StartSeveralCasesUnilever redefines the shopping experience on the marketplace and boosts sales in a...

Unilever redefines the shopping experience on the marketplace and boosts sales organically

By trend, the marketplace channel has established itself as a significant source of income, data, and relationships. Today,86% of Brazilian consumers already use marketplaces for daily shoppingand, according to Mirakl, the volume of purchases made exclusively through these channels in the countrygrew twice the global averageWith this advancement, retail media also gained ground, entering the so-called "third wave of digital mediaSEMrush study shows that the traffic generated by Amazon, Magalu, and Mercado Livre alreadyexceeds Google's product search by 135%In this scenario, platforms are more than just showcases and have come to require a more integrated approach between content, usability, and performance.

To structure this progress, theUnilevercounted on the support ofRegister — global company specializing in technology, data, communication, and strategy— in the redesign of the Brand Pages ofRexona, Dove, and TRESemméThese pages, which serve as official brand stores within Amazon, have been redesigned to provide a more seamless, informative experience aligned with the consumer's search intent.

The strategy unified practices ofSEO, CRO, enhanced content, and user experience, applied in a formatone shot.Coordinated with investment in retail media, the focus was onimprove the navigability, organization of information, and relevance of the pages organically— which translated into direct gains in visibility and conversion.

The content is no longer just a supplement. When well-positioned and designed to address the consumer's question, it naturally drives sales without relying solely on paid media.”, he saysTiago Dada, SEO & CRO Manager at Cadastra. "It was a turning point: from simply registering a product, we started creating brand experiences within the e-commerce..”

As part of the project, an was carried outInternational benchmarking of best practices in marketplaces — with a special focus on the North American market —to understand how big brands structure their digital presence in high-volume transactional environments. Cadastra led the process of analysis and adaptation for the Brazilian context, taking into accountbrowsing behaviors, product presentation preferences, and terms with the highest local search volumeThe diagnosis also mappedHidden purchase intentions in 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, helping us achieve better performance by bringing our brands and consumers closer together in the digital environment.Daniela Pereira, Media Leader at Unilever Brazil and Director of Digital and Media for the Home Care business unit in Latin America.

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