Vanessa Santos Shares New Methods to Faucet into Latin American Markets at Make it Large 2021

Whether you are currently selling in Latin America or looking to expand internationally, you are about to experience something.

Our very personal Rachel Garcia met with business coach and fintech expert Vanessa Santos BigCommerce’s 2021 Make it Big Conference to discuss how you can position your company for global growth.

Vanessa Santos’ key takeaways at Make it Big 2021

Vanessa Santos is a Latina businesswoman who previously led teams at Mastercard and drove product strategy with global FinTechs in areas such as digital goods and services, marketplaces and payment service providers. She also acts as the spokesperson and director of the Women’s Leadership Network – a global community focused on creating opportunities for the advancement of women at all levels of their careers.

In addition, she is an ambassador for Girls4Tech, award-winning entrepreneur, global brand strategist, heart-centered speaker and coach for business empowerment, which successfully drives digital innovations.

Expand your knowledge of Latin American markets and learn how to grow your business internationally with this Make it Big 2021 session.

Here are a few key takeaways from Vanessa Santo’s Make it Big session:

Rachel Garcia: Latin America is a huge region – and one that is becoming increasingly popular for many global companies. Walk with us through the current e-commerce market overview. What do retailers need to know about the region?

Vanessa Santos: “I want to start with the fact that Latin America is an incredibly fluid and digital economy and has proven to be a must to stay in business to be honest. The Latin American population has doubled in terms of mobile penetration usage, which means that one would expect something in the United States or Europe to be sold in Latin America as well.

Selling all over Latin America is not nice to have. It’s a must-have. And businesses should really consider shifting to these markets, whether it be platform services, partnerships or advertising money, as there is tremendous penetration of consumers ready and willing to spend their money. It’s so interesting how our expectations as consumers of retail have changed, and how quickly we get products, how accessible, how we find them, etc. Online shopping and online relationships between consumers and businesses have changed completely . “

RG: We’d love to learn a little more about their expectations, what they’re looking for, and what companies need to consider when building these relationships with consumers in the area.

VS: “If we first think about it quantitatively, there are around 265 million digital buyers in all of Latin America, and that will continue to grow at a rate of 30 percent, which means there is a huge opportunity to sell your goods.” and services to a very diverse population. The expectation has now become that when I see something on my mobile device, when I see something on social media, or when I see something in an advertisement and advertisement, I want to get it.

From a qualitative standpoint, they want it to feel contextual. Consumers want the feeling of being addressed. They want to feel like they are understood and recognized. Latin American consumers may be incredibly diverse, but they want to feel like they are talking to them. Copying an advertisement clearly made for the American audience and then replacing the audio in Spanish will no longer cut it.

Many brands are becoming incredibly savvy, understanding their consumers, and embracing the diversity of the Latin American population. There are six major markets – Brazil, Mexico, Argentina, Colombia, Chile, and Peru – that have demand from people wanting the latest in silk pajamas or the latest sneakers. “

RG: What does it take to develop an efficient omnichannel strategy in Latin America?

VS: “Omnichannel is essentially about creating a brand extension, an experience across multiple online channels. So my recommendation would definitely be, for example, if you want to sell online, it starts with the basics of a website. Then you should consider, do you need an app?

Leveraging the importance of all of these existing platforms and making sure your customers can shop on each of them makes a successful omnichannel strategy. It’s about being where your customers are. So, if your consumer is primarily on Facebook, then how do you run contextual ads or native ads to make them feel like they’re shopping right on Facebook?

The announcement between BigCommerce and Mercado Libre was huge because one thing in Latin America is to be able to access all of these amazing products, with leverage, essentially Amazon’s Latin American challenger. They are now bringing this new diversification of products by being able to bring out all of these different product segments that were not readily available before. So now you have this huge opportunity to attract a much larger audience. Now, with the announcement of their partnership between Mercado Libre and BigCommerce, it will allow anyone in those five, six, seven key segments to access all of these things, not just one or two retailers, but thousands who are part of the of the network that built these two great companies together. “

Comments are closed, but trackbacks and pingbacks are open.