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The Ultimate Guide to Black Friday Latin America

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Jonatan Flores Lagarda, Partner Reseller Manager Mexico & Central America - ‎VTEX

Publicado en: Marketing
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The Ultimate Guide to Black Friday Latin America

  1. 1. The Ultimate Guide to Black Friday Latin America
  2. 2. Table of Contents 3 Introduction 4 Understanding the Latin America Market 6 Don’t Miss the Bus 7 Brazil 8 Mexico 9 Argentina 13 Practical Guidelines for a Successful Black Friday in LatAm 10 Chile 11 Colombia 12 Peru 22 Case Study: When should you start selling in Latin America?
  3. 3. Black Friday is worldwide known for its incredible sales. Once exclusively available in the United States, Black Friday phenomenon has now spread all over the world, and in Latin America it couldn’t be any other way. More focused on online sales, Black Friday is already a real hype in the region. With emergent markets, growing in- ternet penetration and a population avid for getting the best deals, Latin America countries, such as Brazil, Mexico, Argentina, Chile, Colombia and Peru, have now their own online versions of Black Friday, as an attempt to heat up the ecommerce market. Even though with different names, these buying events often provoke the same “Black Friday effect” on consum- ers and are equally long-awaited. Moving billions of dollars every year in LatAm, the Black Friday frenzy doesn’t seem to be going away anytime soon. In this e-book you’ll find relevant infor- mation about the different Black Friday dates in Latin America, exclusive market insights and some guidelines for a suc- cessful Black Friday LatAm strategy. Introduction We’ll share everything we know to help you seize this market full of opportunities. Are you ready to boost your ecommerce sales with Black Friday Latin America? 3
  4. 4. You might be asking yourself, why Latin America? Well, it’s the golden opportunity for your ecommerce: a fresh, growing market with a lot of potential buyers. Numbers speak for themselves; in 2019, 151.1 mil- lion Latin Americans are expected to shop online, a considerable increase from the 137.1 million that are expected to do it in 2017. Understanding the Latin America Market PROJECTION OF RETAIL E-COMMERCE SALES Although still rather small in com- parison with the Asia Pacific or North American markets, e-commerce sales in Latin America are projected to grow fast, Going from an estimative of 59.81 billion U.S. dollars in 2017 to 84.75 billion U.S. dollars by 2019. B R A Z I L 18.7 billion 29.06 billion 8.5 billion 5.9 billion14.9 billion 9.8 billion M E X I C O A R G E N T I N A 2017 2021 Source: Statista In local terms, Brazil is by far the market leader, followed distantly by Mexico and Argentina. 4
  5. 5. Opportunity for international retailers Even though local stores in Latin America offer great deals to their customers during these Black Friday inspired days, buying out- side the country can still save Latin American consumers a lot more, giving international ecommerces an opportunity to stand out. Another positive point to foreigner stores is related to consumer’s trust in local retailers, especially in Brazil and Mexico. That comes from a history of Black Friday fails, such as order cancellation, stock depletion, or even “disguised” discounts -- in Brazil the date even gained a nickname, “Black Fraud”. All of this obliges these countries’ consumers to conduct exhaust- ing online researches before buying any product -- especially during Black Friday -- taking into account aspects like brand credibility and website security before making any purchase. This e-commerce increase in Latin America has a lot to do with the growing mobile pen- etration in the continent. Consequently, mobile shopping is becoming a trend in all Latin America countries. In 2016, 27% of internet users in Latin America used their mobile de- vice to shop and 43% stated that they made purchases via mobile on a monthly basis. PROJECTION OF MOBILE PENETRATION IN L ATIN AMERICA Mobile Source: Statista 47.1% 54.6% 61% 65.2% 68.6% 71.1% 73% 2014 2015 2016 2017* 2018* 2019* 2020* 5
  6. 6. In the U.S., Black Friday is tradition- ally organized by traders in the day following Thanksgiving, which always corresponds to the last Thursday of November, marking the beginning of the race for holidays purchases. However, with the exception of Brazil, Latin American countries have dif- ferent dates for their e-commerce events. Nonetheless, there’s a pat- tern; there are normally two big sales during the year, one around May, or even July, and another one in November, when the customers are getting ready for their holiday shop- ping, as it happens with Black Friday. To make it easier to you, we’ve listed the Latin American countries with most relevance to the ecommerce market and its special sales days, as you’ll see in the following sections. Don’t miss the bus! Although the denomination Black Friday is not widely recognized in Latin America, CyberMonday does the job. The monday that sells the most in the year is already a tradition for many Latin Americans that are waiting to get the best deals on their holiday purchases. Despite the success of these alternative Black Friday dates that you’re about to see, many of them are local-only, which means only stores registered at the country’s Chamber of Commerce can participate and are authorized to use Cyber Days logos and slogans. Nonetheless, your ecommerce can beneficiate from these dates as well by offering discounts on the same day and advertising previously using the events’ key words, even not being on the official list of participant stores. Important note Black Friday in LatAm has its own dates − and names. 6
  7. 7. Brazil’s Black Friday is a copycat of the one in the U.S., being held even on the same day. However, some aspects of it differs a bit. While in the U.S. the event lasts one day, being followed only by Cyber Monday, in Brazil retailers usually jump the gun and start their Black Friday discounts before the ac- tual day. Also, e-stores can postpone its end, turning the date into a real “Black Week”. Because of that, the days before and after Black Friday also experience an increase in sales. Expectations for Black Friday 2017 in Brazil are pretty good, though. According to the report “Thank God It’s Friday” by Google, this edition’s sales might be about to increase by up to 20% compared to the same period last year in Brazil. In 2016, it yielded more than a billion dollars in esales to ecom- merce; this year, sales are expected to reach more than USD700 millions. BL ACK FRIDAY SALES IN BRAZIL 2 0 1 6 USD 612 millions 2 0 1 7 USD 709 millions Brazil Everything you need to know about the Brazilian market. Learn More It’s safe to say that your international e-commerce can also take advantage from the Black Friday frenzy in Brazil, specially because 49% of Brazilians who already buy overseas increase their purchases on international websites during Black Friday, according to a global study made by Ipsos. Take advantage of the Black Friday frenzy in Brazil. 7
  8. 8. In 2016, the Good Weekend reached a total of USD647 millions in sales, up 11% over 2015, according to Concanaco (National Federation of Chambers of Commerce). In the same year, AMVO (Mexican Association of Online Sales) announced its support to the Buen Fin initiative in order to boost the ecommerce market, which led to a significant increase in online sales in the country during the event. The second top sales date in Mexico is the 48h online-only shopping event Hot Sales, which is inspired in the homonymous event in Argentina and takes place between late may and the There’s an attempt of including in Mexico Black Friday and Cyber Monday as they are in the US, a movement made mostly by major international stores, such as Amazon and Ebay. Nevertheless, local dates are still more relevant for Mexican shoppers. Mexico’s version of Black Friday is known as El Buen Fin (The Good Weekend), “the cheapest weekend of the year”, as Mexicans call it, and it starts a lit- tle earlier than the U.S. event -- this year it takes place Nov. 17 to 20. Mexico EL BUEN FIN When: November 17 to 20, 2017 HOT SALES When: May/June 2018 beginning of June. According to AMVO, in 2017, the date generated USD 244 millions in sales, 196% up over to the previous year. GROWTH OF SALES IN HOT SALE / CYBERDAY EVENTS Source: CACE, CCL, CCC, Mexico “Semana de Hot Sale 2016” x “Semana de Hot Sale 2015” Argentina + 70% Peru + 71% Chile + 80% Mexico + 196% 8
  9. 9. In Argentina, there are two major ecommerce dates. One of them is CyberMonday, which in Argentina is held earlier than in the U.S., usually be- tween the first Monday and Wednesday of November, or even in late October, if the first week of November starts in a mid-week day. According to Argentine Chamber of E-Commerce (CACE), during Cybermonday 2016, more than USD177 million were facturated, up 40% over 2015. The other one is Hot Sale, promoted by CACE and always held in May. The initiative worked so well that it has been copied by other Latin American coun- tries, such as Mexico and Colombia. In Argentina, the 2017 edition generated almost one million sales, selling almost 75% more products than in 2015. The total revenue was of USD198 million, up 33% from the previous year. Because of its enormous success, many stores opt to extend the Hot Sale event, continuing to offer major discounts until the end of the week, a phenomenon that became known as “Hot Week”. This year, though, due to a decision of the CACE, Hot Sale will officially last three days. Argentina TOP 5 MOST VIEWED PRODUCTS DURING THE 48H SALES Source: Encuestas TNS Argentina para CACE, n+210 empresas, Argentina 2016 CYBER MONDAY When: November 17 to 20, 2017 HOT SALES When: May 2018 Electronics Shoes and Clothes Tickets and Travel Furniture and Decoration Games and Fitness 9
  10. 10. As in most Latin American coun- tries, in Chile, Black Friday is all about CyberMonday, but, different from the US, the Chilean one lasts 3 days and takes place in early November, in 2017, from November 7 to 9. The monday of incredible sales yielded almost USD126 millions in sales in 2016, surpassing expectations. According to CCS (Chamber of Commerce of Santiago), the number is up 52% from 2015, when USD83 millions in sales were registered. Despite CyberMonday’s growth, there’s another major buying date in Chile. Since 2014, each year in late May, Chilean on- line stores offer special sales during an online-only event called CyberDay. In this year’s edition, regarding the number of sales, the date experienced a 80% increase over 2016, which generated USD 145 millions, surpassing previous CyberMonday events and becoming the day with the biggest sales in Chilean ecommerce history until this day. Chile GROWTH OF CYBERMONDAY AND CYBERDAY SALES IN CHILE Source: Encuestas TNS Argentina para CACE, n+210 empresas, Argentina 2016 CYBERMONDAY CHILE When: November 7 to 9 CYBERDAY CHILE When: May 29, 30 and 31 CYBERMONDAY SALES IN CHILE 2 0 1 5 USD 83 millions 2 0 1 6 USD 126 millions In relation to a normal day, total purchases online multiplied by 10 times during Cyberday. 52% of growth 2011 2012 2013 2014 20162015 15M 29M 56M 76M 83M 126M 2014 2015 20172016 145M 111M 67M 43M CYBERDAY CYBERMONDAY 10
  11. 11. Colombia’s specific buying dates for ecommerce are still being consolidat- ed, but the trends from Latin America repeat themselves, and Cyberlunes and HotSale are, for the time being, the ma- jor ecommerce events in Colombia. Already in its 11th edition, Cyberlunes in Colombia is not a once-in-a-year event, there’s one in June and another in November. The 2017 June edition saw a growth of 37% in sales, with an active participation in all Colombian territory which yielded USD135.5 millions in sales. HotSale Colombia’s date changes ev- ery year, in 2017 the 6th edition was held in september, while in 2018, the 7th one will be held in May. According to CCCE (Colombian Chamber of Electronic Commerce), the number of transac- tions during the two days of HotSale in 2017 increased 28% compared to the previous year , yielding USD108 millions in sales, up 18% over 2016. Colombia CYBERMONDAY COLOMBIA When: November 20 and 21, 2017 / June 2018 HOT SALE When: 30 April and May 1st, 2018 HOTSALE IN COLOMBIA 2 0 1 6 USD 108 millions 2 0 1 7 USD 124 millions Categories such as Technology, Clothing/Apparel, Travel and Tourism, Games, Sports and Beauty Care had the highest demand in both dates. 11
  12. 12. Peru is still in an early stage when it comes to ecommerce. However, the Chamber of Commerce of Lima (CCL) has established some initiatives to motivate Peruvians to buy online, which have made Peru the country with most ecommerce growth potential in Latin America: there’s been a 198% growth in sales between 2014 and 2016, according to CCL. One of these initiatives is the Black Friday inspired CyberDays Peru, a 3-day sale in which the most important online stores in Peru offer incredible discounts. It allows clients to have a taste of online shopping channels and realize how easy and safe it is to buy online. Ever since its creation in 2013, CyberDays Peru has grown 266%. Peru CYBERDAYS PERU When: July 2018 CYBER DAYS PERU 266% growth since 2013 CATEGORIES WITH HIGHEST INCREASE IN SEARCHES DURING CYBER DAYS IN APRIL 2017 Source: Encuestas TNS Argentina para CACE, n+210 empresas, Argentina 2016 Perfumes and Fragrances Tickets and Travel Skin Care Computers and Laptops TV Sets +21% +18% +18% +17% +15% 12
  13. 13. Practical Guidelines for a Successful Black Friday in LatAm Now that you know more about Latin America’s main ecommerce dates, you need to establish a good planning for your business . Since Black Friday in LatAm, with all its different names and dates, dif- fers a lot from one to another, you’ll have more than ever to adapt your strategy and marketing efforts to reach the desired pop- ulations, since they’re each used to their own local shops and payment methods. U L T I M A T E G U I D E 13
  14. 14. 1. Find the right fit Study which Latin American country suits your business the best as well as the measures you can take to make your product popular among the chosen population, after all it’s essential for it to be a good fit and meet the shoppers interests in or- der to be able to bring you profit. 2. Check Your Stocks How well you manage your stocks affects directly your sales’ success and profitability. That said, you need to make sure that your busi- ness is prepared for this import- ant period of the year, managing fulfillment and ensuring that you have enough products to meet both local and international demands. The first step is to set an inven- tory based on your market re- search so you can understand which product can or cannot be replenished and plan ahead your logistics, such as warehouses set- ting, purchasing of extra items and contact with the suppliers. Keep in mind that discounts can attract more people than you expected and even with all this preparation, you can run out of the product. And, if you do, you will need a strategy in order not to disappoint and leave your customers in the lurch. Think about making so- cial media announcements to spread the word about a sold-out item, or even offering a substitute product so you don’t lose this client for good. 14
  15. 15. 3. Optimize Logistics Selling overseas usually is much more tricky than doing business at home, specially when it comes to shipping. Delivering products to Latin America involves a complex system that includes security, agility, ca- pacity and particular legal issues. To add to this, what some of the points international customers care the most about making a purchase decision is fast delivery and a good return policy. You can see why logistics deserves special attention, specially when you need to send your freight across the world, being even more critical during Black Friday. Beware of delivering time If you’re selling products intend- ed as gifts, specially for Christmas, you will need to focus on fast shipping so the products arrive in time at your customer’s home. Choose the right shipping method Consider all your shipping options and make sure you’ve chosen the right mode of international transportation to use for shipments, by sea is the most common option, and think about your budget and timeline so you or your customer won’t have any surprises. Hire third-party help Sounds like quite a handful, right? Organizing your Black Friday in Brazil will demand a lot of time before, during and after it. Hence, if you don’t have a large team, it is highly recommended to strategically out- source fulfillment services during the period. These third party logistics providers can help you get through this troubled time with an intact rep- utation and satisfied customers. Offering flat rate pricing for shipping can be a good strategy to motivate upsells. Nothing drives people to pile more items into their shopping cart more than telling them it won’t elevate their shipping rates. Use Flat Rates to Increase Upsells! 15
  16. 16. 4. Test Your Website Stability Neither the best market or the most well- thinked logistics will be worth it if you don’t ensure your website is running as expected and that it’s prepared for the crazy traffic Black Friday will bring to your store. You don’t want your businesses to run into unplanned downtime, right? It’s equally important to consider the user experience of your website. Customers expect pages to load fast and will exit your website at the slightest sign of delay. Another tip is to make sure there are no pages blocking the way to the final act when customers click to buy an article. Make them go straight to the shopping cart to effectuate their purchase! Think Mobile As mentioned, the increase of mo- bile penetration in Latin American countries has led mobile shopping to grow, and a great part of online purchases are moving to mobile. Since you are already checking your website, take the time to test its mo- bile performance, a crucial point to increase your sales in Latin America. Remember to set up a spanish/ portuguese version of your website to please your Latin American customers. 16
  17. 17. 5. Give Strategic Discounts 6. Share Like You Mean It To many people, Black Friday is the ultimate opportunity to buy a long-desired item for a more affordable price. And they finally do it after a lot of online research. Therefore, this is the time to of- fer the best discounts you can in order to catch these customers! Think about offering interesting deals on exclusive items that are hard to find in Latin America to increase your reach among there. In addition to make awesome promotions and discounts, you need to ensure they are easily trackable by your customers. If you already have a good interna- tional mailing, send your clients newsletters telling them all about your best Black Friday offers. Do it in a regular basis, starting one month before and heating things up the week before Black Friday so you can increase their expectations. During the actual Black Friday day (or days, if you go along with the Brazilian There are some tools for your website that allow you to target campaigns based on the geographic location of your visitors, like Geolify or Optin Monster’s Geo Location Addons. These tools use the visitor’s IP address to identify where they come from and show them the right advertising banner. Show It to the Right People tendency to keep the date going), send an email as soon as the clock strikes midnight and keep feeding them of- fers during the day, as a constant re- minder that Black Friday is not over. Publish the details of your top offers on social media platforms and create so- cial campaigns to generate buzz. Try to engage with your international clients by publishing this content in their own lan- guage. Don’t forget to boost your posts with the help of advertising tools, such as Facebook Ads, or investing in Google Adwords, always using local segmenta- tion in order to reach the right public. 17
  18. 18. 7. Offer Awesome Customer Support Black Friday always means extra cau- tion with customer support, but when it comes to selling internationally, you can’t be careful enough. There’s higher demand than usual, technical issues can occur, products can be sent wrong, packages can delay.. Summing it up, you need to keep your eyes peeled for any problem you may face, specially when it comes to your customers’ problems. Be prepared to receive a much greater number of customers asking for your help and to handle them properly. Think ahead of what problems they may face when using your webstore, what crisis situations to expect, and list the possible questions customers can pose and its respective answers; this will help you later when you will be hit by a lot of customers’ requests. Grant your staff time so they are ready and prepared for this big day, responses must be effective and they need to come quick! Make sure all bases are covered, like email, social media, phones, or any other customer communication channel, and think about offering support in portuguese for your Latin American consumers. Problems will occur, you can’t run from them. As mentioned, shipping abroad is complicated and there’s a huge prob- ability of delivery delay. Remember to always keep your customer updated about the whereabouts of its products and be prepared to deal with unde- livered packages and products sent wrong. Be patient and, most important- ly, transparent with your customer. Black Friday is a great opportunity to retain customers. Consider offering them a small bonus gift on the checkout page and sending them a special Black Friday thank you message after the purchase. Another idea is to offer a discount voucher valid for their next purchase. Don’t forget about after-sale services 18
  19. 19. 8. Offer Local Payment Methods Latin America shoppers are very par- ticular when it comes to local payment methods. You might think it isn’t pos- sible to complicate e-commerce pay- ments, after all, since shoppers can’t insert money through the computer to pay for their purchases, credit cards are certainly the only plausible option, right? Wrong. With a high rate of unbaked pop- ulation, only one third of Latin American consumers have credit cards, according to AMI Perspectiva. Also, the majority of them are not comfortable in pro- viding their bank information online. Add to this the fact that most Latin American domestic cards are not en- abled to make international purchas- es and you’ve got a great complica- tion for cross-border e-commerces. In Latin America, people are used to purchase a product and pay it in monthly parcels throughout the year, particularly in Mexico, Argentina and Brazil. This allows customers to purchase high- ticket items, even if they don’t have the money right away. Offer Installments 19
  20. 20. Because of that, e-commerces in Latin America came up with the solu- tion of offering known local payment methods as an option for online shoppers to pay for their purchases using cash. They started offering vouchers that can be paid offline, such as Boleto Bancário in Brazil, OXXO in Mexico, Baloto in Colombia, Rapipago in Argentina, Sencillito in Chile and PagoEfectivo in Peru, as well as accepting bank transfers and domestic credit and debit cards. LOCAL PAYMENT METHODS IN L ATIN AMERICA 20
  21. 21. So, how can you revert this situation and sell to whichever Latin American country you like without having to worry about payment methods? Well, you can either take your busi- ness and start as a global merchant in any of these countries, going through all the legal process, local taxes and cross border payment processing, or you can develop a local partnership with EBANX. By choosing EBANX as a partner, you will be able to sell to the main Latin American countries without compli- cations. With it, you’ll reach 100% of this population by providing them with their favorite payment meth- ods. With local acquiring, your ecom- merce will be ready to accept local credit and debit cards and you will also be able to offer your consum- ers’ favorite local payment methods, raising customers’ trust levels. 100% Market Reach with EBANX EBANX Local Payment Methods International Credit Cards Are you ready to increase your revenue in Latin America? Create your account and start selling now. Start Selling Now 21
  22. 22. When should you start selling in Latin America? CASE STUDY It’s mid October and you’re wondering if it’s the right time to start selling in Brazil & Latin America. Ecommerce in Latin America follows a growing trend from January to December. At this time of the year, not only sales are growing but money spent per shopper also increases. Launching your sales in October/ November might seem like a hasty move, but it’s definitely not too late to profit from the end of the year sales volume and the more than USD 3 billion in ecommerce sales in the months of November and December. 22
  23. 23. Take a look at the graph below to understand the ecom- merce sales cycle in LatAm, and why it’s a good idea to prof- it from the sales momentum that starts around mid-year. No more jingles in the wallet 16% of cross-border sales happen in Q1.The Christmas shopping spree is over and taxes in many Latin American countries are due in Q1. On the upside, starting sales in Q1 gives you the chance to prepare and to understand the market at a steady pace. The Year has started (for real) 21% of cross-border shopping in 2016 took place in Q2.. By mid June sales start to gain momentum. In an ideal world you started selling in Q2, unfortunately we’ve lost this train. 28% of cross-border shopping happened on this period last year. Sales grow considerably from Q1 and do not stop increasing til the end of the year. Q4. Second chances are hard to come by. Q4 is the best selling season in Latin America. A 1/3 of the year’s sales in 2016 took place in Q4, and in 2017 it will be no different. Latin Americans benefit from a 13th pay-check, so they have extra money and extra desire to spend. Do not miss the best second chance to start selling in Latin America. January May SeptemberFebruary June OctoberMarch July NovemberApril August December 5.35% 4.84% 5.88% 6% 7% 7.94% 8.98% 9.5% 10% 11.4% 12.11% 11% Q1 Avg. Ticket $16 Q2 Avg. Ticket $17 Q3 Avg. Ticket $18.5 Q4 Avg. Ticket $19 23
  24. 24. A November success story. In January 2016 a small Chinese mer- chant that wanted to expand its busi- ness to Latin America contacted EBANX looking for payments advice, and how to best tackle this market, wondering about the payments mix it should of- fer at checkout and if the timing was right to start selling in Latin America. This merchant decided to start sell- ing right in the beginning of the year. The first half of the year (Q1+Q2) was a bit disappointing for this merchant despite the marketing efforts, sales were faltering, to the point that strong doubts were coming if the Brazilian market was that profitable at all. Perhaps this is also your case. By mid year, in July, the scene started to change, new customers were coming in and the old ones started to purchase more. As a result the average ticket rose from $30’s in Q1 to more than $50 in Q3. Sales were indeed looking bet- ter, but November was unexpected. 24
  25. 25. Taking advantage of November’s best- selling-dates (Singles Days, Black Friday, Cyber Monday and Christmas sales) this merchant rolled out a discrete marketing campaign on social media and Google ads to reach Brazilian Black Friday eshoppers. An outstanding end to a not-so-outstanding January beginning. January May SeptemberMarch July NovemberFebruary June OctoberApril August December 2.2% 1.73% 2.95% 3.42% 3.88% 5.91% 7.3% 8.7% 9.5% 12.58% 22.5% 19.34% $35 $34 $37 $40 $43 $49 $53 $56 $57 $60 $62 $63 Q1 Q2 Q3 Q4 The result was outstanding and unexpected. So, bottom line the timing is right to launch your online store in Brazil. Do not (and I repeat) miss November sales. The marketing efforts on the first months of the year brought very little results. In the first quarter Brazilians are not as active on- line, people are travelling and their minds are set on carnival time. On the other hand rolling out a marketing campaign aimed at November shoppers resulted in profits equivalent to Q1+Q2 sales together, and almost doubling the volume processed the month before. 25
  26. 26. business.ebanx.com vtex.com EBANX Payments is a fintech focused in help- ing global merchants grow exponentially and increase revenue in Latin America. It offers a simple, end-to-end local payment solution, which allows business all over the world to sell to Latin Americans without bureaucra- cy. It process payments for major merchants from 50 different countries, including USA and China, breaking global barriers and disrupting the way cross-border payments work. VTEX is a Brazilian e-commerce platform, es- tablishedinthemarketformorethan20years. Counting with Omnichannel and Multi Tenant solutions, it leads the market in Latin America and has even developed its own technology, the first one-click-buy check-out that doesn’t require passwords in the world. Present in more than 20 countries, it’s the choice of en- terprises like Coca-Cola and RedBull as well as of the greatest online retailers in Brazil.

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