AMZ123 has learned that Mercado Livre has officially launched an in-app livestream feature, Mercado Livre Live, allowing consumers to watch livestreams, learn about products, and complete purchases without leaving the livestream page.

The new feature is open to sellers, affiliate marketers, and content creators, and is integrated into Mercado Livre's existing social commerce ecosystem, combining short videos, product recommendations, and partner content.

More than 9 million people in Latin America now participate in Mercado Livre's affiliate and creator program. In the second quarter of 2026 alone, the program generated 208 orders per minute in Brazil. The company hopes the livestream feature will further shorten the path from product discovery to purchase, letting consumers go from viewing to ordering on the same page.

Under the new feature's design, livestreams will be concentrated in a dedicated in-app feed. Sellers and creators can showcase products, answer questions, and guide purchases directly within the livestream.

Mercado Livre's increased focus on livestream commerce also comes amid rapid global growth. Grand View Research estimates the global livestream e-commerce market reached $172.9 billion in 2025 and is expected to grow to $230.3 billion in 2026.

In Brazil, a CNDL and SPC Brasil survey with Offerwise shows that 31% of consumers have already purchased products during livestreams.

Mercado Livre also plans to leverage the 2026 Rock in Rio festival to promote the feature. During the festival, it will partner with brands and creators to stream eight hours daily on September 4, 5, 6, 7, 11, 12, and 13, showcasing products available in its marketplace.

The livestream feature is already live and integrated with "Venda com Afiliados," allowing sellers to set additional incentives for products sold through the creator program.

Alongside its livestream push, Mercado Livre also released a report highlighting its broader commercial impact in Brazil. According to the "Efeito MELI 2026 Impact" report, its Brazilian operations generated R$73.1 billion in direct and indirect economic impact in 2025, equivalent to 0.7% of Brazil's GDP.

The report combines Mercado Livre's operational data, a survey of more than 22,800 sellers and ecosystem users, and data from IBGE, the Central Bank of Brazil, the Ministry of Labor, and Sebrae. It also used economic impact assessment models, including OECD input-output matrices and economic welfare valuation methods.

It covered entrepreneurs and SMEs that sell through the platform or use Mercado Pago, as well as buyers, financial service users, and logistics chain participants. The study was led by economist Bernardo Díaz de Astarloa and his team.

The report shows that for every R$1 of value added directly generated by Mercado Livre, R$1.40 in economic activity is generated in related supply chains. This calculation covers the group's e-commerce, logistics, and financial services operations in Brazil.

In terms of employment, the Mercado Livre ecosystem supported more than 413,000 jobs in 2025—61,100 direct and 352,000 indirect—about 0.4% of Brazil's jobs. Its active seller base reached nearly 627,000, including SMEs and entrepreneurs.

The survey also found that 60% of merchants use Mercado Livre as their main sales channel, and 70% said it was their first online sales platform. Individual microentrepreneurs (MEIs) account for 40% of this group.

Logistics is also expanding SMEs' reach. In 2025, three out of every five packages sold on Mercado Livre were shipped to other states. Among Brazilian SMEs on the platform, 61% said they began selling to cities they previously could not reach.

By the end of 2025, Mercado Livre had 137 logistics facilities in Brazil, including distribution centers, bases, and supporting facilities, plus about 5,950 MELI Places. The network covers about a quarter of Brazilian cities.

Financial services are also a key part of the ecosystem. In 2025, 4.7 million businesses and entrepreneurs used Mercado Pago to process sales via Pix and card machines, exceeding R$410 billion and accounting for about 3.4% of Brazil's commercial digital payments. Mercado Pago also provided R$15 billion in SME loans across 12.4 million transactions.

AI is entering merchants' daily operations. Half of Brazilian SMEs on the platform said they used AI tools for the first time through Mercado Livre.

Among them, 90% use AI to process or optimize product images, 30% use AI for catalog videos, and 20% use AI for customer service, review analysis, issue handling, and returns.

Beyond efficiency, the platform is helping merchants innovate. The report shows 27% of platform SMEs added or developed new products based on their sales experience on Mercado Livre, and 35% said it improved sales stability and resilience to sudden demand drops.

Author ✎ Summer/AMZ123
Disclaimer: This article is copyrighted by AMZ123 and may not be reproduced without permission. For authorization, please contact: amz123happy

Source: Cross-border platform news
Original link: https://www.amz123.com/t/BmBTZbqu