Social Commerce in Latin America

Elenas uses technology to remap existing social networks that had existed for hundreds of years. The largest direct sales business in the world hails from brazil, with a market cap of six point eight billion dollars. While china has perhaps a dozen or more social commerce unicorns and india has micho, latin america doesn't seem to have a giant of its own - at least outside the grocery space. If elena succeeds it will need to steal share from large incumbents and insulate itself from sharp elbowed newcomers.