We connect Mercado Livre’s logistical and technological scale to the Amazon’s socio-bioeconomy, transforming its presence at COP30 into continuous access to new markets.
Client
Mercado Livre
Date
2025
We Deliver
Positioning Strategy
Concept and Storytelling
Visual Identity and Communication Materials
Omnichannel Experience Design
Opportunity
Held in Belém, in the heart of the Amazon, COP30 provided an opportunity for Mercado Livre to demonstrate how its logistics and technology infrastructure can contribute, in practice, to sustainable development. Socio-biodiversity entrepreneurs already offered high-quality products, compelling stories, and strong ties to their local communities, but they still faced barriers to market access and distribution challenges in the region. The moment called for a presence that went beyond sponsorship or visibility during the event. The challenge was to leverage the platform’s scale to build a bridge between producers and consumers, making COP30 the start of an ongoing commercial journey.
Solution
An analysis of the situation revealed that logistics could evolve from being merely infrastructure to becoming the very language of the project. Mercado Livre had the capacity to bridge the gap between the Amazon region and consumers across the country, expanding market access for businesses in the socio-bioeconomy.
This vision took shape in the “Biomas a um Clique” concept, which positioned the platform as a marketplace for the Brazilian bioeconomy. The narrative linked technology, territory, and income generation, demonstrating how the scale of e-commerce can support products and producers that help keep the forest standing.
The strategy took shape in the Bioeconomy Showcase, a container store set up at the Amazon Bioeconomy and Innovation Park in Belém. Reimagined as an experiential space, the container visually showcased Mercado Livre’s distribution capabilities and featured 126 socio-biodiversity brands, highlighting their stories and origins. The visual identity and communication materials reinforced the positioning “Delivering the Best of Brazil.”
QR codes and other touchpoints connected the in-person experience to a redesigned landing page, creating a permanent hub for discovery and conversion. With support from Sebrae’s Brasil BioMarket, the initiative expanded small businesses’ access to new audiences and transformed their presence at COP30 into a seamless omnichannel journey
Results
During COP30, Brasil BioMarket generated R$ 800,000 in sales. The initiative supported approximately 250 small businesses and raised the profile of 126 socio-biodiversity brands. By integrating expertise, communication, technology, and logistics, the project established a scalable model for market access and expanded the reach of the Brazilian bioeconomy beyond the conference days.
