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The ABCs of Mercado Libre: How to Improve Your Brand’s Positioning and Sales

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Articles

The ABCs of Mercado Libre: How to Improve Your Brand’s Positioning and Sales

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Articles

The ABCs of Mercado Libre: How to Improve Your Brand’s Positioning and Sales

The ABCs of Mercado Libre: How to Improve Your Brand’s Positioning and Sales

Gabriel Pasqualini

CEO & Founder, Pulpou

Gabriel Pasqualini

CEO & Founder, Pulpou

Online sales

Published Apr 19, 2025

Whether you’re just starting or already have experience selling online, one thing is clear: getting noticed on Mercado Libre takes more than just having a good product and competitive prices. Many sellers struggle to rise above competitors, wondering why their listings don’t appear at the top of search results. The answer lies in optimizing every detail — from product titles and photos to response time and reputation management. In this article, we’ll explore the essential steps to position your brand effectively on Mercado Libre and turn visibility into consistent sales growth.

Whether you’re just starting or already have experience selling online, one thing is clear: getting noticed on Mercado Libre takes more than just having a good product and competitive prices. Many sellers struggle to rise above competitors, wondering why their listings don’t appear at the top of search results. The answer lies in optimizing every detail — from product titles and photos to response time and reputation management. In this article, we’ll explore the essential steps to position your brand effectively on Mercado Libre and turn visibility into consistent sales growth.

two brown boxes and DVD cases on rack
two brown boxes and DVD cases on rack
two brown boxes and DVD cases on rack

The starting point: optimize the basics first

The starting point: optimize the basics first

Before thinking about advertising or external strategies, focus on three fundamentals: title, photography, and product details.

According to Mercado Libre, 60% of buyers use keyword searches, and in countries like Mexico, Argentina, and Brazil, 8 out of the top 10 search terms are generic.

This means your listing must be written from the buyer’s perspective. Structure your title from general to specific:

Product name + brand + model + technical specifications.

Avoid filler words (“offer,” “amazing,” etc.), punctuation marks, and spelling errors.

Next, focus on your photos. The ideal image has:

  • A white or light background

  • No logos, watermarks, or text

  • The product occupying 70% of the frame

  • High resolution and good lighting

These simple visual improvements dramatically increase click-through and conversion rates.

Finally, complete the technical sheet section. Fill out all attributes, marking irrelevant fields as “N/A” rather than leaving them blank — Mercado Libre’s algorithm values completeness and precision.

two brown boxes and DVD cases on rack
two brown boxes and DVD cases on rack
two brown boxes and DVD cases on rack

Fast, personalized communication drives conversions

Fast, personalized communication drives conversions

Communication is key to both reputation and ranking. On Mercado Libre, 1 in 3 buyers asks a question before purchasing. Responding quickly, and personally, can directly influence sales.

Data shows that 1 in 5 questions answered within 30 minutes results in a sale. Wait six hours, and your chances drop by 30%. After 12 hours, they drop by 40%.

Speed and tone matter: personalized responses build trust, improve your reputation, and boost your visibility across all listings.

From chaos to clarity

From chaos to clarity

From data to action

From data to action

This image features a cute, pink octopus wearing glasses, holding a blue shield with a checkmark, symbolizing protection and safety.
A cute, red cartoon octopus wearing glasses holds a blue shield with a check mark, symbolizing security and safety.
This image features a cute, pink octopus wearing glasses, holding a blue shield with a checkmark, symbolizing protection and safety.

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Build reputation to climb higher in search results

Build reputation to climb higher in search results

Your account reputation determines how prominently your products appear. As reputation improves, Mercado Libre’s algorithm automatically raises your listings’ visibility.

To maintain a strong reputation, meet these key metrics:

  • Less than 2% of complaints or claims mediated by Mercado Libre

  • Less than 3% of canceled orders with refunds

  • No more than 15% of delayed deliveries

Achieving these standards not only improves your reputation but also unlocks benefits like:

  • Green status indicator (excellent performance)

  • Mercado Líder badges (trusted seller recognition)

  • Official Store verification (premium visibility and brand credibility)

Consistency is the secret: as your sales grow, Mercado Libre rewards your listings with higher placement, creating a self-reinforcing cycle of visibility and conversion.

Turning patience into positioning power

Standing out on Mercado Libre isn’t about overnight success, it’s about persistence and data-driven improvement. Every optimized title, photo, and interaction strengthens your brand’s trust and visibility.

Give it time, monitor your metrics, and adjust continuously. With a strong reputation, reliable service, and attractive listings, you’ll naturally rise in Mercado Libre’s search results, and stay there.

References

  • Mercado Libre — Official Seller Performance Metrics.

  • eCommerce Institute LatAm — Marketplace Positioning Strategies 2024.

  • Pulpou Brand Intelligence — Improving Marketplace Visibility through Data.


Gabriel Pasqualini

CEO & Founder, Pulpou

Gabriel Pasqualini

CEO & Founder, Pulpou