In an increasingly competitive scenario, marketplaces have sought new forms of monetization beyond traditional commissions. One of the most promising strategies is Retail Media, which turns the platform into a true media channel, allowing sellers to promote their products directly within the digital environment.
According to a study by the Boston Consulting Group (BCG) in partnership with Google, the global retail media market is expected to reach approximately US$ 75 billion by 2026, with an average annual growth of 22%. Although this practice is already consolidated in markets like the United States, especially with Amazon, which currently dominates the segment with robust investments in paid advertising within its own platform, in Brazil, this movement is still gaining traction.
“What we see in the United States is a maturity in the use of internal advertising, especially on Amazon, where the investment within the marketplace already surpasses that made on platforms like Google,” explains Rodrigo Garcia, executive director of Petina Digital Solutions. “In Brazil, we are still starting this path, with highlights on initiatives from Mercado Livre and Shopee, which are expanding the use of internal ads and affiliate models.”
Rodrigo shares the following 4 key strategies of Retail Media for marketplaces looking to accelerate their monetization:
1. Sponsored Ads
This is the most direct way to generate revenue. By allowing sellers to pay to highlight their products, whether on the homepage, search results, or strategic areas of the site, the visibility of offers increases exponentially.
“Works like a digital billboard. Sellers can stand out among thousands of products, and the marketplace, in turn, generates revenue from exposure,” says Rodrigo.
2. Partnerships with brands and companies
In addition to the sellers already operating on the platform, it is possible to attract major brands for exclusive actions. “These companies see a powerful showcase in the marketplace. Partnerships for banners, special campaigns, and exclusive discounts create new sources of revenue and make the user experience richer,” points out Rodrigo.
3. Affiliate programs and influencers
Inspired by successful models like that of Shopee, which allows influencers to promote products directly from the platform in exchange for a commission, this strategy is growing. “It is an efficient way to target campaigns. You choose the creators most aligned with your audience and share the revenue with them,” explains Rodrigo.
With the arrival of TikTok Shop, this trend is likely to intensify, creating a network of micro-influencers connected directly to the marketplace.
4. Geolocated advertising
For marketplaces that operate regionally, segmenting ads by location is a powerful strategy. “Geolocation allows for more relevant campaigns, with a higher conversion rate. This makes the experience more personalized and increases effectiveness for sellers,” concludes.
