Brazil’s Marketplaces Turn 11.11 Into Monthlong Blitz With Coupons, Livestreams and Group Buys

Overview

• Mercado Livre is running its '11.11 da Black Friday' with R$100 million in coupons across the period, free shipping from R$19 and up to 21 installments via Mercado Pago, with R$30 million in coupons released on Nov. 11 alone.
• AliExpress reintroduced in‑app Group Buy offering discounts up to 90%, paired with a 24‑hour live program, up to 20% partner cashback, one million virtual coins and a new premium Marcas+ channel for flagship brands.
• TikTok Shop’s first Brazil Black Friday features a three‑phase program with platform discounts up to 30%, category‑themed livestreams from Nov. 12–19 and extended brand lives over Black Friday through Cyber Monday.
• Shopee is treating Nov. 11 as its biggest sale of the year with R$20 million in coupons and a 'best price of the year' label on select products, followed by R$16 million in additional coupons on Black Friday.
• Amazon joined 11.11 marketing pushes this year as 11.11 cements itself as a November sales anchor, with at least R$50 million in coupons on the day from Mercado Livre and Shopee and a strong platform focus on price guarantees and operational controls.