Lee Vann From Captura Group: For Amazon Marketing To Spanish-Preferring Hispanics Makes Good Business Sense

Lee Vann, Founder and CEO at Captura Group, wrote a column in MediaPost on Amazon’s recent move to roll out a Spanish-language version of Amazon.com. He said that this helped dispel the myth that because Hispanics are young and the majority are U.S. born, there is no reason to communicate with them in Spanish. “Amazon’s statement is clear: Marketing to Spanish-preferring online Hispanics makes good business sense” he added.According to Vann, several studies back Amazon’s action and reflect the company’s decision to tap into the Spanish-language e-commerce opportunity. For example, according to CNET, there are more than 40 million native Spanish speakers and over 10 million bilingual Hispanics in the U.S. A recent IRI study found that Hispanics tend to shop online more than non-Hispanics in several critical categories, including cosmetics, fragrances and beauty, and general household products.Vann believes Amazon’s move to proactively market to Spanish-preferring Hispanics will trigger an e-commerce renaissance in the Hispanic market. “E-commerce players large and small will rush to develop and execute Spanish strategies to reach Spanish-preferring Hispanics and manufacturers will move to market and merchandise their products to this segment via the digital shelf” said Vann.