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Mercado Livre Partnership Integrates Assaí Online into Supermarket E-Commerce with Full Commerce and National Logistics.
The arrival of Assaí online to the marketplace represents a significant shift in the digital positioning of the chain.
Until now, the company did not operate direct sales over the internet, limiting its presence to delivery apps.
With the new structure, the initial assortment will include around 400 items.
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Among them will be non-perishable food, as well as hygiene and beauty categories, expanding the reach of Supermarket E-Commerce within the platform.
Meanwhile, Mercado Livre is strengthening its presence in essential consumer goods, a segment with high purchasing frequency.
Thus, the strategy is likely to increase access frequency and customer retention.
Full Commerce Enables Expansion with Lower Physical Investment
One of the pillars of the agreement is the use of the Full Commerce model.
In practice, Mercado Livre will be responsible for storing, picking, and delivering the products sold.
This format reduces the need for Assaí to invest in its own e-commerce infrastructure.
Consequently, the chain can expand digital sales even after slowing down the opening of physical stores to reduce its net debt.
Executives highlighted that the model was extensively studied before formalization.
“We conducted many calculations and projections and are confident that we will be able to maintain our current level of competitiveness, even with the fee we will have to pay to Mercado Livre,” said Belmiro Gomes, CEO of Assaí.
Logistics Mercado Livre Will Be Responsible for Storage and Deliveries
The operation will be supported by the robust Logistics Mercado Livre, considered one of the most advanced in Latin America.
Initially, three distribution centers in the state of São Paulo will handle the dispatch of orders.
According to Fernando Yunes, head of commerce at Mercado Livre in Latin America, the expansion will be progressive.
He stated that deliveries will reach all national territory by the end of the year.
This way, Assaí online will gain logistical scale without the need for new structures.
Strategy Extends Presence in Supermarket E-Commerce
The advancement in Supermarket E-Commerce is not isolated within the company.
In recent years, Mercado Livre has intensified its entry into recurring consumption categories.
Supermarkets represent a strategic vertical as they combine high volume, frequency, and customer loyalty.
Therefore, integrating large chains increases competitiveness against other marketplaces and delivery apps.
Moreover, diversification reduces dependence on seasonal categories, such as electronics.
Mercado Livre Partnership Follows Model Applied with Other Retailers
The movement replicates recent initiatives by the company.
Last year, the platform announced an agreement to sell products from Casas Bahia.
At that time, the focus was on expanding sales of appliances and electronics.
Now, with Assaí online, the goal shifts to mass consumption items.
Thus, the company consolidates its role as a multichannel retail hub.
Commercial and Financial Benefits for Both Companies
The agreement also provides for synergies beyond direct sales.
Assaí’s own stores will be able to purchase supplies within the marketplace.
Meanwhile, consumers will have financial incentives.
Customers of the MELI+ program who purchase products from the chain will receive cashback via Mercado Pago.
This mechanism reinforces the company’s closed ecosystem, connecting marketplace, fintech, and logistics.
Financial Data and Strategic Context of Assaí
The partnership comes at a time of attention to the financial indicators of the chain.
This Wednesday, Assaí reported an adjusted net profit of R$ 347 million in the fourth quarter of 2025.
The result represents a 26.8% drop compared to the same period in 2024.
Therefore, expansion initiatives with lower CAPEX — such as Full Commerce — gain strategic relevance.
By reducing investments in physical stores and expanding digital channels, the company seeks balance between growth and deleveraging.
Perspectives for Logistics and National Expansion
With Logistics Mercado Livre operating storage and transportation, the expectation is for increased operational efficiency.
Shorter delivery times and greater geographical coverage tend to drive conversion.
Moreover, logistical reach allows testing regional assortments.
This opens space for future portfolio expansion beyond the initial 400 items.
Thus, the Mercado Livre Partnership is not limited to a one-time commercial agreement.
It is a structural move that redefines the digital presence of the wholesale retail market and reinforces the marketplace’s prominence in the Supermarket E-Commerce in Brazil.
See more at: Mercado Livre Will Sell and Store Assaí Products
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