Netshoes is the largest online specialty retailer in Brazil, with sales approaching R$1b ($512m USD) in 2012, and annual growth next to 30%. With over 70% of its sales concentrated in the south of Brazil, the company has decided to expand internationally simultaneously starting operations in Argentina and Mexico. Both countries have in common a passion for soccer, economic affluence, and urban density, and large populations. The fact, however, that there is a large unexploited market at home works against the internationalization decision.
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