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Guide to Black
Table of Contents
4 Understanding the Latin America Market
6 Don’t Miss the Bus
13 Practical Guidelines for a Successful
Black Friday in LatAm
22 Case Study: When should you start
selling in Latin America?
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.
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?
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.
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
In local terms, Brazil
is by far the market
distantly by Mexico
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
2014 2015 2016 2017*
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
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
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.
in LatAm has
its own dates −
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
Everything you need
to know about the
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.
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.
EL BUEN FIN
When: November 17 to 20, 2017
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”
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.
TOP 5 MOST VIEWED PRODUCTS
DURING THE 48H SALES
Source: Encuestas TNS Argentina para CACE,
n+210 empresas, Argentina 2016
When: November 17 to 20, 2017
When: May 2018
Shoes and Clothes
Tickets and Travel
Furniture and Decoration
Games and Fitness
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.
GROWTH OF CYBERMONDAY AND
CYBERDAY SALES IN CHILE
Source: Encuestas TNS
Argentina para CACE, n+210
empresas, Argentina 2016
When: November 7 to 9
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
multiplied by 10 times
52% of growth
2011 2012 2013 2014 20162015
2014 2015 20172016
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.
When: November 20 and 21, 2017 / June 2018
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.
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%.
When: July 2018
CYBER DAYS PERU
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
Computers and Laptops
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
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.
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
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
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!
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.
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
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.
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
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.
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
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.
Are you ready to
increase your revenue
in Latin America?
Create your account
and start selling now.
Start Selling Now
When should you start
selling in Latin America?
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.
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
Q1 Avg. Ticket $16 Q2 Avg. Ticket $17 Q3 Avg. Ticket $18.5 Q4 Avg. Ticket $19
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.
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
January May SeptemberMarch July NovemberFebruary June OctoberApril August December
2.2% 1.73% 2.95% 3.42% 3.88%
$37 $40 $43
Q1 Q2 Q3 Q4
The result was
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.
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-
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.