A South American Experience on Bartering: The Case of Tradaq in Brazil

  • José E. Rivero García


Barter has been present in society for thousands of years. The advent of the commercial Internet in the 1990s enabled the rising of electronic barter trade networks and a new generation of entrepreneurs who invested in the concept. Tradaq was one of these networks born in Brazil during the so-called “dotcom bubble”. Using the example of Tradaq, this chapter analyses the benefits as well as obstacles involved in implementing an electronic barter trade network and points out lessons learned through the process, such as the lack of interregional economies of scale; frustrated expectations over the Internet potential for industry; members’ high churn rate; and trade overpricing practices.


Business Model Small Business Owner Perishable Inventory Small Business Sector Barter Trade 
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Further Reading

  1. Eckhaus, E. (2011). Barter trade exchange to the rescue of the tourism and travel industry. Journal of Shipping and Ocean Engineering, 1, 133–140.Google Scholar
  2. Oliver, P., & Mpinganjira, M. (2011). Barter trading: An empirical investigation of management practices. African Journal of Business Management, 5(31), 12256–12263.Google Scholar


  1. Groenwald, S. (2012). A look back (At the barter industry). Barternews, (62), 16–22.Google Scholar
  2. Keys, T., & Malnight, T. (2012). The exploding business of bartering. Harvard Business Review. Accessed 8 Dec 2015.
  3. Spitznagel, E. (2012). Rise of the barter economy. Bloomberg Business. Accessed 8 Dec 2015.
  4. Strugatch, W. (2001). Let’s make a deal: Bartering gains a bigger role. The New York Times. Accessed 8 Dec 2015.

Copyright information

© The Author(s) 2016

Authors and Affiliations

  1. 1.Tradaq LtdaSão PauloBrasil

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