Early Black Friday: Mercado Livre invests R$100 million in coupons for November

Mercado Livre announced an investment of R$100 million in discount coupons for the 11.11 campaign, integrated with Black Friday, this Tuesday, November 11, 2025, throughout Brazil. The initiative represents a 150% increase compared to 2024 and aims to boost e-commerce sales during November. The platform offers free shipping from R$19 and installments in up to 21 installments via Mercado Pago to attract more buyers.

The date of 11.11, inspired by the Chinese festival of Singles’ Day, is consolidated as a preview of Black Friday, scheduled for November 28th. With more than 100 million active users in Latin America, Mercado Livre seeks to surpass competitors like Shopee and TikTok Shop through daily offers.

Origin and expansion of 11.11 in Brazil

The 11.11 campaign emerged in China as a celebration of individual consumption and evolved into a global promotional event. In Brazil, platforms adopt the date to extend the discount calendar.

In 2025, Mercado Livre starts actions on October 27th and extends until December 1st, covering Cyber Monday. The focus is on categories such as electronics and home, with discounts of up to 70%.

Internal research with 42 thousand respondents indicates that 76% of consumers see coupons as a decisive factor in purchasing.

Coupon Strategies and Benefits

Mercado Livre distributes coupons daily, with values ranging from 10% to 20% on purchases over R$79. Codes like D11Z3R1V1L offer up to R$150 off.

Free shipping applies to orders over R$19 since June this year. Installments in 21 installments apply to eligible items on Mercado Pago.

• Progressive discounts in purchasing groups, similar to Asian rivals.
• Themed Lives with product demonstrations.
• Extra Cashback for Meli+ subscribers.

Featured categories in offers

Fashion and beauty lead the searches, with items in the top 5 searches. Electronics follow, including smartphones and TVs with reductions of up to 60%.

Home and decoration get flash promotions. Games and consoles, like physical editions of Payday 3, get up to 30% off with coupons.

The platform reinforces inventory with 20 thousand vacancies in distribution centers.

Logistics preparation for peak sales

Mercado Livre hires 20 thousand temporary employees in units such as Extrema (MG) and Cajamar (SP). This guarantees deliveries within 24 hours for 70% of orders.

Investments in technology optimize freight routes. The goal is to reach 55 thousandemployees until the end of the year.

Celebrity advertising campaign

The marketing action totals R$255 million in 2025, with Neymar Jr., Marcos Mion and Susana Vieira in advertisements. Videos highlight coupons and extended installments.

Content circulates on social networks and open TV. Focus lies on raising awareness about daily benefits.

Advantages for sellers and buyers

Sellers access AI tools for dynamic pricing. Buyers earn virtual coins for reviews.

Study reveals that 81% plan purchases in advance. Platform projects revenue of US$6.8 billion in the quarter.

Tough competition in e-commerce

Shopee distributes R$20 million in coupons on the 11th. AliExpress relaunches group purchases with up to 90% off.

TikTok Shop grows 4,500% in local sales. Mercado Livre responds with an exclusive offers page.