Mercado Livre and Shopee drive shifts in Brazilian e-commerce

The Brazilian e-commerce landscape is undergoing significant shifts driven by marketplace expansion and internationalization. Mercado Livre has entered the pharmaceutical sector by allowing the sale of prescription medications through a third-party marketplace model. This move has caused concern for the Brazilian Association of Pharmacy Chains (Abrafarma), which has requested clarification from Anvisa regarding regulatory compliance. The announcement also triggered stock volatility for major retailers like RD Saúde and Pague Menos.

Simultaneously, Shopee is facilitating international trade for Brazilian small and medium enterprises (SMEs) through its new International Platform, enabling them to sell in Argentina and Mexico. The company manages the logistics and customs processes to lower barriers for local merchants.

Data from Sebrae highlights the growing importance of digital channels for small businesses, noting that 73% of them already sell online. While marketplaces provide increased visibility and logistics support, they also present challenges regarding dependency on platform algorithms and commission structures. Additionally, international presence is diversifying, with US-based sellers seeing a nearly threefold increase in their participation in Mercado Livre's cross-border sales.