Yuju Marketplace
By Madkting, S.A. de C.V.
Yuju, operated by Madkting, S.A. de C.V., is the premier multichannel e-commerce facilitator in Latin America. Founded with the mission to democratize access to major marketplaces for businesses of all sizes, it has grown from a Mexican startup into a regional powerhouse. The company specializes in cloud-based synchronization software that bridge the gap between back-end inventory systems and front-end marketplace platforms. Today, Yuju manages over 800,000 monthly orders and facilitates more than $700 million in annual GMV, serving 3,000+ brands. Its strategic focus on the LATAM region allows it to offer unparalleled depth in integrations for local platforms like Mercado Libre, Falabella, and Liverpool, making it the preferred choice for companies operating in Mexico, Brazil, Chile, and Colombia.
Yuju was founded in 2016 in Mexico City by Harold Marraud des Grottes, who serves as the CEO. The company was born out of a realization that the Mexican e-commerce market was on the verge of an explosion, but sellers lacked the technical infrastructure to manage multiple sales channels efficiently. Initially, the platform was built as an API-first solution to connect businesses to the growing number of marketplaces in the region. Starting as a small, lean operation, the founding team focused on solving the 'overselling' problem, which was a major pain point for Mexican retailers. Since its inception, Yuju has maintained a focus on practical, scalable technology that empowers SMEs and large enterprises alike to participate in the digital economy.
Unlike many of its high-profile venture-backed competitors, Yuju (Madkting) has primarily followed a bootstrapped growth path. CEO Harold Marraud des Grottes has emphasized that starting as a SaaS allowed the company to make a significant impact with limited initial capital, solving problems sequentially rather than burning through millions in investment. This independent financial structure has allowed Yuju to remain focused on its core LATAM mission and customer profitability rather than meeting aggressive VC exit timelines. While specific private seed rounds or angel investments may exist, the company is widely recognized in the Mexican tech ecosystem as a successful, self-sustaining 'unfunded' operation that has achieved massive scale through organic product-market fit.
The Yuju product ecosystem is divided into three primary modules designed to cover the entire e-commerce lifecycle. 1) **Yuju Marketplace**: The flagship product for multichannel synchronization, inventory management, and bulk publishing. 2) **Yuju Analytics**: A specialized BI interface that aggregates data from all sales channels to provide insights into SKU-level profitability, sales trends, and warehouse rotation. 3) **Yuju Facturación**: A localized electronic billing solution that automates the generation of tax-compliant invoices for marketplaces, currently supporting the complex tax requirements of Mexico and Colombia. These products can be used individually or as an integrated suite to provide an end-to-end omnichannel management experience.
Yuju has successfully expanded from its home market in Mexico to become a dominant force across the entire Latin American region. Currently, the platform has an active presence and localized support in Mexico, Chile, Colombia, Peru, Uruguay, Ecuador, and Brazil. This expansion has been driven by strategic partnerships with regional marketplace leaders like Walmart Mexico, Walmart Chile, and the Falabella Group. Yuju continues to deepen its reach by adding localized integrations for country-specific marketplaces such as Ripley in Chile and Coppel in Mexico. While it primarily serves the LATAM region, its Amazon integration also allows LATAM-based sellers to expand their reach into the United States and Canada.
In the last 18 months, Yuju has introduced several major technological upgrades. The most significant is the **AI-powered Auto-Sorting Tool**, which uses machine learning to categorize thousands of products into complex marketplace taxonomies based solely on the product name, saving sellers hundreds of hours of manual mapping. Additionally, Yuju has enhanced its **Amazon Global Sync** capabilities, allowing for more granular control over FBA and FBM inventory across international borders. Other recent updates include improved electronic billing automation for the Colombian market and the launch of new native connectors for platforms like Shein and TikTok Shop, reflecting the company's commitment to staying ahead of social commerce trends.
The company culture at Yuju is defined by its name—'Yuju' is a Spanish expression of joy and satisfaction. This philosophy translates into a work environment focused on simplifying complex tasks and celebrating the growth of its clients. With over 100 employees, the company operates with a remote-friendly, omnichannel-first mindset. They prioritize continuous learning, as evidenced by their extensive internal training programs for support staff and account managers. The culture is highly customer-centric, emphasizing the role of the 'KAM' (Key Account Manager) as a strategic partner to the brands they serve, rather than just a technical support agent.
Yuju has built a strong community presence through its 'Marketplace Learn' initiatives and frequent industry webinars. They are active participants in major e-commerce events like Hot Sale and Black Friday, often hosting strategy sessions to help sellers prepare for high-volume periods. The company maintains an active YouTube channel with over 60 tutorial and strategy videos, as well as a certified community of integration partners. Their presence on LinkedIn and Facebook serves as a hub for LATAM sellers to stay informed about marketplace policy changes, API updates, and regional e-commerce trends, fostering a network of over 3,000 professional brands.
