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Meet Tayde Aburto of Hispanic Chamber of E-Commerce in Downtown

Today we’d like to introduce you to Tayde Aburto.

Tayde, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
In 2007, I was researching to learn about the impact of e-commerce on export businesses. It was then when I discover that there was a digital divide between the general market and the Latino market. Latino-owned companies weren’t using the Internet as a business tool as much as their counterparts in the general market. First, I proposed the creation of a Technology Committee to the San Diego County Hispanic Chamber of Commerce, but the leadership at that time wasn’t receptive to my message. I tried again in 2008 with no luck. So I decided in April 2008 to incorporate the Hispanic Chamber of E-Commerce, and I launched the concept in August.

The first members of the association were some of the exporters that I was working with at the time. They were part of my dissertation project to earn my Master’s Degree in Marketing. The first two years were challenging. The business owners didn’t understand the concept that much, the economy was going through a recession, the local Hispanic Chamber wasn’t too excited about us, and some people were criticizing us for starting a new Hispanic business association in town. In the Spring of 2010, I was having second thoughts about the concept, but a year before, I had booked the San Diego Convention Center for a two-day business expo. I was forced to, at the very least, have the event because of the legal commitments that I had signed. We hosted the event, and it was a success. There was such positive energy around the concept after the expo that I decided to keep moving forward. Twelve years later, we are still in business and stronger than ever.

Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It hasn’t been a smooth road. The first two years, we faced a lot of external factors that got us close to quitting. I’m grateful that I had some savings at that time that helped me to deal with the financial expenses the first two years we were in business. That was enough time to show the market that we were a legit concept and that we were in business for good. I never had the intention to create a Hispanic business association, but it just happened.

It took us a lot of time to build credibility and a good reputation in San Diego County, but our hard work and dedication got the job done. Now we are one of the largest Hispanic business associations in the country.

Please tell us about Hispanic Chamber of E-Commerce.
The Hispanic Chamber of E-Commerce is a benefit corporation using the power of business for social good. The organization combines the values of a non-profit with the flexibility and innovation of a tech-startup. Our vision is to be the most resourceful Hispanic business association in the Family business sector committed to enabling small businesses to do e-commerce. Our mission is to promote the use of the Internet as a business tool to help businesses to become more competitive in the marketplace. We help small businesses to get access to new markets, promote their products/services and provide access to business resources that help them to compete more effectively in the marketplace.

The economic impact of empowering businesses through the utilization of technology opens new sources of innovation, fosters entrepreneurship, facilitates the exchange of ideas and adoption of new business models, helps to strengthen business relationships, contributes to increasing profits, and builds a competitive advantage. By having a stronger and smarter business sector, we can make families, communities, and entire regions more prosperous.

Do you look back particularly fondly on any memories from childhood?
I was blessed to have the opportunity to spend many vacations in Ixtapa-Zihuatanejo, Mexico. A beautiful beach town located in the state of Guerrero. The best childhood memories that I have are from those days when I used to spend endless hours surfing, swimming in the ocean, playing soccer on the beach, and having delicious fresh seafood every day. Most kids learn how to swim in a pool. I learned how to swim in the ocean… priceless!


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