Mercado Libre Sellers
The strategic partner for sellers
Client
Mercado Libre Sellers
Year
2024
Country
Latam
Sector
E-commerce
Mercado Libre, the leading marketplace in Latin America, offers a wide range of products and services and has established itself as a key player in the region's e-commerce and financial services ecosystem. Mercado Libre has created a team called "Seller Development" to support all sellers in their professional development. Its main task is to advise sellers on a large scale, from the onboarding stage on, and assist each seller in efficiently adopting as much of the Mercado Libre ecosystem as possible.
Strategy
Content
Identity
Digital campaign
Brand Challenge
Mercado Libre aimed to transition from being viewed by its sellers merely as a commercial management platform to becoming a key strategic partner for facilitating growth and business success. When we joined the project, we realised that we could enhance communication with sellers by unifying the strategy, defining specific senders and channels, and consolidating voice and tone, thereby making communication efforts more efficient.
What we did
Following an initial evaluation and a diagnosis that included interviews with sellers and Mercado Libre team members, we developed a seller-centric strategy. We defined themes, messages, and channels based on each seller's development stage within the platform.
Recognizing the crucial role of businesses and entrepreneurs in the Mercado Libre ecosystem and regional economies, we prioritized the need to help expand their businesses and provide valuable information to facilitate their operations. We focused on highlighting benefits in each communication over and above the product or service being promoted.
We segmented communications and tailored them to the seller's lifecycle and specific needs, ensuring that the information was relevant to their status and category. Based on these guidelines, we developed a monthly communication calendar to ensure consistency and relevance. We created content from start to finish, including UX copywriting and design, formatting and implementation across various channels, and provided reporting and evaluation to identify best practices and opportunities for improvement.
