Year 2020. Peak eCommerce boom in Argentina.
I came to Spain to live near my then-girlfriend. Being a padel fanatic, I had arrived at the best place in the world for this sport.
When I got into the scene, I saw they were selling “innovative” products here that didn’t even exist in Argentina: ball pressurizers, silicone grips, anti-vibrators.
Motivated and eager to learn, I contacted a great friend with a degree in foreign trade:
“We have to bring these products to Argentina no matter what.”
I had reviewed MercadoLibre—the Amazon of Latin America—and there wasn’t a single one. Zero competition. It was a clear opportunity.
I invested more than half of my savings in buying products from China and shipping them by boat to Argentina. The process took almost a year and many thousands of dollars flowing out of my account.
September 2021: I created the website with WordPress, designed the images in Canva, and recorded videos promoting the product. With high expectations, we activated advertising on Facebook and Google.
I constantly checked WooCommerce reports to see if we had generated the first sale.
After a few hours, it appeared.
I contacted my partner and we started talking about what we were going to do when we sold the company for $1M dollars.
Every time we increased advertising, sales increased.
We ended up spending our entire salary on advertising in just a few days.
We had even thought about quitting our jobs to focus 100% on our eCommerce.
Months later, we ran out of stock of our star product.
When I started making the bank transfer for the new purchase, I realized we had just enough to buy back a little more than what we had initially brought.
It seemed strange to me.
I decided to review the numbers in detail.
And there I discovered the brutal reality:
All those previously hidden costs destroyed our profitability.
We decided on a second purchase, but while the products traveled across the Pacific, competition appeared.
They started selling almost the same thing—only the color changed—30% cheaper.
Advertising stopped being profitable. There was no margin to cover acquisition costs.
My hopes of being a millionaire died while I deactivated Meta campaigns.
Years later, with the learning that understanding finance is key to doing marketing, I started working at one of the most important CRO agencies in Spain.
I worked with the biggest eCommerce brands in the country, running experiments that generated up to 15% conversion increases.
But when we talked about business beyond the tests, it reminded me of my situation in Argentina:
The scale was different—they were generating millions while we barely reached hundreds of thousands—but the root of the problem was the same:
We were doing marketing without a financial foundation or strategy behind it.
The breaking point came in a monthly results meeting with a client.
A CMO from a brand generating €8M annually was presenting the numbers:
“We have a 4.0 ROAS, sales went up 15%, all KPIs are green…”
But when the CFO presented the financial numbers, reality was different: profitability had worsened.
The tension was palpable in the air.
The founder asked how it was possible that with so much marketing “success” there wasn’t more money in the bank.
The CMO had no answer.
There I saw it clear as day.
It wasn’t just my story. It was the story of almost every eCommerce I had known.
To make matters worse, I repeatedly witnessed agencies calling themselves “marketing experts,” manipulating ROAS and trying to demonstrate good work when every euro in advertising was losing money.
In the land of the blind, the one-eyed man is king.
Someone had to connect marketing with finance. Someone had to teach that the objective isn’t to grow at any cost, but to put real money in the bank account.
That day ASTEROI was born.
My mission is to give financial clarity and marketing strategy to eCommerce businesses generating €1-10M annually.
Connect marketing and finance teams so they work aligned, instead of fighting each month in results meetings.
Help founders and CMOs convert their eCommerce into a predictable profit-generating machine, where every euro invested in marketing translates into real money in the bank account.
When that happens, everything changes:
This is only possible when marketing, finance, and strategy combine.
I’ve witnessed the radical change that occurs when eCommerce leaders gain clarity about their situation: growth rates that double, margins that increase, happy and aligned teams.
My vision is to make this the norm, not the exception.
I want a future where no founder loses money chasing false metrics like happened to me.
Where growth is always synonymous with real profitability. Where marketing and finance work as one team. Where fundamental principles replace tactics that change every quarter.
My fundamental change is simple: prioritize profitability above everything. Do marketing with a solid financial foundation.
When Growth agencies focus on putting real money in the client’s bank account—month after month, predictably—the industry will have changed forever.
And ASTEROI is going to lead that change.
Without a financial understanding of the business, a solid strategy, and a daily action system, marketing teams go blind and misaligned.
But when everything is combined—financial clarity, coherent strategy, and systematic execution—the result is inevitable: a business that grows year after year with a sense of control that previously seemed impossible.
Are you ready to convert your eCommerce into a real profit-generating machine?
