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BizReport : Ecommerce archives : June 02, 2011

Latin Americans hitting coupon/deal sites hard

In the countries of Brazil, Argentina and Chile simple coupon websites are lagging behind the glitzy, headline making group couponing sites like Groupon. In fact, according to comScore, Groupon is now the leading online coupon website. The site has more penetration into Latin American countries and is getting more online traffic that more traditional couponing sites.

by Kristina Knight

"The online coupon category was relatively underdeveloped in Latin America until recently when brands like Groupon and Groupalia have emerged," said Alejandro Fosk, comScore senior vice president of Latin America. "Coupon sites are not only connecting local merchants with online consumers but these sites are also helping fuel the development of e-commerce in the region."

Just over 11 million Latin American consumers visiting a coupon website n April, that is nearly 10% of the total online audience for the region.

Coupon Website Visits:

  • 16% of Brazilians (6.7 million consumers)
  • 13.9% of Argentinians (1.8 million consumers)
  • 10% of Chileans (751,000 consumers)
  • 6.6% of Mexicans (1.2 million consumers)

Other heavy hitters in the couponing space for Latin Americans include Groupalia,, and

"Although U.S.-based Groupon is the clear leader in the region, we are seeing local brands enter the market, especially in Brazil and Mexico. As global, regional and local brands compete in this category it will be interesting to see who gains market share as this rapidly emerging market develops over the next year," said Fosk.

Conversely, in the US, consumers are flocking to couponing websites and yet group couponing sites aren't yet showing up in the Top 50 Websites. Although LivingSocial broke the top ten for top gaining properties, it still ranks below search engines Yahoo, Google and Microsoft and social networks like Facebook and Twitter.

Tags: comScore, daily deals, ecommerce, group coupons, Latin American demographics, online coupons

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