With the digitization of the market, selling products has become a much easier task. However, finding the right platform to showcase particular products, specifically in the automotive industry, can be challenging.

Meru, as a platform, seeks to revolutionize the Mexican market by becoming the leading shopping center for auto parts, optimizing mechanics' experiences in the automotive aftermarket. The startup is committed to digitizing and improving the experience for customers, mechanics, and suppliers by offering a complete product catalog and exceptional service for mechanics.

CIO Bulletin had the opportunity to talk to Natalia Salcedo, CEO and founder, who serves as a steadfast advocate for the company's all-encompassing vision.

Q. What made you start Meru? What do you attribute to Meru’s rapid growth in the automotive parts and products sector within Latin America?

Meru, established in 2020, initially entered the Mexican market as a diversified wholesaler, sourcing products across various categories. However, in 2022, the company underwent a strategic pivot, redirecting its focus exclusively towards the auto parts sector. This transition marked the beginning of my tenure as the company’s leader. Our rapid expansion can be attributed to Meru’s innovative platform, designed to streamline the procurement and repair processes for automotive mechanics.

According to insights from the Mexican Association of E-Commerce, a substantial 21% of auto parts transactions now occur online within Mexico. This shift owes much to the specialized nature of vendors and the increasing prominence of digital channels. This evolving trend has captured the attention of major industry players, further amplifying Meru’s growth trajectory.

Q. What are the different types of automotive products and brands customers can purchase on Meru?

We have more than 370,000 SKUs listed on our marketplace, including products for cars, trucks, and motorcycles. Our customers can find everything from lubricants, batteries, spark plugs, and filters to tires and wipers in over 60 specialized categories tailored to their needs. We aim to have 1 million SKUs within the app by the end of the year.

Q. Can you briefly explain how customers can use the Meru app? Is the app supported on both Android and Apple phones?

Yes, the app is available for both Android and iOS. It’s very simple: first, you need to sign up with your email and phone number, and then complete your business profile with an address. You can start selecting merchandise by adding items to the shopping cart. Once you have chosen everything you need, proceed to the payment section, in this section, you can select from different payment methods, such as credit card payments at convenience stores or cash on delivery. After the payment is completed, we will ship your order to your business address. That's how easy it is to stock your business using your cellphone.

Q. What are the benefits of ordering on Meru as compared to your market rivals?

Meru’s mobile application has been designed with the convenience and efficiency of mechanics and local businesses in mind, providing advantages such as a short shipping time of up to 48 hours as well as 24/7 customer service. In addition, users can access a wide variety of products and brands in one place. All of this has turned Meru into a crucial partner for the local economy, generating success stories in which automotive workshops have experienced growth between 80% and 100%.

Q. How can vendors begin selling on Meru?

To start selling on our marketplace, sellers simply need to register their information in the online form available on our website. Subsequently, one of our representatives will get in touch with them and guide them through the process of creating their account and uploading their products, making them visible on the app.

Here are some of our different plans offered to suppliers:

• Traditional plan: We purchase merchandise from suppliers, handle the sales process, and ensure delivery through Meru.
• Basic Plan: Suppliers upload their products to our marketplace and are in charge of delivering them.
• Basic Plus Plan: Suppliers upload their products to our Marketplace, and Meru delivers them to the end customer.
• Premium plan: With our Premium plan, we handle it all. Meru stores the products, takes care of the deliveries, and pays as the items are sold. We cover both storage and logistics costs.

After selecting a plan, legal documentation is requested, including an NDA and terms and conditions, to start the process of selling on the platform.

Q. What are the values the company holds dear to itself and follows ardently?

Our culture deeply ingrains a resolute commitment to diversity and inclusion. The company has astutely acknowledged the paramount significance of pinpointing areas with potential for enhancement while diligently sourcing apt talent tailored to each phase of our operations. As a result, we’ve meticulously crafted a diverse team that harmoniously brings together individuals of varying nationalities and genders.

Q. Would you like us to highlight something important happening in your company?

Currently, we are in the final stages of testing for the imminent launch of two groundbreaking products that will seamlessly integrate into Meru’s comprehensive ecosystem. The initial offering, a Software as a Service (SaaS) endeavor, has been meticulously crafted to cater to the specific requirements of auto parts retailers. Our objective with this project is to revolutionize business administration within the automotive sector, ushering in unparalleled optimization and operational efficiency.

Simultaneously, we are diligently developing a robust B2C model. At its core, this initiative revolves around the establishment of a network of reputable and premium-grade mechanic workshops. Through this meticulously cultivated network, our esteemed users will gain access to a curated selection of trustworthy service providers, enabling them to effortlessly schedule vital vehicle maintenance and repair appointments.

Q. What are Meru’s plans for the future?

We hope to seize the opportunity to become Mexico’s one-stop shop for the automotive market. We aim to be the partner for over 250,000 auto parts stores and workshops in Mexico, contributing to the country’s economic improvement and specifically to the individuals and families who benefit from the auto parts industry.

A brief biography of the CEO

Natalia Salcedo is the CEO and founder of Meru. She has had successful experiences in leadership positions at large companies such as Rappi, Groupon, P&G, Jokr, and others. She has the ability to balance and achieve tangible results, and she has driven profitability by combining a results-driven and people-centric approach.

Generating a multidisciplinary and supportive work environment that prioritizes the well-being and development of each team member, she distinguishes herself as a dynamic leader; ready to generate additional transformational impact in the Latin American region.

“Our mission centers on the digital transformation of the automotive landscape, offering customers seamless access to a comprehensive array of products with a simple click.”