Adriana Rangel is an Amazon Seller and the host of the Serious Sellers Podcast at Helium 10, which empowers entrepreneurs to start and scale businesses on Amazon. She became the first Latina to represent Helium 10 as a brand evangelist. As an Amazon seller and marketer, Adriana leverages branding and technology to grow her brand internationally across Amazon, Walmart, and her e-commerce site. She has spoken at multiple e-commerce events and offers coaching and consulting services to professionals interested in launching an Amazon brand.

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Here’s a glimpse of what you’ll learn: 

  • [0:00] Introducing Adriana Rangel, an expert in Amazon’s Mexican market
  • [3:56] How selling in Spanish-speaking countries differs from selling in the US
  • [9:58] The purchasing habits of Spanish-speaking consumers and the cultural differences of various Hispanic countries
  • [15:27] Adriana addresses Amazon’s growing presence in Mexico
  • [25:58] How to sell products in Mexico 
  • [32:19] Breaking into the Mexican market without paying extra taxes
  • [36:41] Mexico’s nearshoring boom: why Chinese companies are flocking to the country
  • [43:31] How is Mexico navigating Amazon inventory fees, and what role does location play?

In this episode…

Amazon is gaining rapid popularity in Mexico, overtaking the country’s main media channels. Additionally, the NAFTA Treaty has reduced the barrier to entry for brands in the US. How can sellers break into this emerging market?

Mexico is a less competitive and more cost-effective market, making it attractive to companies in North America and beyond. With deep involvement in Mexican market trends, Adriana Rangel says you can create global product listings on Amazon. Yet to scale a brand in this market, you must develop inventory warehouses and fulfillment centers in Mexico. Adriana also notes that consumer cultures vary between countries. For instance, purchasing habits differ between Spanish speakers in the US and native Spanish speakers in Mexico, so your branding, messaging, and marketing must target each market appropriately. When starting out, Adriana recommends leveraging a Mexican agency to help you navigate the regulations.

In this episode of What The Teck?, Rolando Rosas speaks with Adriana Rangel, an Amazon Seller and podcast host at Helium 10, who shares insights into the Amazon market in Mexico. Adriana explains how selling in this market differs from selling in the US, the cultural significance of Mexico’s nearshoring boom, and how to break into the market without paying additional taxes.

Resources mentioned in this episode:

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Episode Transcript:

Adriana Rangel 0:00

Just came to mind this show succession quite similar here where these two media companies cut a lot of hours along comes. You know how Amazon is they’re they’re very aggressive when it comes to

Intro 0:12

who’s for the Serious Sellers Podcast for Helium 10? Well, she’s an Amazon expert unveiling invaluable insights for the Spanish speaking world.

Rolando Rosas 0:23

What is it like selling products in Mexico?

Adriana Rangel 0:26

We have a lot of similarities. We watch HBO, Netflix and all of that, right? We e-commerce. It’s a great thing for people that are trying to sell in this market. Because the amount of hours that the average Mexican works is like one of the highest in the world. Early in my career. I was like, there has to be another way, especially as a female, I don’t want to make it a gender thing.

Rolando Rosas 0:47

There’s no way to sugarcoat it.

Adriana Rangel 0:48

I don’t need to be paying your guys, games and under your rules, right? I got a full time job when I started this and I eventually was able to leave and that is why I’m so excited to

Rolando Rosas 0:59

have you been hearing any rumblings about sellers when it comes to being on Amazon.

Adriana Rangel 1:04

I know it sounds very like conspiracy theory.

Rolando Rosas 1:06

Let me put on my aluminum hat first.

Adriana Rangel 1:09

They want to change the algorithm and you might wonder like, Okay, what does this have to do with AI feel like they are? Maybe we should save this for after we hit stop because it gets political.

Rolando Rosas 1:26

Welcome to What The Teck? your gateway to business strategies and tech secrets, shaping today’s workplace. Help me welcome to the podcast. Adriana Rangel. Hello. Hi, Rolando. Hi, how are you doing? Adriana?

Adriana Rangel 1:45

Thank you. I’m so happy to be here. I love speaking of course, about this topic, but also with someone you know, with your background. And that is also in the e-commerce world. I feel like we’re colleagues in a way even though we don’t work

Rolando Rosas 1:59

each other but you’re we are. We’re kindred spirits. We’re both we both have a podcast, we both use Helium 10. I do i Our organization, Doug. And we both are in the e-commerce space, which is ever evolving. You know, and it’s always a it’s never a dull moment, right? Day to day, especially if you’re on Amazon, specifically on Amazon, which is so fast at changing things from one month to another even a week to week things evolve so fast. Yes.

Adriana Rangel 2:27

I mean, they keep us on our toes. Definitely. Right. And as you said, the podcast space. It’s so interesting, right? Like, who would have known that we could be able to reach 1000s of people all over the world, right? Like I know, over all over, over Yeah, Spanish speakers all over the world. And of course, English speakers all over the world. As you said, there are so many with this global opportunities that we have, there are so many of course opportunities, but also we know we have to know how to basically navigate this, this this path, right when it comes to e-commerce. Sure we have you know, a lot of people that can help us with logistics with Import Export, and, and all of that, but we have to know how to approach it in the correct way. You

Rolando Rosas 3:08

know, I was just talking to on my last podcast to Jason Friedman. So big, big props. Let me give a big props. Jason Friedman for coming on the podcast. Thank you very much, letting us know how to be a better storyteller. You want to find out how to be a better storyteller, check out that episode with Jason Friedman. But he was telling me that, you know, you have to understand the the kind of the journey not just on, you know, clicking on Amazon, whether it’s us or Amazon may Hiko, you understand where they’re coming from before they get to the journey. And I would imagine this also applies if we’re trying to market and trying to sell our goods and service into Mexico with folks in those markets. It’s different than just, you know, translation in Google, you know, give me the Spanish version of what I have in English,

Adriana Rangel 3:56

correct? Yes. I mean, our purchasing behavior is very different from people in the US, as you mentioned in the introduction, which I thought was just like every time I hear that, that statistic, it just blows my mind to hear how many people how many Spanish speakers live and reside in the US. So of course, I mean, it’s two different two different avatar, I would say, basically, like buyer personas that we can approach, but we should definitely approach it differently, right? Because people that live in the US, I mean, of course they have different lifestyles, even though they carry it, you know, the culture with them. And so I guess in my opinion, we there are two big, very big opportunities, right? There’s the opportunity of catering and offering our products to the US to the Spanish speakers in the US because it’s a huge, huge population. And in there, I would say the pros of of doing that maybe even first as a first step to basically in your plan to approach the Spanish speaking audience would be that of course, you know, you don’t have to think about borders. You don’t have to think about export import. You don’t have to think about All of that, or you can still reach a very, very big population of people in the US, as long as you of course know how to locate these, you know, the Spanish keywords. So, you know, when we talk about e-commerce, we talk a lot about keywords, right. That’s how we know how people are searching for our products in on Amazon, or in any other search engine platform that there is out there, basically. And so if we know how people are looking people in the US are looking, of course, in Spanish for our products, we can very easily just create a listing, of course, basically, where we offer our product and you know, like, fill, fill it up with a Spanish keyword. So it shows in the show in the search results, right.

Rolando Rosas 5:42

And you know what, something that you say keywords, I just jump in here with you on that something somebody pointed out to me that has that we’re also using as a tactic is if you’re using chat GPT, they could give you a translation. But if you’re using Chechi putty for Spanish language translation in the US what you want to tell it because the dominant the just numbers, there’s more Mexican Americans in the US than any of the other countries, right. So if you’re going to try to hit the biggest market, you want to tell it, give me a translation that is Mexican American language spoken in Oh, right. But instead of just literal translations, now you’re gonna get a more linguistic feel, or what’s written in the voice of somebody that’s from the US that’s Mexican American versus now usually it gets translated to the Spain Spanish, right? Yes. When you’re doing just doing straight up translations, yes, this will give you and I would imagine, the Spanish spoken in Mexico for native speakers would be the prompt, if you’re trying to translate for folks inside of Mexico.

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