Assaí partners with Mercado Livre for Q2 2025 online sales, leveraging advanced logistics for national e-commerce growth

Assaí Atacadista has announced a significant partnership with Mercado Livre, marking its official entry into the online marketplace sector with a fulfillment model. This strategic collaboration is set to launch consumer sales in the second quarter of 2025, initially targeting Brazil’s Southeast region.

The expansion plan projects nationwide coverage across Brazil by the end of 2026, signaling a major push by Assaí into digital channels. This move comes after years of cautious approach towards the complexities of food e-commerce, representing a pivotal moment for the wholesale retailer.

The alliance leverages the strengths of both companies, aiming to overcome traditional operational hurdles in online grocery. It promises to enhance convenience for consumers while expanding Assaí’s market reach in key product categories.

Assaí’s strategic digital leap into marketplace

Assaí’s foray into the marketplace model marks its first significant venture into e-commerce, a channel the company had approached with considerable caution over the years. Belmiro Gomes, Assaí’s president, has consistently highlighted operational complexities as the primary obstacle to digital expansion.

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Gomes candidly stated that e-commerce logistics for a retailer like Assaí presented unique challenges. He acknowledged Mercado Livre’s superior logistical capabilities, noting, “E-commerce for us has always been more complex because of logistics. And, let’s be honest, Mercado Livre has the best logistics in Brazil today.” This recognition underpins the rationale behind the new partnership.

A complementary operational structure

Under the terms of the agreement, Assaí will take responsibility for supplying products to Mercado Livre’s extensive network of distribution centers. This arrangement streamlines the initial supply chain stage for the marketplace operation.

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Conversely, Mercado Livre will manage the subsequent critical steps in the fulfillment process. This includes warehousing, order picking, packaging, and the crucial final mile delivery directly to the end customer. This division of labor allows each company to focus on its core competencies.

Initial focus on non-perishables with growth potential

The initial phase of the online operation is slated to commence with a curated selection of approximately 400 stock-keeping units (SKUs). This starting assortment will primarily consist of non-perishable goods, concentrating on categories such as hygiene and cleaning products.

Belmiro Gomes emphasized the practical difficulties associated with transporting and maintaining the profitability of fresh food items. He starkly illustrated the challenge, stating, “It’s much easier to deliver an iPhone than a head of lettuce.” This strategic initial focus mitigates the complexities of refrigerated logistics while allowing for a gradual expansion into more diverse product lines as the partnership matures.

Mercado Livre’s robust logistics engine

Fernando Yunes, senior vice president and head of commerce for Latin America at Mercado Livre, underscored the significant logistical advantages the partnership offers Assaí. He highlighted that Assaí will gain access to an infrastructure capable of delivering 52% of purchases on the same day or the following day.

Furthermore, Yunes noted that 80% of orders are delivered within two days, supported by an expansive network of 29 fulfillment distribution centers. This robust logistical backbone is crucial for handling the volume and speed demanded by online retail, particularly for consumer goods.

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Booming grocery vertical and broader benefits

Mercado Livre’s grocery segment has demonstrated remarkable growth, establishing itself as the most dynamic vertical on its platform. Yunes reported that this segment experienced a significant 44% year-over-year increase during the third quarter of 2025, underscoring the strong market demand for online grocery solutions.

Beyond direct consumer sales, the partnership introduces additional operational benefits. Assaí’s 312 physical stores will have the opportunity to utilize Mercado Livre Negócios for purchasing their operational supplies, streamlining their procurement processes.

Additionally, members of Mercado Livre’s loyalty program, Meli+, will be incentivized through cashback offers on Mercado Pago when making purchases from Assaí’s network. These integrated offerings reinforce the comprehensive nature of the collaboration.

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Expanding reach and synergistic growth

Assaí’s president, Belmiro Gomes, conveyed optimism regarding the operation’s capacity to significantly broaden Assaí’s reach within non-perishable categories. He indicated that the partnership creates ample scope for gradual evolution and the introduction of new product lines as the market responds and operations stabilize.

Gomes articulated a clear vision of synergy between the two retail giants. He asserted that “the two companies, by their sizes and capillarity, are extremely complementary,” suggesting a natural alignment of strategic goals and operational capabilities.

This complementarity is expected to drive sustained growth, allowing both Assaí to tap into a wider online customer base and Mercado Livre to strengthen its rapidly expanding grocery vertical. The phased rollout, beginning in the Southeast and extending nationwide, provides a methodical approach to scaling this significant e-commerce initiative.