EP #478 - Wendy Jordan: Building Central America’s Biggest Online Marketplace

This episode was co-produced with⁠ EO Zürich⁠. Check out their upcoming event,⁠ Entrepreneurs Summit 2025⁠.

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About Wendy Jordan:

⁠Wendy Jordan⁠ is the co-founder and former COO of ⁠Encuentra24⁠, the leading marketplace and fully integrated business solution in Central America. She holds a BA in Marketing and Advertising from Universidad Latinoamericana de Ciencia y Tecnología (Panama), and previously worked for companies like Publitesa and Gold Dragon Capital Management Ltd before starting Encuentra24 in 2005.

Wendy and her husband built Encuentra24 at a serendipitous time: back in 2005, the Panama government was just starting to show interest in attracting foreign investment. Based on their own experience of having difficulties buying an affordable home in Panama, Wendy and her husband decided to create Panama’s online marketplace themselves, and focused on the items/issues which are essential to people’s lives: a home, a job, a car, etc.

Encuentra24 was bootstrapped for 10 years. Wendy and her team advertised the business B2C by placing ads on buses and taxis and running radio ads; when it came to B2B, they initially sought each and every partner for a 1-1 conversation. They grew the business slowly, through trial and error, and in 2013 faced perhaps their biggest challenge when OLX built offices in Central America in an attempt to take them over. Despite OLX hiring Harvard-educated staff and resorting to things like exclusivity contracts with partners and hiring people fired from Encuentra24, Wendy and her team stayed laser-focused on their goals and the quality of their product, and ended up acquiring OLX’s Central American operations a few years later.

In 2015 Encuentra24 welcomed Shaun Di Gregorio, founder and CEO of Frontier Digital Ventures, as an investment partner, which enabled them to list themselves on international stock markets and, most prominently, in the Australian Stock Exchange. In 2022 Encuentra24 had a successful exit, after which Wendy left her operational role at the company. Nowadays she’s active as a business angel and will soon take on the role of president at EO (Entrepreneurs Organization).

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The cover portrait was edited by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.smartportrait.io⁠⁠⁠⁠

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