Here, I break down what your statement doesn't show: how much you keep from each sale on Mercado Livre, Shopee, and other channels, where fees quietly eat into your margin, and how to run your store without guesswork—from tax to shipping. No fluff, just the numbers.
On Black Friday, ADS clicks cost more because more sellers compete in the same auction, while discounts shrink your margin. On a R$ 100 product with 15% off, the break-even ACOS drops from 20,3% to 12,1%. See the math and the maximum bid.
Measure paid listings by the contribution margin left after ad spend, not by revenue. In this example, doubling sales with ADS cut contribution from R$ 2.427 to R$ 1.854. See the math, the break-even ACOS, and how to test whether the extra sales are worth it.
Paid listings can drive organic sales (the halo effect) or simply turn free sales into paid ones. At the same 10% ACOS, one store makes R$ 3.502 in profit while another makes R$ 1.890. See what Mercado Livre and Shopee confirm, how TACOS fits in, and how to measure the effect.
During peak shopping dates, clicks cost more and conversion rates rise, but discounts shrink your margin. For a product priced at R$ 99,90 on Mercado Livre, a 15% discount drops the break-even ACOS from 27,1% to 17,4%. Learn how to adjust Ads across the four phases of each event.
Start sales analysis with profit, not revenue. In an example with four products, the top product by revenue brings in 34% of sales but only 9,9% of profit. See the order of the 5 questions to ask, how to explain a sales drop, and what to check daily, weekly, and monthly.
Mercado Pago early payouts give you immediate access to sales funds that haven’t been released yet, for a fee shown only before you confirm. Learn where to request one, how to convert the fee to a monthly interest rate (3% to get funds 8 days early equals 12,1% per month), and when it’s worth it.
AI can write a title, description, and product specs in seconds, but it may invent measurements, promise features the product doesn’t have, or use words that get a listing paused. See the 8 things to review in 10 minutes before publishing.
A moderated listing is one that Mercado Livre paused, canceled, or removed from search for violating a policy. A paused listing can go live again once you fix the issue; you have just 3 calendar days to respond to a brand complaint. See the most common reasons, where to check yours, and how to reactivate it.
To import and resell a product regulated by Anvisa, your company needs authorization to import, the product must be registered, and you must request an import license before shipment. Without it, the fine is 30% of the customs value. Follow the steps.
Ad cost per sale is CPC divided by conversion rate: with a R$ 0,50 click and a 2% conversion rate, each sale costs R$ 25. See the calculation, the limit that wipes out profit, the table by conversion rate, and how Ads affect your store’s overall margin.
Damage and lost packages become a cost when no one covers the loss. If 1% of orders go missing and the average loss is R$ 40, set aside R$ 0,40 per order. See what Shopee, Mercado Livre, and Correios cover, how to calculate each case, and how to include this reserve in your price.
Return cost per order is the total monthly cost of returns divided by all orders sold. With a 5% return rate, a R$ 79,90 product loses R$ 1,52 per order—8% of its profit. See the formula, the table by return rate, and how to factor it into your price.
An employee earning minimum wage costs about R$ 2.276 per month at a store under Simples, or R$ 5,69 per order for a store handling 400 orders. The same salary costs much more under Lucro Presumido. See the calculations by tax regime, hour, and order.
Unsold stock costs money even when it doesn’t move. With the Selic rate at 13,75% a year (October 2026), every R$ 10 mil tied up for 6 months misses out on about R$ 665 in returns. See the formula, the table by holding period, and when it makes sense to sell for less today.
In October 2026, running a Nuvemshop store with R$ 20 mil in monthly sales costs about R$ 764 in plan and payment fees, or 3,8% of revenue. See each monthly cost, the revenue level at which upgrading your plan makes sense, and the expense that costs more than the platform.
Mercado Pago early payouts give you immediate access to sales funds that haven’t been released yet, for a fee shown only before you confirm. Learn where to request one, how to convert the fee to a monthly interest rate (3% to get funds 8 days early equals 12,1% per month), and when it’s worth it.
A moderated listing is one that Mercado Livre paused, canceled, or removed from search for violating a policy. A paused listing can go live again once you fix the issue; you have just 3 calendar days to respond to a brand complaint. See the most common reasons, where to check yours, and how to reactivate it.
Mercado Livre may warn you, suspend, restrict, or deactivate your account. See the 5 most common causes (identity verification, debt, listing violations, complaints, and shared accounts), where to check the reason, and how to restore your account.
A suspended Mercado Livre account pauses all listings and prevents you from selling or answering questions. See the reasons listed in the Terms (as of October 2026), the 3-day deadline to respond to a complaint, what never to do, and the steps to recover your account.
Money from a Mercado Livre sale is held when there’s a claim, mediation, or return, and is released only after the case is resolved. Learn why it happens, the official timelines (8 regular days, 2 business days to resolve a claim), and how to get your money released faster.
Having two Mercado Livre accounts isn't prohibited by itself, but the Terms dated 10/15/2026 allow Mercado Livre to hold funds and impose penalties if using multiple accounts harms other users. See legitimate cases, what can lead to suspension, and the alternatives.
On Shopee, buyers have 30 days to leave a review and can edit their rating once. Stores need an average rating of 4.5 or higher. Learn how to get reviews with the Review Reward, how to respond (one response, with no edits), and how much two bad ratings can hurt.
On Shopee chat, only replies sent within 12 hours count, including on weekends. Automatic replies don’t count toward your response rate. Learn how the rate is calculated, the 60% minimum for Recommended Seller status, and how to set up shortcuts, FAQs, and after-hours replies.
Returns on Shopee are free for sellers unless the seller is at fault. In that case, the seller pays all shipping costs for the order, plus R$ 15 to get the product back (since 07/01/2026). See the deadlines, calculations for four scenarios, and when to offer a partial refund.
On Shopee, sellers have 3 calendar days after receiving a return to approve it or open a dispute. If they don’t respond, the return is considered valid. See the 2026 deadlines, the evidence Shopee considers strong, the step-by-step process, and when it’s not worth disputing.
Get your Shopee label under My Orders > To Ship after preparing the shipment. For CNPJ accounts, the Nota Fiscal is included; for CPF accounts, the content declaration has been integrated since April 2026. Follow the steps, learn about thermal printing (ZPL, 203 dpi, 10 × 15 cm), and avoid errors that delay your package.
Shopee requires package weight and dimensions in your listing, in kg and cm, including packaging. Shipping is based on whichever is greater: actual or dimensional weight (L × W × H ÷ 6.000). An error that changes the weight tier can lead to a charge up to 3 months later. Learn how to measure and enter the details.
With Magalu Ads, you pay per click (CPC), add funds starting at R$ 50, and your campaign can spend up to twice its daily budget. See where your listing appears, bidding strategies, and how to calculate the maximum CPC that still leaves you with a profit.
Magalu or Mercado Livre? ML accepts CPF and publishes its commission rates (10% to 14% for Classic listings); Magalu requires a CNPJ that’s been active for more than 3 months and lists a standard 18% commission, plus a fixed fee. Compare the platforms, see the break-even calculation for four products, and find out when Magalu is worth it.
On Shein, a partner carrier picks up the order at the seller’s address and delivers it to the customer. The seller’s shipping rate table is only available in the Seller Center. See what’s official, what to check in your dashboard, and how to calculate the maximum shipping cost with an 18% commission.
Shein seller registration has 4 steps: pre-register your business, activate your account by SMS, submit documents, and set up your store. Learn what to prepare, what Shein doesn’t publish, how the 18% commission works (0% for the first 30 days), and how to set your prices from day one.
Shein accepts Brazilian sellers in 17 categories, but its storefront focuses on fashion: the commission is 20% for women’s clothing and 18% for everything else. Learn how to find out what sells on Shein using the app, who shops there, and how a R$ 49,90 blouse compares with Mercado Livre and Shopee.
For clothing priced up to R$ 79,99, Shein charges 20% on women’s clothing, while Shopee charges 20% + R$ 4,50 per item. The difference is the fixed fee, which disappears if your share of Shein’s shipping cost is more than R$ 4,50. See the calculations for five price points and when each channel is worth it.
On Black Friday, ADS clicks cost more because more sellers compete in the same auction, while discounts shrink your margin. On a R$ 100 product with 15% off, the break-even ACOS drops from 20,3% to 12,1%. See the math and the maximum bid.
Measure paid listings by the contribution margin left after ad spend, not by revenue. In this example, doubling sales with ADS cut contribution from R$ 2.427 to R$ 1.854. See the math, the break-even ACOS, and how to test whether the extra sales are worth it.
Paid listings can drive organic sales (the halo effect) or simply turn free sales into paid ones. At the same 10% ACOS, one store makes R$ 3.502 in profit while another makes R$ 1.890. See what Mercado Livre and Shopee confirm, how TACOS fits in, and how to measure the effect.
During peak shopping dates, clicks cost more and conversion rates rise, but discounts shrink your margin. For a product priced at R$ 99,90 on Mercado Livre, a 15% discount drops the break-even ACOS from 27,1% to 17,4%. Learn how to adjust Ads across the four phases of each event.
Negative keywords tell a platform which searches your listing shouldn’t appear in. Learn where they’re available (Google Ads, Amazon, and Mercado Livre Brand Ads), what to do on Shopee, how many clicks without a sale can put you in the red, and which negative keywords to start with.
A pixel is code on your website that tracks visits, cart additions, and purchases. Meta’s purchase event requires a value and currency; without it, your campaign is optimizing in the dark. Learn which events to set up, how to test them, what changes on marketplaces, and how to calculate cost per purchase.
AI can write a title, description, and product specs in seconds, but it may invent measurements, promise features the product doesn’t have, or use words that get a listing paused. See the 8 things to review in 10 minutes before publishing.
In Mercado Livre’s Supermarket category, food and drink photos still need a white background, with 1,200 x 1,200 px recommended. Food laws also prohibit images that mislead buyers about a product’s composition or quality. Learn the rules, the right photo sequence, and how to take pictures with your phone.
Jewelry and costume jewelry photos need diffused light, a plain background, close-ups, and an image that shows the actual size. On Mercado Livre, photos must be at least 500 px (1,200 x 1,200 is ideal), and the product should fill 95% of the image. Follow the step-by-step guide and see the 7 photos that answer buyers’ questions.
On Mercado Livre, the main photo for adult clothing must show a real model or ghost mannequin, use a neutral background, and cannot show the item folded or on a hanger. Learn when to use each style, how to calculate when a model photoshoot pays for itself, and how to take photos at home.
Mercado Livre allows up to 12 photos per listing in the categories I checked, while Shopee allows up to 9, including the main photo. The right number is the one that answers buyers’ questions: for most products, that’s 6 to 8 photos. See what to show in each position, photo sequences by product type, and how to measure results.
The product name helps you track stock, invoices, and SKU. The listing title helps buyers find your product. On Mercado Livre, titles can be up to 60 characters in major categories. See the difference, revised examples, and a step-by-step guide.
An A1 digital certificate is a file that’s valid for 1 year and digitally signs the NF-e for online sellers. Learn how it differs from A3, how to buy one, what happens when it expires, and the rule that changes in 2029.
DANFE is the printed representation of the NF-e. It includes a 44-digit access key and travels with the goods, but it isn’t the invoice itself. Learn about the formats (A4, Simplified, and Label), when it can be digital, and which errors can hold up shipping.
Small businesses that import through formal channels typically fall under the Radar Limitado, with a US$ 50 mil limit per semester. Learn when formal importing is a better choice than a small parcel shipment, how taxes add up for a sample shipment (74% vs. 93%), and how to handle your first shipment.
Goods for resale must be purchased from abroad through a business. For parcel shipments, the Import Tax is 60% of the product and shipping cost, with no 0% rate for purchases up to US$ 50, and ICMS of 17% to 20% is added on top. See the calculations for a US$ 460 shipment across three options and what Brazilian tax authorities don’t allow.
State tax registration is a company’s registration for the state ICMS tax. It’s required for anyone who regularly sells goods, including MEIs in retail. Without it, you can’t issue an NF-e, and without an NF-e, you can’t use FULL or Mercado Envios. Learn who needs it, how to register, and when to apply for an IE in another state.
If you resell products subject to monophase taxation under Simples Nacional, you don't pay PIS and Cofins again. By separating that revenue in PGDAS-D, your DAS drops 15.5% on those sales. For a store selling R$ 35 mil in cosmetics per month, that's R$ 390 less. See the NCM codes, the math, and the step-by-step guide.
To calculate shipping for your online store, you need 4 details: origin ZIP code, destination ZIP code, weight, and box dimensions. A 30 x 20 x 15 cm box counts as 1.5 kg, even when empty. Learn how to set it up, choose the right delivery time, and set the minimum order for free shipping.
Correios offers contracts to any company with a CNPJ, with no minimum volume during the first two billing cycles. The contract gives you access to Mini Envios, SEDEX 10 and 12, reverse logistics, and monthly billing. See which documents you need, how to apply online, and when it makes sense for marketplace sellers.
Correios for e-commerce: contracts are only available to companies with a CNPJ and offer monthly billing, volume-based pricing, and reverse logistics. Since 12/04/2026, PAC and SEDEX include R$ 25,63 in coverage at no extra cost. See the shipping options, declared value, and when a contract pays off.
Calculate the minimum order for free shipping with this formula: average shipping cost ÷ (margin before shipping − minimum margin). With R$ 25 shipping and a 40% margin, the minimum order to keep a 20% margin is R$ 125. See the table, regional adjustments, and setup steps.
To print labels for Mercado Livre and Shopee, your thermal printer needs to support ZPL, have 203 dpi, and accept 10 × 15 cm rolls. See the 7 things to check, direct thermal vs. ribbon printing, when a portable printer works, and how to calculate when it pays for itself.
Shipping platforms sell discounted Correios and carrier labels without a contract. As of October 2026, Melhor Envio and SuperFrete have no monthly fee, Frenet plans cost R$ 85 to R$ 440, and Kangu has stopped issuing labels. Learn how to compare them.
To import and resell a product regulated by Anvisa, your company needs authorization to import, the product must be registered, and you must request an import license before shipment. Without it, the fine is 30% of the customs value. Follow the steps.
Imported toys, small appliances, LED bulbs, plugs, and helmets can only be sold with Inmetro certification and registration. See the list, the right order of steps (get certified before importing), how to check a registration in 2 minutes, and the fine of up to R$ 1,5 milhão, which can also apply to resellers.
INPI uses 45 classes (1 to 34 for products, 35 to 45 for services) and charges per class: R$ 880 each, or R$ 440 for MEI, ME, and EPP, since 20/12/2025. Learn how to find your product's class, avoid the class 35 mistake, and decide how many classes to apply for.
A pre-shipment inspection checks a sample from the batch at the factory before you pay the balance. In a batch of 2.000 units with a 5% defect rate, 100 customers get a faulty product—and complaints can push your Mercado Livre account into the red. See what to check, how to sample, and use the checklist.
International sea or air freight: air freight arrives in days and charges by weight or volume, while sea freight takes weeks and includes an 8% AFRMM charge on shipping. Learn how to compare them, how each affects taxes and margin, and when each option pays off.
Importing costs much more than the supplier's price and taxes: samples, currency exchange, shipping, insurance, Siscomex, customs broker, storage, domestic shipping, losses, and tied-up cash. In one example batch, these costs raise the unit price from R$ 27,50 to R$ 64,31. See the full list and the math.
A R$ 0,20 thank-you card takes 1,4% off the profit on a R$ 49,90 product sold on Mercado Livre. It can also prevent complaints and bring customers back. See what to write, get 3 ready-to-use templates, and learn what you can't include in a Mercado Livre or Shopee card.
Buyer data from Mercado Livre and Shopee can be used for delivery, issuing a Nota Fiscal, customer support, and fraud prevention. Using it for WhatsApp or email marketing violates marketplace rules and the LGPD, which can impose fines of up to 2% of revenue. See what you can and can't do.
A good unboxing experience starts with a product that arrives intact and is easy to open—not a fancy box. See what to include in the package, how an extra R$ 0,90 per order affects your margin on Mercado Livre and Shopee, and what you can't include in the card.
You can build customer loyalty on Mercado Livre and Shopee, but buyers are loyal to the platform, not to you. See what you can do to encourage repeat purchases, the rules against taking customers off the platform, and the math: a repeat purchase of R$ 49,90 brings in more than twice the profit of a new sale with ADS.
The LGPD applies to MEI businesses and marketplace stores: fines can reach 2% of revenue, customers can request their data and get it within 15 days, and data incidents must be reported within 3 business days. Learn the essentials, what changes for small businesses, and what to do with buyer data from ML and Shopee.
On Mercado Livre, dropping from green to orange can cut your shipping discount by up to 50%: shipping a 400 g package sold for R$ 89,90 goes from R$ 13,85 to R$ 27,70. See what each color unlocks and what it costs in reais.
Black Friday 2026 falls on November 27. Follow this week-by-week plan from 19/10 to 29/11: products, maximum discount, stock, listings, shipping, and cash flow—with the numbers for a R$ 89,90 product on Mercado Livre.
For Black Friday on 27/11/2026, a 10% discount on a R$ 100 product that leaves R$ 25,25 in profit on Mercado Livre requires 30% more sales just to break even; a 20% discount requires 126% more. See the table, the prices where a bigger discount earns more profit, and how to set your minimum price.
Children’s Day 2027 falls on Tuesday, October 12, which is also a national holiday. Work backward from the date, see how much to buy (in this example, 300 units bring in just R$ 207 more than 200), and find out what to do now with leftover 2026 stock.
Mother’s Day 2027 falls on May 9. See the preparation timeline, planned backward from the date, how to build a gift set, how much of a discount it can handle on Mercado Livre and Shopee, and what the law says about returns after the holiday.
For Valentine’s Day (June 12), gift sets increase order value, but the wrong price eats into profit: a set priced at R$ 99,90 can leave you with half the profit of one priced at R$ 129,90. See the numbers for Mercado Livre and Shopee, the timeline, and what the law says about returns.
For Father’s Day, clothing (48%), perfumes and cosmetics (33.8%), and food (26%) lead purchase intent, according to a 2026 Sebrae-MT survey. And 59.8% plan to spend up to R$ 300. See what to sell, how to price it, and the timeline leading up to 08/08/2027.
Start sales analysis with profit, not revenue. In an example with four products, the top product by revenue brings in 34% of sales but only 9,9% of profit. See the order of the 5 questions to ask, how to explain a sales drop, and what to check daily, weekly, and monthly.
Store automation can handle invoices, stock, replies, listings, and promotions on its own, giving you dozens of hours back each month. But automation without a minimum margin can cost you: a 30% discount takes a product from 15.9% margin to −3.6%. See what to automate—and what not to.
Growing sales by 50% can reduce profit: for a store with 600 orders at R$ 119,90, growing with ads at 20% ACOS and a new assistant increases revenue by R$ 36,000 but cuts profit by R$ 433. See the numbers for each growth strategy and the rules for growing profitably.
Scaling means selling more without letting profit per order collapse. Doubling from 300 to 600 orders with Ads and higher taxes can cut profit from R$ 27,75 to R$ 17,05 per order. See the 6 signs your store is ready and the right order for growing.
A spreadsheet works well for up to a few dozen orders a month. With 300 orders, copying each sale takes 2 minutes—that’s 10 hours—and an outdated fee can hide a R$ 2 error per sale. See the 5 signs it’s time to switch, what to keep in your spreadsheet, and what to move to a system.
Leave a marketplace when its profit, after costs that exist only because of that marketplace, has been negative for three months and you’ve already tried adjusting prices and listings. See the numbers, the warning signs, what to try first, and how to leave without damaging your reputation.
Comparison of 12 tools that show the real profit for those selling on Mercado Livre and Shopee: Milewa, Jodda, Letzee, Emori, Hunter HUB, Gestor Seller, Lucro ON, Oquesobra, AdMan, Real Trends, Nubimetrics, and Mercado Turbo. Price, channels, free trial, and who each one is best for, checked in September 2026.
Milewa vs Jodda.ia comparison with price, features, and seller profile. With the same order limit, Milewa costs from R$ 47 to R$ 247 per month, catering to those just starting to those exceeding R$ 100,000 per month, and offers 14 days free without a card.
Milewa × Letzee side by side: both show profit per listing including ADS, but Milewa charges per order, not revenue, also integrates Shopee, and has a decision copilot. Prices checked in September 2026.
Milewa × Emori comparison: both calculate the margin of each order on Mercado Livre and Shopee. Milewa starts at R$ 47, includes 3 accounts in the R$ 97 plan and 10 accounts in the R$ 247 plan, and adds copilot, DRE, and promotion automation. Prices from September 2026.
Milewa × Hunter HUB side by side: price by volume, Shopee integration, ADS, promotions, and free trial. Milewa starts at R$ 47 with 300 orders, integrates Mercado Livre and Shopee, and offers 14 days without a card. Prices from September 2026.
Milewa × Gestor Seller comparison: both have plans for 300, 1,500, and 5,000 orders per month. Milewa charges R$ 47, R$ 97, and R$ 247; Gestor Seller charges R$ 97, R$ 197, and R$ 397. Features, accounts, and free trial checked in September 2026.
Milewa pulls your orders from Mercado Livre and Shopee, applies commission, shipping, tax, ADS, and your cost, and shows the margin for each order and each SKU. You can start with the calculator and then connect your store.
14 days freeNo credit card requiredMercado Livre and Shopee