LiveCommerce Platform for Brands & Top Sellers

The Challenge

In the age of digital retail, live commerce rapidly emerged as a game-changer for engagement and conversion. Mercado Libre needed a scalable platform to empower brands, top sellers, and influencers with direct, interactive selling tools built on intelligent content programming.

My Role & Key Responsibilities

• As Content Intelligence Manager, I led a cross-functional team to define business rules and program selection criteria for dynamic, curated content streams.
• Collaborated with marketing, data science, and partner teams to enable brands and top sellers to leverage daily deals, exclusive brand segments, and category specials.
• Oversaw implementation of advanced analytics for offer selection; managed the deployment of AI moderation for live chat.
• Developed ML models to optimize stream duration, guide scripts, and continually improve content strategies through ongoing learning and data-driven insights.

The Solution

Mercado Libre LiveCommerce offers daily live streaming shows—remote and in-studio—featuring compelling product stories, reviews, and instant deals. Studios were equipped for verticals like Technology, Beauty, Fashion, Home, and Special Offers. Programming conditions, offer selection, and scheduling are powered by advanced analytics and machine learning, ensuring high visibility and targeted engagement for brands and sellers.

The platform democratizes social commerce, allowing anyone to become a seller and instantly interact with the audience while viewers make purchases in real time. AI-driven chat moderation keeps streams safe, while ML continuously optimizes best practices, performance, and audience satisfaction.

Results & Impact

• Higher engagement and viewer concurrency on featured brands and deals
• Increased impulsive buying and conversion rates vs classic e-commerce flows
• Broad visibility for partners and influencers; new standards for interactive shopping
• Scalable model ready for expansion across Latin America