E-commerce:

consumer habits
evolution
In times of COVID-19
Update: May 3rd

Report based on the actual behavior of Mercado Libre´s consumer.

The privacy of the data is protected and the information is statistical and aggregated.
Context

Colombia

7,300
cases
Mexico Brazil
The expansion 22,000 96,000
of COVID-19 in Latin cases cases
America:
more than 149.000
cases in 70 days Chile
Uruguay

19,000 650
cases
cases
Argentina

4,600
Source: WHO - World Health Organization- (02/24 to 05/03/2020) cases
01. 02. 03.

Current online behavior E-commerce Intensification of online

development consumption
01.

Current online
behavior
01.
Current online behavior

Online shopping has accelerated in the region

¿What are you doing in times Annual Penetration 2019 Penetration growth in Latam
of COVID-19? (E-commerce*) (E-commerce*)

I leave home only

Week 1 Week 2 Week 3 Week 4
when it's essential

Source: Kantar COVID-19 Barometer Wave 2- (04/10 al 04/14)

* FMCG Kantar Worldpanel - Week 1: (03/16 to 03/23), Week 2 (03/24 to 03/31), Week 3 (04/01 to 04/08) y Week 4 (04/09 to 04/16)
 01.
Current online behavior

Navigation time and searches per user

have increased
AVERAGE TIME PER SESSION SEARCHES PER USER

+39%

FEBRUARY MARCH APRIL MAY

Week 1 Week 10

Source: Mercado Libre internal data - (02/24/2020 to 05/03/2020)

Week 1: (02/24 to 03/01/2020) and Week 10: (04/27 to 05/03/2020)
01.
Current online behavior

Increased adoption of online financial

services due to convenience and safety

+21%

+71%

+66%

Week 1
Week 10

Services Wire Transfers Pre-Paid

Daily Active Payers

Source: Mercado Pago internal data
Week 1: (02/24 to 03/01/2020), Week 10: (04/27 to 05/03/2020)
01.
Current online behavior

7 out of 10 will continue to choose

online payments methods

Will go back to my previous

payment method

Will continue to choose

online payments methods

Don’t know

Argentina Brazil Mexico Chile Colombia

“Will you continue to use online payment methods - credit and debit cards, mobile applications - instead of going back to cash when the emergencies ends?”
Source: Kantar COVID-19 Barometer Wave 2: (04/01 to 04/14)
02.

E-commerce
development
02.
E-commerce development

Orders have grown

in Mercado Libre
Orders growth rate (%)

+39% +47% +52% +112% +119% +125%

Source: Mercado Libre internal data

COVID-19 Period (02/24 to 05/03/2020) vs. Same Period in 2019 Brazil Uruguay Argentina Mexico Colombia Chile
 02.
E-commerce development

New record in Mercado Envíos with

1,4 MM daily deliveries of the items sold were

Daily Deliveries 55% delivered within a

maximum of 48 hours
after making the
purchase

JANUARY FEBRUARY MARCH APRIL MAY

Source: Mercado Libre internal data - (01/09 to 05/04/2020)

02.
E-commerce development

New Buyers in Mercado

Libre are increasing New & Recovered Buyers
% Variation
YoY

5MM
New & Recovered Buyers
Brazil

Mexico
2,601,418

1,018,435 +79%
+28%

Argentina 690,014 +40%

45% Colombia 366,095 +113%

growth
during this period Chile 248,520 +94%
against the same period
from the prior year Uruguay 61,922 +11%

New Buyer: had never bought in Mercado Libre before.

Recovered Buyer: didn’t make a purchase in the past 12 months.
Source: Mercado Libre internal data
COVID-19 Period (02/24 to 05/03/2020) vs. same period in 2019
02.
E-commerce development

7%
% of Category
6% Contribution in New
Buyers
Computers &
Accessories 10%
Beauty*
New Buyers
are sourced from a 6% 11%
wide range of Automotive parts &
Accessories

categories FMCG 8%
Apparel & Accessories
9%
5% Cell Phones &
Smartphones
8%
Health Home, furniture &
garden

Sports & Fitness

Source: Mercado Libre internal data
COVID-19 Period (02/24 to 05/03/2020) vs. same period in 2019
*Excluding CPG products
02.
E-commerce development

Users started to search other categories

Top Searches - % share of products related to health

Health search peak

02/24/2020 03/03/2020 03/09/2020 02/16/2020 03/23/2020 03/30/2020 04/06/2020 04/13/2020 04/20/2020 04/27/2020

TOP 100 Searched terms- Health: gel alcohol, surgical masks, antibacterials and thermometers
Source: Mercado Libre internal data
02.
E-commerce development Surgical Mask
Surgical Mask n95
Beer
Laptop
Nintendo switch
Swimming Pool
TOP 10 searches Bluetooth headphones
Xbox One
Xiaomi
revealed new needs from buyers Mobile Phones

in each country Surgical Mask n95

Surgical Mask
Infrared Thermometer
Notebook Laptops
Mobile Phone Dumbbells
PC Gamer Ps4
Ps4 Mobile Phones
Surgical Mask Hairdressing Machine
Surgical Disposable Surgical Mask n95 Tablet
Masks Smartwatch Xbox 360
Surgical Mask Ring light
LED Lights TV box
Surgical Mask n95 Notebook Oximeter
Surgical Mask
Ps4 Cars
Cars
Notebook LED Lights
Notebook
Infrared thermometer PC Gamer
Montevideo Rentals
Nintendo switch Surgical Mask
BMW
Gel Alcohol Smart TV
PC Gamer
Bluetooth Headphones Mobile Phones
LED Lights
Ps4
Laptop New lifestyle related searched
Headphones
Source: Mercado Libre internal data Mobile Phones products
Man Shoes
Last 2 weeks ( 04/20 to 05/03/2020) Toyota Hilux
02.
E-commerce development

Spending more time at home boosted categories related

to a new lifestyle
% Growth of orders

+300% +164% +84% +61% +55%

Health & Medical CPG & Food Home, furniture & Entertainment Computers &
Equipments garden & Fitness Accessories

Source: Mercado Libre internal data

Period COVID-19 (02/24 to 05/03/2020) vs. Same Period in 2019
 02.
The e-commerce development

TOP 50: The fastest growing in LATAM during COVID-19

Surgical Resistance
1 Masks
818% 11 bands 44% 21 Hair Clippers 30% 31 Baby diapers 24% 41 Books 20%

Antibacterial Mobile phone Kitchen

2 Gel
150% 12 cases
39% 22 Supplies
29% 32 Ink Cartridges 24% 42 Bed sheets 20%

Audio & video Sweatshirts & Hair Dyes &

3 Headphones 85% 13 cables
38% 23 Hoodies
28% 33 Colorants
23% 43 Work clothes 19%

Indoor curtains Sandals & Flip

4 Supplements 70% 14 Board Games 38% 24 & blinds
27% 34 Puzzles 23% 44 flops
19%

Computer
5 Health Care 66% 15 Beauty and 36% 25 Pants 27% 35 Hair Treatments 23% 45 mouses
19%
Personal Care
Disposable Tool accessories
6 Gloves
58% 16 Home Appliances 35% 26 & Spares 26% 36 Cleaning Supplies 22% 46 Ethyl Alcohol 19%
& Accessories
Wall and Manicure & Pedicure
7 Ceiling Lights
57% 17 supplies
34% 27 Action figures 26% 37 Body Skin Care 22% 47 Thermometers 18%

Facial Skin Gamepads

8 Safety Masks 53% 18 Care
34% 28 & Joysticks
26% 38 Smartwatches 22% 48 Dolls 18%

Toys & Fashion

9 Safety Goggles 51% 19 Vehicle Accessories 32% 29 Games 25% 39 Gym dumbbells 21% 49 Accessories
18%

Haberdashery Mobile phone Hair Shampoos & School & Office

10 Videogames 46% 20 items
32% 30 cables &
adapters
25% 40 Conditioners 20% 50 Supplies 18%
Unit-weighted growths
Source: Mercado Libre internal data Featured Categories
COVID-19 Period (02/24 to 05/03/2020) vs. Same Period in 2019
 02.
The e-commerce development

TOP 25: The fastest growing during COVID-19 per country

1 Surgical Masks 1784% 14

Resistance 78% 1 Surgical Masks 433%
14 Vehicle accessories 36%
Bands
Antibacterial Audio & Video
2 Antibacterial
360% 15 75% 2 96%
15
Mexico gel
Action figures Brazil gel cables 32%

Facial Skin 3 59% Kitchen

3 Headphones 167% 16 72% Suplements 16 32%
Care Supplies

Mobile phone 4 Wall & Ceiling 52% Beauty & Personal

4 153% 17 Board games 70% 17 30%
cases Lights Care

5 Health Care 136% 18 Vehicle 69% 5 Headphones 49%

18
Indoor curtains
28%
accessories & blinds
Home appliances &
6 Safety Goggles 128% 19 Household cleaning 64% 6 accessories
45%
19
Resistance
28%
wipes bands

7 Sweatshirts & 45%

7 Disposable 123% 20 Suplements
62% 20 Hair Clippers 24%
hoodies
Gloves
Audio & Video 58% 8 Tool accessories & 41% Decorative
8 Wall and Ceiling 116% 21 spares 21 Vinyls 23%
Lights cables
Haberdashery Mobile phone
9 108% 22 57% 9 items
40%
22 cables & 22%
Safety Masks Auto parts
adapters
10 Books 95% 23 Beauty & Personal 55% 10 Health Care 39%
23 Cleaning Supplies 21%
Care

Featured 11 Videogames 94% 24 Smartwatches

55% 11 Pants 37%
24 Skin Care 21%
Categories
Multipurpose
12 cleaners & 84% 25 54% 12 Manicure & Pedicure 37%
25 Hair care
21%
Beers supplies treatments
disinfectant
13 Sneakers 79% 13 Disposable 37%
Gloves
Unit-weighted growths
Source: Mercado Libre internal data
COVID-19 Period (02/24 to 05/03/2020) vs. Same Period in 2019
 02.
The e-commerce development

TOP 25: The fastest growing during COVID-19 per country

Mobile phones
1 Surgical Masks 4675% 14 Beauty & Personal 141% 1 Surgical Masks 608% 14 40%
Care
Antibacterial Antibacterial Wall & Ceiling
Resistance
Colombia 2 gel
383% 15 bands
134% Argentina 2 gel
122% 15 Lights 36%

Facial Skin
3 Health Care 333% 16 Office 120% 3 Safety Masks 89% 16 35%
Care
equipment
Security Ethyl Alcohol
4 Headphones 289% 17 goggles
116% 4 Headphones 86% 17 34%

Security Fashion
5 Suplements 285% 18 Kitchen 111% 5 Goggles
81% 18 Accessories 34%
supplies
Disposable Mobile phone Hair Dyes &
6 gloves
264% 19 104% 6 Suplements 67% 19 Colorants 34%
cables &
adapters Indoor curtains
7 Board games 230% 20 Routers 99% 7 Baby Diapers 67% 20 & blinds 33%

Gym
8 Videogames 228% 21 Exercise Mats 99% 8 Ink Cartridges 59% 21 Dumbbells 32%

9 Hair Clippers 190% 22 Mobile phone 98% 9 Videogames 52% 22 Work clothes 32%
cases
Fitness Disposable
10 equipment
154% 23 Thermometers 97% 10 Gloves 51% 23 Hair Clippers 30%

Audio & Video Video game School & Office

Featured 11 149% 24 consoles 92% 11 41% 24 Yoga Mats 28%
cables supplies
Categories
Bicycle Facial skin care Computer
12 accessories & 143% 25 products
91% 12 Board games 41% 25 Mouse
26%
spare parts
Medical Resistance
13 equipment
142% 13 bands
40%
Unit-weighted growths
Source: Mercado Libre internal data
COVID-19 Period (02/24 to 05/03/2020) vs. Same Period in 2019
 02.
The e-commerce development

TOP 25: The fastest growing during COVID-19 per country

1 Surgical Masks 1622% 14 1 Surgical Masks 652% 14 Fitness 43%
Videogames 159% Equipment

2 Manicure & Pedicure 538% 15 2 Health Care 276% 15 43%

Chile supplies Thermometers 157% Uruguay Headphones

Office Construction
3 Hand & Foot 533% 16 Face Masks 150% 3 equipment
175% 16 material
41%
Skin care

4 17 Beauty & Personal

Health Care 343% Ink cartridges 148% 4 Care
149% 17 Skin Care 40%

Resistance Garden & Outdoor

5 Medical 308% 18 144% 5 Gym Dumbbells 88% 18 supplies
40%
Equipment bands
Tool & Construction Food storage
6 Suplements 263% 19 Gauzes 121% 6 supplies
78% 19 containers
37%

Video game Antibacterial

7 Body Skin Care 259% 20 consoles 121% 7 gel
57% 20 Bricks 36%

Home Kitchen
8 Light Bulbs 222% 21 117% 8 Weight plates 56% 21 supplies
35%
Lightning
Security
9 Goggles
202% 22 Car light bulbs 116% 9 Videogames 55% 22 Plants 34%

10 23 Vehicle Floor & Wall

Headphones 194%
accessories
109% 10 apertures
51% 23 Ceramic Tiles 33%

Car air
Featured 11 fresheners 174% 24 Cleaning supplies 108% 11 Yoga mats 45% 24 Books 33%
Categories
Beauty & Personal Audio & video Construction
12 Care 166% 25 107% 12 Food & Beverages 43% 25 stirrups 32%
cables

13 Toys & Games 163% 13 Pet products 43%

Unit-weighted growths
Source: Mercado Libre internal data
COVID-19 Period (02/24 to 05/03/2020) vs. Same Period in 2019
03.

Intensification of
online consumption
 03.
Online consumption intensifies

Before the beginning of COVID-19, we

identified three groups:

Sporadic Buyers Frequent Buyers Loyal Buyers

Consumers that make occasional Relevant segment of customers that Customers who
purchases make regular purchases buy twice a month

Source: Mercado Libre internal data

Segmentation in Rolling Year 2020 - (02/24/2019 to 02/23/2020)
03.
Online consumption intensifies

% Loyal Buyers
of Mercado Libre that bought again
at COVID-19

During COVID-19, Argentina

72%

2 out of 3 70%
Mexico

Brazil
64%
loyal buyers repeated
a purchase in
Uruguay
61%

Mercado Libre Chile 58%

Colombia 52%

Source: Mercado Libre internal data

Loyal Buyers in RY 2020 (from 02/24/19 to 02/23/2020) who bought back in COVID-19 Period (02/24 to 04/19/2020)
03.
Online consumption intensifies

All buyer segments have significantly

increased their purchase frequency

Loyal 12 days COVID

PERIOD
17 days
ANNUAL AVERAGE
Buyers

They already bought half of what 79 days

Frequent 24 days COVID
PERIOD they would buy in a regular year ANNUAL AVERAGE
Buyers

Sporadic 29 days COVID

PERIOD
They have already exceeded the number of
purchases they would make in 1 year
268 days
ANNUAL AVERAGE
Buyers

Purchase cycle in days

Source: Mercado Libre internal data
COVID-19 Period (02/24 to 04/19/2020) vs. annual average (from 02/24/2019 to 02/23/2020)
KEY TAKEAWAYS

Online adoption:
increased navigation intensity in
Mercado Libre and more active

Conclusion of users in Mercado Pago

consumer behavior
changes in Mercado
5MM New & Recovered buyers
from a wide range of
categories

Libre New Lifestyle: Health, CPG & Food, Home Decor,

Entertainment, Fitness and Computing have accelerated
in times of COVID

In times of COVID-19
Until May 3rd Sporadic, frequent and loyal buyers
changed their behavior, Purchase frequency
increased in all groups. 2 out of 3 loyal buyers
bought again during this period
MERCADO LIBRE

Mercado Libre over COVID-19

Mercado Libre continues promoting the democratization of

e-commerce and payments with special support in this context in
which we find ourselves

We keep making decisions oriented to provide value to our

employees, users and communities

Elbow to Elbow, waiting for better times

 Mercado Libre
over COVID-19

We keep working on a We launched three Training on

We continue moderating “normal shipping” filter online programs E-Commerce
price in our platform. designed to
train SMEs
We subsidized advertising and entrepreneurs: Entrepreneurs 4.0
placements in Brazil and
Mexico to promote
Undertake
the communication of
with impact
consciousness campaigns

We granted new lines of

financing for sellers of Mercado Pago Red Cross and Food
Mercado Libre and Mercado Pago: presented the new Bank donations:
feature: “Friends”, to
to send and request
money from mobile
devices
+700MM +600MM
of mexicans pesos of brazilian reals +37K +43K +10K
Health Kits Kg of Food Hygiene Kits
Elbow to Elbow, waiting for better times
Mercado Libre Advertising Credentials

Authors Contributors Spokesperson

Fernanda Nakazaki Gomes Corrêa Alma Villanueva Juan Lavista

Insights Manager in Brazil Insights Manager in México Marketing & Insights Director

Nicolás Alberto
Milenka Pekolj Fernando Rubio
Insights & Analytics Sr Manager in
Marketing Sr. Analyst General Director
LATAM
Mercado Libre Credentials

For more information contact:

Investor Relations Team

Federico Sandler Alvarez Julia Vater Fernandez

Investor Relations Sr. Manager Investor Relations Sr. Analyst

federico.sandler@mercadolibre.com julia.vaterfernandez@mercadolibre.com