MercadoLibre, Inc. (MELI) reported a significant milestone in its advertising business, capturing over 10% of Latin America’s digital advertising market during Q2 2026. Advertising net revenues increased by 62% year-over-year on an FX-neutral basis, reflecting strong growth from both Self-Service channels and cross-border trade.
Key shopping events like Hot Sale and Cyber Day fueled advertising demand, while the introduction of AI tools has streamlined campaign management for sellers. One notable innovation, the AI Advisor, has been adopted by tens of thousands of sellers, with a 63% sequential increase in usage. The overall click-through rates and revenues improved due to enhanced advertising relevance and an expanded video advertising inventory, which increased the addressable audience by approximately 50% after integrating with HBO Max.
Looking ahead, the Zacks Consensus Estimate predicts a 44.6% growth in MercadoLibre’s current fiscal-year sales, despite an anticipated slight decline in earnings per share. For the following year, projections indicate a 28.9% rise in sales and a robust 43.3% increase in earnings. MELI currently holds a Zacks Rank #4 (Sell).
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