In a business environment increasingly shaped by digital transactions and remote consumer habits, small and mid-sized enterprises across the United States face mounting pressure to adapt or risk obsolescence. The surge in e-commerce, accounting for more than 15 percent of total retail sales in 2023 according to U.S. Census data, has redefined the retail landscape — but the transition has been uneven. Many traditional businesses, particularly those in underserved or rural areas, continue to operate without a meaningful online presence, limited not by ambition but by systemic barriers including outdated infrastructure, lack of technical expertise, and financial constraints.
This digital divide presents both a challenge and an opportunity. These businesses form the backbone of their local economies, and their successful transition into digital commerce could generate wide-reaching benefits — expanding market access, creating jobs, and contributing to a more inclusive economy. Still, for many, the path forward remains unclear.
Enter Weverson Viana, an entrepreneur who has made it his mission to guide traditional businesses through the complexities of digital transformation. Drawing on years of hands-on experience in retail, finance, and operations, Viana is preparing to launch WV Consulting LLC, a Florida-based consulting firm that aims to equip these enterprises to build and sustain a competitive e-commerce presence.
Although the company is still preparing for its official launch, its objectives are already clearly defined. WV Consulting will focus on empowering businesses with little or no experience in online commerce, providing them with the tools and strategies needed to thrive in a digital-first economy. The firm will emphasize not only technical implementation but also long-term capability building — helping clients understand, manage, and ultimately scale their digital operations independently over time.
Viana’s vision for the company is rooted in personal experience. After returning from an international exchange program in 2018, he took on leadership responsibilities at Natufar, a family-owned business in Brazil, where he spearheaded a bold pivot toward e-commerce. Under his direction, online sales quickly overtook traditional channels, marking a turning point for the company. That success, he explains, was a product of both innovative strategy and hands-on execution — a lesson he now hopes to scale more broadly through his new venture.
“I’ve seen firsthand how transformative digital integration can be when done thoughtfully,” says Viana. “But I’ve also seen how many business owners feel overwhelmed or unsupported in the process. My goal is to make that transition accessible and achievable, especially for those who haven’t traditionally had the resources or expertise to pursue it.”
WV Consulting will aim to serve a diverse client base, including independent retailers, local manufacturers, artisans, and professional service firms. Particular emphasis will be placed on supporting Latino-owned and immigrant-owned businesses, many of which are disproportionately affected by digital access challenges. Bilingual support and culturally tailored solutions will be central to the company’s approach, as will an ongoing commitment to workforce training — a critical element in addressing the widespread shortage of digital skills across the small business sector.
The potential ripple effects of this approach are significant. By helping companies establish sustainable online operations, WV Consulting positions itself not only as a business services provider but as a contributor to broader economic resilience. Enhanced online visibility can open doors to national and international markets; better operational systems can reduce costs and improve customer experience; and a digitally upskilled workforce can help address persistent hiring challenges in key sectors like marketing, logistics, and customer support.
Although still in its pre-operational phase, WV Consulting is expected to generate a measurable economic impact. Over the next five years, the firm anticipates contributing over $4 million in tax revenue, with sales and payroll taxes accounting for the bulk of this impact. The company’s model aligns with national trends in digital equity and economic inclusion, echoing policy efforts to revitalize small businesses and support underserved communities in the post-pandemic recovery.
For Viana, this venture is about more than numbers — it’s about helping small businesses reclaim their place in a rapidly shifting economy. “Every business has the potential to grow if given the right tools,” he says. “What we’re doing is creating a structure that removes the guesswork and builds confidence. When small businesses win, local economies win. That’s the real impact we’re aiming for.”
