THE OUTER RINGS.

Position:Electronic commerce
 
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BRAZIL ACCOUNTS FOR HALF OF THE region's Internet use. That local mass has spawned a flurry of successful Internet retailers, from Pao de Acucar's grocery site to more traditional sales of books and music. One retailer, Livraria Cultura, sells $1.5 million--8% of its total sales--through its online bookshop. Neighboring Argentina has much less activity. "There's no critical mass," says O&M's Luis Deboy. "Their market is too small." Same goes for other countries in the region, with the exception of Mexico, forcing successful retailers to look abroad.

INTERNET PURCHASING HABITS IN BRAZIL

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