Portuguese 
English 
Spanish 
2 min of reading 
0 comments 
The Dispute Over Brazilian E-Commerce Gains Strength on the Eve of Black Friday, with Amazon, Shein and Shopee Pressuring Mercado Livre in a Market Still Little Explored and Marked by Falling Stocks and Millionaire Reactions
The information published by O GLOBO shows that, on the eve of Black Friday, Mercado Livre is facing increasing pressure from Amazon, Shein and Shopee in Brazil.
The company, founded in Argentina and headquartered in Uruguay, maintains a historical position of leadership in online commerce in Latin America, but is now facing competitors that are expanding their presence in a market with high potential, as only about 15% of Brazilians shop online, according to research from Itaú BBA.
The intensification of this dispute occurs because Amazon is investing in new structures and payment methods, while Shein and Shopee continue to attract price-sensitive consumers, driving a race for customers in the midst of the pre-Black Friday period.
-
Mercado Livre “opens the vault” and announces a record investment of R$ 57 billion in Brazil in 2026, a value 50% higher than the previous year, with an expansion plan that includes 14 new logistics centers, totaling 42 units in the country and hiring an additional 10,000 employees.
-
How investment in technology can revolutionize the national economy and enhance industrial gains, according to a study that highlights the direct impact on productivity, innovation, and wealth retention within Brazil.
-
The largest food company on the planet, JBS, has just opened a 4,000 square meter laboratory in Florianópolis to develop customized proteins that modulate muscle mass gain, immune response, and metabolic performance.
-
After nearly 30 bids and competition among industry giants, a Spanish company purchases one of the largest airports in Brazil for almost R$ 3 billion and takes over the management of Galeão in a concession that will last until 2039.
Impacts on the Financial Market
The competitive environment has generated an immediate reaction in the financial market. Mercado Livre’s shares, traded under the code MELI, recorded a decline of nearly 8% in a single session after Amazon made a deal with Nubank to expand payment and credit options in the country.
In the following weeks, the stock accumulated a decline of nearly 6%, approaching the level of US$ 2,000, reflecting investors’ concerns about the advancement of competitors.
This movement indicates apprehension about the impact of the dispute at a decisive moment for digital retail, especially in light of initiatives that could alter the dynamics of the sector.
Reaction of Mercado Livre
The company’s response was quick and marked by significant investments. Mercado Livre allocated about US$ 19 million in coupons for Black Friday, its largest value ever applied for the event and approximately double the amount used by Amazon.
Additionally, it reduced the minimum amount required to release free shipping, a measure aimed at broadening the platform’s reach and strengthening its position.
In the assessment of analyst Rodrigo Gastim from Itaú, the strategy highlights the company’s willingness to forgo part of the margins to consolidate its leadership amid the advancement of rivals.
-
2 pessoas reagiram a isso.