Sergio Romero, a self-taught programmer since age 11, has founded VivelaVita in Seville, one of Europe's largest online stores for intimate wellness. The company, operating in five languages, generates millions of euros annually and functions almost autonomously thanks to an automation and artificial intelligence system designed by its founder. Remarkably, it employs only three full-time staff members.
VivelaVita has quietly established itself as a major player in specialized digital commerce in Spain and Portugal. Internal data reveals unique purchasing behaviors of Andalusian online shoppers, presenting a profile distinct from common stereotypes.
Romero, after nearly two decades leading the web development agency Cerotec Estudios, decided to leverage his expertise by creating his own business. He chose the intimate wellness sector due to the clear advantage of the digital channel, offering the discretion that physical stores cannot match. Search engine optimization drove sales from the outset, reaching two million euros in revenue in its second year. The pandemic acted as an accelerator, positioning VivelaVita among the sector's top operators in Spain.
VivelaVita's uniqueness lies in its disproportionate operational capacity relative to its size. An in-house system manages over 20,000 product references, coordinates with four suppliers, and fully automates order dispatch. An algorithm analyzes real-time availability and logistics costs to issue API shipping orders without human intervention. The team focuses solely on incidents and customer service. Artificial intelligence is applied to unify and enhance product descriptions from global suppliers and to personalize the user experience on the website in real-time.
Andalusia is a crucial regional market for VivelaVita, accounting for approximately 19.7% of national orders and generating over 132,000 euros in revenue in the last twelve months. The Andalusian shopper has an average ticket value of 49.28 euros, lower than the national average (52.86 euros), interpreted as greater price sensitivity and active promotion seeking. The use of cash on delivery is also notable, 44% higher than the national average, indicating a preference for purchase security.
Within Andalusia, Seville leads regional revenue (21.7%), followed by Málaga (21.1%) and Cádiz (17%). However, Málaga records the highest average ticket value (53.24 euros), surpassing the national average. Almería also stands out in this metric. At the lower end, Jaén has the lowest average ticket, and Córdoba shows the highest return rate in the region, a figure requiring specific analysis.
Contrary to expectations, the Andalusian shopper's return rate (2.63%) is lower than the national average (3.37%). This is attributed to the extensive use of virtual advisory tools, where over 97% of Andalusian buyers interact with assistants guiding their product selection. Better-informed consumers result in fewer returns.
With an eye on Portugal, where the average ticket value is significantly higher (64.85 euros) and the conversion rate is superior, VivelaVita aims to lead the Portuguese market by 2026, while consolidating its position among the top three in Spain. Romero plans to achieve this without external investors, maintaining control of a project born from his passion for programming.
