Envío Real
Fixing a delivery trust problem with radical honesty instead of a discount war.
- Client
- Mercado Libre
- Markets
- Peru, Colombia, Ecuador, Chile
The challenge
Carts were being abandoned at checkout, and discounting wasn’t stopping it. The reason surfaced in every shopper interview: nobody believed the delivery date. In markets where a missed delivery can mean a lost work day, an optimistic estimate isn’t a small annoyance — it’s a reason to buy somewhere else.
The idea
Envío Real replaced the optimistic estimate with an honest one. Instead of promising two days and delivering five, the platform began showing a realistic window based on the buyer’s actual district, including the bad news.
It tested badly in focus groups and worked in market. The social campaign leaned into it, publishing the real on-time rate every month — including the months it fell.
The results
- Checkout abandonment fell 27% in the first quarter
- Repeat purchase rate rose 19% year over year
- Customer service contacts about delivery status dropped by half
- The monthly on-time report became the brand’s most-shared social content