This geographic area in particular poses a lot of opportunity for growth, according to the San Jose-based company, so eBay is investing in delivering a relevant and localized experience on its site as well as in terms of marketing efforts.
"Early on, we set on Latin America given its economics and demographics," said Sylvie De Wever, senior director of geographic expansion and eBay Latin America. "It's a rising middle class, which gives rise to more purchase power so that's an interesting consumer base for us."
Plus the proximity to the U.S. helps, along with established trade agreements. And the demand there for lower-priced products is extremely high, De Wever said. "We also have a very strong brand in the region; we want to expand it, but the starting point is very healthy," she added.
The company first started focusing on emerging markets in general about three years ago, but eBay really started stepping it up in Latin America about a year and a half ago. In May 2014, eBay launched a site in Spanish and Portuguese and has since been investing in marketing and reaching new consumers. This past Monday, eBay launched a brand new marketing campaign in Mexico, including the company's first TV spot in the country. "That's a way for us to be relevant and explain who we are," De Wever said.