Julia Meilinger
← Work
Samsung Electronics Argentina · Direct-to-consumer

E-commerce

From one site to ten sales channels, end to end.

14%online share of total sales, up from 3.7% in 2021
×2.5online revenue, USD
1 → 10+sales channels
64 → 80NPS

Overview

In 2021, Samsung Argentina sold online through a single store on VTEX. Over five years it grew into more than ten direct-to-consumer channels: student, business and employee stores, mobile apps, in-store kiosks, ship-from-store and marketplaces, all run as one operation.

The real work was underneath. Partners, five sellers with their own ecosystems, a team shared across countries and competing priorities became a single operating model, with one backlog, one definition of done and checkout as the first priority.

Growth and launches

D2C online share of total Samsung Argentina sales.

0%5%10%15%I join e-commerce2020: 5.7% of total sales5.7%2021: 3.7% of total sales3.7%2022: 6.2% of total sales6.2%2023: 10.5% of total sales10.5%2024: 14.7% of total sales14.7%2025: 14% of total sales14%202020212022202320242025

Operating model

Work organized in cells: run, projects, CRO, middleware and external stakeholders. Dailies, a weekly priority review and Jira as the single intake for every request.

The hard call

Native checkout to headless.

The trade-off was VTEX support. With multiple sellers and heavy customization, it was the only way to keep improving checkout.

Channels

  1. B2C storeMain store, migrated and scaled on VTEXLive ↗
  2. Student storeVerified student pricingLive ↗
  3. Business storeSMB and corporate buyersLive ↗
  4. Employee storeInternal pricing for employeesLive ↗
  5. Android and iOS appsMobile commerceApp ↗
  6. Rewards platformLoyalty program
  7. E-voucher platformDigital vouchers for partners and promotionsLive ↗
  8. In-store kioskEndless aisle in physical storesVideo ↗
  9. Pick-up in storeBOPIS
  10. Ship-from-storeRetail stock as fulfillment
  11. B2B and bank marketplacesThird-party marketplaces

Online PM Senior Analyst (2021) → Online Business Platform Supervisor (2023) → D2C Strategy & Digital Operations Manager (2024 — 2026)