Will Uber save e-commerce in Mexico?

3/8/2016 Tech Crunch


In May 1999, I joined one of the hottest startups in Latin America at the peak of the Internet bubble: Submarino.

I started at the Brazilian Amazon as CMO of its Mexican affiliate, a market darling that had just closed a huge round lead by Goldman Sachs. When I received the mission to deploy our over-sized marketing budget, Mexico barely had a working e-commerce payment system — let alone a basic logistics infrastructure — and the online customer base amounted to a grand total of 2 million users on a good dial-up Internet day.

Despite the lack of infrastructure, we were all convinced that we were building a multibillion dollar industry.

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