Esthela Quiñónez: Revolutionizing eCommerce in Latin America

In the rapidly evolving world of digital commerce, Esthela Quiñónez has emerged as a pioneering force. As an entrepreneur committed to empowering underrepresented communities, she is reshaping eCommerce in Latin America and paving the way for women entrepreneurs in an industry traditionally dominated by large corporations.

A Visionary's Journey: From Telecommunications Engineer to Digital Architect

Esthela Quiñónez’s journey is one of determination and innovation. Originally from Honduras, Esthela’s path into the world of digital commerce began with a background in telecommunications engineering. Her desire to merge technology with marketing led her to pursue a Master’s in Digital Marketing, a decision that ultimately paved the way for her to build a transformative digital business.

Leveraging her technical expertise and passion for business automation, Esthela launched Shark Media, an eCommerce incubator blending artificial intelligence with performance advertising. The initiative has unlocked vast potential for digital commerce in Latin America, particularly for women entrepreneurs, who have historically been underrepresented in this space.

Breaking Barriers: Building Digital Empires with Strategy and Vision

At the heart of Shark Media’s success is Esthela’s philosophy that creating successful digital businesses goes beyond technology and marketing strategies. “Shark Media isn’t just a service; it’s a movement,” she shares. Her aim is not just to help entrepreneurs generate revenue but to enable them to build businesses that reflect their passions and purposes.

Through Shark Media, Esthela has supported the growth of businesses in regions such as the U.S., Colombia, Honduras, and the U.K., helping entrepreneurs navigate the complexities of eCommerce with a focus on sustainable business practices. By blending automation with performance marketing, Esthela has created systems that allow entrepreneurs to transform their ideas into viable online businesses.

Empowering Women and Changing Lives: The Ghost Distributor Model

One of Esthela’s most significant contributions to digital commerce has been the development of the ghost distributor model. This innovative approach allows women, particularly single mothers, to build businesses online without the burden of inventory management or logistics. The model has opened doors for hundreds of women across Latin America to achieve financial independence from the comfort of their homes, minimizing the barriers to traditional eCommerce operations.

“Through Shark Media, we’ve helped women build businesses on their terms. They don’t have to worry about stock, shipping, or logistics. They can focus on building meaningful connections with their customers,” Esthela says.

Innovating the eCommerce Landscape: CODShield™

A unique challenge for businesses operating in Latin America is the prevalence of cash-on-delivery (COD) fraud. To address this, Esthela developed CODShield™, a platform designed to protect online stores from losses associated with failed COD orders. This solution has been particularly impactful for businesses in regions where COD is a common payment method, providing them with the tools needed to mitigate financial risks and focus on growing their businesses.

Recognized Leadership: A Vision for Scaling Global eCommerce

Esthela’s leadership in digital commerce has earned her recognition, including being named a semifinalist for the YLAI Fellowship (Young Leaders of the Americas Initiative), a program supported by the U.S. Department of State. The fellowship aims to identify and support top entrepreneurs across the Americas, and Esthela’s selection highlights the significant impact she has made in the digital commerce field.

For Esthela, the fellowship offers an opportunity to scale Shark Media’s impact even further. She envisions growing the agency into one of the foremost eCommerce incubators for underrepresented founders in Latin America, democratizing access to digital entrepreneurship and showcasing that women from any background can succeed in global markets.

Empowering the Next Generation of Founders

As the CEO and founder of Holding E Technology Labs LLC, Esthela continues to serve as a beacon of hope for aspiring entrepreneurs, particularly women in Latin America. Her goal is clear: to empower underrepresented individuals by providing them with the tools and resources to succeed in the digital economy.

“Every woman who partners with Shark Media should feel empowered, capable, and in control of her business,” Esthela emphasizes. "We’re not just creating companies — we’re building legacies."

A Bold Future for Digital Entrepreneurship

As Esthela looks toward the future, she remains committed to her mission: to empower women across Latin America by providing access to the tools and knowledge needed to succeed in digital commerce. Her innovative approaches and tireless advocacy for women entrepreneurs are helping to shape the future of eCommerce in Latin America and beyond.

Her story is a powerful reminder of the immense potential digital entrepreneurship holds and its ability to transform lives and communities. Esthela’s work is not only reshaping eCommerce but also changing the narrative around who can be successful in the digital age.

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