
The e-commerce software market has a fragmentation problem. Over the past decade, online sellers have been asked to assemble their own tech stacks. That dynamic is now shifting. Dropshipping platforms are no exception, and in March 2026, Doba made its position in that shift explicit.

After 17 years of partnership, Miguel de la Roca and Hugo Rodríguez have positioned Positive Agency as a solution to one of the most persistent challenges facing international brands: how to execute effective marketing in Latin America without falling into cultural shortcuts that undermine performance.