For years, companies with established sales networks faced a long-standing dilemma: whether to develop a direct online channel or to protect their traditional distributors. The advent of e-commerce was often perceived as a threat of direct competition to the local brick-and-mortar channel.
The case of Grupo Rumbo shows that this choice is a false dichotomy. With an extensive catalog and a network spanning multiple regions, the company needed to modernize its digital presence, improve the user experience, and boost sales without disrupting its relationships with the partners who have historically handled customer service and delivery in each province.
Architecture Designed for Integration
To address this complexity, e.tres implemented a comprehensive project based on two fundamental pillars:
- New Custom Front-End: A complete redesign of the interface, geared toward conversion and focused on usability. Seamless navigation, optimized product pages, and a clear checkout process that raises the bar for the brand experience.
- Multi-Portal Architecture: e.tres' proprietary technology that enables the centralization of a brand's digital strategy while operating natively with multiple vendors and specific business rules.
Through this solution, consumers have access to a single, unified digital environment. Based on their geographic location, the system customizes delivery and pickup options, enabling processing through local authorized distributors. In this way, the brand leads the strategy, while the sales network actively participates in sales, logistics, and after-sales service.
Key Capabilities of the Ecosystem
- Multiseller Cart: Designed to manage the complexity of purchases involving different commercial parties within a single transaction.
- Regional Customization: Dynamically displays inventory and shipping conditions relevant to the buyer's location.
- Ad-hoc Reviews Module: Builds trust throughout the purchasing decision process.
- Scalability: A solid foundation ready to accommodate new brands, campaigns, and volume without disrupting network operations.
Results: A network that sells together
The project established a unified commerce model that exceeded the commercial goals set for this phase, while preserving the strategic value of the traditional channel.
"Multiportal was created for projects like Grupo Rumbo: brands that want to develop their online channel without competing with those who built their sales network. The technology allows the brand to lead the experience while enabling distributors to be part of the sale. The result is a network that sells together," said Diego Gorischnik, CEO of e.tres.
The future of distributed commerce is not about choosing between the brand and the channel; it is about coordinating both within a single scalable and efficient technological architecture.
