The Customer
Mercado Livre: LATAM’s commerce and fintech powerhouse
Mercado Livre is the leading e-commerce and digital ecosystem in Latin America, offering marketplace, payments (Mercado Pago), logistics, credit, and financial services. With a strong presence across LATAM – especially Brazil – the company prioritizes scalable, high-quality user acquisition while maintaining efficiency, fraud control, and measurable incremental growth.
The Challenge
Mercado Livre prioritised scalable user growth while maintaining performance efficiency.
As LATAM’s leading e-commerce ecosystem, sustaining incremental growth while protecting traffic quality and avoiding cannibalisation remains essential. Balancing scale with stable performance across OEM placements requires continuous optimisation and strong fraud control.
Objectives:
- Scale new user acquisition
- Drive high-quality purchasers
- Maintain CPA and ROAS efficiency
- Ensure incremental growth
- Minimise fraud and invalid traffic
The Solution
AVOW enabled Mercado Livre to scale high-quality user acquisition through premium OEM placements.
Leveraging direct partnerships with leading device manufacturers, AVOW activated high-impact placements across icon, banner, and video formats to drive incremental users while maintaining performance efficiency.
The strategy mix :
☑️ Premium OEM inventory access: Activated high-impact placements across leading Android OEM partners to reach high-intent users.
☑️Two complementary engines: a CPI engine for volume and efficiency, plus a CPA engine bidding directly on purchases for buyer quality.
☑️ Purchase-led optimisation: campaigns optimised toward real buyers and measured on the full 30-day purchase cycle.
☑️Continuous testing and calibration: OEMs, placements and pacing tested and refined throughout, with fraud and quality controls in place.
The Growth
AVOW enabled Mercado Livre to scale high-quality user acquisition through premium OEM placements.
Monthly installs grew from 1k in the launch month to a peak of 40K, and buyers grew alongside them across the whole period.
★ Investment nearly doubled (+85%) between the first and second half
★ Buyers more than doubled (+108%) over the same period
★ Revenue grew +116%, while cost per buyer fell 11%
The Results
Mercado Livre achieved scalable user growth while beating its efficiency targets.
Through AVOW’s premium OEM ecosystem and continuous optimisation, campaigns delivered incremental, high-quality buyers and beat benchmark targets. Users acquired via OEM keep converting after install: the same cohort delivers 2x more buyers and 4x more revenue by day 30 than on day 1.
Key Results:
- 300K installs delivered
- 40K peak monthly installs
- 23K buyers acquired
- 32% lower CPA vs target (D1)
32%
Lower CPA vs target (D1)
2X
Buyer growth from D1 to D30
4X
Revenue growth from D1 to D30
300K
Incremental installs delivered
The Feedback
“AVOW’s OEM strategy enabled us to scale high-quality user acquisition while maintaining efficiency and performance stability across our campaigns.”
Vitor Dangelo
Acquisition Expert/Manager, Mercado Livre
