Technology and fintech solutions are rapidly transforming industries, and for businesses to stay ahead, it’s crucial to align technology with business goals and outcomes. This is the philosophy that drives Matias Undurraga Breitling, an Enterprise Technologist at Amazon Web Services (AWS), to shape the digital transformation strategies of organizations worldwide.

Ahead of the Doing Digital Forum in Yerevan on April 3, we spoke with DDF 25 keynote speaker Matias Undurraga Breitling, to explore his journey - from founding one of Chile’s largest food e-commerce platforms to leading transformative technology initiatives at Amazon. During his speech he will be sharing insights on how generative AI is impacting e-commerce, with real case studies from Amazon.

- You began your career by founding Food Solution Chile and scaling it into the country’s largest food e-commerce platform. What were some of the key challenges you faced in growing the business, and how did you overcome them?

- I founded Food Solution Chile when I was 20 years old, balancing my studies, work, and building a business. One of the biggest challenges was establishing trust - both with customers adopting digital food ordering and with employees and partners as we scaled. Initially, this wasn’t a food delivery business but a chain of over 50 restaurants with 500 employees. We created our own payment method called FoodPass, which provided access to food in our stores and later expanded to third-party locations, effectively creating a closed-loop payments network before embedded finance became a mainstream concept.

The real transformation happened when we saw the opportunity in digital ordering via apps and mobile web. As the market evolved, we pivoted towards food delivery, taking advantage of the shift toward digital platforms. Scaling required overcoming logistics and supplier integration challenges, ensuring food quality, and building the right team and technology to support rapid expansion.

- After your success in e-commerce, you transitioned to the fintech sector. What inspired this shift, and what were the biggest lessons you gained?

- My shift to fintech was driven by the realization that payments and financial infrastructure are fundamental to any digital business. In food e-commerce, we saw firsthand how friction in payments impacted customer experience and business scalability. This led me to explore financial technology solutions more deeply, particularly payment orchestration, embedded finance, and fraud prevention.

A major lesson I learned is that in fintech, trust and security are even more critical than in e-commerce. Regulatory compliance, transaction security, and the ability to scale payments efficiently are non-negotiable. Another key takeaway is that fintech is not just about processing payments but also about unlocking new revenue streams, whether through instant payouts, alternative payment methods, or embedded financial products adding value beyond transactions.

- As an Enterprise Technologist at Amazon, how do you approach helping businesses navigate their digital transformation journeys, and what do you see as the most critical areas for innovation?

- My approach is to align technology with business outcomes, helping companies modernize in a way that delivers real value beyond infrastructure migration. Many businesses face challenges with legacy systems, monolithic architectures, and slow development cycles. I work with customers to redefine their architecture, embrace automation, innovation and leverage cloud-native services to improve scalability, resilience, and efficiency.

Some of the most critical areas for innovation today include generative AI and automation, as companies move beyond simple AI pilots to full-scale AI-driven agents, as well as data strategy and real-time insights, with organizations shifting towards event-driven architectures to enable real-time personalization, fraud detection, and operational intelligence.

- What are the key challenges and opportunities in integrating fintech solutions into global online marketplaces?

- Integrating fintech solutions into global online marketplaces presents both challenges and opportunities. Regulatory complexity remains a key hurdle, as different markets have varying compliance rules for payments, lending, and fraud prevention, necessitating a modular and adaptable fintech stack. Cost efficiency is another concern, as marketplaces relying on third-party payment providers often face high transaction fees, making optimized payment processing, direct integrations, and financial partnerships essential. Fraud and risk management also play a crucial role, with AI-driven fraud detection needed to balance security and user experience while minimizing fraudulent activity. The biggest opportunity lies in embedded finance, where offering financial services within the marketplace - such as instant payouts, credit facilities, and localized payment methods - can enhance user retention and drive revenue growth.

- What key insights will you be sharing during your keynote at the Doing Digital Forum 2025?

- I will be sharing insights on how generative AI is impacting e-commerce, with real case studies from Amazon. I’ll also highlight how different customers are using AWS’s AI technologies beyond e-commerce, showcasing innovations like Just Walk Out and Amazon One for payments and identity verification.

The session will explore how generative AI is transforming product discovery, personalization, and customer engagement, along with real-world AI use cases in retail that demonstrate how businesses are leveraging AI to optimize operations and enhance customer experiences.

Since its launch in 2023, the Doing Digital Forum has brought together over 40 distinguished speakers and more than 2,000 participants from Armenia, the United Kingdom, the United States, the UAE, Germany, Australia, and CIS countries. This year, the forum returns for its third edition under the title “The Money of the Future: Economic Impact.”

The organizer of the Doing Digital forum is SPRING PR. Amazon Web Services is the forum’s Technology partner. For the third consecutive year, Visa is the forum’s Innovation Partner, Apricot Capital is the Investment Partner and Fastex is the Blockchain Partner. Fast Bank joined the Forum as a Financial Partner. As in DDF24, Arca continues to be the National Partner of the forum this year.