As TikTok, YouTube Shorts, and other apps are booming overseas, other players are also restless and have begun to explore this model to expand into a larger market.

Recently, Mercado Libre officially launched its short video platform Clips in Peru, aiming to optimize users' online shopping and selling experience through creative content while enhancing product exposure.

In detail, Clips allows sellers to promote their products through simple dynamic videos ranging from 10 to 60 seconds, which can better attract user interaction and boost sales. The advantage of short videos is that consumers do not have to understand the product through cumbersome text descriptions, making the shopping process more immersive and, to some extent, increasing the fun of shopping.

At the same time, each video can directly link to the product page, achieving a seamless connection from browsing to purchasing, making shopping easier and simpler for consumers, and enhancing consumer shopping satisfaction.

Currently, the Clips feature has been launched in multiple markets such as Argentina, Brazil, Mexico, Colombia, and Chile, and has achieved good results: in 2024, it has accumulated over 5.6 billion views and attracted more than 70 million viewers.

Regarding the launch of this feature, Sergio Giannotti, the market manager for Meikedo in Peru, Ecuador, and Venezuela, stated that Clips not only provides consumers with a new way to quickly understand products but also creates a free and efficient traffic channel for sellers, thereby enhancing the overall sales conversion rate.

Meituan is the largest e-commerce platform in Latin America, with over 400 million active users. In 2024, its market share reached 26%, and it can be said to firmly hold the leading position in the Latin American e-commerce market.

As an important economy in the Latin American region, Peru's development in recent years has been quite good, with the internet penetration rate continuously rising and consumers' demand and acceptance of e-commerce increasing. In fact, as early as 2023, Mercado Libre recognized the potential of this market and opened its first office in Peru to strengthen its investment in the local e-commerce business.

Nowadays, the launch of Clips marks Meituan's determination to continue promoting the trend of social e-commerce, helping sellers attract more potential consumers by providing a more interactive and immersive shopping environment.

Looking towards the overseas market, it can be observed that in the past two years, social e-commerce and content e-commerce have been exploding at an astonishing speed, quietly changing the shopping habits of overseas consumers and even reshaping the landscape of the overseas e-commerce market.

Nowadays, product sharing, influencer recommendations, and content marketing are everywhere on social platforms. The advantages of social e-commerce not only combine entertainment, community, and shopping but also shorten the shopping chain, allowing the entire process of "discovery-participation-transaction" to be completed on one platform, making it more convenient.

Previously, Metapack released the "2025 E-commerce Delivery Benchmark Report," which shows that in 2024, approximately 21% of global shoppers will shop directly through social platforms like TikTok and Instagram. It is expected that by this year, nearly half (49%) of global consumers will browse or purchase products through social media platforms, which is quite astonishing.

With such enormous potential, some e-commerce platforms will naturally not miss out and have begun to seize the opportunity to layout in this field.

In early March this year, Wildberries launched the Wibes beta version, allowing users to select and purchase products by watching videos, browsing images and texts, and reading product reviews. The products added to the cart on Wibes will also be synchronized to the Wildberries shopping cart. Recently, Wildberries suddenly announced that it would reduce the sales commission for sellers on the Wibes app, providing more support for sellers.

In 2022, Amazon launched the short video and photo product discovery feature Inspire, mimicking TikTok's style to help users discover products, although this feature was discontinued in February of this year.

But besides that, Amazon has also reached a partnership with Meta to connect with Facebook and Instagram, allowing users to purchase Amazon products without switching applications; last August, Amazon also collaborated with TikTok, enabling consumers to discover Amazon products on TikTok and complete purchases within the app.

It must be said that short videos, with their intuitive, vivid, and highly interactive characteristics, have become one of the most popular content forms today. Meituan's launch of Clips is also in line with industry development trends, leveraging the power of short video marketing to enhance the exposure and sales conversion rate of platform products.

From a broader perspective, it can be seen that content marketing has already become a key factor in future competition. In an era of information explosion, consumer attention has become a scarce resource. In addition to providing high-quality products, sellers and platforms should also pay attention to content marketing, attracting their attention in ways that consumers enjoy, and establishing a deeper emotional connection.