The American technology company will open an office in Buenos Aires to operate in Argentina, Chile, and Colombia
The American tech giant Pinterest announced this Tuesday, November 3, that it will establish its first commercial team in Argentina, with the opening of a business hub in Buenos Aires from which it will serve companies and advertisers in Argentina, Chile, and Colombia. This decision makes the country the third Latin American market chosen by the company to set up an office, after Brazil and Mexico.
The arrival represents a new international business venture in the Argentine market during the administration of President Javier Milei. The platform, which has more than 640 million users worldwide, aims to strengthen its regional presence and expand its advertising business through its own commercial structure. Until now, operations for the three markets were managed from Mexico.
The new office will be under the supervision of Marcos Westphalen, Pinterest's vice president for Latin America since January 2026, who has nearly two decades of experience in executive positions at Google. The executive explained the company's objectives: "This is the first time we will form a local team based in Buenos Aires. We want to demonstrate that this model works and that it is worth investing in countries like Argentina, in local markets, and having a local presence."
The choice of Buenos Aires is mainly due to the size of the Argentine market, the availability of specialized professionals, and the investment opportunities created by Milei. According to comScore data, Pinterest has 13 million active monthly users in Argentina, equivalent to 34% of the connected population. Among users aged 18 to 34, its penetration reaches 45%. When considering Argentina, Chile, and Colombia together, the platform exceeds 30 million unique monthly visitors. "The number of users we have and the dynamism of Argentine talent are two very important factors," Westphalen emphasized.
The company aims to leverage this presence to attract new advertisers and deepen commercial relationships with companies that already use its services. Although Argentine brands could previously purchase advertising, the establishment of a local team will allow for more direct connections with agencies, advertisers, and content creators. In addition to its traditional segments, such as retail and mass consumption, Pinterest will seek to expand into sectors such as tourism, financial services, and technology.
Globally, the company continues to expand its operations. According to Westphalen, Pinterest recorded an 11% growth in its user base during the last quarter and has accumulated twelve consecutive quarters of year-over-year expansion. Its business model relies entirely on digital advertising, a segment in which it seeks to differentiate itself through artificial intelligence tools and personalized recommendations. The opening of the commercial center in Buenos Aires thus incorporates Argentina into the regional structure of the American tech company, which bets on the local market as a base to develop its operations in three South American countries.
