Mercado Livre receives 14.1 million new international announcements before the end of the “taxa das blusinhas”, a survey by JoomPulse shows

The expansion of international ads in Brazilian ecommerce had already been gaining momentum even before the entry into force of the new tax policy on imports announced by the Federal Government last week, and should continue to advance. This is what indicates a survey conducted by JoomPulse, an analytics and data intelligence platform with AI technology, presented during the event “O Future of Ecommerce”, conducted by the company in Sao Paulo.

According to data mapped by JoomPulse, in April 2026 alone, Mercado Livre received 14.1 million new international announcements, maintaining the record level recorded in the previous month, when the volume had reached 14.6 million.

The move indicates that the expansion of international supply had already been accelerated by marketplaces before the reduction of federal rates for international purchases.In March, alone, the volume of new foreign ads added to Mercado Livre exceeded the cumulative growth of the previous 14 months.

For Joao Sartini, Head of Sales at JoomPulse, the tax change tends to accelerate a movement that has already been structured by marketplaces over the past few months. “The reduction of the (Tax of the’s tends to further accelerate this movement and increase the presence of international ads in categories in which the consumer is more sensitive to price and variety‘, says the executive.

The expansion of the offer occurred in parallel with the growth of international participation within the platform. Between April 2025 and April 2026, the share of international orders in Mercado Livre increased from 0.10% to 0.87%, while participation in GMV increased from 0.09% to 0.72%.

Growth gains speed in 2026

The data also show that the first quarter of 2026 marked a significant acceleration of the international presence in the Brazilian market. Each quarter, the growth rate exceeded the previous period, indicating not only continuous expansion, but progressive gain in speed.

Between february, march and april, the indicators grew consecutively, pushing away the hypothesis of a punctual seasonal movement. The advance accelerated from February 2026, when the volume reached 4.8 million ads, compared to 400 thousand registered in January 2025. Growth advanced even more in March, when the entry of international items tripled in just one month and reached 14.6 million new ads.

The move suggests a gradual shift in competitive dynamics within marketplaces, with accelerated advancement of the international catalog into more price and variety sensitive categories.

Categories gamers dominate international ads

In some categories, international ads already represent the majority of the offer available within the marketplace. The main example is in PC gaming accessories, where international items concentrate 82% of active ads.

The advance also appears in jewelry items (77%), plush (75%), medical equipment (71%) and automotive GPS navigators (70%). In pet accessories such as brushes, combs and collars, international ads already represent between 63% and 64% of the available offer.

The figures indicate a relevant change in competitive dynamics within the marketplace, especially in categories more sensitive to price and catalog variety.For industry experts, this scenario tends to increase the pressure on operational efficiency and competitiveness of Brazilian sellers.

“In ecommerce, operational efficiency is no longer differential and has become a matter of survival. Margins are increasingly tight, so the seller needs to have a very disciplined management of costs, logistics and operation”, says Gabriel Bollico, founder of Pure Ecommerce.

Supply grows faster than sales

Despite the accelerated expansion of international supply, foreign ads still have proportionally lower participation in orders and GMV, indicating lower average ticket and lower turnover per item when compared to local offer.

In Music, Movies and Serials, for example, international ads already represent 48% of the category offer, but concentrate only 9% of orders and 10% of GMV. In Toys and Hobbies, international items account for 37% of ads, but only 2.4% of orders placed.

The same pattern appears in categories such as Jewelry and Watches, Parties and Souvenirs and Tools, suggesting that international expansion occurs initially by expanding the catalog and price competitiveness, before achieving greater relevance in billing.

In this scenario, experts point out that artificial intelligence and data analysis tools should gain prominence among Brazilian sellers seeking to compete in an environment more pressured by price and scale.

“Today, artificial intelligence allows even small sellers to access analytics, ad optimization and content production in a way that was previously restricted to large operations.The entrepreneur can make faster decisions and better understand the market without necessarily needing a large structure behind”, says Alexandre Nogueira, founder of Marketplaces University.

In the consolidated platform, the international participation in orders (0.87%) remains above the slice in GMV (0.72%), reinforcing the predominance of lower average ticket items.

For Sartini, the accelerated advance of international supply should also boost the adoption of market intelligence tools among sellers and ecommerce operators in Brazil.“In the United States and Europe, intelligence and data processing platforms are already part of the routine of most sellers.In Brazil, this market is still at an early stage, but AI is rapidly changing this scenario by allowing faster decisions, risk reduction and access to strategic information”, concludes Joao Sartini.