Natura Joins Mercado Libre Amid E-Commerce Boom

Summary: Brazilian cosmetics company Natura launched an official store on Mercado Libre in Mexico, signaling a shift in the direct sales sector toward hybrid omnichannel models that combine consultant networks with marketplace distribution. The move leverages Mercado Libre’s expanding logistics, fintech, and AI-driven ecosystem, supported by strong 2025 growth, to scale reach in underserved regions and improve delivery efficiency. This development underscores Mexico’s rapidly growing ecommerce market, where brands, SMEs and platforms are adapting to digital consumption trends and intensifying competition. 

Brazil-based cosmetic brand Natura announced the launch of its official store on Mercado Libre in Mexico, reinforcing its omnichannel strategy and expanding access to its product portfolio in underserved regions. The move comes as Mercado Libre reports record financial results for 2025, underscoring the strength of the region’s digital commerce ecosystem. 

The company posted US$28.9 billion (MX$496 billion) in annual net revenue, up 39% year over year, while fourth-quarter revenue reached US$8.8 billion, a 45% increase driven by investments in logistics, user experience and financial services.

Natura’s entry into Mercado Libre marks a pivotal step in its digital transformation strategy. By leveraging the platform’s infrastructure, the company aims to scale distribution and improve product availability in areas where its direct presence has been limited.

Mercado Libre’s marketplace offers key capabilities, including fast delivery, protected transactions and access to a large user base, enabling brands to accelerate digital growth. This aligns with broader industry trends as companies increasingly rely on established platforms to expand reach and optimize operations.

Omnichannel Model Remains Central

Despite expanding its digital footprint, Natura continues to prioritize its hybrid commercial model. The company maintains a network of more than 420,000 consultants, complemented by its proprietary ecommerce platform and 14 physical stores.

This integrated approach reflects a global shift toward omnichannel strategies, where brands combine physical, digital and human touchpoints to deliver a consistent customer experience. Consumers are increasingly choosing when, where and how to shop, making flexibility a critical competitive factor.

Natura’s evolution mirrors a broader transformation in the direct sales sector. Historically reliant on catalog-based sales, companies are now adapting to digital consumption patterns by incorporating ecommerce and marketplace channels.

Similar strategies have been adopted by firms such as Avon, which have expanded into online platforms while maintaining their representative networks. This hybrid model allows companies to broaden market access without losing direct customer relationships.

Logistics and Experience Drive Marketplace Growth

The success of marketplace integration depends heavily on logistics performance. Mercado Libre has positioned itself as a leader in this area, with approximately 75% of shipments delivered within 48 hours through its fulfillment network.

The company continues to expand its logistics infrastructure in Mexico. In 2025, it inaugurated a 10,000m2 distribution center in Hermosillo, Sonora, as part of a US$5 million investment plan. The facility, its 14th nationwide, is expected to improve delivery times in northwestern Mexico and generate approximately 100 direct jobs.

Earlier, Mercado Libre launched its XEM3 logistics center in Cuautitlan Izcalli, developed in partnership with Vesta. The 80,000m2 site represents a US$140 million investment and serves as the company’s largest cross-dock facility in Latin America, processing around 600,000 packages per day with plans to scale to nearly 1 million.

“These operational improvements are critical for reducing delivery times and improving efficiency,” said José Ignacio Arias, Senior Director of Transportation, Mercado Libre México.

Strong Performance Reinforces Ecosystem Growth

Mercado Libre’s broader ecosystem continues to expand alongside its marketplace. The commerce division generated US$16.3 billion in net revenue in 2025, a 34% annual increase, while Gross Merchandise Volume reached US$19.9 billion in the 4Q25 alone, up 37% year over year.

Unique quarterly buyers surpassed 80 million for the first time, reflecting sustained user growth across Latin America. In Mexico specifically, items sold rose 45% year over year, while GMV increased 35% in constant currency, reported MBN.

“We ended 2025 with exceptional momentum, gaining market share in our key markets while driving extraordinary growth in Commerce and Fintech,” said Martín de los Santos, CFO, Mercado Libre.

Fintech and AI Strengthen Competitive Advantage

Beyond e-commerce, Mercado Libre continues to scale its fintech arm, Mercado Pago, which reported US$12.6 billion in net revenue in 2025, representing a 46% increase. Total Payment Volume reached US$278 billion, supported by 78 million monthly active users.

Artificial intelligence is playing an increasing role in operations. The company’s AI Assistant handled more than 9 million conversations in 4Q25, resolving 87% of inquiries without human intervention and improving efficiency across customer service and credit issuance. These capabilities enhance the overall marketplace experience, reinforcing consumer trust and enabling faster, more reliable transactions.

Implications for Businesses and Entrepreneurs

Natura’s move highlights key lessons for companies seeking to scale in Mexico’s ecommerce market. Integrating into marketplaces can accelerate growth, but it requires operational readiness in logistics, inventory management, product presentation and customer service.

While initial investments in digitalization and marketing can be significant, access to millions of users and established infrastructure can offset these costs. Mercado Libre estimates that its logistics network supports more than 100,000 entrepreneurs and SMEs each month, particularly in the Mexico City metropolitan area and the State of Mexico.