In response to a lack of online shopping opportunities, NetClearly founder Alec Ghafouri and his wife started 2Locos an English and Spanish search engine with the Latino user at its focus. The search engine offers curated, bilingual content featuring Latino-centric shopping and lifestyle brands. Both traditional brick and mortar companies and ecommerce sites have attempted to tap in to the Latino and Hispanic demographic, a segment of the population with considerable buying power, however, many efforts failed to be culturally relevant or offer products and services these organizations hoped to win over.
The Latino online shopper and consumer is the fastest growing segment of ecommerce. Until 2Locos, this demographic had been largely underserved but, Alec Ghafouri and his wife discovered a need and filled it. Thanks to his previous experience in internet research and a successful tech endeavor under his belt. Ghafouri was able to transfer his skills and offer 2Locos. In addition to his own experience, both he and his wife are avid shoppers and enthusiastic about Latino-centric offerings, something the Ghafouris are quite passionate about. This Oakland-based company not only serves their needs but, the needs of millions within the United States borders and beyond. The site serves as a link to goods and services offered in America as well as harder to find items offered in countries like Mexico, El Salvador, and Guatemala.
The Ghafouris not only curate information and content but, they aim to enhance the online shopping experience for the Latino consumer. Sites that have attempted to create an inclusive atmosphere have yet to meet the needs. Its Alec’s discerning eye, who regularly filters through content to ensure it is up to the standards and meets the needs of the site’s visitors, he ensures that the site serves its intended audience. His editorial background supports his effort to output quality content. Also, his own interest in Latino culture helps him maintain relevance and a high level of service; Ghafouri knows what visitors to 2Locos wants and his high functioning site meets the demands.