Mercado Libre invests US$600 million in Colombia as World Cup shopping fuels e-commerce growth
Mercado Libre is strengthening its presence in Colombia with a US$600 million investment, expanded logistics capabilities, and support for more than 70,000 sellers as World Cup-related demand drives online shopping.
As Mercado Libre continues to expand its footprint across Latin America, Colombia has emerged as one of its key growth markets. Backed by a US$600 million investment, the company is reinforcing its logistics network, supporting thousands of local businesses, and preparing for a surge in consumer activity linked to the upcoming World Cup season.
World Cup season reshapes online shopping trends
Major sporting events often influence purchasing behavior, and this year's World Cup is no exception. According to Doménico Barbato Gaviria, General Manager of Mercado Libre for Colombia and Venezuela, certain product categories are already experiencing significant momentum.
"There are products that are directly linked to the World Cup season, such as the sticker album. We have the largest seller of the album on our platform, and it is currently our best-selling product," Barbato explained.
At the same time, Colombians are increasingly investing in products that enhance the viewing experience at home.
"We are selling many televisions. Colombians are preparing for this sporting event by purchasing televisions and sofas, adapting their homes to enjoy the matches," he said.
Mercado Libre highlighted that consumers can access products from major brands selling directly through the platform, while also benefiting from secure transactions and buyer protection.
Although the company has not disclosed final figures regarding sales growth during the season, Barbato noted that sales in categories such as televisions and furniture could "easily triple" compared to regular periods.
A logistics network designed for speed
Mercado Libre has continued investing heavily in its logistics capabilities in Colombia, aiming to improve delivery times despite the country's geographical and infrastructure challenges.
"We have the largest logistics network that a company can have in Colombia. We are capable of reaching any corner of the country in a maximum of two days, and we deliver more than 180,000 packages in a single day to destinations nationwide," Barbato stated.
The executive acknowledged that Colombia's transportation infrastructure still presents obstacles.
"Colombia is a country whose road network has many opportunities for improvement, and travel times between cities remain high. However, this is something we have lived with for 25 years and have learned how to manage," he said.
As part of the US$600 million investment announced for this year, Mercado Libre plans to expand its distribution footprint across the country.
"Our obsession is to deliver packages increasingly faster. Within the investment we made this year, we are investing in additional distribution centers in the country's main cities. We will announce these projects soon to increase speed and reach more cities in Colombia," Barbato added.
Supporting more than 70,000 sellers across Colombia
Beyond logistics, Mercado Libre emphasized its role in strengthening Colombia's entrepreneurial ecosystem.
According to Barbato, the company currently works with more than 70,000 sellers, ranging from large corporations to small businesses.
Among them, over 30,000 are small and medium-sized enterprises (SMEs).
"There is important momentum for the economy, and we play a relevant role by supporting those 30,000 SMEs that also sell on Mercado Libre," he said. "While we have major brands that strengthen our ecosystem, these small and medium-sized businesses are also our reason for being. Through Mercado Libre, these companies can generate more progress in their regions."
Millions of users continue driving growth
Mercado Libre's scale in Colombia continues to expand, with strong engagement across its marketplace.
According to company figures, the platform records more than 80 million visits every month.
"I often say that we are the largest shopping mall in the country," Barbato noted. "There are 80 million visits every month on our platform, and that number continues to grow."
In terms of active buyers, Mercado Libre reported having more than eight million users purchasing through the platform annually, with the customer base expanding month after month.
Artificial intelligence as a productivity tool, not a replacement
As artificial intelligence increasingly transforms business operations worldwide, Mercado Libre maintains that the technology is intended to enhance efficiency rather than reduce its workforce.
"We are not reducing jobs. On the contrary, artificial intelligence is helping us become more efficient," Barbato said.
The company's position reflects a broader trend among technology firms seeking to integrate AI into their operations while preserving talent and improving productivity.
