Expanding into Brazil starts with getting the language right.
More than 200 million people, one shared language, and a low tolerance for content that feels imported. Companies that communicate fluently are trusted faster. Those that do not create friction before the product is even evaluated.
The mistake almost everyone makes
Brazilian Portuguese is not European Portuguese.
On paper, Portuguese is Portuguese. In practice the two operate in different registers, with different terms, different pronouns, and different buyer triggers. Reusing one version for both markets underperforms in both.
Different vocabulary
“extrato” versus “fatura”, “equipe” versus “equipa”, “frete” versus “portes”. The wrong word reads as foreign instantly.
Different formality
Brazil defaults to “você”. Europe leans on “o senhor” and pronoun placements that read as stiff to Brazilians.
Different ecosystem
Mercado Livre, Pix, Shopee, B3. The market runs on infrastructure foreign brands rarely account for.
Where to start
Localize the surfaces that decide whether you are trusted.
You do not have to localize everything at once. Start with the touchpoints that build or break trust, then expand on a retainer as you grow.
Website and landing pages, the first credibility test
App and in product copy, where retention is won or lost
Campaigns and ads, so acquisition copy actually converts
Regulated and legal documents, where the wrong term is a real risk
Free PT-BR Audit
See exactly where your Brazilian Portuguese reads as foreign.
Send us one page of your current copy. We will send back a free, one page audit showing where it sounds translated, European, or machine generated, and what that is costing you. No obligation.