Trending, the marketplace channel has established itself as a relevant source of income, data and relationships. Today, 86% of Brazilian consumers already use marketplaces for everyday purchases and, according to Mirakl, the volume of purchases made exclusively on these channels in the country grew twice the global average. With this advance, retail media also gained space, joining the so-called “third wave of digital media”. SEMrush study shows that the traffic generated by Amazon, Magalu and Mercado Livre has already surpasses Google by 135% in product searches. In this scenario, platforms are more than just showcases and now require more integrated action between content, usability and performance.
To structure this advancement, the Unilever had the support of Register — global company specializing in technology, data, communications and strategy — in the reformulation of the Brand Pages of Rexona, Dove and TRESemmé. These pages, which function as the brands' official stores within Amazon, were redesigned to deliver a more fluid, informative experience and aligned with the consumer's search intent.
The strategy unified SEO, CRO, Enhanced Content, and User Experience, applied in a format one shot. Coordinated with investment in retail media, the focus was on organically improve navigability, organization of information and relevance of pages — which translated into direct gains in visibility and conversion.
“Content is no longer just a complement. When it is well-positioned and designed to answer the consumer's questions, it drives sales naturally, without relying exclusively on paid media.”, he states Tiago Dada, SEO & CRO Manager at Cadastra. “It was a turning point: from simply registering a product, we started creating brand experiences within e-commerce.”
As part of the project, a international benchmarking of good practices in marketplaces — with a special focus on the North American market — to understand how large brands structure their digital presences in high transactional volume environments. Cadastra conducted the analysis and adaptation process for the Brazilian context, taking into account browsing behaviors, product presentation preferences and terms with the highest search volume locally. The diagnosis also mapped purchase intentions hidden in search patterns, which guided not only the creation of improved content, but also the reorganization of categories, prioritization of visual elements and page architecture. Using this data, it was possible to develop a content strategy connected to the shopper's real journey in Brazil, focusing on discovery, trust and conversion.
“The project integrates strategy, technology, marketing and data, supporting us to perform better by bringing our brands and consumers closer together in the digital environment”, summarizes Daniela Pereira, Media Leader at Unilever Brazil and director of Digital and Media for the Home Care business unit in Latin America.
