Executive Summary
AB InBev set out to expand its direct-to-consumer (DTC) strategy in Latin America through a single, unified digital platform capable of scaling rapidly across countries. To support this vision, TaDa Delivery was developed as a high-performance mobile commerce solution, integrating in real-time with VTEX, AB InBev’s ecommerce platform.
Launched in just five months, the platform enables real-time synchronization of inventory, pricing, promotions, and orders across multiple markets, while supporting long-term growth through a scalable architecture and an embedded, multidisciplinary development team.
The Challenge: Scaling Direct-to-Consumer Commerce Across Latin America
As AB InBev expanded its direct-to-consumer initiatives, it faced the challenge of delivering a unified digital commerce experience across multiple Latin American markets, each with distinct logistics, currencies, product portfolios, and inventory counts.
The initiative required more than a mobile app. AB InBev needed:
- A platform that could scale quickly across countries
- Seamless integration with VTEX to ensure real-time operational consistency
- The ability to rapidly grow development capacity without compromising quality
- A stable, high-performance solution capable of supporting millions of consumers
The objective was to launch new digital experiences at speed while maintaining consistency, reliability, and alignment with business goals across the region.
The Solution: A Scalable Mobile Platform and a Flexible Delivery Model
Onetree partnered closely with AB InBev’s product and engineering teams to design and develop a scalable mobile platform built with React Native and fully integrated with VTEX.
To execute a project of this scale and complexity, AB InBev required a high level of flexibility and the ability to scale senior roles up and down rapidly as the platform evolved.
Through Onetree’s staff augmentation model, AB InBev was able to assemble a high-performing, technically skilled delivery team, capable of making architectural and implementation decisions while working as a fully integrated, full-time team. This included architects, developers, Scrum Masters, Product Owners, and DevOps specialists.
As the project progressed, additional roles were brought in or transitioned out as needed, depending on the features and capabilities being implemented at each stage. This flexible model allowed AB InBev to access specific skill sets for limited periods of time, while maintaining continuity and delivery speed.
By enabling this level of flexibility, the delivery model also optimized project costs, allowing AB InBev to allocate investment where return on impact was highest throughout the lifecycle of the platform.
Results: Accelerated Expansion and Sustained Adoption
The collaboration between Onetree and AB InBev led to the successful launch and rapid scaling of TaDa Delivery, a high-performance mobile platform built with React Native and fully integrated with VTEX to ensure real-time synchronization and operational consistency across markets.
5 in 5
5 countries launched in just 5 months, including Mexico, Argentina, Colombia, the Dominican Republic, and Ecuador.
+3,000,000
More than 3 million app downloads within two years, highlighting rapid adoption and strong demand in the market.
+300,000
Over 300,000 transactions processed during the second year of operation, reflecting sustained engagement and trust from users.
These results demonstrate the platform’s ability to deliver measurable outcomes while operating reliably at scale.
This achievement translated into significant business impact for AB InBev, including:
- Accelerated Expansion: Rapid growth in the platform’s geographic reach and user base, enabling the company to connect with millions of new consumers and strengthen its presence across Latin America.
- Personalized Experiences: The ability to engage directly with users, gather valuable insights into their preferences, and deliver tailored offers and promotions, boosting loyalty and driving sustained sales.
- Future-Ready Platform: A scalable architecture built with React Native integrated with VTEX, enabling continuous evolution and adaptability to new business and market opportunities.
As Lucas Herscovici, Global Direct-to-Consumer Sales Director at AB InBev, states: “After just one year, TaDa Delivery helps us put consumers at the center of everything we do. Through the platform, we connect with people individually, gaining insights into their preferences and creating more personalized experiences at home.”
Continued Impact: A Platform Built for Long-Term Growth
TaDa Delivery evolved beyond a single product into a long-term digital foundation supporting AB InBev’s ongoing direct-to-consumer initiatives. Its scalable architecture and seamless VTEX integration continue to enable regional expansion, operational consistency, and personalized digital commerce experiences.
