This article, based on a conversation with María Florencia Consoli, e-commerce manager at XL Extra Large, on the Marketing and Sales Leaders podcast , explores the challenges and opportunities of digital transformation in the retail sector , strategies for success in marketplaces, and how to face organizational change.
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What is digital transformation in e-commerce?
Digital transformation in e-commerce involves integrating digital technologies into all areas of the business, fundamentally changing the way they operate and deliver value to their customers. It's not just about launching an online store, but about adopting tools and processes that optimize inventory management, customer service, digital marketing, and more.
María Florencia Consoli explained in the podcast how she led a profound change in a department that previously depended on a manual collection system, with 60 collectors visiting clients door to door. This completely analog process not only lacked traceability, but also represented security risks for employees and the company. The solution was to implement a digital strategy that included banking and the creation of a contact center to manage payments and queries in a centralized manner.
Challenges of digital transformation in traditional companies
One of the biggest barriers to carrying out a digital transformation is employee resistance to change . In the case of XL Extra Large, Consoli shared how he had to work closely with collectors, many of whom had been in the same role for more than 10 years, to train them on new technological tools and help them adapt to their new roles.
Some common challenges include:
Resistance to change: Digital transformation requires employees to learn new skills, which often creates fear or reluctance.
Training: It is essential to properly train employees so that they feel comfortable with new technologies.
Changes in organizational culture: companies must foster an open mindset towards innovation and change.
Practical advice: According to Consoli, “making employees part of the process is key to ensuring their commitment. It is important to clearly communicate the improvements that digitalization will bring, both at the individual and organizational level.”
Successful strategies in marketplaces like Mercado Libre
One of the central themes of the episode was the expansion of XL Extra Large through platforms such as Mercado Libre, the Latin American equivalent of Amazon. The company faced the dilemma of many brands: how to sell on marketplaces without cannibalizing sales from its own online store.
Mercado Libre has established itself as a key channel for brands looking to reach more customers. However, it is important to manage a strategy that balances the presence in the marketplace and the e-commerce itself . Consoli shared his approach: “Our goal was to be where the customer looks for us, but without losing our brand identity.”
