Latin American Economy & Business - September 2018 (ISSN 1741-7430)

Social media is big in Brazil. There are plenty of well-known online platforms and highly sophisticated consumers, making it easy for international companies to conclude that they are dealing with a familiar and well known e-commerce landscape, comparable to that of the United States and Europe. But familiar is not identical: there are important variants and unique local features that could make the key difference between commercial success and failure.