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The habit of buying tires online, which seemed distant a few years ago, is now part of the routine for many Brazilians. The trend has attracted industry giants such as Michelin, Pirelli, Bridgestone and Continental, which have begun to invest consistently in Mercado Livre, the largest marketplace in Latin America. The strategy seeks not only to increase sales but also to strengthen digital presence in an increasingly competitive market.
Growth of online tire commerce
E-commerce in Brazil has been expanding strongly, and the automotive sector follows this movement. According to a survey by WebPrice, of the 129 tire brands operating in the Brazilian e-commerce market, only ten account for 52% of the models offered. This dominance reinforces the weight of the major manufacturers and shows that the digital environment has become a strategic field for market consolidation.
In addition, data from the Brazilian Association of Electronic Commerce (ABComm) indicate that online sales in the automotive sector grew 18% in 2023, driven by convenience and the strengthening of marketplace logistics.
Mercado Livre becomes the preferred channel
Mercado Livre’s leadership does not happen by chance. The platform is the most popular in Latin America, totaling more than 148 million active users in the region, according to the company's corporate report. In Brazil, its logistics arm, Mercado Envios, ensures fast deliveries across practically the entire national territory — a decisive factor for consumers seeking convenience and security when buying tires.
How brands operate within the marketplace
The presence of major manufacturers on Mercado Livre goes beyond a simple digital showcase. Strategies include official stores, marketing campaigns with exclusive discounts, and optimized ads to improve the consumer experience.
Moreover, the controlled environment of the marketplace helps combat informality, one of the major challenges in the auto parts sector in Brazil. For the customer, the advantage is clear: buying tires from recognized brands with guaranteed provenance and efficient delivery.
The future of online tire sales
The digitalization of consumption is an irreversible path, and the tire sector is following this trend. According to consultancy McKinsey, 78% of Latin American consumers have already purchased some type of automotive product online at least once — a figure that reinforces growing confidence in this channel.
For manufacturers, betting on Mercado Livre means getting closer to new consumer profiles, gaining scale and reducing geographic barriers. For consumers, it represents more convenience, competitive prices and the certainty of buying from reliable brands.
