As a trend, the marketplace channel has become a significant source of income, data, and relationships. Today, 86% of Brazilian consumers already use marketplaces for their daily shopping, and according to Mirakl, the volume of purchases made exclusively on these channels in the country grew twice as fast as the global average. With this progress, retail media has also gained ground, entering the so-called “third wave of digital media”. A SEMrush study shows that the traffic generated by Amazon, Magalu, and Mercado Livre already surpasses Google by 135% in product searches. In this scenario, platforms are more than just displays and now demand 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— to revamp the Brand Pages of Rexona, Dove, and TRESemmé. These pages, which function as official brand stores within Amazon, were redesigned to deliver a more seamless, informative, and consumer search-intent-aligned experience.
The strategy unified practices like SEO, CRO, enhanced content, and user experience, applied in a one-shot format. Coordinated with retail media investment, the focus was on organically improving navigation, 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 solely 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 was conducted — with a special focus on the U.S. market — to understand how major brands structure their digital presence in high-transaction-volume environments. Cadastra led the analysis and adaptation process for the Brazilian context, taking into account browsing behaviors, product presentation preferences, and high-search-volume terms locally. The diagnosis also mapped hidden purchase intents 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 Lead at Unilever Brazil and Director of Digital and Media for the Home Care business unit in Latin America.
