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 advancement, retail media has also gained space, 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 by 135% in product searches. In this scenario, platforms are more than showcases and now require a more integrated approach between content, usability, and performance.
To structure this advancement, Unilever relied on the support of Cadastra — a global company specialized in technology, data, communication, and strategy — in the redesign of the Brand Pages for 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.
The strategy unified practices of SEO, CRO, enhanced content, and user experience, applied in a one-shot format. Coordinated with retail media investment, 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 complement. When well-positioned and designed to answer consumer questions, it naturally drives sales without relying exclusively on paid media“, says Tiago Dada, SEO & CRO Manager at Cadastra. “It was a game-changer: from simply listing a product, we moved to creating brand experiences within e-commerce.”
As part of the project, an international benchmarking of best practices in marketplaces — with a special focus on the North American market — was conducted to understand how major brands structure their digital presence in high-transactional environments. Cadastra led the analysis and adaptation process for the Brazilian context, considering browsing behaviors, product presentation preferences, and locally high-volume search terms. The diagnosis also mapped hidden 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. From 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, supporting us in achieving better performance by bringing our brands and consumers closer 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.
