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Doing business with Latin America: An introduction to Brazil, Mexico, Chile and other exciting markets by Gabriela Castro-Fontoura

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1. What is Latin America?

Latin America is not just one market; there is no such a thing as the ‘Latin American market’, just as there is no ‘European market’. Would you say that selling to the Czech Republic is the same as selling to Wales or Norway? Surely not. Is it only the language that makes them different? Surely not.

My experience in the UK shows me that most business owners will struggle to define what ‘Latin America’ means or even to name more than a handful of Latin American markets. They often get confused between South America, Central America and Latin America. They ask me if Brazil is included in Latin America. And what about Mexico? Is Jamaica?

So, without further ado, let’s discuss what Latin America really is.

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