We're halfway into 2017 and the Hispanic marketing industry is in a funk.

Every cloud has a silver lining. And when it comes to the current status of the retail industry, which ranges from "bleak to promising," according to Business.com, that silver lining consists of Hispanic millennials. In fact, regardless of the state of retail at large, Hispanic millennials - especially Latinas - are the new now of retail, and their impact on your bottom line may be more than you realize.

Many have speculated as to how Hispanic online search behavior differs or is similar to that of non-Hispanic Whites. Numerous studies have been conducted on the subject. Results often fall victim to the same issue, that respondents tend to tell researchers what they think we want to hear. But what we're looking for is a better understanding of what these cohorts really do while searching online.

This year, Amazon quietly rolled out a Spanish-language version of Amazon.com and in turn, helped dispel the myth that because Hispanics are young and the majority are U.S. born, there is no reason to communicate with them in Spanish.