Owned business · In production
From zero to an Argentine e-commerce business operated firsthand: brand, catalog, storefront, acquisition, measurement and operations connected as one system.
The starting point
Torvena began without a name, brand, catalog, suppliers or sales channel. The challenge was not to implement a predefined store, but to build a business around useful technology for vehicles and learn from real operations.
What I built
I defined the category, brand and offer; built a headless storefront organized around needs such as charging, cleaning, autonomy and organization; and connected catalog, cart, checkout, content, campaigns and a first-party measurement layer.
Key decisions
These are not attributed outcomes; they are verifiable choices in the process and implementation.
The experience prioritizes situations —charging, cleaning, organizing or being prepared— to connect the catalog with real driver needs.
After an initial Lovable stage, I rebuilt the experience with Shopify Hydrogen to gain greater control over content, journeys and the visual system.
The architecture includes anonymous sessions, UTMs, internal-traffic exclusion and a non-personal link between acquisition and paid orders.
Verified scope
Current status
Verified outcome
An active business with real orders and advertising campaigns underway.
Nationwide operations combining sales, support, logistics and continuous learning.
Verifiable experience building and operating an owned e-commerce business.