*3.1. Analysis*

The proper analysis of the captured data in a single presentation of the numbers does not represent the market's complexity. The use of graphical tools is significatively more representative and able to demonstrate in-depth aspects. Considering the broad-spectrum analysis, two approaches are necessary to bring light to this market. The first considers the number of GI products in the online markets of both Mercosur and the EU and the respective origins in each category. The second considers the diversity of GI registers in both economic blocs and their respective countries by category. To do so, using this data, a set of graphics will demonstrate the above mentioned.

The first analysis considers the number of products found over the 44 e-retail markets. Data will be analyzed from both Mercosur and the EU in terms of the origin of the found products and in terms of category representations on the product offerings. These data will show the most relevant type of products commercialized in Europe and Mercosur and which are the most appropriate sources of these products.

The second analysis relates to the diversity of the GI products commercialized in e-retail markets in both blocs. Data will be presented regarding the origin of the GIs found and the categories in which GI is sold in these markets. These results will show how these registers' diversity is presented and how this is reflected in the e-retail market.

After all data and graphics are presented, the paper analyses the numbers, perspectives and meanings of all of the data. The data and graphics will show how the market behaves in terms of the number of products and the sector's relevance. Each part of the graphics will appropriately represent the category's share and its influence on this market. Afterward, in order to be comparable, both Mercosur and the EU will be put side by side on the treemap so they can be more intuitively represented. By doing so, the work focuses on the embedded aspects of local/global issues, such as the importance of niche markets. This methodology aims to clarify some aspects, such as the role of origin-related production pointed out by McMichael (1996) and the market's consumer arena objective as questioned by Hinrichs (Hinrichs 2000). Additionally, as demonstrated before by Belletti et al. (2017), this work's results can improve the policy towards proper regulation and valorization through development by enhancing knowledge of this market.
