VitaminaWeb CEO Leads Strategic Expansion in Panama, Strengthening Digital Ties with Latin America

As CEO of VitaminaWeb, a technology company with two decades of experience in the digital market, I have always believed that sustainable growth depends on our ability to forge connections, cross borders, and build collaborative ecosystems. With this mindset, on March 27, 2025, I took another decisive step toward internationalizing our work: I played an active role in the official launch of AnaMid Panama, a project that strengthens ties between Brazil and Latin America in marketing, technology, and innovation.

This international expansion of AnaMid, the National Association of the Digital Market and Industry, an organization I am honored to lead, is more than an institutional initiative. It is directly connected to the strategy I have been developing at VitaminaWeb: building bridges between markets, facilitating digital transformation, and generating value by bringing companies and countries together.

Panama: a strategic hub on the digital innovation route

Panama has emerged as a strategic hub for technology and global logistics, with a dollarized economy, policies that encourage innovation, and a prime location. Its position between the Americas and its growing digital infrastructure offer real opportunities for Brazilian companies looking to expand internationally.

And this is exactly the landscape that inspired us to lead the effort to connect with the Panamanian ecosystem.

A multilateral initiative with a collaborative spirit

The creation of AnaMid Panama was made possible through a strategic initiative involving leaders committed to advancing the digital sector in the region:

• André Bianchi, AnaMid’s Director of International Relations, played a key role in building institutional and government connections.
• Leonardo Santander, AnaMid’s Ambassador in Panama, represented the organization with distinction at diplomatic and business meetings.
• Luis Araujo, CEO of SmartBot, became the first official member of AnaMid Panama and is now part of its local leadership.

I attended the meetings in person and took part in discussions with government officials, business leaders, and representatives of innovation hubs in Panama, reinforcing our belief that the future of digital transformation depends on collaborative and international initiatives.

Data that supports the strategy

Our decision to operate in Panama is backed by solid indicators:

• 2023 GDP: US$83.32 billion
• GDP per capita: US$16,873
• Unemployment: 7.7%
• Internet penetration: 78.8% of the population
• Social media users: 2.57 million (57% of the population)
• A trend toward accelerated digitalization, with growing adoption of AI, automation, and omnichannel platforms

Despite the promising outlook, Panama still faces a shortage of skilled technology workers, creating opportunities for training, exchange, and talent development initiatives, all of which are core pillars for both AnaMid and VitaminaWeb.

Institutional support and real value creation

The launch event was supported and attended by:

• Panama’s Consul in Brazil;
• President of the Panama Chamber of Commerce;
• Institute for Sustainable Development (ISD);
• ProPanama (trade promotion);
• Brazil’s Ambassador to Panama;
• Innovation centers such as Ciudad del Saber and Capatec;
• Local digital agencies and tech companies.

The response was highly positive, with new membership applications and the start of a joint agenda for events, business missions, and binational projects.

From local operations to continental leadership

AnaMid’s expansion into Panama also reflects VitaminaWeb’s evolution as a technology company with an international outlook. We have active projects throughout Brazil, but our goal is to go further: connecting companies, talent, and high-impact solutions across Latin America.

With this, AnaMid takes on a new role as a strategic bridge between markets, while VitaminaWeb positions itself as an innovation platform serving digital maturity.

Next steps and tangible opportunities

Over the coming months, we have some important developments to share:

✅ Defining membership rules for Brazilian companies joining AnaMid Panama;
✅ A binational calendar of events and business missions;
✅ An organized Panamanian delegation to work in Brazil with AnaMid’s support;
✅ Technology training initiatives with local hubs;
✅ Developing regional Digital Maturity indicators based on the methodology we created for the Jurnly platform.

An invitation to Brazil’s digital ecosystem

If you represent a Brazilian technology, marketing, or innovation company, now is the time to expand internationally and join a collective movement that strengthens Brazil’s position as a digital leader in Latin America.

AnaMid Panama is a real bridge between markets, people, and opportunities.