- VTEX, a Brazilian company and world leader in AI-powered e-commerce, opens its first operation in Barcelona.
- With a presence in more than 2,400 global brands, VTEX sees the new unit as a strategic bridge between Latin America and Europe.
- As part of the expansion, multi-champion tennis player Rafael Nadal will be present at VTEX Connect Europe, an event that will bring together professionals. to discuss AI and digital commerce
With projections to generate US$63.3 billion in 2025, the e-commerce sector in Spain is consolidating itself as one of the most promising for omnichannel retail. In the first quarter of the year alone, the market registered an annual growth of 18.21% in revenue and 14.9% in transaction volume.
Betting on this potential, the world's leading company in AI-powered e-commerce, VTEX, the only digital commerce platform recognized for two consecutive years as Customer's Choice through the Gartner®, and partner of global brands such as Colgate, Stanley Black & Decker and Whirlpool, opened its first local operation in Barcelona, one of the main technological innovation hubs in the European Union.
“The new unit will allow the company to offer even closer and more efficient service. We know that Spain is a rapidly growing market for VTEX, and Barcelona brings together cutting-edge digital talent, innovation, and proximity to strategic clients,” he states. Santiago Naranjo, Chief Revenue Officer (CRO) of the Brazilian company.
According to the VTEX executive, the local team is expected to grow rapidly, with several hiring opportunities anticipated in the coming months: “VTEX already has 1,300 digital commerce specialists worldwide. With a consolidated presence in seven European countries – the United Kingdom, France, Portugal, Spain, Germany, Italy, and Romania – we are reinforcing our commitment to global expansion as part of our growth strategy following our IPO on the New York Stock Exchange,” adds Naranjo.
VTEX drives growth in B2B and B2C sales.
Having worked with clients such as Mondelez, Tréndico, Embargosalobestia and La Sirena, VTEX is already integrated into the Spanish retail ecosystem.
The company has over 100 active online stores in the EMEA and APAC regions, most of them in Europe, establishing itself as a strategic partner for the international expansion of brands.
According to data from the Comisión Nacional de los Mercados y la Competencia (CNMC), purchases made by Spanish consumers on foreign websites totaled more than US$16 billion in the first quarter of 2025 — with 94.21 of those purchases being from retailers in the European Union.
In Europe, VTEX has been experiencing strong growth in both B2B and B2C operations, expanding its reach with comprehensive multichannel commerce solutions.
“Besides Barcelona, we already operate from Lisbon, Paris, and Bucharest, and we are evaluating new hubs in Europe as our customer base grows. Spain is strategic not only because of its size, but also because it is a natural bridge to Latin America—a central point for our growth in the region,” Naranjo emphasizes.
Rafael Nadal joins VTEX's European mission.
On November 11th, VTEX will reinforce its presence in the region during the VTEX Connect Europe, which will be held at the Carlos Lopes Pavilion in Lisbon. The event by the leading Brazilian company in AI-powered e-commerce will feature the special participation of Rafael Nadal, 14-time Roland Garros champion, and will bring together thousands of professionals from the retail, manufacturing, and technology sectors to discuss how artificial intelligence and digital enterprise commerce are transforming operations, customer experience, and growth strategies.
“Performance in sports stems from precision and mastery. At VTEX, we see that same clarity in companies that use AI to coordinate multichannel operations with control, agility, and measurable results,” comments Naranjo, who will lead the conversation with the Spanish tennis player.
In addition to his own event, Santiago Naranjo will also participate in Web Summit Lisbon 2025, one of the largest global technology and business gatherings, which brings together executives and innovation leaders to discuss the future of AI and digital commerce. At the event, the executive will participate in conversations with... Greg Swimmer, CTO of Manchester City, and with the Olympic sailor Erik Heil, in addition to presenting the keynote address “The Hidden Architecture of Commerce”.
“The road to the Olympic Games taught me that progress is never linear: we make mistakes, we learn, we adapt, and we improve our pace over time. That’s how great companies evolve — and that’s why I identify so much with VTEX’s vision,” said Naranjo.
About VTEX
VTEX (NYSE: VTEX) it is the backbone of commerce connected by artificial intelligence, developed for companies seeking precision and results in both retail (B2C) and industrial manufacturing and distribution (B2B). Its unified platform It offers omnichannel sales solutions, intelligent order management, data integration, point-of-sale advertising, enterprise security, and much more. Each feature is designed to... Eliminate friction, connect global operations, and accelerate growth..VTEX serves more than 2,400 brands, including Colgate, Sony, Stanley Black & Decker and Whirlpool, and currently operates 3,400 online stores in 43 countries (Fiscal year ended December 31, 2024). More information at vtex.com.
