Mercado Livre and Magalu surpass Amazon in creators' dream marketplace ranking

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

In the second edition of the BrandLovers survey, which interviewed over 5,000 creators from all over Brazil, these "online malls" inaugurate a new category, joining the rankings: 

• Dream Beauty brands
• Dream Fashion Brands
• Beverage & Food Brands of Dreams
• Dream Electronics Brands

In the debut of the new list, four marketplaces stood out, with two of them being born in Latin American soil and leading ahead of a giant from the United States:

1st Free Market2nd Shopee3rd Magalu4th Amazon

"Brands originating in Latin America are attracting 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 done through an open question that investigates which companies creators would most like to work with, and the spontaneous mention of marketplaces indicates how much these digital environments have already become part of creators' everyday lives. This is because the Creator POV 2025 survey also analyzed the state of creators' online lives. 

According to the study, 651 out of 3,000 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 one hand, the data serve as a warning about the effects of hyperconnectivity and the risks to mental health; on the other hand, they function as a portrait of a modern society that manages its life online. We are talking about people who make professional connections, make purchases, have fun, and build communities — all of this on the internet,” analyzes Avellar. “By living intensely in this dynamic, creators end up being good spokespersons for this new form of consumption in marketplaces,” he concludes.