Gaston Frydlewski (Argentina), Shops Sr. Director, Head Mercado Shops /

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Gaston is the Head of Mercado Shops, the website builder of Mercado Libre.

Gaston Co-Founded HICKIES (est. 2011) were he reinvented shoelaces, branded a commodity, and built a global omnichannel company with a DTC focus and presence in over 30 countries while partnering with some of the top global footwear brands and retailers.

Gaston is also Co-Founder and Board Member of Whyline (est. 2015). Sold to Clear (NYSE:YOU) in 2021. Whyline is a SaaS company that pioneered the remote waiting experience providing a time saving technology to large and small companies across Latin America and the US. At the time of the sale, Whyline was processing +1M appointments per month globally.

Before founding HICKIES, Gaston worked for five years as an investment banker with the Latin America M&A team at J.P.Morgan. His deal experience includes M&As, JVs, IPOs and other capital market transactions in the US, LatAm and Asia for a total transaction value of over $7 billion.

Prior to J.P.Morgan, Gaston worked for Telefonica, a leading telecommunications company, in its strategic planning group. At Telefonica, he was involved in the creation of the company’s innovation group.

Gaston earned a Bachelor of Arts in business and a Masters Degree in Finance, both from the Universidad de San Andres of Buenos Aires, Argentina.


eCommerce as part of a comprehensive strategy to achieve omnichannel.

The digital consumer continues to recognize the benefits of online shopping beyond price. Today more than ever, the context in which we live has forced companies to increase and add sales channels as well as new strategies to not only offer the most suitable product for their needs, but also the best possible service and a shopping experience that meet and exceed all your expectations.

The strategy of transforming consumption into a unique and increasingly practical experience is a challenge that several companies are trying to meet. To give a complete response to your customers and win their admiration and preference, there is an innovative technique known as Omnichannel Marketing. In this talk we will tell you what it is and how you can use it in your Mercado Shop to achieve more sales every day.