Novos Requisitos para Loja Oficial no Mercado Livre Junho de 2024

Summary

The video script discusses new requirements for becoming an official store on Mercado Livre, effective immediately. To qualify, sellers must validate their registered brand and activate their 'Minha Página'. The script highlights the importance of brand registration with INPI and the benefits of being an official store, such as increased credibility and access to exclusive advertising tools like Brand ads and display ads. It also touches on the history of Mercado Livre's official store policy and speculates on the platform's intentions behind the recent changes, suggesting a push towards promoting sales of new advertising features.

Takeaways

• 📅 New requirements have been released for becoming an official store on Mercado Livre, effective immediately.
• 🛍️ To become an official store, one must now validate a registered brand and activate 'My Page' with these two requirements.
• ⏱ The time it takes for brand approval at INPI (Brazilian Patent and Trademark Office) can take around a year or more.
• 🏷️ Having a registered brand is crucial; a mere request for registration is not enough—official approval is required.
• 🔄 Current official stores have until the end of the year (January 2025) to adapt to the new requirements to maintain their status.
• 💡 Benefits of being an official store include increased credibility, a 'Seal of Official Store', and a prominent place on the website, potentially boosting sales.
• 🛠️ Official stores will be able to adjust the description and characteristics of their products in the catalog, which might give them an edge over competitors.
• 🔒 Access to the Brand Protection Program is granted, providing tools to prevent fraud and protect reputation, particularly for manufacturers.
• 🚫 It's unclear whether the ability to improve the catalog will be exclusive to manufacturers or if it will apply to all official stores.
• 📈 The change in rules is likely an effort by Mercado Livre to promote the use of Brand ads and display ads, new advertising tools for 'My Page'.
• 🔮 The speaker emphasizes that the future of e-commerce lies in having one's own brand and products, whether imported or manufactured, and that resellers may become less relevant.

Q & A

What are the new requirements to become an official store on Mercado Livre?

To become an official store on Mercado Livre, you need to validate your registered trademark and activate 'My Page'. The trademark must be registered and approved by INPI.

What happens if you have already applied for a trademark but it has not yet been approved?

If your trademark application is still pending approval, you cannot become an official store until it is approved by INPI.

How long does it usually take to get a trademark approved by INPI?

Trademark approval by INPI typically takes around a year, sometimes less, but it can also take longer.

What advantages do you gain by becoming an official store on Mercado Livre?

Advantages include increased credibility and trust with a special official store badge, better product catalog management, and access to the Brand Protection Program to avoid fraud and protect your reputation.

Who is eligible to improve their product catalog as an official store?

Only manufacturers or importers of the registered trademark can improve their product catalog.

What is the Brand Protection Program and who can access it?

The Brand Protection Program offers tools to prevent fraud and protect your brand's reputation. It is only accessible to official stores with a registered trademark.

What changes have been made to the requirements for becoming an official store over the years?

Previously, becoming an official store required connections within Mercado Livre and meeting various criteria, including minimum monthly visits and spending on ads. The new rules are more transparent and primarily require a registered trademark.

Why has Mercado Livre changed the requirements for becoming an official store now?

Mercado Livre aims to promote its new advertising tools, Brand Ads and Display Ads, and to emphasize the importance of having a registered trademark for better brand management and protection.

What are the costs associated with activating 'My Page' as an official store?

'My Page' costs 100 BRL per month and offers increased visibility and credibility for your brand.

What are the potential benefits of using Brand Ads and Display Ads for official stores?

Brand Ads and Display Ads can help promote your brand and increase sales on Mercado Livre. They are designed to improve brand visibility and credibility, although their effectiveness for direct sales conversion is still to be fully determined.