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 handle approximately US$75 billion by 2026, with an average annual growth of 22%. Although this practice is already consolidated in markets like the United States, especially with Amazon, which now 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 within the marketplace already surpasses that made on platforms like Google,” explains Rodrigo Garcia, CEO of Petina Digital Solutions. “In Brazil, we are just 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 looking 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 exponentially.
“It works like a digital billboard. Sellers can stand out among thousands of products, and the marketplace, in turn, generates revenue from the exposure,” says Rodrigo.
2. Partnerships with brands and companies
Beyond the sellers already active on the platform, it’s possible to attract major brands for exclusive campaigns. “These companies see the marketplace as a powerful showcase. Partnerships for banners, special campaigns, and exclusive discounts create new revenue streams and enrich the user experience,” points out Rodrigo.
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 commissions, this strategy is gaining momentum. “It’s an efficient way to segment campaigns. You select creators most aligned 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. Geolocated advertising
For regionally focused marketplaces, targeting ads by location is a powerful strategy. “Geolocation enables more relevant campaigns with higher conversion rates. This makes the experience more personalized and increases effectiveness for sellers,” concludes Rodrigo.
