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.

What are the biggest misconceptions brands still have about selling through marketplaces?

Two major misconceptions persist: First, that every product should be listed on marketplaces—when in reality, it's important to reserve some exclusivity and unique experiences for your DTC channel, allowing marketplaces to drive broader awareness while your DTC creates true brand magic. Second, some believe marketplaces inevitably steal customers from DTC or harm brand perception, but with a well-aligned strategy, the customer experience and messaging can remain consistent across both channels—the main difference is simply the product selection.

How do you see marketplaces evolving in the next few years — particularly as AI and automation  becomes more prevalent?

In the coming years, I see marketplaces evolving into an AI-driven environments where large language models (LLMs) act as trusted advisors, guiding customers through every stage of their purchase journey. We’re already witnessing this shift with tools like Rufus and ChatGPT’s new checkout features, so it’s crucial for brands to optimise their presence and content for these AI-powered experiences to remain competitive.

For smaller or emerging brands, what would you say is the right time to consider expanding from DTC into marketplaces (or vice versa)?

Winning brands will combine from the start, using each platform for their intended purpose.

What marketplace are you most excited about going into 2026? And why?

 I hate to say it but Amazon, they are coming with great innovations around AI and a lot of optimisations that should help the brands broaden their scope and visibility. ChatGPT could potentially play there but there are still unclear rules.

Quick-fire Questions

Most overhyped eCommerce trend right now? Not sure, will say generative AI at its current state but its getting better.
How many unread emails are currently in your inbox? 2
One tool or platform you couldn’t live without? Helium10, Copilot and Excel
What’s the first app you open in the morning? Outlook and Seller Central
Biggest challenge for eCommerce brands in 2026? Profitability
If you weren’t in eCommerce, what do you think you’d be doing? Project Management
Coffee order of choice? Not a coffee person, but will always go for a hot chocolate.