In first person: Entrepreneurship in digital, fertile ground in 2025

By Franco Bovone, digital marketing specialist, director of Point Web Argentina

The Argentine and Latin American digital ecosystem continues to grow despite—and largely thanks—to the crisis. E-commerce exceeded 10 trillion pesos invoiced in the first half of 2025. AI tools allow you to automate processes and create projects with previously unthinkable costs.

That means that, instead of being a brake, the crisis is creating unique conditions: demand for digital solutions increases, traditional businesses seek to modernize, and consumers value efficiency and innovation more.

Practical tips to get started today

1. Think small, act big. Start with a minimal version of your idea, without waiting to have everything assembled.
2. I chose a specific niche. Better to solve a specific problem than to try to cover everything.
3. Validate quickly. One real client is worth more than a hundred projections.
4. Use what already exists. Platforms like WordPress, social networks, AI tools: everything within reach without a large investment.
5. I built community. Starting alone is more difficult; Surround yourself with peers and share learnings.
6. I measured and corrected. Flexibility is your greatest advantage over the big guys.

​Argentina is experiencing a political and economic storm that discourages many. But if I learned anything, it’s that waiting for the ideal moment is the best excuse for never starting.

I decided to start when I was least prepared and when the world was most closed. It wasn’t easy, but it was possible. And that experience taught me that crises are not an obstacle: they are the laboratory where the most transformative ideas are born.

The question is not whether the crisis will end, but whether you are going to let it paralyze you or use it to create your future.