Unilever redesigns marketplace shopping experience and drives organic sales growth

Trend-wise, the marketplace channel has established itself as a significant source of income, data, and customer relationships. Today, 86% of Brazilian consumers already use marketplaces for their daily shopping, and according to Mirakl, the volume of purchases made exclusively on these channels in the country grew at twice the global average.With this advancement, retail media has also gained traction, entering the so-called"third wave of digital media."A study by SEMrush shows that the traffic generated by Amazon, Magalu, and Mercado Livre already surpasses Google's by 135% in product searches.In this scenario, platforms are more than just storefronts and have started to demand a more integrated approach between content, usability, and performance.

To structure this advancement, Unilever relied on the support of Cadastra — a global company specialized in technology, data, communication, and strategy — to revamp the Brand Pages for Rexona, Dove, and TRESemmé.These pages, which function as the brands' official stores within Amazon, were redesigned to deliver a more fluid, informative experience aligned with consumer search intent.

The strategy unified practices of SEO, CRO, enhanced content, and user experience,applied in a one-shot format. Coordinated with retail media investment, the focus was on organically improving navigability, information organization, and page relevance — which translated into direct gains in visibility and conversion.

""Content is no longer just a supplement. When it is well-positioned and designed to answer consumer questions, it naturally drives sales without relying exclusively on paid media,"states Tiago Dada, SEO & CRO Manager at Cadastra.features. ""It was a turning point: from simply listing a product, we moved to creating brand experiences within e-commerce."As part of the project, an

international benchmarking of best practices on marketplaces was conducted — with a special focus on the North American market — to understand how major brands structure their digital presence in high-volume transactional environments. Cadastra led the analysis and adaptation process for the Brazilian context, taking into account browsing behaviors, product presentation preferences, and locally high-volume search terms. The diagnosis also mappedpurchase intentions hidden within search patterns, which guided not only the creation of enhanced content but also the reorganization of categories, prioritization of visual elements, and page architecture. Based on this data, it was possible to develop a content strategy connected to the actual shopper journey in Brazil, focusing on discovery, trust, and conversion."The project integrates strategy, technology, marketing, and data, supporting us in achieving better performance by bringing our brands and consumers closer together in the digital environment,"
 

"summarizes Daniela Pereira, Media Lead at Unilever Brazil and Director of Digital and Media for the Home Care business unit in Latin America., resume Daniela Pereira, Líder de Mídia da Unilever Brasil e diretora de Digital e Mídia para a unidade de negócio de Cuidados Com a Casa na América Latina.