Bridging Cultures to Scale Global Commerce with Daniela Jurado Jabba

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What does it really take to scale global commerce in today’s fragmented and competitive landscape? And how can brands balance operational efficiency, customer retention, and local adaptability while expanding across markets?

In this episode, Daniela joins Santiago Naranjo, Chief Revenue Officer of VTEX, for a grounded conversation on how companies can succeed by combining local insight with global strategy. She shares lessons from building VTEX operations in Brazil and Italy before leading North America from New York, unpacking the cultural nuances, regulatory differences, and customer expectations that define each region.

Daniela highlights how the North American market demands local proof points and industry-specific success stories, making authenticity and trust central to every relationship. She explains how retailers and B2B brands alike are navigating a high-cost environment where efficiency and retention drive growth. The conversation explores how composable commerce allows brands to launch new channels faster, unify B2B and B2C operations, and improve agility without massive investment.

Together, Daniela and Santiago unpack why customer loyalty remains the true engine of profitability. Daniela shares powerful data, existing customers spend 67% more than new ones, and breaks down how brands can use delivery experience, marketplaces, and last-mile innovation to deepen relationships and earn repeat purchases.

Beyond commerce strategy, Daniela offers personal reflections on leadership and adaptation, what it means to represent Latin America on the global stage, the value of understanding local culture in business, and how empathy, observation, and communication shape trust across borders.

For leaders building in digital commerce, retail, or B2B transformation, this episode delivers a clear and practical look at how to scale globally, act locally, and build brands that last.

[00:00:00] From Colombia to New York – Daniela’s Global VTEX Journey - Daniela opens the conversation by tracing her decade-long career at VTEX, from her beginnings in Latin America to leadership roles across Brazil, Europe, and now North America. She shares how each market taught her to adapt to different business cultures and expectations while keeping the customer at the centre. Her journey reflects the power of local understanding in shaping global growth. Santiago highlights how Daniela’s path mirrors VTEX’s evolution as a truly global commerce platform built on cultural intelligence and operational discipline.

[00:02:48] Europe vs. United States – Two Distinct Retail Realities - Drawing on her experience leading VTEX operations in Italy and the U.S., Daniela explains how European retail is deeply localised, while North American brands prioritise proven results and local case studies. She notes that in Europe, speaking the language and understanding regional nuances are critical to trust, while in the U.S., credibility comes from local partnerships and execution. Santiago and Daniela explore how trust and localisation determine adoption speed in each market.

[00:05:53] Balancing Customer Retention and Operational Efficiency - Daniela identifies customer retention and operational efficiency as the two defining priorities for retailers in 2026. With high interest rates and tight budgets, brands must deliver greater value while managing costs. She explains how technology can streamline logistics, accelerate delivery, and improve experience without large investments. They highlight how unified operations not only cut costs but also enhance customer lifetime value, positioning efficiency as a growth strategy rather than a constraint.

[00:07:55] Rethinking B2B Commerce – From Manual Orders to Automation - Despite their scale, many B2B companies still process orders through email, PDF, or even fax. Daniela describes how this manual approach drives unnecessary costs, delays, and errors. She explains how a unified commerce architecture connects all channels, eliminates middle steps, and improves visibility across sales and inventory. Santiago adds that automation creates the foundation for scalable, sustainable growth. Together, they show how digital transformation in B2B starts with orchestration and intelligent system design.

[00:10:00] Modern Commerce Without Massive Investment - Daniela challenges the belief that modernising commerce requires massive CapEx projects and long implementation cycles. She outlines how composable commerce allows retailers to experiment with new channels, such as marketplaces, live shopping, and conversational commerce, through agile, test-and-learn models. By simplifying deployment and focusing on OpEx scalability, brands can innovate faster and smarter. The exchange demonstrates how flexible architecture empowers teams to move from concept to customer impact in weeks, not years.

Daniela brings data into focus: existing customers spend 67% more than new ones. She and Santiago unpack how customer experience, delivery accuracy, and last-mile efficiency turn retention into a measurable advantage. Daniela stresses that convenience now outweighs price as a deciding factor, making delivery promises and real-time transparency central to loyalty. They reflect on how brands can create value beyond transactions by building reliability, trust, and ease into every moment of the shopping journey.

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