Wallapop: scaling CX across a 21M-user marketplace
Before founding Boostomer, Ezequiel Martinez led Customer Service operations at Wallapop during a key stage of growth and transformation.
Wallapop was not a linear operation. It was a marketplace with 21 million users — buyers, sellers, payments, shipping, professional clients, internal and external teams, and multiple verticals all operating within the same customer experience.
The challenge was not simply to respond faster. It was to build an operation capable of scaling without losing control, quality or efficiency.
Service
Customer Experience Operations - Marketplace
Duration
5 years (2020-2025)
Verticals
Stack
Large-scale transactional support
Within the end-user operation, the focus was on streamlining support workflows, reducing friction across Wallapop Shipping, improving incident management and increasing the team’s resolution capacity.
The result was a more efficient operation, with fewer avoidable tickets and significantly faster response times.
KPIs Worked On
Fewer tickets, more self-service
We optimised the Help Centre so users could resolve more issues independently, reducing avoidable contact volume and improving the experience from the very first touchpoint.
Every article, search flow and FAQ was treated as a product experience in itself.
KPIs Worked On
External operation with real ownership
Managing external teams was a core part of the challenge. The goal was to move beyond the traditional transactional vendor model and build an outsourced operation aligned with KPIs, quality standards, training and brand consistency.
This learning became one of the foundations of Boostomer: a BPO should not operate as a ticket factory, but as a true extension of the business.
KPIs Worked On
Connected CX with retention and growth
Within the B2B vertical, the focus was on professional clients: retention, loyalty and commercial efficiency. We connected Customer Experience with business performance, using Salesforce and Aircall to track interactions, anticipate risks and strengthen relationships with key accounts.
This reinforces a core idea: CX is not just support. When operated properly, it has a direct impact on retention, margins and growth.
KPIs Worked On
The lessons behind the scale
Operating CX in a high-volume marketplace teaches you something no framework can: how to scale without breaking quality or costs along the way.
Boostomer was built from that real-world experience, not theory. From making difficult decisions around insourcing, offshoring, automation and self-service — guided by data, KPIs and measurable results.
