In Some Parts Of The World, Regional Ecommerce Players Have Found Ways To Edge Out Amazon And Walmart.
Sometimes it feels like Amazon is taking over the world—or, at the very least, the world of retail. In providing fast, free shipping, operating from a customer-centric philosophy and swallowing up specialized retailers, Amazon has, by some estimates, put itself on track to capture 49 percent of the U.S. e-commerce market this year.
But Amazon’s seemingly airtight strategy doesn’t always translate overseas. The same is true of its nearest competitor, Walmart, which is America’s biggest physical retailer. In some markets, it’s local players rather than these two retail behemoths that have the advantage, due to factors ranging from cultural nuances to the lack of credit card use.
Magazine Luiza, or Magalu, is a 61-year-old retailer based in São Paulo, Brazil, that began as a purveyor of color TVs and has since expanded to sectors like furniture, smartphones, housewares, tools and toys. In 2000, Magalu launched its e-commerce business. According to analytics firm comScore, it was Brazil’s sixth most visited retail site in August 2018. Amazon, which didn’t arrive in Brazil until 2012, ranked No. 7—and Prime still isn’t available.
As smartphone adoption grows in Brazil, so too does Magalu’s e-commerce business—it had $4 billion in 2017 revenue and e-commerce accounted for about one-third. That’s up from 24 percent in 2016.
Magalu succeeded in part by developing its own delivery network— out of sheer necessity. “When you look at Brazil, we don’t have anything as well developed as UPS or FedEx. Even Brazilian mail is not as good as the United States Postal Service,” explains Frederico Trajano, chief executive of Magalu. “It’s complex and expensive and [doesn’t have] reliable delivery.”
This story is from the October 22, 2018 edition of ADWEEK.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the October 22, 2018 edition of ADWEEK.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Sign In
News Anchor Of The Year Megyn Kelly
From Trump to ailes, the fox news personality fearlessly faces off with the powers that be—and ends up crushing the cable ratings race.
The Big Bang
Global consultancies are rocking the agency world, creating a new universe of offerings that meld marketing and technology.
DROGA5
Using the fingers on just one hand, David Droga argues, you can count the number of agencies that possess a “strong soul.”
Ogily
When it comes to leadership changes, 2016 will be remembered as a time of disruption.
The Myth of White Space
'Brands have to stand out in an obvious crowd—not stand alone in an unusual spot that no one cares about.'
Brand Phelps
Can the greatest olympian in history be as dominant out of the pool as he was in it?
Masters Of Their Domain
WHY DIGITAL BRANDS ARE KILLING IT IN ECOMMERCE. BY LAUREN JOHNSON
Winners' Playbook
BRANDS OFTEN FIND THAT WHEN THEY AIM TO DO GOOD, THEY ALSO END UP DOING WELL. HERE ARE FOUR RULES TO KEEP IN MIND. BY DAN TYNAN
Flipping The Disruption Script
THE FORTUNE 500 SHOULDN’T REST ON THEIR LAURELS OF HAVING A FIRST-TO- MARKET ADVANTAGE.
MCCann
All things old were new again in 2017 as McCann dominated the U.S. agency landscape with a string of wins and created the most-discussed campaign of the year in Fearless Girl.