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According to the source, Mercado Livre—known as Mercado Libre in the rest of Latin America—was the online marketplace with the highest gross merchandise value (GMV) in Brazil in 2025, nearly ***million U.S. dollars. Shopee placed second with around ** million U.S. dollars in GMV.

Brazil’s digital market as a battlefield

Headquartered in Buenos Aires, Argentina, Mercado Libre has in Brazil its largest source of revenue. The Portuguese-speaking country accounted for more than half of the holding’s net revenue in 2020. Furthermore, between 2019 and 2020, Mercado Libre’s revenue in the Brazilian market alone increased by over ** percent, reaching nearly *** billion U.S. dollars. But MeLi—as its employees and competitors call it—is not alone. Since 2019, more than ** percent of B2W’s GMV came from its marketplace operation.

Amazon, a rival from up North

Although the Seattle-based giant does not specify its results in Brazil, it would be a mistake to overlook its relevance in that country. In July 2020, Amazon.com.br recorded around ** million visits. Moreover, in 2019, Amazon concentrated half of all online sales of books in Brazil, while four out of five e-books sold in the South American country during that year were also purchased on Jeff Bezos’s flagship.