A 15-minute presentation of the main challenges and opportunities of doing business in Latin America. By Alexandre Soncini - North America GM - VTEX.com.

1. WHAT DO YOU NEED TO KNOW
BEFORE STARTING YOUR B2C IN
LATIN AMERICA

2. Alex Soncini
» Computer Engineer and Master in Project Mgmt;
» Has been working in the e-commerce industry since 1999;
» International speaker and e-commerce teacher;
» VTEX co-founder and current North America GM, based
in Miami, FL;
VTEX
» Digital commerce platform that helps brands and
retailers to expand globally;
» Offices in 9 countries with +180 employees;
» +1,600 online stores in 16 countries;

3. What do you really need to know about Latin
America.

4. LATIN
AMERICA
IS NOT
EUROPE
MAIN DIFFERENCES
EU HAS DEVELOPPED
AN INTERNAL SINGLE
MARKET ENSURING
FREE MOVEMENT OF
PEOPLE, GOODS
SERVICES AND
CAPITAL.
MONETARY UNION
(19 MEMBERS).
CROSS-BORDER
DELIVERY SERVICES
THAT WORKS.

6. For Latin America, the only
option is by developing a
localized approach in each
relevant region.

7. Argentina and Mexico are predicted to
overtake Brazil in B2C e-commerce sales
growth.
In 2015, Argentina was the strongest
performer in terms of growth rate.
Mexico is ahead in the adoption of m-
commerce and cross-border online
shopping.
Chile had the highest internet and online
shopping penetration in 2015.
Colombia is growing in the single-digit
rate.
In Peru, the online market is less than 1% of
the total retail sales. However, it is likely to
be spurred by the rising of internet
penetration.

9. Who is the LATAM online consumer?
◦ 64% are between 15 and 34 years old
◦ 97% use social media
◦ Spent 10.5 hours per month on social media
◦ 179 million of Facebook users

10. In Brazil, almost half of respondents to the AT Kearney analysis are on their devices all day long.
This is almost twice the rate of the US (and of the global average).

11. Brazil is already the 10th digital commerce market in the world.

12. Main Challenges
◦ Political and economical roller coaster (currently is worse in Brazil, getting
better in Argentina, …).
◦ Installments payment is cultural (in Brazil we can have credit card annual
interests rate up to 500%).
◦ Totally different scenarios of customs and taxes.
◦ The online payment industry is different in each country.
◦ High online payment fraud rates.
◦ In Brazil, the lack of department stores open new sales channels opportunities.
◦ In Chile, Falabella, Ripley and Cencosud have 89% of the online sales market
share.
◦ In Mexico, less than 20% of people have a credit card.

13. QUESTIONS?
Alex Soncini – alex@vtex.com - http://en.vtex.com