In an era where the digitization of retail is advancing by leaps and bounds, advertising on marketplaces emerges as a crucial trend for Brazilian industries. This phenomenon is confirmed by a recent study conducted by ENEXT in partnership with Newtail, which reveals accelerated growth of Retail Media in Brazil. This channel, which allows brands to promote themselves within e-commerce platforms, is moving billions in the global market and is projected to reach US$110 billion by 2026.
The study, which involved more than 60 companies and over 100 interviews with leaders of major retailers and industries, highlights that 79% of Brazilian industries are already working with Retail Media. Additionally, 100% of respondents consider this model a fundamental trend for the future of retail. In the retail sector, 73% of participants have already adopted this strategy.
The numbers are impressive: by the end of 2023, expectations were that R$2.6 billion would be invested in advertising on Brazilian marketplaces, according to IAB Brasil. Globally, Retail Media is expected to reach US$110 billion by 2026, surpassing even the growth of investments in social and search media, as per eMarketer data.
For brands, Retail Media offers the possibility to maximize return on investment (ROI) through highly customizable and measurable campaigns. Around 40% of industries prioritize increasing visibility on e-commerce platforms and measuring the impact of their marketing actions more accurately. This scenario makes Retail Media especially attractive for strategies aimed at improving the performance of strategic products, with platforms like Amazon and Mercado Livre standing out.
Despite significant progress, the study points out that 31.3% of agencies still do not work with Retail Media, indicating a major growth opportunity and a clear need for market training. About 40% of agencies state they need more knowledge to operate more effectively in the sector, revealing a specialization gap that can be filled with targeted training and strategies.
The study not only highlights relevant numbers but also reinforces the role of Retail Media in building more assertive, targeted, and efficient communication for e-commerce. Agencies and brands that adapt to this trend will have a significant competitive advantage, providing a more integrated and personalized shopping experience and maximizing impact and sales conversion.
As Retail Media continues to evolve, it is essential for industries and agencies to invest in training and specific strategies to fully leverage the opportunities offered by this promising channel. With Amazon and Mercado Livre leading the way, the future of marketplace advertising in Brazil looks brighter than ever.
