Presented a set of recommendations on how Shopify can help more aspirational entrepreneurs by targeting underserviced entrepreneurs in Brazil, integrating a native Brazilian payment system, and developing Portuguese and Brazil-specific content on Shopify's E-Commerce University website. Presented to industry professionals.

1. Make commerce better for everyone.
SERENE CHEN KATIE CHENROSIE FAN

2. Canada: 6.9%
USA: 72.9%
United Kingdom: 6.7%
Australia: 4.7%
Rest of the world: 8.8%
91% of Shopify merchants are concentrated in
4 English-speaking countries

3. OPPORTUNITY: BRAZIL

4. Technological
- 66% internet penetration
- Increase to 74% by 2021
Political
- High import tax rate of 60%
- Increasing pressure to simplify the
procedures to start a business
Economic
Social
- 1 in 6 adults is an entrepreneur
- Most popular e-commerce good is
fashion/accessories
Explosive e-commerce growth and macro trends makes Brazil
a hotbed of aspiring entrepreneurs
- $26B e-comm market by 2018
- Largest Latin American market
- Double digit growth rates

5. SUPPORTING PAYMENT
Introducing a native payment
system to streamline the Brazilian
shopping experience
Our two-pronged solution improves the Shopify experience for
Brazilians and cultivates an entrepreneurship ecosystem
SUPPORTING DEVELOPMENT
Developing Portuguese digital
materials to foster
entrepreneurship learning

6. supporting payment
Demonstrate commitment to e-commerce in
Brazil by making payment intuitive and easy
Collecting the CFP number is
also a mandatory step in the
payment process for Brazil
Brazilian vendors have been
asking for a native payment
system for years
Charges on both ends makes
it extra costly for Brazilian
vendors when PagSeguro is
known to be expensive

7. PAYMENT
METHODS
The major payment gateways supported in Brazil do not reflect
the reality of payment popularity in Brazil.

8. PAYMENT
METHODS
3%
The major payment gateways supported in Brazil do not reflect
the reality of payment popularity in Brazil.

9. PAYMENT
METHODS
Boleta Bancario is a clear leader in payment methods in Brazil,
second only to Credit Cards.

10. Pagseguro
Integration
2014

11. NATIVE
PAYMENT
PAYMENT
METHODS
The Pagseguro integration is only a temporary solution that still
leaves Brazilian vendors needing more.

12. Pagseguro
Integration
➔ Redirects customers to an external site
➔ Complicated and unsatisfactory customer service from
Pagseguro in solving and identifying issues
BRAZILIAN VENDORS ARE STILL
UNSATISFIED WITH THIS SOLUTION
➔ Lack of features common to Brazilian commerce

13. NOW, IT’S 2017
It’s time to give Brazilian vendors what they are asking for
Capture CFP
Numbers, necessary
by law
Duplicate
documentation
Overlaying charges
from both platforms
that are costly
NATIVE
INTEGRATION

14. NOW, IT’S 2017
It’s time to give Brazilian vendors what they are asking for
Much more cost
effective than
PagSeguro for vendors
Enjoys the same brand
recognition and trust
to end consumers
Has the same goal of
breaking into the Brazil
market
Already offers numerous
features that Brazilian
customers are used to

15. supporting development
Entrepreneurial education is underserviced
and a barrier to entrepreneurship in Brazil
Education has grown to the
10th largest economy sector
in Brazil, at $75B annually
Brazilians increasingly use
online resources to help build
businesses
Less than 10% of Brazilian
adults aged 18-64 have had
any entrepreneurship training

16. THE ENTREPRENEURIAL JOURNEY
How can we support Brazilian entrepreneur development?
Product Ideation + Launch
The Restless
Go-Getters
The Casual
Conversationalists
The Education
Seekers
Lift-Off + Stability

17. Enciclopédia Empresarial Aprenda tudo sobre como administrar uma empresa
COMO VENDER PREÇOS BLOG RECURSOS
ex. lucro bruto, empreendedorismo, etc. Pesquisa
PESQUISA POR LETRA
Ajuda EntrarLingua: Português Iniciar
The Education
Seekers
➔ Don’t have the luxury of, or academic reach for,
traditional universities
➔ Not selective enough for other resourceful,
application-based organizations like Endeavor

18. Enciclopédia Empresarial Aprenda tudo sobre como administrar uma empresa
COMO VENDER PREÇOS BLOG RECURSOS
ex. lucro bruto, empreendedorismo, etc. Pesquisa
PESQUISA POR LETRA
Ajuda EntrarLingua: Português Iniciar
The Education
Seekers
➔ Don’t have the luxury of, or academic reach for,
traditional universities
➔ Not selective enough for other resourceful,
application-based organizations like Endeavor
ADDRESS: Language translation of E-Commerce
University through existing application programs
Bring functionality like Weglot to the back-end client side

19. The Start-Up Checklist: Brazil
Registering Your
Business
Regulatory
Filing for Your
Website
Regulatory
Filter: Brazil
Understand Tax
and Labour Laws
Legal
10 Relevant App
Add-Ons
Shopify Tips
Case Study Stories
Additional
The Restless Go-Getters
➔ Ready to turn their product ideation
into a launch
➔ Difficulty navigating bureaucratic,
legal, and financial obstacles in
launching their business

20. The Start-Up Checklist: Brazil
Registering Your
Business
Regulatory
Filing for Your
Website
Regulatory
Filter: Brazil
Understand Tax
and Labour Laws
Legal
10 Relevant App
Add-Ons
Shopify Tips
Case Study Stories
Additional
The Restless Go-Getters
➔ Ready to turn their product ideation
into a launch
➔ Difficulty navigating bureaucratic,
legal, and financial obstacles in
launching their business
ADDRESS: A Start-Up Checklist for
business launches, tailored to Brazil and
other regional markets
Allow them to navigate the regulatory and
unique environment of Brazil adequately

21. EntrarCOMO VENDER AjudaLingua: Português IniciarPREÇOS BLOG RECURSOS
ENGLISH: Learn how to successfully set up pop-up shops as as
distribution channel, featuring the success story of Mia, a Brazilian
entrepreneur based in Rio
Capitalizando Em Lojas Temporárias:
Rio de Janeiro
Lição 1: Porque você precisa de uma loja temporárias
The Casual
Conversationalists
➔ Growing entrepreneurs not quite fitting in with Brazil’s
structured society
➔ Looks to other countries, like the U.S. for sources of
inspiration and business strategies

22. EntrarCOMO VENDER AjudaLingua: Português IniciarPREÇOS BLOG RECURSOS
ENGLISH: Learn how to successfully set up pop-up shops as as
distribution channel, featuring the success story of Mia, a Brazilian
entrepreneur based in Rio
Capitalizando Em Lojas Temporárias:
Rio de Janeiro
Lição 1: Porque você precisa de uma loja temporárias
The Casual
Conversationalists
➔ Budding entrepreneurs not quite fitting in with Brazil’s
structured society
➔ Looks to other countries, like the U.S. for sources of
inspiration and business strategies
ADDRESS: Expand the content series to more visibly
include case studies and content on international
entrepreneur culture, including Brazil
Create an international dialogue and connectivity

23. FINANCIALS The key action items of crafting, testing, and launching the
implementation ideas will happen within the next 4 months
Cost of Entrepreneurial
Development Support
Cost of Integrating
Payment Systems
$1.03M
$150k
Expected ROIBreakeven
Point
2.9K
Subscriptions
HIGHLY FEASIBLE
The current size of the Brazilian retail e-commerce space is $23.79 Billion, a number which is only projected to grow
27%
Increase in Sales
in Brazil

24. TIMELINE
The key action items of crafting, testing, and launching the
implementation ideas will happen within the next 4 months
Long-Term Expansion and Growth:
Successful implementation and penetration of the Brazilian market will provide us resources and insight into
expanding these recommendations to other BRIC countries
Supporting
payments
Supporting
development

25. “Make commerce better for everyone.”
We welcome your questions.

26. Appendix
Risks and Mitigations Competitive Landscape
Localization: Amazon
Localization: Wix
Customer Case Studies
Financial Feasibility:
New Resources
Financial Feasibility:
Payment Systems

27. APPENDIX A Risk & Mitigations
Risk: Restrictive regulations on start-ups in a still-developing e-commerce environment, and
entrepreneurial education competitors
Service those disregarded by selective universities by
becoming the forefront online resource for casual yet
connected and informative learning
Mitigations
Outcomes
Ability to implement and
sustain our recommendations,
and generalize our findings to
other BRIC countries in the
future
Aside from PagSeguro, there are a number of other
suitable payment platforms to partner with and that
Shopify should explore
Geographic expansion is a major operational risk that
Shopify has identified in its annual report, and Brazil
would be a good market to test expansion strategies

28. Competitive Landscape in BrazilAPPENDIX B

29. Localization strategy case studies:APPENDIX C

30. Localization strategy case studies:APPENDIX C

31. APPENDIX D Brazil specific features that customers expect to see

32. APPENDIX E Financial Feasibility of Entrepreneurial Dev Support
HIGHLY FEASIBLE
The current size of the Brazilian retail e-commerce space is $23.79 Billion, a number which
is only projected to grow
https://www.quora.com/How-much-does-it-cost-to-build-a-payment-gateway
http://blog.polipay.co.nz/poli/how-much-do-online-payment-systems-cost

33. APPENDIX F Financial Feasibility of Integrating Payment Systems
HIGHLY FEASIBLE
The current size of the Brazilian retail e-commerce space is $23.79 Billion, a number which
is only projected to grow
https://www.glassdoor.ca/Salary/Shopify-Salaries-E675933.htm
https://hingemarketing.com/blog/story/what-is-the-cost-of-video-production-for-the-web