Addi growth playbook

Set one dated source for the headline numbers (customers, merchants, daily transactions) and use it on /aliados in every layout, the Tiendanube pages, the homepage, the app and credits pages and the About page. Replace the "being updated" estimates with measured results by category, with the period and method stated, and add three short merchant stories (a Tier 1 retailer, an online store, a neighbourhood shop). Give Tier 1 prospects their own contact path to the acquisition team.

Large retailers check a partner's scale and evidence before a first meeting. Current, consistent numbers and dated results make every sales conversation start from the strongest version of Addi.

[ ] Customers: one figure, with as-of date
[ ] Merchants: one figure, with as-of date
[ ] Same numbers in desktop, tablet and phone layouts
[ ] Tiendanube pages updated
[ ] Homepage, app, credits and About description updated
[ ] Results by category with period and method
[ ] Three merchant stories with permission
[ ] Tier 1 request path routed to acquisition

• Results differ by category

  Show ranges by category instead of one headline number.

• Claims read as promises to merchants

  State the period, the method and that results vary.

• HiringAcquisition and Onboarding Lead, Marketplace (posted October 15, 2026): "onboard 24 active Tier 1 and Tier 2 merchants", keep "a healthy active pipeline of 100 to 120 prospective merchant accounts", report "drop-off reasons at each stage" of the merchant journey, raise cross-sell merchant activations "from 14 to 20 accounts per month", and frame "Addi's value proposition directly around the merchant's financial statements and growth levers".Source
• HiringHead of Marketplace Supply (posted August 11, 2026): "Grow Active Sellers 150%+ and the Published base 2x", get "pricing and quality on high-impact listings to beat MeLi and Falabella head-on", "cut merchant-driven order issues 30% across 80K+ monthly orders", "convert programs like Fulfilled by Addi into direct revenue" and give sellers "self-service tooling". The Senior Product Manager, Marketplace (posted July 7) owns self-serve onboarding and a "Time-to-10-Sales" metric.Source
• HiringCompany description in every Addi job post: "Today, we serve over 3.6 million customers and partner with more than 55,000 merchants, making Addi Colombia's fastest-growing marketplace"; "the country's leading Buy Now, Pay Later provider, we have secured regulatory approval to operate as a bank".Source
• Your websiteMerchant page /aliados (checked twice on October 22, 2026): desktop and phone layouts show "+2.4M colombianos comprando con Addi" and "+26.000 marcas aliadas", the tablet layout shows "+3M" and "+35.000"; the sales claims "+3X aumento en ticket promedio" and "+20% ~ incremento en ventas" carry the note "Estos valores son estimados por Addi con base en el comportamiento de sus aliados y están en proceso de actualización". No merchant testimonials or case studies.Source
• Your websiteTiendanube activation page: "Más 1.5 millones de clientes a los que podrás venderles con Addi", "Aumenta 3x tu ticket promedio*", "Hasta 20% de incremento en tus ventas*", payment in 30 days. The /aliados section of the sitemap has only Tiendanube pages.Source
• Your websiteOther counts on the site: homepage "más de 35.000 tiendas físicas y online"; app page "+2 Millones clientes usan la app", "+25 mil aliados" and "+ de 1.600 aliados" in the Marketplace; credits page "+26.000 aliados"; the English About page "3.6M+ Customers", "55,000+ Merchants", "38M of transactions", while its own search description says "over 3 million customers and 35,000 merchants".Source

Build public directory pages for the merchants who agree: by city (Bogotá, Medellín, Cali, Barranquilla, then others) and category, with physical and online stores, a "paga con Addi" note and a link to the Marketplace. Use them in the first-30-days journey and let merchants share their listing.

Customers buy where they know they can use their Cupo, and searches such as "tiendas que reciben Addi" or "<store> a cuotas" then land on Addi's own pages. Merchants also gain a visible reason to join.

• Stale listings

  Sync weekly from merchant data.

• Your websiteHomepage: H1 "Compra lo que quieres hoy, págalo después"; a Cupo "en minutos, solo con tu cédula y WhatsApp"; in stores, "recibe un link por WhatsApp"; "Marketplace ahora en web. Compra a 3 cuotas sin interés". The "Donde comprar" menu link goes to clientes.addi.com, which returns a page with no title or readable content without JavaScript; the sitemap has no store directory.Source
• HiringGrowth Manager, Activation & Consumer (posted September 24, 2026): diagnose "where the post-approval funnel leaks", rebuild "the first 30 days after approval as an automated multi-channel journey in Braze (push, WhatsApp, email, in-app) that moves a newly approved user to first purchase", and run "at least one test live per week, holdout groups on everything that matters".Source
• Your websiteOther counts on the site: homepage "más de 35.000 tiendas físicas y online"; app page "+2 Millones clientes usan la app", "+25 mil aliados" and "+ de 1.600 aliados" in the Marketplace; credits page "+26.000 aliados"; the English About page "3.6M+ Customers", "55,000+ Merchants", "38M of transactions", while its own search description says "over 3 million customers and 35,000 merchants".Source
• HiringAcquisition and Onboarding Lead, Marketplace (posted October 15, 2026): "onboard 24 active Tier 1 and Tier 2 merchants", keep "a healthy active pipeline of 100 to 120 prospective merchant accounts", report "drop-off reasons at each stage" of the merchant journey, raise cross-sell merchant activations "from 14 to 20 accounts per month", and frame "Addi's value proposition directly around the merchant's financial statements and growth levers".Source

Point the button to a short sign-up form (business name, NIT, category, channel, city, monthly sales band), remove the fixed parameter so analytics tags each visit properly, and pass source and campaign into Salesforce.

A clean first step lifts completion, and correct attribution shows which campaigns bring merchants who actually activate.

• Login required for compliance

  Collect the short form first and send the login after.

• Your websiteSitemap (199 URLs): 43 individual terms pages, 34 "retos del mes" terms pages, 23 AddiExperto terms pages, 11 marketing terms pages and 6 offers, against 16 blog posts (6 press releases in two languages and 10 merchant tips); the campaign terms pages reuse the homepage search description. The merchant "Registra tu negocio" link goes to a Salesforce login page and carries a fixed Google Analytics linker parameter copied into the link.Source
• HiringSenior B2B Marketing Manager (posted June 24, 2026, still open): a three-tier merchant growth program, "PAC" (Premium, Standard, Base), "merchant-facing ROI reporting", merchant onboarding and retention journeys in Salesforce, and a "B2B Deal -> Targeted CRM Amplification -> Unified Attribution" loop. A Category Manager for Home (posted September 22) uses elasticity models and "competitive benchmarking".Source
• HiringAcquisition and Onboarding Lead, Marketplace (posted October 15, 2026): "onboard 24 active Tier 1 and Tier 2 merchants", keep "a healthy active pipeline of 100 to 120 prospective merchant accounts", report "drop-off reasons at each stage" of the merchant journey, raise cross-sell merchant activations "from 14 to 20 accounts per month", and frame "Addi's value proposition directly around the merchant's financial statements and growth levers".Source
• Your websiteMerchant page /aliados (checked twice on October 22, 2026): desktop and phone layouts show "+2.4M colombianos comprando con Addi" and "+26.000 marcas aliadas", the tablet layout shows "+3M" and "+35.000"; the sales claims "+3X aumento en ticket promedio" and "+20% ~ incremento en ventas" carry the note "Estos valores son estimados por Addi con base en el comportamiento de sus aliados y están en proceso de actualización". No merchant testimonials or case studies.Source

Create a newsroom page for press releases and key figures in Spanish and English, start a Substack with the CEO's monthly letter on Colombian credit and commerce, and keep the blog for merchant advice. Clear every piece through the Legal and Compliance workflow the role is asked to build.

Investors, partners and recruits look for a clear company voice; mixing it with merchant tips buries both.

• Statements on regulation

  Every regulatory topic goes through Legal first.

• HiringNew Media Lead (Bogotá, posted September 24, 2026): build executive thought leadership on "LinkedIn, X, Substack" for "founders, investors, financial ecosystem leaders, talent", grow those channels "30% quarterly", launch "at least 3 integrated narrative campaigns" on "product and regulatory milestones with zero compliance breaches", with a Legal and Compliance workflow.Source
• Your websiteSitemap (199 URLs): 43 individual terms pages, 34 "retos del mes" terms pages, 23 AddiExperto terms pages, 11 marketing terms pages and 6 offers, against 16 blog posts (6 press releases in two languages and 10 merchant tips); the campaign terms pages reuse the homepage search description. The merchant "Registra tu negocio" link goes to a Salesforce login page and carries a fixed Google Analytics linker parameter copied into the link.Source
• Your websitePress (November 10, 2025): a $71 million credit upsize from Goldman Sachs, Fasanara Capital and BBVA Spark, bringing total committed debt to $420 million. September 2025: a new Chief Marketing Officer (from Square and Amazon) and Chief Product Officer, when Addi served "more than 2.5 million customers and 30,000 merchant partners".Source

Design the journey around WhatsApp first: a welcome with how the Cupo works and its costs, three nearby or online stores from the directory, a reminder before the first instalment, and help if no purchase happens in a week. Keep a 10% holdout and report incremental first purchases monthly.

Customers already use WhatsApp to sign up and pay, so it is where a first purchase is easiest to start, and the holdout shows real lift.

• Too many messages

  Frequency cap across channels.

• #2 A public "Dónde comprar con Addi" directory by city and category

• HiringGrowth Manager, Activation & Consumer (posted September 24, 2026): diagnose "where the post-approval funnel leaks", rebuild "the first 30 days after approval as an automated multi-channel journey in Braze (push, WhatsApp, email, in-app) that moves a newly approved user to first purchase", and run "at least one test live per week, holdout groups on everything that matters".Source
• Your websiteHomepage: H1 "Compra lo que quieres hoy, págalo después"; a Cupo "en minutos, solo con tu cédula y WhatsApp"; in stores, "recibe un link por WhatsApp"; "Marketplace ahora en web. Compra a 3 cuotas sin interés". The "Donde comprar" menu link goes to clientes.addi.com, which returns a page with no title or readable content without JavaScript; the sitemap has no store directory.Source
• Your websiteCredits page: Cupo "De 1 a 6 cuotas", "Compra a 3 cuotas sin interés. Disponible para clientes elegibles", Crédito Grande "De 6 a 24 cuotas", "Sin cuota de manejo", instalments paid "Con PSE, Nequi o en efectivo"; rates are on /tasas-tarifas.Source

Keep current terms published and linked, but mark expired campaign terms noindex and move them to an archive, give each live terms page its own title and description, and add guides that answer real searches (how Cupo works, where to buy, how to pay an instalment).

A cleaner index helps the pages that convert get found and stops search results showing old offers.

• Terms must stay public

  Keep them reachable; only hide ended ones from search.

• Your websiteSitemap (199 URLs): 43 individual terms pages, 34 "retos del mes" terms pages, 23 AddiExperto terms pages, 11 marketing terms pages and 6 offers, against 16 blog posts (6 press releases in two languages and 10 merchant tips); the campaign terms pages reuse the homepage search description. The merchant "Registra tu negocio" link goes to a Salesforce login page and carries a fixed Google Analytics linker parameter copied into the link.Source
• Your websiteHomepage: H1 "Compra lo que quieres hoy, págalo después"; a Cupo "en minutos, solo con tu cédula y WhatsApp"; in stores, "recibe un link por WhatsApp"; "Marketplace ahora en web. Compra a 3 cuotas sin interés". The "Donde comprar" menu link goes to clientes.addi.com, which returns a page with no title or readable content without JavaScript; the sitemap has no store directory.Source
• Your websiteCredits page: Cupo "De 1 a 6 cuotas", "Compra a 3 cuotas sin interés. Disponible para clientes elegibles", Crédito Grande "De 6 a 24 cuotas", "Sin cuota de manejo", instalments paid "Con PSE, Nequi o en efectivo"; rates are on /tasas-tarifas.Source

Give every new seller a checklist (20 products, photos, prices checked against MeLi and Falabella), a launch placement for two weeks, and a daily dashboard of views and orders. Sellers who reach 10 sales unlock a lower-cost promotion slot.

Early sales prove the channel and keep sellers investing in their listings.

• Placement hurts conversion

  Cap new-seller slots per page.

• HiringHead of Marketplace Supply (posted August 11, 2026): "Grow Active Sellers 150%+ and the Published base 2x", get "pricing and quality on high-impact listings to beat MeLi and Falabella head-on", "cut merchant-driven order issues 30% across 80K+ monthly orders", "convert programs like Fulfilled by Addi into direct revenue" and give sellers "self-service tooling". The Senior Product Manager, Marketplace (posted July 7) owns self-serve onboarding and a "Time-to-10-Sales" metric.Source
• HiringSenior B2B Marketing Manager (posted June 24, 2026, still open): a three-tier merchant growth program, "PAC" (Premium, Standard, Base), "merchant-facing ROI reporting", merchant onboarding and retention journeys in Salesforce, and a "B2B Deal -> Targeted CRM Amplification -> Unified Attribution" loop. A Category Manager for Home (posted September 22) uses elasticity models and "competitive benchmarking".Source

Track the top 200 Home products against MeLi and Falabella weekly, fill missing products with merchants, agree price matches on the most viewed items, and show the instalment amount next to each price.

Shoppers compare across marketplaces, and visible instalments next to a competitive price make Addi the easier choice.

• Margin pressure

  Match only on the most viewed products.

• HiringHead of Marketplace Supply (posted August 11, 2026): "Grow Active Sellers 150%+ and the Published base 2x", get "pricing and quality on high-impact listings to beat MeLi and Falabella head-on", "cut merchant-driven order issues 30% across 80K+ monthly orders", "convert programs like Fulfilled by Addi into direct revenue" and give sellers "self-service tooling". The Senior Product Manager, Marketplace (posted July 7) owns self-serve onboarding and a "Time-to-10-Sales" metric.Source
• HiringSenior B2B Marketing Manager (posted June 24, 2026, still open): a three-tier merchant growth program, "PAC" (Premium, Standard, Base), "merchant-facing ROI reporting", merchant onboarding and retention journeys in Salesforce, and a "B2B Deal -> Targeted CRM Amplification -> Unified Attribution" loop. A Category Manager for Home (posted September 22) uses elasticity models and "competitive benchmarking".Source
• Your websiteCredits page: Cupo "De 1 a 6 cuotas", "Compra a 3 cuotas sin interés. Disponible para clientes elegibles", Crédito Grande "De 6 a 24 cuotas", "Sin cuota de manejo", instalments paid "Con PSE, Nequi o en efectivo"; rates are on /tasas-tarifas.Source

Define what each tier gets (placements, CRM pushes, co-funded media), send each merchant a monthly one-page report with sales through Addi, new customers, average ticket and campaign results with a comparison group, and use it in key account reviews.

Merchants invest more in programs they can measure, and shared reports give key account managers a reason to meet monthly.

• Results look weak for some merchants

  Show comparison groups and fix the campaign mix.

• #3 Fix the merchant sign-up link and measure where each merchant came from

• HiringSenior B2B Marketing Manager (posted June 24, 2026, still open): a three-tier merchant growth program, "PAC" (Premium, Standard, Base), "merchant-facing ROI reporting", merchant onboarding and retention journeys in Salesforce, and a "B2B Deal -> Targeted CRM Amplification -> Unified Attribution" loop. A Category Manager for Home (posted September 22) uses elasticity models and "competitive benchmarking".Source
• HiringKey Account Manager (posted October 8, 2026): Joint Business Plans, Share of Wallet through "new physical and digital touchpoints (e.g., self-checkout kiosks, category-specific checkout flows, app integrations)", "store-staff training programs" and co-marketed seasonal campaigns "with positive partner ROI". The Success Manager (posted October 6) leads a key-accounts team of "+15 people" with monthly business reviews and "automated weekly performance reports for partners".Source
• Your websiteMerchant page /aliados (checked twice on October 22, 2026): desktop and phone layouts show "+2.4M colombianos comprando con Addi" and "+26.000 marcas aliadas", the tablet layout shows "+3M" and "+35.000"; the sales claims "+3X aumento en ticket promedio" and "+20% ~ incremento en ventas" carry the note "Estos valores son estimados por Addi con base en el comportamiento de sus aliados y están en proceso de actualización". No merchant testimonials or case studies.Source

Build a short kit: a two-minute video, a counter card with a QR code, a script for "you can pay this in instalments", and a monthly contest for the stores with the most Addi sales. Roll out in the top key accounts first.

Staff are the in-store salesforce, and a simple script turns them into it.

• Pushy selling

  Train staff to explain costs, not pressure.

• HiringKey Account Manager (posted October 8, 2026): Joint Business Plans, Share of Wallet through "new physical and digital touchpoints (e.g., self-checkout kiosks, category-specific checkout flows, app integrations)", "store-staff training programs" and co-marketed seasonal campaigns "with positive partner ROI". The Success Manager (posted October 6) leads a key-accounts team of "+15 people" with monthly business reviews and "automated weekly performance reports for partners".Source
• Your websiteHomepage: H1 "Compra lo que quieres hoy, págalo después"; a Cupo "en minutos, solo con tu cédula y WhatsApp"; in stores, "recibe un link por WhatsApp"; "Marketplace ahora en web. Compra a 3 cuotas sin interés". The "Donde comprar" menu link goes to clientes.addi.com, which returns a page with no title or readable content without JavaScript; the sitemap has no store directory.Source
• Your websiteComunidad Addi (comunidad.addi.com): "más de 100.000 AddiExpertos" with an academy, live sessions, challenges, advertising material, a catalogue and referrals.Source

For each city, sign a cluster of merchants on one commercial street or mall, list them on the city directory page, and run local social and WhatsApp campaigns pointing shoppers to those stores in the same weeks.

Launching both sides together in a small area makes the first purchases happen fast, which keeps new merchants active.

• Thin demand in smaller cities

  Start with the busiest commercial area.

• #2 A public "Dónde comprar con Addi" directory by city and category

• HiringStaff Product Manager, Conversational AI (posted September 15, 2026): scale "Addri, Addi's AI-powered conversational assistant, from a support-focused prototype" to the main in-app interface, with "Conversational Shopping" and "honest recommendations", and credit flows with "strict escalation guardrails". Field Sales Representatives are open in Cali (posted June 14) and Buenaventura (posted September 1).Source
• Your websiteHomepage: H1 "Compra lo que quieres hoy, págalo después"; a Cupo "en minutos, solo con tu cédula y WhatsApp"; in stores, "recibe un link por WhatsApp"; "Marketplace ahora en web. Compra a 3 cuotas sin interés". The "Donde comprar" menu link goes to clientes.addi.com, which returns a page with no title or readable content without JavaScript; the sitemap has no store directory.Source
• HiringAcquisition and Onboarding Lead, Marketplace (posted October 15, 2026): "onboard 24 active Tier 1 and Tier 2 merchants", keep "a healthy active pipeline of 100 to 120 prospective merchant accounts", report "drop-off reasons at each stage" of the merchant journey, raise cross-sell merchant activations "from 14 to 20 accounts per month", and frame "Addi's value proposition directly around the merchant's financial statements and growth levers".Source

Give AddiExpertos a merchant referral: a link to recommend a store, points or cash when that store activates and makes its first sales, and a ranking by city. Route referred stores to field sales or self-serve by size.

Peer referrals bring trusted introductions at low cost and reach small shops that field teams cannot visit.

• Low-quality referrals

  Pay only after the store's first sales.

• Your websiteComunidad Addi (comunidad.addi.com): "más de 100.000 AddiExpertos" with an academy, live sessions, challenges, advertising material, a catalogue and referrals.Source
• HiringAcquisition and Onboarding Lead, Marketplace (posted October 15, 2026): "onboard 24 active Tier 1 and Tier 2 merchants", keep "a healthy active pipeline of 100 to 120 prospective merchant accounts", report "drop-off reasons at each stage" of the merchant journey, raise cross-sell merchant activations "from 14 to 20 accounts per month", and frame "Addi's value proposition directly around the merchant's financial statements and growth levers".Source
• HiringStaff Product Manager, Conversational AI (posted September 15, 2026): scale "Addri, Addi's AI-powered conversational assistant, from a support-focused prototype" to the main in-app interface, with "Conversational Shopping" and "honest recommendations", and credit flows with "strict escalation guardrails". Field Sales Representatives are open in Cali (posted June 14) and Buenaventura (posted September 1).Source

Start with two shopping tasks on WhatsApp and in the app: "where can I buy X with Addi near me" (from the directory) and "what would my instalments be" (from the customer's own Cupo and the published rates). Hand off to a person for anything about credit decisions.

Answering the two most common pre-purchase questions where customers already are removes the steps between interest and purchase.

• Wrong cost answers

  Use only the customer's own data and published rates; escalate otherwise.

• #2 A public "Dónde comprar con Addi" directory by city and category

• HiringStaff Product Manager, Conversational AI (posted September 15, 2026): scale "Addri, Addi's AI-powered conversational assistant, from a support-focused prototype" to the main in-app interface, with "Conversational Shopping" and "honest recommendations", and credit flows with "strict escalation guardrails". Field Sales Representatives are open in Cali (posted June 14) and Buenaventura (posted September 1).Source
• Your websiteHomepage: H1 "Compra lo que quieres hoy, págalo después"; a Cupo "en minutos, solo con tu cédula y WhatsApp"; in stores, "recibe un link por WhatsApp"; "Marketplace ahora en web. Compra a 3 cuotas sin interés". The "Donde comprar" menu link goes to clientes.addi.com, which returns a page with no title or readable content without JavaScript; the sitemap has no store directory.Source
• Your websiteCredits page: Cupo "De 1 a 6 cuotas", "Compra a 3 cuotas sin interés. Disponible para clientes elegibles", Crédito Grande "De 6 a 24 cuotas", "Sin cuota de manejo", instalments paid "Con PSE, Nequi o en efectivo"; rates are on /tasas-tarifas.Source

Publish one integrations page listing each supported platform and checkout method, with install steps, a demo video and the time to go live, and add the guides to each platform's app directory where Addi is listed.

Online merchants choose payment methods inside their platform; clear install guides lower the effort and the support load.

• Listing unsupported platforms

  Only list what works today.

• Your websiteTiendanube activation page: "Más 1.5 millones de clientes a los que podrás venderles con Addi", "Aumenta 3x tu ticket promedio*", "Hasta 20% de incremento en tus ventas*", payment in 30 days. The /aliados section of the sitemap has only Tiendanube pages.Source
• HiringHead of Marketplace Supply (posted August 11, 2026): "Grow Active Sellers 150%+ and the Published base 2x", get "pricing and quality on high-impact listings to beat MeLi and Falabella head-on", "cut merchant-driven order issues 30% across 80K+ monthly orders", "convert programs like Fulfilled by Addi into direct revenue" and give sellers "self-service tooling". The Senior Product Manager, Marketplace (posted July 7) owns self-serve onboarding and a "Time-to-10-Sales" metric.Source
• Your websiteSitemap (199 URLs): 43 individual terms pages, 34 "retos del mes" terms pages, 23 AddiExperto terms pages, 11 marketing terms pages and 6 offers, against 16 blog posts (6 press releases in two languages and 10 merchant tips); the campaign terms pages reuse the homepage search description. The merchant "Registra tu negocio" link goes to a Salesforce login page and carries a fixed Google Analytics linker parameter copied into the link.Source

Add a simple simulator on the credits page and in the app: choose an amount and number of instalments, see each instalment, the total in pesos and any interest, using the published rates. Use the same wording in the first-30-days journey.

Clear costs build trust with first-time credit users, which supports repeat use and on-time payment, and they meet the compliance standard the company already holds itself to.

• Figures read as an offer

  Label every result as an estimate based on published rates.

• Your websiteCredits page: Cupo "De 1 a 6 cuotas", "Compra a 3 cuotas sin interés. Disponible para clientes elegibles", Crédito Grande "De 6 a 24 cuotas", "Sin cuota de manejo", instalments paid "Con PSE, Nequi o en efectivo"; rates are on /tasas-tarifas.Source
• HiringGrowth Manager, Activation & Consumer (posted September 24, 2026): diagnose "where the post-approval funnel leaks", rebuild "the first 30 days after approval as an automated multi-channel journey in Braze (push, WhatsApp, email, in-app) that moves a newly approved user to first purchase", and run "at least one test live per week, holdout groups on everything that matters".Source
• HiringNew Media Lead (Bogotá, posted September 24, 2026): build executive thought leadership on "LinkedIn, X, Substack" for "founders, investors, financial ecosystem leaders, talent", grow those channels "30% quarterly", launch "at least 3 integrated narrative campaigns" on "product and regulatory milestones with zero compliance breaches", with a Legal and Compliance workflow.Source

Publish a page with what Fulfilled by Addi covers (storage, packing, delivery, returns), the fees, and the effect on order issues, and offer it in the seller dashboard to sellers with the most late or failed orders.

A clear offer turns an internal program into a product sellers buy, and it fixes the order problems that hurt repeat purchases.

• Capacity limits

  Cap new sellers per month.

• HiringHead of Marketplace Supply (posted August 11, 2026): "Grow Active Sellers 150%+ and the Published base 2x", get "pricing and quality on high-impact listings to beat MeLi and Falabella head-on", "cut merchant-driven order issues 30% across 80K+ monthly orders", "convert programs like Fulfilled by Addi into direct revenue" and give sellers "self-service tooling". The Senior Product Manager, Marketplace (posted July 7) owns self-serve onboarding and a "Time-to-10-Sales" metric.Source

Publish an annual report with aggregated, anonymous data: what categories people finance, ticket sizes by city, online vs in-store, and how often customers pay early. Launch it on Substack, LinkedIn and in the press, with a merchant version by category.

Original data earns press and citations, positions Addi as the authority on Colombian commerce, and gives sales teams a reason to call.

• Sensitive credit data

  Aggregate, suppress small groups and review with Legal.

• Your websiteOther counts on the site: homepage "más de 35.000 tiendas físicas y online"; app page "+2 Millones clientes usan la app", "+25 mil aliados" and "+ de 1.600 aliados" in the Marketplace; credits page "+26.000 aliados"; the English About page "3.6M+ Customers", "55,000+ Merchants", "38M of transactions", while its own search description says "over 3 million customers and 35,000 merchants".Source
• HiringNew Media Lead (Bogotá, posted September 24, 2026): build executive thought leadership on "LinkedIn, X, Substack" for "founders, investors, financial ecosystem leaders, talent", grow those channels "30% quarterly", launch "at least 3 integrated narrative campaigns" on "product and regulatory milestones with zero compliance breaches", with a Legal and Compliance workflow.Source
• HiringCompany description in every Addi job post: "Today, we serve over 3.6 million customers and partner with more than 55,000 merchants, making Addi Colombia's fastest-growing marketplace"; "the country's leading Buy Now, Pay Later provider, we have secured regulatory approval to operate as a bank".Source

Build a dashboard for every merchant: sales through Addi, conversion, ticket size and returns, compared with the anonymous median for their category and city, with three suggested actions each month.

Benchmarks show merchants what to fix and where Addi adds value, and they reduce manual reporting.

• Small categories reveal competitors

  Show benchmarks only above a minimum group size.

• HiringHead of Marketplace Supply (posted August 11, 2026): "Grow Active Sellers 150%+ and the Published base 2x", get "pricing and quality on high-impact listings to beat MeLi and Falabella head-on", "cut merchant-driven order issues 30% across 80K+ monthly orders", "convert programs like Fulfilled by Addi into direct revenue" and give sellers "self-service tooling". The Senior Product Manager, Marketplace (posted July 7) owns self-serve onboarding and a "Time-to-10-Sales" metric.Source
• HiringKey Account Manager (posted October 8, 2026): Joint Business Plans, Share of Wallet through "new physical and digital touchpoints (e.g., self-checkout kiosks, category-specific checkout flows, app integrations)", "store-staff training programs" and co-marketed seasonal campaigns "with positive partner ROI". The Success Manager (posted October 6) leads a key-accounts team of "+15 people" with monthly business reviews and "automated weekly performance reports for partners".Source
• HiringSenior B2B Marketing Manager (posted June 24, 2026, still open): a three-tier merchant growth program, "PAC" (Premium, Standard, Base), "merchant-facing ROI reporting", merchant onboarding and retention journeys in Salesforce, and a "B2B Deal -> Targeted CRM Amplification -> Unified Attribution" loop. A Category Manager for Home (posted September 22) uses elasticity models and "competitive benchmarking".Source

When a merchant signs or launches a promotion, automatically send it to the customers most likely to buy there (by category and city), keep a holdout, and report incremental sales to the merchant and the key account team.

Proven incremental sales are Addi's best argument with merchants, and targeted campaigns turn the customer base into a merchant growth engine.

• Customer fatigue

  Cap merchant campaigns per customer per month.

• #9 Launch the three PAC tiers with a monthly ROI report every merchant can read

• HiringSenior B2B Marketing Manager (posted June 24, 2026, still open): a three-tier merchant growth program, "PAC" (Premium, Standard, Base), "merchant-facing ROI reporting", merchant onboarding and retention journeys in Salesforce, and a "B2B Deal -> Targeted CRM Amplification -> Unified Attribution" loop. A Category Manager for Home (posted September 22) uses elasticity models and "competitive benchmarking".Source
• HiringGrowth Manager, Activation & Consumer (posted September 24, 2026): diagnose "where the post-approval funnel leaks", rebuild "the first 30 days after approval as an automated multi-channel journey in Braze (push, WhatsApp, email, in-app) that moves a newly approved user to first purchase", and run "at least one test live per week, holdout groups on everything that matters".Source
• HiringCompany description in every Addi job post: "Today, we serve over 3.6 million customers and partner with more than 55,000 merchants, making Addi Colombia's fastest-growing marketplace"; "the country's leading Buy Now, Pay Later provider, we have secured regulatory approval to operate as a bank".Source
• HiringKey Account Manager (posted October 8, 2026): Joint Business Plans, Share of Wallet through "new physical and digital touchpoints (e.g., self-checkout kiosks, category-specific checkout flows, app integrations)", "store-staff training programs" and co-marketed seasonal campaigns "with positive partner ROI". The Success Manager (posted October 6) leads a key-accounts team of "+15 people" with monthly business reviews and "automated weekly performance reports for partners".Source

Compress and resize the hero image, defer the tag manager and ad pixels until after the first view, remove unused scripts, and set a budget for new pages.

Faster pages lift sign-ups from paid and social traffic, and responsiveness affects how the page feels when people tap "Pide tu Cupo".

• Breaking tracking

  Test every tag after changes.

• PageSpeedGoogle PageSpeed for the homepage on mobile: lab performance 62, Largest Contentful Paint 10.9 s (the hero image of a phone), 3.9 MB and 178 requests, about 628 KB of image savings and 593 KB of unused JavaScript; real Chrome users fail Core Web Vitals, with LCP 2.5 s and INP 248 ms at the 75th percentile.Source
• Your websiteHomepage: H1 "Compra lo que quieres hoy, págalo después"; a Cupo "en minutos, solo con tu cédula y WhatsApp"; in stores, "recibe un link por WhatsApp"; "Marketplace ahora en web. Compra a 3 cuotas sin interés". The "Donde comprar" menu link goes to clientes.addi.com, which returns a page with no title or readable content without JavaScript; the sitemap has no store directory.Source

Collect short quotes and photos from 12 merchants across categories and sizes (with permission), add them to /aliados and the Tiendanube pages, and use them in sales decks and the AddiExperto community.

Peer voices make the claims believable and show that shops like the visitor's already use Addi.

• Quotes with unverifiable numbers

  Review every number with Legal.

• #1 Bring the merchant page up to date: it shows 2.4 million shoppers and 26,000 brands, Addi now says 3.6 million and 55,000

• Your websiteMerchant page /aliados (checked twice on October 22, 2026): desktop and phone layouts show "+2.4M colombianos comprando con Addi" and "+26.000 marcas aliadas", the tablet layout shows "+3M" and "+35.000"; the sales claims "+3X aumento en ticket promedio" and "+20% ~ incremento en ventas" carry the note "Estos valores son estimados por Addi con base en el comportamiento de sus aliados y están en proceso de actualización". No merchant testimonials or case studies.Source
• HiringKey Account Manager (posted October 8, 2026): Joint Business Plans, Share of Wallet through "new physical and digital touchpoints (e.g., self-checkout kiosks, category-specific checkout flows, app integrations)", "store-staff training programs" and co-marketed seasonal campaigns "with positive partner ROI". The Success Manager (posted October 6) leads a key-accounts team of "+15 people" with monthly business reviews and "automated weekly performance reports for partners".Source
• Your websiteComunidad Addi (comunidad.addi.com): "más de 100.000 AddiExpertos" with an academy, live sessions, challenges, advertising material, a catalogue and referrals.Source