Unlock Latam 2025: How Global Brands Are Winning Big in Latin America’s Ecommerce Market

On May 14, 2025, industry leaders gathered at the PayPal offices in New York City for the second edition of Unlock Latam, an exclusive event proudly sponsored by PayPal Ventures and Zyla by ANT International. Designed to spotlight Latin America’s thriving e-commerce ecosystem, the event featured two insightful sessions led by top executives and moderated by renowned experts, each focusing on vital aspects of the region’s growth and challenges.

The first session, Inside LATAM – How Global Brands Navigate, Scale & Succeed, brought together executives from global giants Sony and GoPro. Armando Mola, President of South America at Sony, and Sergio Bruno, Senior Director of Sales & Marketing for the Americas at GoPro, shared their firsthand experiences navigating the complex Latin American landscape. The conversation, skillfully moderated by Zia Daniell Wigder, Chief Content Officer at EMARKETER, delved into the nuances of pricing strategies, logistical hurdles, and the critical role of multichannel approaches for scaling effectively.

The second session, Beyond Trade Tensions – LATAM E-commerce as a Gateway to Growth, focused on the macroeconomic factors driving ecommerce’s explosive growth. David Geisen, SVP Marketplaces Hispanics at Mercado Libre, took the stage under the moderation of Homan Milani, Managing Director at Bank of America, to dissect fintech innovations, the rise of digital credit, cross-border opportunities, and the regulatory landscape that sellers must master to thrive.

Key Takeaways

1. Latin America’s Diversity Demands Tailored Strategies

One of the strongest messages from Unlock Latam was the importance of treating Latin America not as a single market. Armando Mola from Sony stressed,

“Latin America is far from a homogeneous market. Each country has unique pricing structures, regulations, and consumer preferences. A single strategy will not work across the region.”

The differences aren’t minor: Brazil and Mexico alone account for over 70% of the market, yet Argentina, Colombia, and Chile each present distinct opportunities and challenges. Sellers must localize pricing, marketing, and operational tactics accordingly. For example, while price sensitivity is high in some markets, others may value premium positioning.

Sergio Bruno from GoPro echoed this need for localization, adding:

“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.”

2. Cross-Border Selling: The Agile Path to Market Entry

Cross-border commerce emerged as a vital strategy for international sellers looking to minimize risk while expanding rapidly. Both Sony and GoPro emphasized the advantages of leveraging cross-border models to test markets before investing heavily in local infrastructure.

“Cross-border allows us to enter multiple countries simultaneously,” said Sergio Bruno, “and gives us flexibility to adjust based on demand and operational challenges.”

This approach enables sellers to validate product-market fit, understand regulatory requirements, and gather data to inform local expansion strategies. It reduces upfront investment and accelerates time to market in a region where logistics and regulatory barriers can be complex.

3. Multichannel Strategy Enhances Reach and Resilience

Relying solely on a single dominant marketplace is a common pitfall. Armando Mola pointed out:

“Brands need to diversify their sales channels. Mercado Libre and Amazon are key, but combining marketplaces with direct-to-consumer platforms and local retail partnerships maximizes reach.”

This multichannel approach helps global brands mitigate risks, capture broader customer segments, and build brand equity more effectively. In Latin America’s fragmented retail landscape, adaptability is crucial for sustained growth.

“We’re active in over 15 marketplaces across the region,” said Mola. “Even where there’s a dominant player, we want to be everywhere—many consumers are loyal to specific platforms due to financial services or brand affinity.”

On working with nocnoc, he added:

“nocnoc is a one-stop solution to reach a lot of Latin American markets and consumers easily. We recently started working with them and are impressed—it’s much better than we expected.”

4. Digital Credit Is Unlocking New Consumer Segments

David Geisen highlighted a transformative driver of ecommerce growth: digital credit.

“Digital credit is a game-changer for Latin America, opening access to millions of consumers who previously couldn’t participate in online shopping.”

In Mexico alone, over 15 million digital credit lines fuel ecommerce by enabling larger and more frequent purchases. Fintech solutions, including buy-now-pay-later options and digital wallets, are broadening financial inclusion and driving consumer spending.

This financial innovation is not only expanding the market but reshaping consumer behavior and expectations, making flexible payment options an essential element for sellers to integrate.

5. Trade Tensions Are Accelerating Latin America’s Rise

The session illuminated how shifting global trade policies are redefining strategic priorities. With the resurgence of aggressive U.S. tariffs targeting imports from Asia, international brands face increased costs and uncertainty. David Geisen explained:

“Latin America is emerging as a strategic alternative. The region shares characteristics with Asia—fast digital adoption and low physical retail penetration—that create fertile ground for ecommerce innovation and growth.”

Countries like Mexico and Brazil offer lower tariff exposure and more stable trade environments, making them attractive for both U.S. and Chinese sellers seeking diversification. This trade realignment is accelerating Latin America’s positioning as a must-win market for global ecommerce players.

6. Regulatory and Logistical Challenges Require Local Expertise

Both sessions emphasized the complexity of Latin America’s regulatory and logistical environments. Customs clearance, tax compliance, and certification requirements vary widely and can delay shipments or increase costs if mishandled.

“Understanding and navigating these local regulations is non-negotiable,” stressed Armando Mola.

Logistics also presents hurdles: diverse infrastructure quality and last-mile delivery challenges impact customer experience. Building strong partnerships with local providers and adopting flexible supply chain strategies were identified as critical to overcoming these barriers.

Summary

Unlock Latam 2025 underscored that Latin America’s ecommerce market offers extraordinary growth potential—but requires a tailored, agile approach. Success hinges on understanding regional diversity, adopting multichannel and cross-border models, leveraging fintech innovations, and navigating regulatory complexities with local expertise.

For international sellers and global brands, this dynamic region presents an unparalleled opportunity to reach millions of new consumers and accelerate growth—especially when partnering with knowledgeable local experts who can help turn challenges into competitive advantages.

Join nocnoc today to start selling and scaling your brand across Latin America’s booming ecommerce market!

Ready to dive deeper? Watch the full Unlock Latam 2025 sessions on our YouTube channel and get all the expert insights firsthand.