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Many e-tailers are lining up to target the growing Hispanic market. It's a good idea, <I>verdad</I>?

This story appears in the October 2003 issue of Entrepreneur. Subscribe »

It's no secret the Hispanic market is the fastest-growing segment online. According to consulting firm comScore Networks, about 12.5 million Hispanics are now online, growing 15 to 20 percent annually. By comparison, overall U.S. Internet growth is between just 2 and 3 percent.

Major online retailers are taking notice. American Honda Motor Co. Inc., Nissan North America Inc. and Office Depot Inc. are among dozens of well-known corporations that have constructed Spanish-language sites in the past year specifically to target this market. But what about you? Should you also design your Web site to attract Hispanic consumers?

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