"Fifteen years ago, while playing basketball in Ireland, I noticed that my teammates had sneakers, jerseys and sweatshirts that I had never seen before. I went around the few sporting goods stores in Cork, where it was impossible to buy anything basketball. So I asked them where they bought the products. Their answer surprised me: they did it online, in the USA," recalls Iván Omar Medina Vicente, founder and CEO of Fuikaomar. Thus his business project was born in 2009, with a clear mission: to bring basketball to everyone.

"Fuikaomar has something in common with Apple, Amazon, Microsoft or Google. All these giants had very modest beginnings in their garages... and I started my company from a room in my parents' house that I used as an office and warehouse during the first years of my business career," shares Medina Vicente. The physical store in Vigo did not materialize until five years later, although it initially functioned as a warehouse and showroom before becoming a commercial establishment. However, with more than 70% of turnover coming from online business, Fuikaomar's main focus has always been on e-commerce. 

There are many keys to the success of his business, but its founder stresses the importance of staying ahead of the rest. "When you've been selling online for 15 years, you face challenges practically every year. I am aware that I got into this business at the right time and that starting online sales at that time was relatively simple, but the most complicated thing is to maintain and endure. I remember that we were among the first to sell through Tuenti or Messenger and we also sold through Facebook when company pages didn't even exist. We lived the origins of Instagram or Wallapop and we have always taken advantage of any communication channel to be able to sell, because where the people are, there is your customer," he points out. Added to all this are the fundamental pillars of Fuikaomar: "a good product, good service and excellent customer service".

The integration between the face-to-face and digital experience is a constant challenge for Fuikaomar. "The physical store is a complement to the online business. We use technology to show our complete catalog in the store and facilitate the buying process for our customers," she mentions. Closeness with the customer is a priority, using tools such as WhatsApp to maintain fluid communication.

Logistics management is another crucial aspect for the company, which handles more than 5,000 references. "We work with 5 logistics providers to be able to send packages all over the world, guaranteeing fast and careful delivery of the products," explains Iván Omar Medina Vicente. Attention to detail is paramount, especially in collectible products where the condition of the package is vital for customers.

Competing in a global market

In a sector such as the sale of sporting goods, dominated by large competitors, Fuikaomar finds its strength in customer service and adaptability. "It is impossible to compete on price, but we can offer close attention and make quick decisions that differentiate us," highlights its CEO. Digitalization has transformed the way consumers purchase sporting goods, especially in basketball. "Fifteen years ago, many products were only available in international stores. Today, we receive orders from small towns that don't have access to specialized stores," he explains. 

Social networks also play an important role in its positioning and promotion. In fact, Fuikaomar has adopted innovative strategies, such as the live updates on TikTok. "This platform allows us to interact directly with our customers, showing products in detail and resolving doubts in real time," says Ivan Omar.

Looking ahead, Fuikaomar faces significant challenges in an increasingly competitive environment. "Small and medium-sized e-commerce will have to fight hard to survive. At Fuikaomar, we will seek to grow in a controlled and sustainable manner, while maintaining our characteristic humility," concludes Ivan Omar Medina.