Selles Must Focus on Visibility and Not Just Being Online

Q: Why was Multivende created, and what is its value proposition?

A: Multivende has been in the market for about 10 years. It is a digital platform, a Software-as-a-Service (SaaS), that we developed in Chile. At the time, our goal was to support a specific segment of sellers who needed to expand into digital sales channels, but in a centralized operational manner.

Our platform is a tool designed to optimize how sellers manage their listings across different marketplaces throughout Latin America. It allows them to centralize pricing, inventory management, and order processing from multiple sales channels from a single location. Beyond just sales registration, we also support logistics management, including shipping labels, delivery guides, and tracking order status. 

Q: What reasons led Latin American retailers to turn to Multivende’s products?

A: During the pandemic, retailers and merchants had to quickly find new sales channels and accelerate their digital transformation. In e-commerce, this meant not only listing their products, but also adapting their logistics to meet the delivery requirements set by each marketplace.

At the same time, marketplaces faced the challenge of onboarding sellers and ensuring they could meet operational standards that guarantee a good shopping experience. Multivende played a key role in this process by providing the technology needed to bridge the gap between sellers and marketplace requirements.

Q: What logistics challenges does Multivende’s platform aim to address?

A: One of Multivende’s key roles is to centralize logistics operations into a single interface. This allows sellers to manage all their orders, track delivery times, generate and print shipping labels in bulk, and update order statuses, all without switching between different systems. It’s a much more streamlined and efficient way to operate.

Multivende is already integrated with the main logistics providers in Latin America, as well as with multicourier logistics solutions.

Looking ahead, the new challenge is enabling a true omnichannel experience. Retailers and merchants are increasingly seeking advanced capabilities such as multi-warehouse management and seamless system integrations, and Multivende is evolving to meet those needs.

Q: On average, how many sales channels does a typical client manage through Multivende?

A: That depends on the country and the type of seller.  In Mexico, Mercado Libre is the largest channel in terms of sales volume, followed closely by Amazon. This depends on the category; Liverpool, Walmart, and Coppel also have significant market share.

Each channel targets different customer segments. For example, Chile has a much higher rate of banking penetration than Mexico. In Chile, with a population of around 20 million, access to credit cards and digital payments is widespread, which democratizes the purchasing process. In contrast, Mexico—with 130 million people—still faces challenges around financial inclusion and access to credit. These are key areas for improvement to support the growth of e-commerce.

Q: What does Multivende’s ideal customer profile look like in Mexico?

A: In Mexico, our typical customer handles an average of more than 500 orders per month. That is our ideal customer profile, what we call our ICP. At that volume, we a’re usually working with medium-sized businesses. Interestingly, in Chile, businesses with that same volume are often larger.

So in Mexico, even small businesses can reach 500 monthly orders, which is a good indicator of growth. We target sellers with a certain level of maturity in e-commerce, those who already understand digital operations. This allows us to provide real value and ensure our platform helps them scale efficiently.

Q: Given the growing importance of e-commerce in Mexico, how is this shaping the market?

A: E-commerce currently accounts for approximately 15.6% of retail in Mexico, according to figures shared by AMVO (Mexican Online Sales Association). There is a theory that once e-commerce reaches 10% penetration in a country’s retail market, it typically doubles within five years. Mexico is already past the 10% mark, so we should expect accelerated growth; whether that happens slightly before or after five years depends on several factors.

Many are heavily concentrated in one or two channels with minimal catalog exposure. That is where Multivende comes in; we provide a solution for sellers looking to expand their product catalogs across multiple channels. We work best with those looking to diversify and distribute their catalog across several platforms.

Q: How does Multivende help sellers manage their catalog in every channel?

A: Multivende is a tool that enables catalog creation across all sales channels. There are very few platforms that offer this capability in a scalable, efficient way.

We are also working on AI-based enhancements, but even now, our platform allows sellers to upload product data in bulk and manage its synchronization across multiple channels. This means sellers can see the status of their listings per channel in one centralized platform.

Sellers do not want to waste time checking if their listings were published or not. They need a unified platform that confirms everything is synchronized and functioning correctly.

Q: How does this help with clients’ product visibility, especially with AI tools?

A: Listings must be optimized, not just published. Marketplaces today care deeply about the buyer experience. A seller who does not meet standards in product titles, photos, or delivery undermines buyer trust, which reflects poorly on the marketplace.

Consumers today make quick decisions. If something is not right, they switch to another platform within two clicks. And with tools like Google Shopping Assistants or AI-driven recommendations, sellers need structured, high-quality content that can be accurately parsed by these technologies.

It is no longer about just being online; it is about being found in the right way.

Q: How do you see the evolution of e-commerce affecting sellers' operations?

A: E-commerce has evolved into a more complex operational model, but in the right direction. The goal is to build trust with buyers. Major marketplaces are investing heavily in distribution centers, cross-docking hubs, and logistics networks to meet growing demand. These facilities are already operating at capacity, and marketplaces prioritize sellers with high inventory turnover.

We want to help sellers become more professional, adopt these tools, and work integrally across multiple channels. We are here to bring technology that helps sellers through their digital transformation. We are already seeing positive results with the vendors we are working with, and we believe the market will continue to grow. Mexico is full of opportunities.

Multivende is a SaaS integration platform specialized on omnichannel and unified commerce for online retail.