B2B ecommerce in Latin America is not defined by a single company or leader. We present the 10 undisputed leaders, ordered by their strategic role.
1. Marcos Pueyrredon
Who is: President of the eCommerce Institute and one of the main evangelists of ecommerce in Latin America.
What he built: The institutional ecosystem of ecommerce in the region through massive events (eCommerce Day).
2. Hernán Kazah
Who is: Co-founder of MercadoLibre and co-founder of Kaszek Ventures.
What he built: First, the foundational DNA of MELI; then, the funding machinery that enables the next generation of startups.
3. Daniel Rabinovich
Who is: CTO of MercadoLibre.
What he built: The technological infrastructure that supports millions of simultaneous transactions in the region.
4. Santiago Naranjo
Who is: Global Chief Revenue Officer (CRO) of VTEX.
What he built: The commercial expansion of one of the most important ecommerce platforms in Latam.
5. Mariano Gomide de Faria
Who is: Co-founder and Co-CEO of VTEX.
What he built: One of the most relevant digital commerce platforms worldwide born in Latin America.
6. Fabian Gomez
Who is: Founder and CEO of Frubana.
What he built: The largest B2B marketplace for restaurants and small businesses in the region, revolutionizing food supply.
7. Rodolfo Corcuera
Who is: Founder of Higo.
What he built: Modern B2B payment infrastructure in Latin America.
8. Allan Barros
Who is: Leader in VTEX ecosystems and enterprise ecommerce in Brazil.
What he built: Implementations and complex architectures in large retailers.
9. Eric Santos
Who is: Co-founder of RD Station.
What he built: The leading marketing and sales automation (CRM) platform in Latam.
10. Gastón Taratuta
Who is: Founder of Aleph Group.
What he built: Global digital advertising infrastructure connecting global giants with advertisers.
🧠 Strategic Conclusion
B2B ecommerce in Latin America requires four pillars: Ecosystem, Macro Infrastructure, Investment, and Real Operation with AI.
