E-commerce is growing at a dizzying pace in Latin America. Every year, thousands of brands and entrepreneurs are betting on the digital channel to get closer to their customers, but along the way a shared challenge appears: it is not only about selling more, but also about managing better.
As part of Ecommerce Day Argentina, e.tres presented EMA (Ecommerce Marketing Analyst), an artificial intelligence solution designed to become the co-pilot of those who manage online stores. The presentation was given by Laureano Pasina Wainberg, an expert in AI integration, who explained how this tool seeks to transform scattered data into quick, clear and actionable decisions.
What is EMA and why is it different?
EMA is a platform that brings together in one place the comprehensive management of an e-commerce: sales, campaigns and user behavior in real time. But its differential is not only in the centralization of data, but also in the ability to offer actionable insights.
In Pasina Wainberg's words, "Many companies have data, but not useful information. EMA translates metrics into clear recommendations, which accelerates decision making and helps to grow with confidence".
Some of the outstanding functions are:
- Comprehensive management in a single dashboard: sales, campaigns and site performance in real time.
- Insights for more conversion: concrete decisions to improve margins and increase sales.
- Early detection: alerts in case of traffic drops, friction at checkout or products with low rotation.
- Smart pricing and promotions: bundles, discounts and financing suggested according to the potential of each product.
- Competitive benchmark: a clear map to understand where you stand in the market.
Benefits already visible to customers
During the presentation, the first results from those already using EMA were shared:
- Fewer losses due to pricing errors, which translates into higher profit margins.
- More conversion, by detecting and correcting frictions in product cards and checkout processes.
- Proactive alerts, which anticipate drops in campaigns or organic traffic.
This means that, instead of reacting late to a problem, e-commerce teams can act quickly and prevent losses.
Artificial intelligence at the service of business
One focus of Pasina Wainberg's talk was how artificial intelligence can be integrated in a practical and accessible way into the day-to-day running of a digital business.
"The big mistake is to think that AI is a luxury or only for large companies. With EMA, any online store can take advantage of advanced algorithms without the need for a specialized technical team. It's like adding a co-pilot who never tires, always attentive to what is happening in the operation," he explained.
This approach democratizes access to advanced analytics and enables small and medium-sized companies to compete on an equal footing with larger players.
EMA is already available to be implemented in e-commerces of different industries. We invite you to schedule a personalized demo and try it out.
