Who hasn’t entered a website with a specific interest in mind, but ended up completing the purchase with items different from what was planned? Well, know that this action doesn’t happen by chance, and is often the result of so-called retail media, a strategy that refers to the practice of presenting advertising content directly at the point of sale. The concept has been gaining significant traction in the digital environment, especially on marketplaces like Amazon, Mercado Livre, Shopee, and other major sales networks.
With the aim of influencing consumer behavior in the purchasing journey, retail media positioned at online points of sale proves powerful by allowing brands to reach consumers more accurately and relevantly, maximizing conversion and loyalty. According to Gabriel Lima, CEO and founder of ENEXT, a consultancy specialized in full digital, the main appeal of this strategy is context. ‘Consumers are already predisposed to purchase, which makes this strategy highly efficient for increasing conversions and ensuring greater relevance in product exposure,’ he explains.
No wonder Retail Media is one of the fastest-growing areas in digital marketing. According to data from the Newtail 2024 survey, global investment in the strategy is expected to exceed $50 billion by 2025, with Latin America representing a significant portion of this amount. Aligning with this growth, a survey by ENEXT in partnership with Newtail found that 79% of Brazilian industries are working with Retail Media, while 100% of them believe the concept is the new retail trend.
ENEXT itself has played a central role in implementing retail media for some of the country’s leading brands. As the most certified agency in Amazon and Mercado Livre Ads, the consultancy has been developing strategies based on data intelligence, personalization, and continuous optimization. This work has allowed major brands to increase their visibility and maximize their results on the country’s leading marketplaces.
Nivea: Significant Growth on Amazon and Mercado Livre
One of the world’s largest beauty and skincare brands, Nivea achieved a significant leap in its digital presence in the country through retail media strategies. On Amazon alone, the brand recorded a 110% increase in sales compared to the previous year, with the Hydrating Body Milk for Dry Skin 400ml becoming the third best-selling product on the platform. ‘The segmentation work allowed us to reach the right audience at the right time, maximizing conversion rates and expanding our presence on marketplaces,’ details the executive. On Mercado Livre, growth was nearly 80%, with the media team responsible for 73% of the brand’s total sell-out. These results stemmed from a collaboration with ENEXT, supported by precise segmentation and ad optimization, enabling Nivea to improve its visibility, reach strategic audiences, and establish itself as a reference in the chosen marketplaces.
Eucerin: Leadership in the Beauty Sector
Eucerin also reaped significant benefits by betting on retail media, with a 197% sales growth on Amazon compared to the previous year, solidifying its presence among the top players in the beauty sector. This performance placed Eucerin in the eighth position among the best-selling beauty brands on the platform, with one of its products even ranking in the top 15 best-sellers. ‘Data intelligence and continuous optimization were crucial in achieving these impressive results, ensuring that every media investment translated into real returns for the brand,’ highlights ENEXT’s CEO. In this sense, the agency’s work allowed the brand to expand its marketplace share and strategically position its products for greater relevance and consumer engagement.
