Paco Underhill is the father of shopping science and one of the world's leading retailers and marketers. Underhill is the current President and Founder of Envirosell, a global research and consulting firm headquartered in New York. His first book, "Why and How People Buy: Shopping Science" is an international bestseller published in more than 30 languages ​​and is considered the Bible book of the world of retailing, and focuses on the question of how women's status affects the physical world We live in. Under release columns and editorials have appeared in The New York Times, The Manny Magazine, and The Wall Street Journal.

Underhill is a world renowned lecturer on consumer consumption and behavior trends. Underhill's lectures have been praised worldwide for surprising details, anecdotes, important lessons, and groundbreaking observations on consumer behavior in online environments and retail stores.