The Latin America’s Internet boom is virtually untapped by small U.S. businesses and the opportunity to enter this market has never been better. North American businesses can vastly expand their potential markets and even create a whole new market niche by targeting Hispanic web buyers.
E-commerce is positioned to grow exponentially in the new Latino Internet culture. According to the Miami Herald, a survey conducted by Pyramid Research for Google indicated that Latin American computer users are expected to soon number 160 million, up from about 100 million at present. Personal Internet use is growing because of the availability of inexpensive computers and broadband network. This opens up the market for U.S. companies that are willing to position themselves as forerunners in the Central and South American online marketplaces.
Hispanic Web buyers are easily developed into loyal customers. The cultures of Central and South American countries are much more family-oriented and traditional than their North American counterparts, characteristics which are factored into their purchasing decisions. When the average Latino feels comfortable with a business, whether local or based in the U.S., chances are that he or she will return again and again.
Positioning Your Business to Take Advantage of the Latin America’s Internet Boom
Setting up an attractive Spanish language website to correlate with an English site is perhaps the most cost-effective way to tap into the Latin Americas Internet boom. Web consultants work hand in hand with translators to creatively build advertising and information portals that Hispanic Web buyers can readily access. Direct orders from U.S. businesses avoid wholesaler mark-up costs and the occasionally meddlesome and profit-lowering political agendas present in some Latino countries.
Latino marketing consultants and firms that are in business to promote North American products in the growing Spanish-speaking community can be extremely helpful, especially to smaller businesses that do not have Spanish-speaking staff. Translation services, culturally relevant advertising, and an understanding of the Hispanic consumer are among the offerings by these professionals and they can be the key to success.
Hispanic Web buyers are located in both the U.S. and Latin America. Many Latinos are working or studying in the U.S. and are vitally connected, often via the Internet, with family members back home. Those Latinos who return to their home countries take with them their knowledge of goods and services discovered during their stay in the U.S. Wise businesses will be set to provide these consumers with quality products no matter where they live, both domestically and internationally.
Positioning a business to take advantage of the Latin America’s Internet boom is a sound decision based on a shrinking U.S. economy and the need to expand the market place. U.S. businesses with English websites can best do this by creating also Spanish websites offering the same products and information in a bilingual platform. Spanish-speaking websites are growing as millions of potential viewers continue to set up their own personal computers and begin to explore the Web. What’s good about this for the business world is that these viewers are bringing their wallets with them.
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