Webcongress Miami / Havas Media


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  • In 2012, the region will post the second-highest growth in online buyers worldwide , according to eMarketer, at 26.4%, but B2C ecommerce is still in its infancy , with sales reaching only $36.82 billion this year.
  • Slow technology adoption and challenges with delivery and online payment options have stopped the country’s development
  • Webcongress Miami / Havas Media

    1. 1. E-commerce in Latino America@elmonederofernando.monedero@havasmedia.com
    2. 2. Second-highest growth in online buyers worldwide 2012 = 26.4% but B2C ecommerce is still in its infancy (total sales reaching only $36.82 billion this year) Source: eMarketerPresentation title⎢2
    3. 3. Brazil is the main player with more than half of Latin America’s ecommerce salesPresentation title⎢3
    4. 4. Market - Brazilexpansion in mobile internet usage inrecent years, one of the success keys.have thehighest average spend peronline buyer at $838—more than $250 higherthan Latin America’s regional average. Source: eMarketer 2012Presentation title⎢4
    5. 5. Market - Brazil increase in disposableBrazilians are experiencing anincome, and have high usage of credit cards comparedto other countries, mainly with VISA or Mastercard. 19.4% of the country’s population will beBy 2015,making online purchases (31.6 million Brazilians)Purchase deliveries to lower and middle classconsumers outside of Brazil’s major cities present a challenge,though solutions are slowly being put in place. Source: eMarketer 2012Presentation title⎢5
    6. 6. Market - Mexico Mexico’s internet population is big but its online retail industry is immature. This represent a huge opportunity…Mexico’s gains will come from new internet users turning into online buyers. Source: eMarketer 2012Presentation title⎢6
    7. 7. Market - Argentina Argentina defaulted on its debt in 2001, and since then many people have been hesitant to trust the country’s banking system, choosing instead to operate outside of it, making traditional online payments difficult. Also, online retailers in the country face obstacles with delivery and payment options, though as more individuals in Argentina become internet users, the community of online buyers will grow in size. Despite these factors, the country’s population of internet users is much more intense than other LATAM countries when it comes to ecommerce participation. Source: eMarketer 2012Presentation title⎢7
    8. 8. The online buyerPresentation title⎢8
    9. 9. They begin the purchase process directly on retailer websites. When decides to shop online, they have a sense of what they’re looking for.Presentation title⎢9
    10. 10. Main concerns of online buyers  taxes at time of delivering and Product time delivery  Shipping costs  Pricing is not in my currency  Merchant doesnt accept my credit cards  Unable to read the descriptions of products (foreign language)  Easy, quick and intuitive checkout  the ability to track the order  Online return policies and processesPresentation title⎢10
    11. 11. But the most important…isthe priceThey still care aboutshopping around forthe best priceprice comparison ledthe online retailcategories, with 25%reach among all internetusers.
    12. 12. MercadoLibre, an online auction site and eBay partner, is the dominant retail site in Latin America, and the website where much of that price comparing is happening.Presentation title⎢12
    13. 13. The online retailerPresentation title⎢13
    14. 14. The retailer the retailer must consider:  Be clear with landed costs  Pricing in preferred currency  Language translation  Payment & Delivery options  Customer servicePresentation title⎢14
    15. 15. International E-commerce CompaniesThere are two basic models for engaging in internationalecommerce: Centrally Locally Cross-border trading The second is going local, (CBT), whereby retailers which entails setting up accept foreign orders county websites and on their website and operations ship them internationally.Presentation title⎢15 Source: eMarketer 2012
    16. 16. E-commerce International ExpansionCentrally VS LocallyWhat functions should be managed centrally? efficiencies of scale or require standardization branding responsibilities core ecommerce technology global partnerships like global carrier agreements.What functions require country expertise? ensure relevancy and take advantage of lower costs product sourcing, merchandise assortment, website language and translation Presentation title⎢16 Source: eMarketer 2012
    17. 17. What can be a good ecommerce business?Presentation title⎢17
    18. 18. what Latinos are more looking for buying online is apparel and accessories. The clothing and footwear segment constituted the most purchased items among online buyers at 43%
    19. 19. Ana Lizz Pardo; Marketing Manager @ Privalia MéxicoPresentation title⎢19
    20. 20. E-commerce in Latino America@elmonederofernando.monedero@havasmedia.com