Marketing to the Emerging Hispanic Consumer Group

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August 12, 2009
By the ZippyCart Shopping Carts Content Team

At roughly 11% of the total United States online market, Hispanics are one of the fastest growing consumer groups. Recently comScore an Internet marketing research firm, reported that the U.S. Hispanic population online hit an amazing 20.3 million users in Feb of 2009. This was an astounding 6% jump from the prior year. This trend suggests that merchants wanting to capture as many customers as possible should consider investing time in targeted efforts for the Hispanic audience.

Not all online stores are right when devoting efforts toward reaching the Hispanic population. Online store owners need to analyze their business and traffic trends to see if they have a Hispanic audience and gauge if there is room to grow their sales with this market. This is typically the easiest scenario to capitalize on as it is much harder to build an audience segment from scratch if they are not already visitors of your online store.

If merchants do have the opportunity to grow sales then they should focus on content. Adding in relevant blog posts that cater to the Hispanic audience and using pictures of people of Hispanic descent will go a long way to increase sales. Another tactic to explore is to add Google Translate to storefronts. With this, users can view sites in Spanish without losing any functionality to the shopping cart. Many online stores do not do this so they may lose out on interested shoppers. This might have been why Best Buy reported promising results last year regarding the traffic to their Spanish language pages and how they were “very sticky.” Regardless of strategy or tactics it is worth a merchant’s time to figure out if their online store can become more successful targeting this growing community.