Global Ross, an Argentine mate cup and accessories brand, already had proven demand and competitive pricing. The Mercado Libre account was generating sales, but much of that performance came from the strength of the products rather than a fully optimized marketplace operation.
Over three months, we turned that untapped opportunity into a repeatable growth system. A new catalog strategy, optimized listings, objective-based advertising, and broader Mercado Envíos Full coverage produced 152% sales growth—without disclosing any of the brand’s absolute revenue figures.
The gains extended well beyond sales:
- 152% sales growth from the starting point.
- 97% more visits, nearly doubling marketplace traffic.
- 62% growth in transactions.
- 52% growth in units sold.
- 10.99x ROAS by the end of month three.
- 4.74% TACoS, keeping advertising under control.
- A place among the top 10 sellers in the category during the first month.
El Desafio
Global Ross was not starting from zero. The brand had attractive products, competitive prices, and a category with consistent demand. However, its Mercado Libre account was not structured to capture the full opportunity.
Listings lacked a consistent SEO and content strategy. The catalog had room for better organization and more variations. Advertising was active, but campaigns were not clearly separated by profitability, growth, and visibility objectives. The operation also relied heavily on Flex fulfillment, limiting Full coverage and increasing the risk of lost sales due to availability or delivery speed.
In short, Global Ross was selling because it had a strong product. The challenge was building an operation that could turn that demand into predictable, profitable, and scalable growth.
El enfoque
We worked across four connected areas. Driving more traffic would not be enough if listings did not convert, and stronger content would not scale if advertising and inventory could not support the demand.
Catalog and listing optimization
We reviewed priority listings and began a progressive overhaul of titles, attributes, keywords, content, and images. We also identified opportunities to introduce additional color variations and make it easier for customers to find the right option across the catalog.
The goal was not simply to insert more keywords. We improved organic relevance, clarified the product proposition, and strengthened the shopping experience—especially for the products with the greatest sales potential.
A new advertising structure
We reorganized campaigns around three distinct roles: profitability, growth, and visibility. This gave every campaign a clear purpose and allowed budgets and ROAS targets to reflect the actual function of each product group.
Every month, we adjusted investment, shifted budgets, scaled efficient campaigns, and removed products or visibility campaigns that were underperforming. The priority was no longer keeping everything active; it was investing where the data showed a credible path to profitable growth.
More inventory in Mercado Envíos Full
Availability was a core part of the strategy. We implemented weekly inbound shipments to Full and prioritized fast-moving products roughly two weeks in advance.
This reduced stockout risk and lowered the operation’s dependence on Flex. It also aligned advertising, promotions, and availability. There was no value in creating more demand for products that could not sustain the additional volume.
Monthly, data-led account management
The strategy was reviewed every month through performance meetings, detailed reporting, and a refreshed action plan. We did not apply a fixed playbook; each stage responded to what the data showed.
What We Did Each Month
June: promotions, campaign structure, and availability
During the first month, we used the Hot Sale period to activate promotions across most of the catalog. We reorganized four campaigns around profitability, growth, and visibility, adjusting daily budgets and ROAS targets according to performance.
We also launched weekly Full replenishment and prioritized fast-moving products. The initial impact was immediate: sales increased 27.5%, units grew 32.6%, transactions rose 30.2%, and visits improved 17.9%. Conversion increased by 0.3 percentage points, and the account entered the category’s top 10 sellers.
July: advertising scale and operational continuity
The second month focused on sustaining growth during a more volatile demand period. We continued optimizing investment and ROAS, maintained weekly Full shipments, and updated catalog listings.
Advertising performance accelerated: attributed sales increased 71%, advertising revenue grew 58%, ROAS improved 15%, and clicks doubled. Ads contributed 64% of sales across promoted listings, while the replenishment system prevented stockouts throughout the month.
August: efficiency, SEO, and content expansion
In month three, we deepened the optimization. We adjusted ROAS targets again, removed an underperforming visibility campaign, and concentrated investment in four more efficient campaigns.
At the same time, we rolled out SEO updates across several listings, identified new color variations, and began coordinating an image and content refresh with the design team.
The account delivered another strong month: sales grew 34.9%, visits increased 31.7%, transactions rose 26.8%, and units grew 26.5%. Advertising revenue increased 39% while investment grew only 17%. That gap lifted ROAS to 10.99x and kept TACoS below 5%.
Los Resultados
By the end of the three-month period, Global Ross had grown sales 152% from its starting point. The wider operation expanded with it: visits nearly doubled, transactions increased 62%, and units sold rose 52%.
Conversion also provided an important lesson. It improved during the first month and later stabilized above 2% as traffic scaled rapidly. Rather than hiding that change, we made it part of the next optimization cycle: stronger images, deeper content, expanded variations, and further listing improvements.
Advertising finished the third month with greater scale and better efficiency. From July to August, advertising revenue grew approximately 39% while investment increased just 17%, resulting in an 18% ROAS improvement. Growth did not come from spending without control; it came from directing budget toward the products and campaigns showing the strongest performance signals.
What Made the Difference
The outcome was not driven by a single promotion or isolated campaign. It came from combining four capabilities:
- A clearer, more search-relevant catalog.
- Advertising segmented by objective and optimized for profitability.
- Full inventory coverage capable of supporting higher demand.
- A monthly operating process that turned performance data into concrete actions.
Global Ross already had the product. Our job was to build the Mercado Libre operation required to help it scale.
Is Your Mercado Libre Account Leaving Growth on the Table?
En Capybaras Agency, we help brands turn marketplace potential into more visible, efficient, and profitable operations. We bring catalog, listings, advertising, promotions, and inventory together under one growth strategy.
If your brand is already selling but you suspect there is still significant upside on Mercado Libre, request an audit and identify the levers that can unlock the next stage of growth.