Mercado Libre Expands Crypto Offerings in Brazil

Mercado Libre Expands Crypto Offerings in Brazil

A recent announcement made by Mercado Libre, an international e-commerce corporation headquartered in Latin America, revealed the creation of a new cryptocurrency that will be implemented into the company’s loyalty program.

The financial services division of Mercado Libre is undergoing expansion in order for the company to maintain its leadership position in the Latin American industry as well as enhance its market share. The solid partnerships and support that the organization has put in place position it extremely well for success in this venture.

The Argentinian e-commerce giant has introduced its own cryptocurrency token, which will serve as a utility token for those who frequently use the company’s platform. Mercado Libre anticipates that its newly developed cryptocurrency token will be utilized by an estimated 80 million consumers in Brazil by the third quarter of 2023 or sometime in August. However, despite having ambitions to expand into additional nations outside of Latin America, the corporation has not yet taken those plans into action.

Mercado Libre will collaborate with the cryptocurrency firm Ripio to operate on its own fintech ecosystem, Mercado Pago. This would allow Mercado Libre to provide its users with custody and trading services for cryptocurrencies, as well as operate on its own network platform.

The MercadoCoin

The MercadoCoin

Mercado Libre’s cryptocurrency token, which is currently in the process of being developed, is employing Ethereum’s ERC-20 token standard. ERC-20 is a technical standard for creating tokens on the Ethereum blockchain and is commonly used for initial coin offerings (ICOs) and other cryptocurrency-related projects. According to the company, the token can be used to make purchases on Mercado Libre and receive cash back on purchases.

Mercado Libre’s utility token is one strategy for dominating the cryptocurrency and e-commerce industry. The business approach offers cash back promotions as a means of attracting and retaining clients. Second, by rewarding customers for making repeated purchases, cash back programs help to increase customer loyalty. Third, cash back incentives assist companies in differentiating themselves from rivals by providing clients with a service that is unique, which is crucial in crowded markets. Fourthly, it boosts sales by incentivizing customers to buy more or spend more on goods or services. Finally, the program will raise brand awareness.

Before the token is distributed on the open market, the MercadoCoin will first be made available through an initial coin offering (ICO) at a price of $0.10 per coin.

What is a crypto offering?

Initial coin offers (ICOs), commonly referred to as crypto offerings or token sales, are a way for nascent cryptocurrency businesses to raise capital. A business develops a new digital token for an initial coin offering (ICO) and sells it to investors for a lower price in return for existing cryptocurrencies like Bitcoin or Ethereum. The new coin and the technology that supports it are then developed with the money raised from the sale. ICOs are now a common way for blockchain-based enterprises to raise money, but they are also very speculative and dangerous investments.

About Mercado Libre

Mercado Libre

Mercado Libre is a platform for conducting online business that is headquartered in Argentina and has operations in 18 other countries around Latin America. It is one of the most extensive e-commerce platforms in the region and provides a diverse selection of goods and services, such as consumer electronics, apparel, household items, and automobiles, among other categories. The company was established in 1999, and in the years that followed, it has experienced tremendous expansion. In 2007, it became a publicly traded corporation under the ticker symbol MELI, and it has since expanded into new countries around Latin America.

In addition, Mercado Libre offers consumers with a selection of services, such as payment and logistical solutions, and operates as a marketplace for previously owned items. Furthermore,  it runs a classifieds website known as Mercado Clasificados, which enables users to purchase and sell products and services through an online classifieds format. The company also operates a fintech ecosystem known as Mercado Pago. Mercado Pago is a digital payments method that enables users to conduct secure online transactions. The ecosystem consists of a digital wallet, credit and debit card processing, and other financial services.

Would Mercado Libre’s ICO be a subject of a security by the SEC?

security by the SEC

It is possible that the token released by Mercado Libre in a form of ICO could be considered a security by the US Securities and Exchange Commission (SEC). The SEC has been closely monitoring ICOs and has stated that many digital tokens qualify as securities and are subject to federal securities laws.

The Howey test is used to determine whether an investment is a security. This test examines whether an investment involves an investment of money in a common enterprise with the expectation of profits to be derived primarily from the efforts of others. The SEC has applied this test to many ICOs and found that many digital tokens qualify as securities.

However, the US SEC has not yet made any statement or issued any guidance on Mercado Libre’s token specifically. You may consult with a legal professional or consult with the SEC for more information about the status of this specific token.

Additionally, the US SEC cannot legally prosecute Mercado Libre because the company is based in Latin America. Therefore, the United States Securities and Exchange Commission is powerless to pursue legal action against them. The corporation, on the other hand, might need to be mindful of the potential risks that come with launching an ICO coin in their region.


Mercado Libre’s tremendous growth over the years can be considered a successful business. Mercado Libre is one of the largest e-commerce platforms in Latin America, with a wide range of products and services and a strong presence in 18 countries throughout the region. The company’s rapid expansion and its ability to adapt to the changing market conditions are some of the key factors that contribute to its success. Additionally, the company’s ability to diversify and expand its services, such as the financial services division with Mercado Pago, has also helped them to maintain its position as the dominant market player in the region. Furthermore, its strong partnerships and support also position it well for success.