Regionalized logistics becomes decisive asset to scale sales in Mercado Livre

The accelerated expansion of e-commerce in Brazil has caused a structural change in the way sellers operate within the large marketplaces.In the Mercado Livre ecosystem, logistics is no longer just a backstage operating gear to assume the role of protagonist in sales strategy, directly influencing the visibility of ads and the profitability of the business.

The trend of the time is the regionalized logistics. The model, which consists of intelligent distribution of stocks in fulfillment or hubs located near the major consumer poles, has been shown to be the key to reduce delivery time - today one of the most critical factors in the purchase decision.

According to Hugo Vasconcelos, a sales specialist in Mercado Livre, the physical proximity between the product and the end customer creates an immediate competitive differential.

“When the product is closer to the customer, the seller gains efficiency, reduces friction in the purchase and improves the consumer experience, which today is a determining factor for the” conversion, says Vasconcelos.

Operational efficiency and margin protection

By decentralizing the operation, the seller minimizes operational risks and increases the predictability of deliveries, a valuable asset during periods of high demand, such as Black Friday and Natal. Vasconcelos warns that the concentration of inventory in a single point exposes the business to greater risks of delays and loss of competitiveness.

In addition to agility, the financial impact is tangible. Industry studies indicate that freight represents a considerable share of total costs in e-commerce. Regionalization acts as a mechanism to defend profit margins, diluting the impact of transportation cost on long-distance operations.

“Regionalized logistics is no longer a tactical decision and has become strategic for the financial health of the” business, says the expert.

The consumer dictates the rule

The change in the infrastructure of the sellers directly reflects the behavior of the Brazilian consumer NielsenIQ|Ebit they point out that the extended delivery time and the high freight value are among the main reasons for cart abandonment.

By shortening distances, the seller eliminates objections at the time of checkout.“Today, logistics and commercial strategy go together. Who treats logistics only as cost loses relevance”, analyzes Vasconcelos.

For the coming years, the expectation is that this model will intensify, driven by the massive investments of the marketplaces themselves in logistics infrastructure throughout the country. For those who sell, the message is clear: anticipating this structure is not only a momentary advantage, but a necessary preparation for an increasingly professional market.

Regionalized Strategy Highlights

To make it easier to read, here are the key points raised in the report:

• Visibility: Ads with fast delivery (Full) gain prominence in the marketplace algorithm.
• Cost Reduction: Local stocks decrease the value of freight, protecting the profit margin.
• Conversion: Short delivery time reduces cart abandonment.
• Risk Management: Avoid operational bottlenecks typical of centralized inventories on seasonal dates.