In the midst of the pandemic, one of Madrid’s most established fruit shops—a regular supplier to the capital’s best restaurants—launched its e-commerce channel for end consumers. Its extensive catalog (in every sense of the word!) allows customers to purchase products by the unit, by weight, and even by the pinch. Since then, it has become a model of evolution, personalization, change, and continuous improvement, a trajectory that earned it an award at the 2025 e-Commerce Awards Spain.