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Inside Latin America’s $90 Billion E-tailer Mercado Libre

From Brazil to Mexico, the Argentina-founded e-commerce giant is investing in influencer marketing and magazine advertorials to gain further credibility in the fashion category amid fierce competition from Asian rivals like Shein.
Latin American e-commerce giant Mercado Libre has hired influencer Manu Gavassi for its Brazilian platform Mercado Livre in a bid to gain credibility in the fashion segment.
Latin American e-commerce giant Mercado Libre has hired influencer Manu Gavassi for its Brazilian platform Mercado Livre in a bid to become an online fashion destination. (Mercado Libre)
By
BoF PROFESSIONAL

Competition in the Latin American e-commerce market is heating up, with both local players and Asian heavyweights making inroads in a region dominated by one firm. Yet the task of dethroning “Latin America’s answer to Amazon,” as Mercado Libre is often called, remains daunting.

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Further Reading

Fashion’s Fragile Recovery in Latin America

The apparel and footwear market in Colombia rebounded faster than in Brazil or Mexico, but Chile and Peru may not recover to pre-pandemic sales levels for years. Where are the region’s next growth opportunities?

Inside Brazil’s Radical Retail Giant

With annual sales of $7 billion, an aggressive digital strategy and a slew of recent acquisitions, Magazine Luiza is determined to conquer the fashion category.

About the author
Graciela Martin

Graciela Martin is a contributing writer at The Business of Fashion. She is a journalist, content strategist, and consultant based in London.

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