Mercado Livre's "Creator Shop" is a finalist for the Abrasce Award 2025 with a project that turns digital content into a form of payment

Mercado Livre, Latin America's largest e-commerce platform, has just been announced as a finalist for the Abrasce Award 2025, the most prestigious award in Brazil's shopping center industry. The nomination recognizes the impact and originality of the Creator Shopproject, an unprecedented activation held 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 the project brought e-commerce into the physical environment in an innovative way. For four days, the space operated as a pop-up store for circular fashion, where all available items came from advertising campaigns—used only once or never used. The audience could acquire clothing from major brands using only content as currency: posts in the feed, , stories , or reels

produced on the spot in fitting rooms converted into studios. The initiative broke away from traditional campaign formats and redefined the point of sale through a proprietary algorithm responsible for pricing the 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 100% of its inventory. There were 624 visitors who produced over 1,800 pieces of content. The campaign resulted in 4.8 million organic impressions on social media and led to a 43% increase in visits to the fashion category on Mercado Livre's marketplace

, as well as a 17% growth in purchase intent. Shopping Parque da CidadeThe initiative, which primarily aimed to unite innovation and positive socio-environmental impact, was strategically installed at Shopping Parque da Cidade , a lifestyle center known for its commitment to sustainability and social values, pillars also emphasized by the.

Abrasce Award Creator Shop . For Thaissa Moreno, Marketing Manager of the shopping center, the partnership between the commercial center and the e-commerce platform reinforces both parties' commitment to promoting actions that generate positive impact on society and the environment: "In addition to boosting fashion within the ecosystem, the
 

Creator Shop also delivered sustainable value and a new way to engage with the audience, results highly valued by our establishment," concludes Thaissa. "The
 

Creator Shop Creator 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 currency, the project achieved exceptional engagement, significantly boosting the fashion category on Mercado Livre and increasing purchase intent. These are concrete results that validate our bet on creative and customer-oriented solutions, reinforcing the potential of physical-digital synergy for the future of the industry."