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MercadoLibre will sell Casas Bahia products in Brazil under a new partnership

The companies announced on Thursday that MercadoLibre, an e-commerce company, will begin selling the products of Brazilian retailer Casas Bahia on its platform starting in November as part of a long-term partnership.

Executives from both companies said that the move would increase MercadoLibre’s share of its Brazilian main market in segments like electronics and household appliances - Casas Bahia’s core business - by boosting sales for the retailer.

Companies did not provide financial information or sales projections.

Uruguay-headquartered MercadoLibre operates an e-commerce platform for third-parties to sell their products, and has a secondary business where it directly sells to consumers, while Casas Bahia is the opposite.

Fernando Yunes, MercadoLibre Brazil's ecommerce head said: "I see a lot of synergy with this move." "Casas Bahia is a leader and has a large scale in the home appliances, electronic and furniture industries."

The executives stated that Casas Bahia would manage the majority of shipping logistics due to its superior expertise in handling large items such as televisions and refrigerators.

MercadoLibre has been able to achieve a high market value in Latin America thanks to its e-commerce platform, but it is struggling with home appliances and electronics.

Yunes stated that MercadoLibre has a market share of about a quarter in Brazil for large appliances such as refrigerators and ovens. Casas Bahia is a retailer in Brazil with over 1,000 stores and a history of more than 70 years. The partnership could boost sales as the company seeks to finish a debt restructuring and operational restructuring that began in 2023.

Renato Frankin, Chief Executive Officer of Casas Bahia, said: "It is a partnership which marks our entry into an area that has grown significantly and will continue to grow in the future." He was referring to online platforms that sell products from third parties.

In recent months, players in Brazil's ecommerce segment such as MercadoLibre and Sea's Shopee, have tightened up the competition by expanding their free shipping policies and implementing consistent promotional actions.

Last year, Brazilian retailer Magazine Luiza launched a partnership with Chinese ecommerce platform AliExpress to allow the two companies sell their products on the other's platform. (Reporting and editing by Stephen Coates; Andre Romani)

(source: Reuters)