From a trend, 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 through these channels in the country has grown twice the global average . With this growth, retail media has also gained ground, entering the so-called " third wave of digital media ." A SEMrush study shows that the traffic generated by Amazon, Magalu, and Mercado Livre already exceeds Google's product searches by 135% . In this scenario, platforms are more than just storefronts and now require a more integrated approach involving content, usability, and performance.
To structure this advancement, Unilever enlisted the support of Cadastra — a global company specializing in technology, data, communications, and strategy —in redesigning the 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.
SEO, CRO, enhanced content, and user experience practices , applied in a one-shot format. Coordinated with investment in retail media, 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's well-positioned and designed to answer consumer questions, it naturally drives sales, without relying solely on paid media ," says Tiago Dada, SEO & CRO Manager at Cadastra . " It was a game-changer: from simply listing a product, we started creating brand experiences within e-commerce ."
As part of the project, an international benchmarking of best practices in marketplaces was conducted—with a special focus on the North American market— to understand how major brands structure their digital presences in high-volume transaction 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 local search volume . The diagnosis also mapped hidden purchase intentions 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. Based on this data, it was possible to develop a content strategy connected to the real shopper journey in Brazil, focusing on discovery, trust, and conversion.
“ The project integrates strategy, technology, marketing and data, helping us to achieve better performance 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.
