By 2021, Samsung Electronics was already the consumer electronics brand with the largest presence in Latin America, with complete ecosystems deployed—Galaxy smartphones, Smart TVs, white goods, wearables, monitors, audio—and a robust physical retail network including 31 Samsung Experience Stores in Mexico alone. However, the pandemic accelerated years of digital adoption in just months: the AMVO Hot Sale exceeded 12 million buyers with 5 in 10 consumers planning to shop exclusively online.
Samsung Mexico had launched its online store in 2019 as a pillar of its D2C strategy, but the regional challenge was broader: building a robust, scalable, and consistent e-commerce platform that could support direct sales operations across multiple Latin American countries.
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