Sony & GoPro’s 5 Proven Strategies for Expanding into Latin America

Expanding successfully into Latin America requires a nuanced understanding of its diverse markets and unique challenges. Global leaders Sony and GoPro have developed proven strategies to navigate this complex landscape. These approaches have helped them grow and scale effectively across the region. From adapting pricing models to leveraging multichannel sales, their strategies offer valuable lessons for any brand aiming to capture the Latin American e-commerce boom.

These insights were revealed during the second edition of Unlock Latam, held on May 14, 2025, at the PayPal offices in New York City. The event brought together industry leaders to discuss Latin America’s booming digital economy. It also explored the critical factors driving growth and opportunity in the region.

In this article, we distill five proven strategies from Sony and GoPro. These insights are designed to help your brand succeed in Latin America’s fast-evolving and highly competitive marketplace.

1. Understand the Diversity of Latin America

A key takeaway from Unlock Latam is that Latin America cannot be treated as a single, uniform market. Armando Mola from Sony emphasized this point clearly: “Latin America is far from a homogeneous market. Each country has unique pricing structures, regulations, and consumer preferences.”

The differences are significant. While Brazil and Mexico together represent over 70% of the market, countries like Argentina, Colombia, and Chile each bring their own distinct opportunities and challenges. Sellers must tailor pricing, marketing, and operational tactics to fit each market’s characteristics. For instance, some markets are highly price sensitive, while others respond better to premium positioning.

Sergio Bruno from GoPro reinforced the need for flexibility: “We have to be flexible with our pricing and promotions. What works in one country might not resonate in another.” Understanding local nuances is key to building trust and loyalty.”

Recognizing and adapting to this diversity is the crucial first step for any brand aiming to succeed in Latin America’s fast-growing but complex e-commerce landscape.

2. Leverage Cross-Border Selling for Agile Market Entry

Cross-border commerce has become an essential strategy for brands aiming to enter Latin America quickly while minimizing upfront risks. As Sony and GoPro highlighted, this model offers a flexible, low-commitment way to test multiple markets simultaneously before investing heavily in local infrastructure.

Sergio Bruno from GoPro explains: “Cross-border allows us to enter multiple countries at once and gives us the flexibility to adjust based on demand and operational challenges.” This agility is crucial in a region marked by diverse regulations, logistical complexities, and fluctuating economic conditions.

By leveraging cross-border selling, brands can validate product-market fit and gather insights without heavy upfront investments. It also helps them navigate certification requirements more efficiently, allowing for a deeper understanding of local regulations before committing to infrastructure. This approach not only accelerates time to market but also reduces financial exposure, making it a smart choice for international sellers eager to capitalize on Latin America’s booming e-commerce potential.

3. Adopt a Multichannel Sales Approach

Relying on a single marketplace can seriously limit a brand’s potential in Latin America’s fragmented e-commerce landscape. Armando Mola from Sony explains: “Brands need to diversify their sales channels. Mercado Libre and Amazon are key players, but combining marketplaces with direct-to-consumer platforms and local retail partnerships maximizes reach.”

Sony’s strategy reflects this philosophy, as they actively participate in over 15 marketplaces across the region. “Even where there’s a dominant player, we want to be everywhere,” says Mola. “Many consumers remain loyal to specific platforms because of financial services, regional preferences, or brand affinity.”

This multichannel approach not only broadens customer access but also builds resilience—helping brands mitigate risks tied to any single platform’s policies or market fluctuations. It creates opportunities to connect with different customer segments, tailor offerings per channel, and strengthen brand equity.

Regarding their partnership with nocnoc, Mola adds: “nocnoc is a one-stop solution to reach many Latin American markets and consumers easily. We recently started working with them and are impressed—it’s much better than we expected.”

4. Customize Marketing and Pricing Locally

Success in Latin America demands more than a uniform marketing strategy—brands must tailor their promotions and messaging to each country’s cultural nuances and market expectations.
What works in Brazil won’t necessarily succeed in Mexico, and vice versa.

For example, Brazilian consumers often respond to campaigns that emphasize community and social proof, supported by the widespread use of Pix. Meanwhile, Mexican shoppers might prefer localized promotions tied to familiar retail events and payment methods like OXXO vouchers.

Sergio Bruno from GoPro highlights: “Flexibility in pricing and promotions is key. We constantly adapt our approach based on local market feedback and regulatory conditions.”

By customizing marketing efforts and pricing strategies country-by-country, brands can build stronger connections, improve conversion rates, and navigate the region’s diverse regulatory landscape with greater confidence.

5. Partner with Experienced Local Providers for Logistics & Compliance

Customs procedures, delivery infrastructures, and tax regulations vary widely across Latin America and are often complex and unpredictable.

Sony and GoPro emphasize the critical importance of partnering with experienced local providers who understand regional challenges. Reliable logistics partners help streamline customs clearance, manage last-mile delivery, and ensure compliance with local tax and certification requirements.

These collaborations are vital for customer satisfaction.
As Armando Mola from Sony points out: “Strong, trustworthy logistics partners are essential—not only to avoid delays and disruptions but to protect the brand’s reputation across Latin America.”

By leveraging local expertise, brands can overcome operational barriers and deliver a seamless customer experience across the region.

Conclusion: Strategies for Expanding into Latin America that Drive Real Growth

Latin America is one of the world’s most exciting and fast-growing e-commerce regions—but success requires more than just showing up. As Sony and GoPro shared at Unlock Latam, thriving in this diverse market means applying a tailored, agile, and well-supported approach.

Together, these strategies help international brands navigate complexity, build trust with local consumers, and unlock the region’s full potential.

If you’re ready to take the next step, nocnoc has the perfect solution. With nocnoc, you can start selling across five high-potential Latin American markets—including Mexico, Argentina, Colombia, Chile, and Brazil—on 15+ leading marketplaces in under 48 hours.

Our all-in-one cross-border solution handles it all: From product listings, translations, and localized content to customer service, marketing, customs, delivery, and returns—we simplify your expansion so you can focus on growth.

Ready to go LatAm-wide? Let nocnoc connect you to millions of new customers. Sign up today to get started—and watch the full Sony & GoPro insights on YouTube.