Chinese Sellers Flock to Latin America: Surging Growth and Rising Compliance Thresholds | Frontline

Author: Ou Xue

Editor: Yuan Silai

On June 26th, Amazon Global Selling announced in Hangzhou the launch of the "Latin America Express Program". The program aims to provide support such as assistance in registering local companies in Brazil, solutions for the Mexican RFC tax number, subsidies of up to $12,000, and logistics cost exemptions to 3,000 Chinese brands willing to make long - term investments by 2026, helping sellers fully establish themselves in the Latin American market.

Latin America is becoming a new hot spot for cross - border e - commerce. According to eMarketer data, the scale of the Latin American retail e - commerce market will be close to $190 billion in 2025, with a growth rate 1.5 times the global average. Brazil and Mexico contribute the vast majority of the sales volume.

Amazon data also confirms this growth trend: In the first quarter of 2026, the sales volume of Chinese sellers on the newly launched Brazilian and Mexican sites was more than twice that of the same period last year; during the Mexican Hot Sale promotion, this figure reached more than four times. In 2025, the number of Chinese sellers with sales of over $1 million on these two sites was nearly twice that of 2023.

Zhao Weilin, COO of GameSir, said in an interview that after the company shifted from the European and American markets to Latin America in 2022, the growth rate of the Brazilian and Mexican markets far exceeded expectations. "After completing the local layout in Brazil, the sales volume directly multiplied several times." IMOU started operating on the Amazon Mexican site in 2025. Yuan Weigui, the overseas e - commerce director of IMOU, revealed that the sales volume on the first day of this year's Prime Day increased by six times.

For sellers who have entered Latin America, localization is no longer an option but a must. Zhao Weilin mentioned that there are significant differences between the Brazilian and Mexican markets. Brazil has over 100 million game users, mainly PC and mobile game players, and they are price - sensitive. In Mexico, the penetration rate of Xbox users is high, and the consumption habits are similar to those in the United States. Based on this, GameSir has formulated a differentiated strategy: promoting Xbox - authorized gamepads in Mexico and gamepads with better compatibility for PC and mobile games in Brazil.

Logistics also needs to be adapted to local conditions. The shipping cycle in Brazil is long, and inventory planning needs to be done three months in advance. Zhao Weilin admitted, "We need to start planning inventory for Black Friday now." Currently, GameSir has established branches in the United States, Brazil, and Singapore, gradually promoting the local layout.

IMOU's localization focuses more on the product side. Yuan Weigui observed that the security needs in Latin America are more inclined to outdoor scenarios, and users have a strong demand for long - term continuous video recording and multi - angle monitoring. Based on this, the company has developed differentiated products such as solar - powered cameras, AOV (Always On Video) long - term video recording, and multi - camera systems. In addition, considering that young consumers in Latin America prefer short - form videos, the company has focused on vertical short - form videos in marketing. "Latin American users prefer video - based media, and we closely follow this characteristic to localize our marketing," Yuan Weigui said.

Meanwhile, the compliance threshold for e - commerce in Latin America is rising rapidly. The tax reform in Brazil is continuing, and compliance requirements are becoming increasingly strict. Zhang Qi, Vice President of Amazon China and Head of Emerging Markets at Amazon Global Selling, believes that this is an inevitable process for the market to become more standardized. "In the past, these markets were relatively extensive, but in the future, supervision will only become stricter. The goal is to ensure fair competition on a level playing field. And compliance is the foundation for long - term development."

Sellers also have a clear understanding of this. Zhao Weilin believes that regions with strict customs clearance and tax requirements actually have more long - term potential. Yuan Weigui said that compliance is a threshold that must be crossed. Although it requires time and patience, it is not insurmountable.

For sellers interested in entering Latin America, Zhang Qi suggests starting with products that have been proven in the European and American markets. "For most products that have been proven in the European and American markets, introducing them to emerging markets is a relatively stable strategy."

It is worth noting that the improvement of payment and logistics infrastructure is also lowering the entry threshold for the Latin American market. Zhang Qi mentioned that local logistics and distribution were pain points in the early years, but the situation has improved significantly. For example, Amazon now offers same - day delivery in major Mexican cities; in Brazil, Amazon has added 100 logistics facilities in the past year alone. In addition, the habit of young consumers in Latin America to prefer installment - plan payments has effectively released their purchasing power.

With the improvement of infrastructure and the large population base, Zhang Qi is optimistic about the long - term growth of the market: "Since it is an incremental market, when more people enter, everyone can share the dividends brought by market expansion."