Mercado Livre and Magalu surpass Amazon in the ranking of creators' dream marketplaces

Known for bringing together a wide range of products and services in one place, marketplaces attract not only consumers but also the people behind the Creator Economy. The importance of this business model is so great that it has become a new category within the ranking of content creators' dream brands, based on research Creator POV.

In the second edition of the BrandLovers survey, which interviewed over 5,000 creators across Brazil, these "online shopping malls" introduce a new category, adding to the rankings: 

• Dream Beauty Brands
• Dream Fashion Brands
• Dream Beverage & Food Brands
• Dream Electronics Brands

In the debut of the new list, four marketplaces stood out, with two of them originating in Latin America and surpassing a US giant:

1st Free Market2nd Shopee3rd Magalu4th Amazon

"Brands originating in Latin America attract as much interest as global giants, which is a clear sign of the regional strength and cultural relevance of these players," says Rapha Avellar, CEO and founder of BrandLovers.

Intense connection

The dream brands ranking is based on an open-ended question that investigates which companies creators would most like to work with, and the spontaneous mention of marketplaces signals how much these digital environments have already become a consolidated part of creators' daily lives. This is because the Creator POV 2025 survey also analyzed the state of creators' online lives. 

According to the study, 65% of these professionals are always online so as not to miss opportunities, such as job offers or partnerships — a clear sign of a hyperconnected society.

"If, on the one hand, this data is a warning about the effects of hyper-connectivity and the risks to mental health, on the other hand, it functions as a portrait of a modern society that conducts its life online. We're talking about people who make professional connections, shop, have fun, and build communities—all of this on the internet," analyzes Avellar. "Because they live this dynamic intensely, creators end up being good spokespeople for this new form of consumption in marketplaces," he concludes.