Let's get in touch
Let's coordinate a call. Request a personalized online demo.
Thank you very much, we have received your information and will try to contact you shortly.
Algo salió mal, intenta nuevamente por favor.
PULPOU BLOG
The ABCs of Mercado Libre: How to Achieve Better Positioning for Your Brand or Business
Whether for beginners or veterans, standing out on e-commerce platforms and positioning yourself above the competition can be challenging, but not impossible. Tips and keys to place yourself at the top of search results.
I have the brand, the product, and a good price, but it still doesn't seem to be enough. How do I make my brand or business stand out against the already established competition on Mercado Libre?
This question often resonates in the minds of sellers in the e-commerce world who seek to showcase, present, and finally sell their proposal through various platforms like Mercado Libre. Disappointment and frustration, sometimes due to impatience with the process, are often the first feelings if the desired outcome is not achieved. Therefore, the first point to keep in mind is perseverance. No one climbs to the top overnight. Understanding that the processes—whether long or short—are part of the path of a good seller is the first step. There is no recipe, just individual paths of trial and error.
The Starting Point
When thinking about how to better position our brand, it will be important to first focus on the simple and concrete, and then expand the scope. Following this line, attention will be paid to the title, photography, and text of the listings. According to Mercado Libre's own statistics, 60% of buyers search for items using the keyword search, and within the top 10 most searched terms, 8 out of 10 are generic in Mexico and Argentina. The same is true in Brazil. Therefore, the key here is to put yourself in the buyer's shoes and think about how they will search.
Every word is predominant and should not be wasted. Go from the most general to the most specific (product name + brand + model + technical specifications); do not use words the user would not use (offer, incredible, etc.); avoid punctuation marks or symbols, and do not write in uppercase or with spelling errors—these are details to keep in mind.
Next are the images. Aim for visual appeal to attract buyers. How? With a white or light background, without logos, watermarks, or text, and a well-lit photo where the product occupies 70% of the image, focusing on the details. This, along with good resolution, will attract buyers' attention. Few allocate economic resources to this aspect, but it is fundamental: investing in good photography or presentation images can be a worthwhile investment and lead to greater profits.
After the title and photography, consider the creation of the publication text. In this case, it will be essential to load the maximum number of attributes in the “technical sheet” proposed and suggested by Mercado Libre. If an attribute does not correspond to the product being sold, mark it as “N/A” to indicate that it does not apply. It is not the same to leave it blank as to mark it this way. Details matter.
Purchase Experience
It is estimated that 1 in 3 buyers on Mercado Libre asks a question to the seller before making a purchase. Therefore, responses to user questions are very important for positioning. Whoever responds first, in most cases, secures the sale. According to statistics based on Mercado Libre data, one out of every five questions answered within the first half hour of being asked turns into a sale. If it takes more than six hours, the probability decreases by 30% and by 40% if it takes more than 12 hours, compared to answering it within the first 30 minutes. Hence, it is vital to respond as quickly as possible and in a personalized manner.
Following these steps, the reputation of our account begins to rise and, consequently, the positioning on the site improves. As this reputation increases, all products automatically move up in the listings. Now, how else can we increase it? For Mercado Libre, the user's shopping experience on the site is very important.
The chain continues (and grows) with more sales. The more the brand sells, the more the platform will provide visibility. This, coupled with a good experience, will enhance your positioning on Mercado Libre. Additionally, the e-commerce site sets some requirements: having less than 2% of complaints or claims mediated by Mercado Libre out of total sales; less than 3% of canceled sales with refunds; and not exceeding 15% of delayed deliveries. If these conditions are met, nothing will stop you from advancing.
Thus, with a green indicator, Mercado Líder medals, or being an official store brand on Mercado Libre, your reputation, positioning, and sales will improve significantly. It's just a matter of giving it time.
Let's get in touch
Follow us on Social Media
info@pulpou.com
(1) & (2) All product, logos and company names are trademarks™ or registered® trademarks of their respective holders. Use of them does not imply any affiliation with or endorsement by them.