Mercado Libre and Mobility: A Personal Experience

Almost three years ago, I made a decision that would change my life: moving to another Latin American country. Colombia, a place full of history, culture, and beauty, became my new home. Although I had lived in other countries in the region before, I couldn’t anticipate what was to come. In my case, the challenge wasn’t just adapting to a new culture, but also preparing for the arrival of my children, who decided to be born in Colombia in January 2023, despite our plans for them to be born in Mexico.

With the newborns, like any first-time parent, I found myself desperately searching for essential baby items. And, true to my previous experience, my first option was Mercado Libre (ML), a platform I had trusted for years in Mexico.

I thought it would be a simple process. I had used platforms like Uber and Rappi before, and I trusted that the experience would be just as smooth. However, what seemed like an easy task turned into a real challenge. When I tried to access Mercado Libre, the platform blocked me, insisting that my account was from Mexico. From that moment on, my journey through ML’s customer service channels began, which, instead of resolving my issue, seemed to drag it out.

They asked me to create a new account and send photos of my foreigner’s ID for identity verification. I followed every step to the letter, but the verification stalled. Days passed, and I could not access my Mexican account nor create a new one for Colombia.

"Seek help from a friend with an active account in Colombia and manage it from there."

I tried several ways to contact Mercado Libre, but the responses were evasive. When I turned to the X network to share my issue, they referred me to the help option on their website… which, conveniently, was not accessible to me. My frustration grew when, after communicating my situation again, I received a response that left me speechless: "Seek help from a friend with an active account in Colombia and manage it from there." Really? My social connections in Colombia were still limited!

Amid this uncertainty, I began to reflect on how complicated it can be to adapt to new systems and environments, even in the digital age. And beyond the personal aspect, I realized how these types of experiences can affect companies, especially those operating in multiple countries. Here are three key areas I believe are essential for improving competitiveness and brand reputation in regional companies:

1. Omnichannel without Restrictions

One of the most important aspects of customer interaction is omnichannel communication. Users should be able to reach companies through multiple channels (phone, email, social media, etc.). However, simply having many channels is not enough. The real key lies in the ability to offer effective solutions, regardless of the channel the customer chooses. Restrictions that limit the availability or functionality of certain channels only hinder the experience.

2. Portability and International Transparency

In a globalized world, companies must be able to offer services that work effectively across different countries. It’s not enough for users to be able to buy products in one country; the purchasing process should be just as seamless in any location. On platforms like Mercado Libre, this should be a priority: ensuring that customers can shop without complications, even if they’re in a different country, is crucial.

3. Consistency and Global Reliability

Service quality should not change depending on the user’s location. When someone accesses a service from another country, they expect the experience to be just as good. Users are looking for a consistent and reliable experience, and they expect the same level of attention, no matter where they are in the world.

For companies that want to stand out in customer service, adapting to the needs and expectations of users is key. Providing a seamless experience, where technology and services align with consumer expectations, is the path to building lasting, strong, and reliable relationships. In the end, what customers want is to feel supported, no matter where they are in the world.

This article was published first in Great_CS_Walking