In an increasingly competitive scenario, marketplaces have been seeking new monetization methods beyond traditional commissions. One of the most promising strategies is Retail Media, which transforms the platform into a true media channel, allowing sellers to promote their products directly within the digital environment.
According to a study by Boston Consulting Group (BCG) in partnership with Google, the global retail media market is expected to move approximately $75 billion by 2026, with an average annual growth of 22%. And although this practice is already well-established in markets like the United States, especially with Amazon, which currently dominates the segment with robust investments in paid advertising within its own platform, in Brazil this movement is still gaining traction.
“What we see in the United States is maturity in the use of internal advertising, especially on Amazon, where investment in the marketplace already surpasses that on platforms like Google,” explains Rodrigo Garcia, CEO of Petina Digital Solutions. “In Brazil, we are still beginning this journey, with notable initiatives from Mercado Livre and Shopee, which are expanding the use of internal ads and affiliate models.”
Rodrigo shares below 4 key Retail Media strategies for marketplaces that want to accelerate their monetization:
1. Sponsored ads
This is the most direct way to generate revenue. By allowing sellers to pay to highlight their products—whether on the homepage, in search results, or in strategic areas of the site—the visibility of offers increases significantly.
“It works like a digital billboard. Sellers can stand out among thousands of products, and the marketplace, in turn, generates revenue from exposure,” says Rodrigo.
2. Partnerships with brands and companies
In addition to the sellers already operating on the platform, it is possible to attract major brands for exclusive campaigns. “These companies see marketplaces as a powerful showcase. Partnerships for banners, special campaigns, and exclusive discounts create new revenue streams and enrich the user experience,” Rodrigo points out.
3. Affiliate and influencer programs
Inspired by successful models like Shopee’s, which allows influencers to promote products directly from the platform in exchange for a commission, this strategy has been growing. “It’s an efficient way to segment campaigns. You choose creators who best align with your audience and share revenue with them,” explains Rodrigo.
With the arrival of TikTok Shop, this trend is likely to intensify, creating a network of micro-influencers directly connected to the marketplace.
4. Geotargeted advertising
For regionally operating marketplaces, segmenting ads by location is a powerful strategy. “Geolocation allows for more relevant campaigns, with higher conversion rates. This makes the experience more personalized and increases effectiveness for sellers,” Rodrigo concludes.
