Nubank

Nubank and Mercado Libre no longer compete only for customers, but for context, data and primacy in the consumer journey. The dispute has moved away from products and into the domain of digital ecosystems, where shopping, payments, credit and recurrence converge. This article analyses both models, the vertical ecosystem and the orchestrated ecosystem, and highlights what retailers can learn from this shift. In the end, the message is clear: marketplace is no longer an option. It has become a strategy for defensibility.