Portrait of Juan Martinez-Palomo

Juan Martinez‑Palomo

Digital Commerce Leader

Building brands that own their customers.

LinkedIn
Background

Digital Business Model Owner, D2C Commerce · Henkel · Düsseldorf

Set up the first D2C operations for Henkel business units: 7 shops rolled out internationally, with services across Tech, Brand, Operations and Data.

7shops rolled out internationally
4service pillars across Tech, Brand, Operations, Data
~22years in digital commerce

About 22 years in digital commerce. Global online sales in FMCG. Omni-channel in consumer electronics. D2C in beauty and consumer goods.

  • 2024: Authentic Beauty Concept D2C community platform & webshop in Sweden, Henkel Nordic's first D2C sales
  • 2018: 100s of start-ups evaluated for Henkel's digital transformation
  • 2019: Masterclass at OMR, representing Henkel/henkelx with partner Domo
  • 2026: Agentic Commerce event, Frankfurt

Career

  • Henkel (current, ~8 years): Digital Business Model Owner – D2C Commerce
  • 3M: E-Commerce Leader West Europe
  • Huawei Technologies: Omni Channel Sales Lead Western Europe, Honor Smartphones
  • D.E MASTER BLENDERS 1753: Global Online Sales & Strategy Lead
Hub and spoke

Direct Commerce.

Own the customer at the hub. Scale through the spokes.

HubD2C Shops - The HubWhere Customer Lifetime Value is generated
01SpokeSocial CommerceWin the algorithm02SpokeAgentic CommerceFuture-proofing03SpokeMarketplacesMonetise and learn
FoundationTechBrandOperationsData
Updated weekly

Latest updates.

Week of Oct 26, 20264 new this week

One page per topic, newest first. Every item links to its source.

D2C Shops - The HubNewOct 21, 2026Experience & TechTherabody puts an AI product advisor on Therabody.comRead all 7 updates
01SocialOct 19, 2026NewPlatform MovesTikTok Shop's BFCM runs Nov 11 to 30, with LIVE at the centerRead all 7 updates 02AgenticOct 21, 2026NewPlatforms & ProtocolsWalmart opens an MCP Agent Gateway with spend limits per agentRead all 7 updates 03MarketplacesOct 21, 2026NewSeller Economics & AdsDebenhams Group pays marketplace sellers daily ahead of peakRead all 4 updates
Topic pagesD2C7Social7Agentic7Marketplaces4
Beyond the updatesA brand deep dive, the conference calendar and open roles, refreshed weekly.
Weekly brand deep diveUnder the LensSNOCKS: a shop built to break even, margin from marketplaces, early bets on TikTok Shop and ChatGPT.SNOCKS · Apparel basicsCaricature of a fictional delighted man smiling as he studies a rising bar chart on a sheet of paper through an oversized red magnifying glassConferences, next 12 monthsEventsNext up: Handelskongress Deutschland 2026, Berlin, Nov 18 to 19, 2026.9 events · DACH & EuropeCaricature of a fictional over-excited networker in a green suit on a tiny stage with a mic, coffee and flying business cardsHand-picked open rolesJobsTonies, HOLY, TikTok Shop and Accenture are hiring for digital commerce leads.7 roles · checked liveCaricature of a fictional ambitious candidate in a blue suit leaping off a rising arrow with a briefcase
What counts as Direct Commerce?The brand is the seller of record.
In scope

Owned direct

The brand's own D2C shops. Full control. First-party data. This is the hub.

In scope

Direct on rented platforms

The brand sells as a third-party seller: e.g., Amazon Seller, Zalando Partner Program, TikTok Shop, or checkout inside AI agents. The brand owns the sale and the price. The platform owns the customer and most of the data. These are the spokes.

Out of scope

Indirect

Amazon Vendor (1P wholesale) and retailers' online shops. This is e-retail and key account work, not Direct Commerce.

The test: Who is the seller of record? Who controls price, assortment, content, stock and experience?