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Aggressive Strategy of Mercado Livre Should Boost Sales, Expand Market Share, and Consolidate Logistical Advantage in the Country
Mercado Livre, represented in Brazil by the BDR MELI34, implemented a significant reduction in the minimum value required for free shipping in June 2024. The new threshold decreased from R$79 to just R$19.
The change was announced on the company’s official website and confirmed by the president of the company in Brazil. The confirmation occurred during an interview published on Friday, June 7.
With this, the company aims to accelerate sales volume and reinforce its logistical dominance against international competition. The measure represents a bold step given the current competitive landscape.
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Morgan Stanley Predicts Direct Impact on GMV with New Policy
According to a recent report from Morgan Stanley, the new free shipping policy is expected to directly accelerate the growth of GMV, the gross merchandise volume of the platform. For analysts, Mercado Livre’s logistical strength increasingly proves to be a central competitive advantage.
The company’s investments remain focused on increasing the density of the service network. The company opts for this path instead of expanding subsidies for deliveries. This choice aims to maintain operational sustainability.
The report also highlights that the company may register a logistical contribution loss estimated at US$1.7 billion throughout 2024. This value corresponds to a negative margin of 3.3% on the total GMV.
However, this impact is expected to be partially absorbed by the projected EBIT for the year, estimated at US$2.6 billion. The strategy reveals a balance between growth and cost control.
Logistical Efficiency Sustains Reduction and Creates New Competitive Advantage
For Morgan Stanley, the reduction in the minimum free shipping value is relevant for at least two strategic factors. The first is linked to Mercado Livre’s logistical network.
Currently, this structure already allows for a more economical and sustainable policy. This is due to the company achieving, in March 2024, a 60% penetration in fulfillment services in Brazil.
The second factor concerns the growing international competition. Foreign platforms focused on low-cost products pressure the sector. Therefore, Mercado Livre needs aggressive measures to maintain its position.
With the new policy, the company enhances its competitiveness against rivals operating with low margins and long delivery times. The measure strengthens its presence in the national e-commerce.
New Policy Should Increase Sales and Consolidate Leadership Position
According to the bank, the new minimum value represents a powerful strategic tool. The measure can boost the number of items sold and increase consumer loyalty.
This is because the incentive reduces the entry barrier for lower-value purchases. Furthermore, the scalability of operations is expected to grow. The consequence of this is the strengthening of the company’s market position.
The expectation is that the increase in GMV will reduce the logistical cost per order. This effect could open up space for greater operational efficiency throughout the distribution chain.
Thus, the company envisions a more mature phase in its logistical management. The movement shows a focus on the long term and commitment to leadership in the sector.
Buy Recommendation Reinforces Investor Confidence
Finally, Morgan Stanley reiterated its buy recommendation for the company’s shares. The bank maintained, therefore, the price target of US$2,580 per ADR, which reinforces investor confidence.
Additionally, this assessment highlights optimism regarding the business model of Mercado Livre and, consequently, its robust logistical operation.
Although it faces challenges posed by international platforms, the company continues to grow, while the market observes developments closely.
In this way, the change is expected to transform consumption habits and, eventually, may pressure relevant competitors in digital retail. The question that remains is clear:
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