From a trend, the marketplace channel has established itself as a relevant source of revenue, 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 advancement, retail media also gained space, entering the so-called “third wave of digital media”. SEMrush study shows that 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 a more integrated approach between content, usability, and performance.
To structure this advancement, the Unilever had the support of Register — global company specializing in technology, data, communication and strategy — in the reformulation of the Brand Pages of Rexona, Dove and TRESemmé. These pages, which function as official brand stores within Amazon, have been redesigned to deliver a more fluid, informative experience that aligns with consumer search intent.
The strategy unified practices of 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 supplement. When it’s well-positioned and designed to answer consumer questions, it naturally drives sales without relying solely on paid media.”, he says 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 major brands structure their digital presences in high-volume transactional 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. 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 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.
