Today we’d like to introduce you to Jose Otero.
Hi Jose, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
My story doesn’t really begin with me. It begins with my parents, a family of Spanish immigrants who, after the hardships of the Spanish Civil War and the difficult European landscape that followed World War II, found in Venezuela a place where they could begin a new life. It was there that I was born, raised, and educated as an economist—a degree that I later had officially recognized in Spain. Although I proudly carry the Spanish citizenship inherited from my parents and maintain a deep cultural and family connection with Spain, everything I am today—as a person, as a professional, and as an entrepreneur—has its roots in Venezuela, a wonderful country to which I will always be deeply grateful and that I will carry with me wherever life takes me.
From a very young age, I discovered that business was about much more than making a living. My parents owned Librería Cervantes, a well-known bookstore and stationery store that, for more than fifty years, became a true landmark in our city. Much of my childhood was spent walking through its aisles, surrounded by shelves filled with books, notebooks, and school supplies, helping customers, organizing merchandise, and observing how a business could become part of the lives of so many families. Without realizing it, that bookstore became my very first school of entrepreneurship—and, above all, the place where I learned to understand the true value of people.
One of my fondest childhood memories is receiving my very first paycheck from my father. I was just a young boy, and I remember being surprised because I never felt like I was actually working. I simply enjoyed being there, helping customers and assisting with whatever needed to be done. Looking back, I now understand that this gesture represented far more than earning money. It was my first lesson in responsibility, commitment, and the value of hard work.
If I had to summarize everything I learned from my parents, I would say it all comes down to values. They taught me respect for others, honesty, perseverance, consistency, and sacrifice. But above all, they taught me that behind every customer there is a person who deserves to be treated with the same care and respect, regardless of the size of their purchase or their personal circumstances. They also taught me that the people who work alongside you are not simply employees—they are collaborators who should feel they are part of a family and a shared purpose.
Perhaps the greatest lesson they ever taught me, however, had little to do with business itself. It was about how to live life. They made generosity a natural way of being. Through the bookstore, they spent decades helping countless individuals and families in many different ways. They often donated or provided school supplies to children whose parents were facing financial hardship so they could continue their education, but their generosity extended far beyond that. They also helped many people start small businesses, purchase their first homes, or simply overcome difficult moments in their lives. They never sought recognition. They genuinely believed that whenever you help others, life has a way of returning that kindness many times over. My father often told me, “Son, I hope you are always in a position where you can help others.”
Over the course of more than fifty years, Librería Cervantes became a true institution in our city. Many people who first walked through its doors as customers eventually became close friends and, over time, almost members of our own family. That unwavering commitment to people allowed many of those relationships to grow far beyond business, becoming lifelong friendships built on trust and genuine affection. It is no coincidence that my parents became godparents to more than sixty-five children—a reflection of the affection, trust, and respect they earned throughout the years.
Many of the people who began working alongside my parents remained with them for most of their professional lives, some from the early years of the business until the day it finally closed. They grew professionally alongside our family and became an essential part of our story. The bookstore also witnessed the passing of generations. It welcomed children who came in holding their parents’ hands and, years later, saw them return as adults with children—and even grandchildren—of their own.
As the years passed, I came to understand that my parents had built much more than a successful business. They had built a reputation founded on honesty, trust, hard work, and a genuine commitment to people. Because of the way they lived and treated others, they became not only highly respected but deeply loved within our community. Without question, that is the greatest legacy they left me, and it is the example I strive to follow every day.
My parents always encouraged my sisters and me to pursue our own ideas from a very young age. They never limited our curiosity or our desire to become entrepreneurs. That confidence profoundly shaped the way I see both life and business. Although my father is no longer with us physically, his example continues to guide me every single day. Both he and my mother will always remain my greatest source of inspiration.
By the time I finished high school, I already knew I wanted to become an entrepreneur. My dream was never to find a traditional job—I wanted to build my own business and begin working as soon as possible. My parents encouraged me to first pursue a university education related to the business world. They advised me to study something I was truly passionate about while also gaining the knowledge and tools that would help me succeed as an entrepreneur. Following their advice, I chose to study Economics, a decision that has proven to be one of the best choices I have ever made.
While I was attending university, I took my first steps into entrepreneurship. Whenever I had the opportunity, I traveled to New York, Miami, and Panama to purchase clothing, accessories, and a variety of other products that I later sold informally to classmates, friends, and people in my community. Later, I also began selling computers and technology products purchased in the United States through MercadoLibre.com, one of Latin America’s most popular online marketplaces. Those small ventures not only allowed me to earn extra income—they continually confirmed that entrepreneurship was my true calling. More importantly, they became my first real business school, where I learned about negotiation, customer service, buying and selling, and, above all, how to recognize opportunities where others failed to see them. Without realizing it, those experiences marked the beginning of my entrepreneurial journey.
After graduating as an economist, I launched my first company, dedicated to importing and distributing computer equipment and electronic products. Later, I founded a second company specializing in the production, commercialization, and distribution of cocoa-based products. Each business became another opportunity to learn, grow, and understand that entrepreneurship is ultimately about adapting to constant change.
Over the years, I also became involved in businesses across a variety of industries, from technology to consumer products. Those diverse experiences taught me that while industries and circumstances may change, the principles for building a successful business remain the same: discipline, preparation, adaptability, and a genuine commitment to people. My education as an economist taught me how to analyze numbers, but my experience as an entrepreneur taught me something even more important: behind every business decision there are always people, families, and dreams.
Like any entrepreneur, I have also faced extremely difficult moments. Venezuela went through years marked by import restrictions, limited access to foreign currency, difficulties obtaining financing, constant failures in public services, a lack of legal certainty, and an environment that made it increasingly difficult for any business to plan for growth. Those were years of enormous challenges that demanded creativity, patience, and an extraordinary ability to adapt.
I never considered giving up. What I did learn was that every entrepreneur must know when to persevere and when to wait for the right moment to begin a new chapter. Sometimes external circumstances limit growth, and rather than seeing those moments as defeat, I chose to view them as opportunities to prepare, learn, and explore new paths. I have never allowed circumstances to dictate my decisions; I have always preferred to focus on finding solutions instead of dwelling on problems.
That journey led me to one of the most important decisions of my life: immigrating to the United States. Like millions of people who choose to start over, it meant leaving behind part of my life, adapting to a different culture, and learning a new way of doing business. It also meant accepting the challenge of being far from my family and many of the people I love most. It was not an easy decision, but I have always believed that hard work, preparation, and the ability to adapt are universal languages. Today, I can proudly say that Orlando welcomed us with open arms and gave us the opportunity to build a new future.
After carefully studying the market and spending more than two years researching the industry, building relationships with suppliers, and gaining a deep understanding of how it operates, Ameritrading Liquidations was founded in 2021. The company specializes in the wholesale distribution of liquidation merchandise sourced from some of the largest retail chains and e-commerce platforms in the United States.
From the very beginning, we knew our purpose was about much more than selling merchandise. Our mission was to create opportunities for more people to become entrepreneurs. That is why we developed investment programs tailored to different types of clients—from individuals starting a business from home or looking to generate additional income, to established retailers and growing companies seeking to expand in a sustainable way.
Our greatest satisfaction has been seeing people throughout the United States and across Latin America find in Ameritrading Liquidations a real opportunity to launch or strengthen their own businesses. Early on, we realized that, in many cases, the real obstacle was not a lack of motivation, but a lack of access to affordable opportunities. That is why we designed investment programs for people with different levels of capital, convinced that the size of an opportunity should never depend on the size of someone’s budget.
Over time, we also discovered that many people needed more than access to inventory—they needed to understand how this industry truly works. We watched entrepreneurs lose money on their very first purchase simply because of a lack of knowledge or because they relied on inaccurate information. That reality inspired us to launch Ameritrading Academy in 2025, with the goal of sharing our knowledge and real-world experience to help others make better business decisions from the very beginning. Our objective is to provide practical, experience-based education so more entrepreneurs can build sustainable businesses while avoiding many of the mistakes that took us years to learn ourselves.
Looking ahead, one of the projects that excites me the most is continuing to promote initiatives that support a more sustainable and circular economy. Through our work, we have seen firsthand that millions of brand-new products can be given a second life instead of becoming waste. Extending the life cycle of those products not only benefits the environment, but also creates opportunities for thousands of entrepreneurs who can start or grow their businesses with a more accessible investment. I believe that this balance between economic development, sustainability, and opportunity creation will play an increasingly important role in the projects we continue to develop in the years ahead.
My goal is to continue strengthening Ameritrading Liquidations as a trusted resource for entrepreneurs both inside and outside the United States by expanding our reach, developing more educational tools, and creating opportunities for anyone—regardless of their level of experience or starting capital—to launch or grow their own business.
I want Ameritrading Liquidations to be recognized as much more than a company that sells liquidation merchandise. I want it to be known as a company that creates opportunities, shares knowledge, and helps others build successful businesses.
If there is one lesson life has taught me, it is that circumstances may change, markets may evolve, and challenges may sometimes seem impossible. Yet values, perseverance, and the ability to adapt are what ultimately make the difference. My purpose is to continue creating opportunities for other entrepreneurs, sharing the knowledge that has taken me so many years to acquire, and demonstrating that with preparation, consistency, and hard work, it is always possible to start over and build something meaningful—no matter where you are.
If my story inspires even one person to take the first step toward becoming an entrepreneur, to embrace a new challenge, or simply to believe in themselves again, then I will feel that this journey has been even more worthwhile.
I still feel that I have many projects to pursue and much more to learn. Over the years, I have come to understand that both life and business are constantly evolving, and that every stage brings new challenges as well as new opportunities. At the same time, I have also learned that some principles never change. If I had to summarize the purpose behind my journey, I would say it has always been the same: creating opportunities—even in the midst of adversity—building trust, and demonstrating that hard work, perseverance, and strong values remain the best foundation for building a better future.
In the end, what truly endures is the way we treat people and the positive impact we leave on their lives. That is the legacy I hope to leave behind.
As you know, we’re big fans of AMERITRADING LIQUIDATIONS, LLC. For our readers who might not be as familiar what can you tell them about the brand?
Ameritrading Liquidations LLC is a wholesale liquidation company based in Orlando, Florida, dedicated to creating business opportunities for entrepreneurs, retailers, and distributors throughout the United States and Latin America. We specialize in providing access to liquidation merchandise from some of the largest retailers and e-commerce companies in the U.S., making it possible for businesses of all sizes to purchase quality inventory at highly competitive prices.
What makes us different is that we don’t see ourselves as simply selling merchandise. Our mission is to help people build businesses. We work with everyone from first-time entrepreneurs starting with a limited budget to established companies looking to expand. Beyond providing inventory, we focus on education, guidance, and long-term relationships, helping our clients make informed purchasing decisions and avoid costly mistakes.
In 2025, we launched Ameritrading Academy to share the knowledge and practical experience we have gained over the years, offering real-world training for entrepreneurs entering the liquidation industry. We believe that access to reliable information is just as important as access to inventory.
One of the things I am most proud of is seeing many of our clients successfully launch or grow their businesses through the opportunities we have helped create. At the same time, our business contributes to a more sustainable and circular economy by giving brand-new products a second life instead of allowing them to become waste.
Our vision is to continue positioning Ameritrading Liquidations as more than a liquidation company. We want to be recognized as a trusted partner that creates opportunities, shares knowledge, and helps entrepreneurs build successful and sustainable businesses.
Any big plans?
One of my main goals is to continue strengthening Ameritrading Liquidations as a trusted resource for entrepreneurs both inside and outside the United States—not only by providing access to liquidation merchandise, but also by sharing knowledge and creating opportunities for more people to start or grow their own businesses.
I also want to continue expanding Ameritrading Academy by developing new educational programs and practical tools that help entrepreneurs make better decisions and avoid mistakes that often cost valuable time and money. I firmly believe that knowledge has the power to transform lives when combined with hard work, discipline, and perseverance.
Another project I am especially excited about is continuing to promote initiatives that support a more sustainable and circular economy. Through our work, we help give millions of brand-new products a second life instead of allowing them to become waste. It is very rewarding to know that we can create opportunities for entrepreneurs while also making a positive contribution to the environment.
On a personal level, I want to keep learning, embrace new challenges, and develop projects that have a positive impact on the lives of others. I have always believed that true success is not measured only by growing a business, but by helping others grow as well. That will continue to be the purpose that guides everything I do.
My greatest aspiration is to continue proving that entrepreneurship should not be a privilege reserved for those with significant financial resources. I want to keep creating opportunities so that anyone—with the right preparation, determination, and willingness to work hard—can build a successful business and create a better future for themselves.
Contact Info:
- Website: https://WWW.AMERITRADINGLIQUIDATIONS.COM
- Instagram: @AMERITRADINGLIQUIDATIONS
- Facebook: AMERITRADING LIQUIDATIONS
- Other: https://ameritrading-academy.thrivecart.com/master-liquiacion/
