With a career spanning Amazon, Microsoft, and fast-growing consumer brands, Ernesto Rojas has developed a unique perspective on what drives sustainable eCommerce growth. Here, they share lessons from their journey, debunk common marketplace myths, and explore how AI, automation, and channel strategy are shaping the future of online selling.

Your Career

You’ve built your career at the heart of eCommerce and marketplace growth. What first drew you into this world, and what continues to motivate you about it today?
 

My interest in eCommerce began early in my career. Although I studied IT at university, I was consistently drawn to sales, making eCommerce a natural fit. After university, I gained valuable sales experience and found it genuinely rewarding. Pursuing an MBA, I undertook a summer internship at Google, which proved pivotal—it seamlessly connected my interests in sales and technology.

Following this, I had the opportunity to work at Microsoft for a couple of years,  build Brands of Mexico, work at Amazon, and now lead the marketplaces team at Sons. These experiences provided a solid platform to deepen my expertise and continue learning. What motivates me most today is the rapid advancement of technology in eCommerce. These innovations make it both simpler and more complex to match products with their ideal customers, challenging me to approach selling objectively while driving technological progress within the industry.
 

Before joining Sons, what experiences most shaped your understanding of how marketplaces and DTC models work together — or compete?

My understanding of how marketplaces and DTC models work together, or compete, was significantly shaped by my experiences working with leading brands during my time at Amazon. Collaborating with companies such as P&G, I saw firsthand how integrating multiple channels could drive substantial growth. Each channel operates differently, with its own objectives and tools, which makes alignment complex. However, when channels complement one another, the result is a more cohesive and effective strategy. In my view, an effective marketplace approach not only expands customer acquisition and brand visibility but also creates pathways to transition engaged customers towards the DTC channel, ultimately fostering long-term brand loyalty and growth.
 

You’ve seen the eCommerce landscape evolve rapidly over the past few years. What’s been the biggest shift in how brands approach online growth and customer acquisition?
 

The most significant shift in recent years has been the widespread adoption of AI across the eCommerce sector. On the positive side, AI-driven tools have dramatically improved productivity, enabling brands to optimise everything from personalised recommendations to targeted advertising. However, this efficiency sometimes comes at the expense of authentic brand messaging, with content becoming increasingly generic and less differentiated.

In addition, there has been a notable trend of brands launching their own marketplaces as a means of customer acquisition. This approach is bolstered by an expanding suite of tools and services provided by established marketplaces, empowering brands to reach new audiences more effectively. The evolution of Demand Side Platforms (DSP), particularly through partnerships with major platforms like Netflix, Spotify, and Twitch, has also been transformative—offering brands innovative ways to engage customers and drive growth.
 

Looking back, what’s one project, launch, or milestone that really stands out as a defining moment in your career?
 

One defining moment in my career was during my tenure at Amazon Mexico, where I proposed a solution designed to help customers identify and purchase the most suitable computer for their needs. Initially, I was unaware of the platform’s full flexibility and diversity, but this project exposed me to the breadth of possibilities within Amazon’s marketplace. As I delved deeper, I discovered a parallel initiative already underway and was able to collaborate with that team, further refining the concept. This experience was transformative, as it highlighted the versatility of marketplaces—especially Amazon—and demonstrated how integrating marketing tools and strategic frameworks could drive profitability and enhance customer outcomes.
 

If you could give your younger self one piece of advice about working in eCommerce, what would it be?

 

If I could give my younger self one piece of advice about working in eCommerce, it would be to invest time in learning how to code and to always keep the broader business context in mind. Coding skills will enable you to automate and streamline processes, saving both time and effort, while understanding the bigger picture helps you spot opportunities and address challenges more strategically.

The Marketplace Mindset

Your session at eCommerce Expo debated the battle between marketplaces and DTC. After hearing all sides, where do you personally stand in that discussion?

My perspective is that it’s not a question of marketplaces versus DTC, but rather how both can work together strategically. I believe the most effective approach is a combination that leverages the strengths of each channel. DTC should be focused on nurturing your most loyal customers and delivering a distinctive brand experience, while marketplaces are invaluable for broadening your reach, acquiring new customers, and building brand awareness. Ideally, marketplaces serve as an effective entry point, helping to attract and engage new audiences who can then be transitioned to your DTC channel for deeper relationships and brand loyalty. It’s about orchestrating both channels to complement each other and drive sustainable growth.