Tapping into Brazil’s E-Commerce Potential with a Merchant of Record (MOR)

Embracing the Direct to Consumer (DTC) model, brands globally are now targeting consumers directly, bypassing traditional middlemen like retailers and distributors. This approach often leverages online channels, allowing brands to have a direct relationship with their customers and often resulting in cost savings and enhanced customer data collection.

This trend, fueled by the rising online shopping habits, allows brands to have direct relationships with their customers, nurture these relationships, and evolve based on direct feedback. DTC not only helps in saving costs but also offers brands a deeper insight into customer preferences, ensuring a tailored and enhanced shopping experience. However, selling directly to consumers in a new market, especially a complex one like Brazil, presents its unique challenges. For foreign brands aiming to employ the DTC model in Brazil, this is where the services of an Importer of Record (IOR) and Merchant of Record (MOR) become invaluable. These entities streamline the process, ensuring that brands can focus on their core offerings while being compliant and efficient in the local market.

Launching a direct-to-consumer e-commerce brand in Brazil can be challenging due to its intricate regulations, taxes, and customs duties. For foreign companies, this challenge amplifies. However, a Merchant of Record (MOR) can play a pivotal role in mitigating these challenges and ensuring seamless integration into the Brazilian e-commerce landscape.

Understanding the Merchant of Record (MOR) 

  • A Merchant of Record (MOR) is an entity responsible for the sales of goods or services to customers. For foreign companies diving into Brazilian e-commerce, this means:
  • Issuing invoices directly to Brazilian customers.
  • Receiving payments in Brazilian currency.
  • Managing product listings on multiple Brazilian e-commerce platforms.
  • Ensuring all transactions adhere to local tax regulations.
  • Fulfillment process management, including inventory receipt, storage, order processing, shipping, and handling returns. Moreover, an MOR may either utilize services from an Importer of Record (IOR) for importing products into Brazil or even offer IOR services themselves, establishing a harmonious supply chain integration.
  • Navigating Brazil’s E-Commerce Landscape Brazil’s digital marketplace offers diverse channels for businesses:
  • Own E-commerce Stores: Companies can establish their branded online stores. Major platforms supporting this in Brazil include Magento, Shopify, and WooCommerce.
  • Marketplaces: Brazil hosts several robust marketplaces such as Mercado Livre, OLX, and B2W. An MOR can facilitate product listings across these platforms.
  • Wholesale to Retailers: Companies can sell in bulk to local retailers. These retailers can further sell products either online or in physical stores.

The Novatrade Difference: Beyond Basic MOR Novatrade, as an MOR, offers an array of enhanced services to foreign businesses aiming to establish a presence in Brazil:

  • Regulatory Standards: Comprehensive analysis of necessary licensing and registrations for importation.
  • Customs and Logistics Analysis: Reviewing HS customs codes equivalence to NCM (Common Nomenclature of Mercosur), acquiring import tax exemptions (Ex-Tarifario), and overseeing international logistics from the country of origin to Brazil.
  • Tax Analysis: Detailed analysis of import and sales taxes based on the distribution model, including II, IPI, PIS, COFINS, and ICMS.
  • Pricing, Budgeting, and P&L Forecasts: Detailed financial insights for effective business planning.
  • Complete Financial Management: Overseeing all financial aspects of import and sales activities in Brazil.

A crucial aspect to note is the responsibilities of a Brazilian seller. From regulatory compliances, customer service, inventory management, to after-sales services – a seller’s duties are manifold. This highlights the significance of an MOR who can assume these responsibilities, ensuring a streamlined e-commerce process.

The MOR & Full Commerce Synergy: Advantages Unveiled 

Full Commerce in Brazil refers to a comprehensive service encompassing all aspects of e-commerce operations, from platform development and inventory management to digital marketing and logistics. It provides end-to-end solutions for businesses wanting to sell online while outsourcing most of the operational tasks.

Adopting an MOR approach that leverages the principles of Full Commerce offers several advantages:

  • Efficient Monitoring: Data-driven insights lead to continuous improvement across online sales stages.
  • Problem Resolution: MOR expertise ensures timely troubleshooting.
  • Operational Agility: Swiftly meet online consumer expectations, particularly in logistics.
  • Enhanced Customer Experience: From clear advertising to tailored payment options.
  • Competitive Edge: Stay adaptable and ahead of market trends.
  • Sales Boost: Drive sales through digital marketing and data-driven decisions.
  • Cost Reduction: Identify and rectify inefficiencies.
  • Professionalism and Data Analysis: Ensure a data-oriented approach to sales and strategy.
  • Business Expansion: Analyze data to uncover new market opportunities.
  • Technology and Innovation: Stay updated and strategic about online sales channels and tools.
  • Multi-Channel Strategy: Optimize presence across multiple online sales platforms.
  • Integrated Systems & Automation: Centralize and enhance operations, from product listings to delivery.

Market Understanding and Marketing Strategy with Full Commerce 

Harnessing Full Commerce for strategic market insight and marketing techniques can be a game-changer for foreign brands in Brazil. Some key strategies are:

  • Distinct Messaging: Stand out by aligning your brand with values or causes, resonating with local customers.
  • Influencer Collaboration: Utilize influencers, trusted by the Brazilian audience, to increase brand visibility and trust.
  • Customer Retention: Prioritize existing customers through onboarding, communication strategies, loyalty programs, and educational initiatives.

In conclusion, for foreign companies eyeing the lucrative Brazilian market, a comprehensive strategy that melds the principles of both MOR and Full Commerce, while focusing on strategic e-commerce management can pave the way for smooth operations and enhanced profitability.

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