in Latin America through innovation and technology, helping merchants grow with personalized and efficient experiences. image: https://blog.titanpush.com/hubfs/1707856168013-2.jpeg --- [Skip to content](https://blog.titanpush.com/en/titanpush-blog/shopify-and-the-future-of-e-commerce-in-latam-interview-with-antonio-mart%C3%ADnez-bret%C3%B3n#main-content) ![ChatGPT Image Apr 27, 2026, 07\_58\_32 AM (3)](https://blog.titanpush.com/hs-fs/hubfs/ChatGPT%20Image%20Apr%2027%2c%202026%2c%2007_58_32%20AM%20(3).png?width=264&height=40&name=ChatGPT%20Image%20Apr%2027%2c%202026%2c%2007_58_32%20AM%20(3).png) Open main navigation Close main navigation September 2025 # Shopify and the Future of eCommerce in LATAM: Interview with Antonio Martínez Bretón ![Picture of TITANPush](https://blog.titanpush.com/hs-fs/hubfs/ISOLOGO%202020.png?width=50&name=ISOLOGO%202020.png) [TITANPush](https://blog.titanpush.com/en/titanpush-blog/author/titanpush) Share: [facebook-f icon](http://www.facebook.com/share.php?u=https://blog.titanpush.com/en/titanpush-blog/shopify-and-the-future-of-e-commerce-in-latam-interview-with-antonio-martínez-bretón) [linkedin-in icon](http://www.linkedin.com/shareArticle?mini=true&url=https://blog.titanpush.com/en/titanpush-blog/shopify-and-the-future-of-e-commerce-in-latam-interview-with-antonio-martínez-bretón) [Twitter icon](https://twitter.com/intent/tweet?url=https://blog.titanpush.com/en/titanpush-blog/shopify-and-the-future-of-e-commerce-in-latam-interview-with-antonio-martínez-bretón) [pinterest-p icon](http://pinterest.com/pin/create/link/?url=https://blog.titanpush.com/en/titanpush-blog/shopify-and-the-future-of-e-commerce-in-latam-interview-with-antonio-martínez-bretón) [envelope icon](mailto:?body=https://blog.titanpush.com/en/titanpush-blog/shopify-and-the-future-of-e-commerce-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**. Would you like to discover how to boost your online store with advanced tools? 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