Mercado Libre, the largest e-commerce company in Latin America, has just been announced as a finalist for the Abrasce 2025 Award , the main award for the shopping center sector in Brazil. The nomination recognizes the impact and originality of the Creator Shop , a groundbreaking activation carried out at Shopping Parque da Cidade , which redefined the shopping experience by transforming digital content into a form of payment.
Conceived from a clear behavioral insight: Brazilians trust brands with a physical presence and recommendations from ordinary people more, Creator Shop brought e-commerce to the physical environment in an innovative way. For four days, the space functioned as a pop-up store , where all the available pieces came from advertising campaigns—worn only once or never used. The public could acquire clothes from major brands using only content as currency: feed posts , stories , or reels produced right there, in fitting rooms transformed into studios.
The campaign broke with traditional formats and redefined the point of sale through a proprietary algorithm responsible for pricing items based on the type and quantity of content to be published, encouraging creativity and connecting creators, brands, and consumers through an interactive and shareable experience. In just 40 hours, the store sold out 100% of its stock. 624 visitors generated over 1,800 pieces of content. The campaign resulted in 4.8 million organic impressions on social media and a 43% increase in visits to the fashion category on marketplace , as well as a 17% increase in purchase intent.
The initiative, which primarily sought to combine innovation and positive socio-environmental impact, was strategically installed in Shopping Parque da Cidade , a lifestyle center known for its commitment to sustainability and social values, pillars also highlighted by the Abrasce Award .
For Thaissa Moreno, marketing manager of the Shopping Center, the partnership between the shopping center and the e-commerce reinforces the commitment of both parties to promote actions that generate a positive impact on both society and the environment: “In addition to boosting fashion within the ecosystem, Creator Shop also delivered sustainable value and a new way of relating to the public, results highly valued by our establishment,” adds Thaissa.
“ Crator Shop is a success story that demonstrates the power of innovation in retail,” says Cainã Meneses, COO of JNTO and Trendspace, companies of the W7M Investments Group. “By transforming digital content into a means of exchange, the project achieved exceptional engagement, significantly boosting the fashion category on Mercado Livre and increasing purchase intent. These are concrete results that validate our commitment to creative and customer-oriented solutions, reinforcing the potential of synergy between the physical and digital worlds for the future of the sector.”
The award ceremony will take place on June 25, 2025, at the WTC Events Center in São Paulo, bringing together leading figures in the sector and celebrating the best initiatives of the year. Recognition as a finalist positions the Creator Shop as a benchmark for innovation in physical-digital retail and strengthens Shopping Parque da Cidade's position as an establishment committed to sustainability, innovation, and the well-being of its visitors.
