Whoever decides to start an online business has certainly wondered which marketplace is best to start selling on. Although they have similar business models, each of these sales channels requires specific strategies to attract buyers and promote products. The good news is that everyone offers a favorable infrastructure for sellers, making business growth easier.
Fabio Ludke, e-commerce consultant and professor at the largest e-commerce school in the world,Ecommerce in PracticeExplain the advantages and particularities of the main online sales platforms in Brazil: Mercado Livre, Shopee, and Amazon.
According to the specialist, the biggest challenge for those selling on these marketplaces is gaining visibility. However, each platform offers different strategies to overcome this obstacle.
Free Market
One of the biggest advantages of Mercado Livre is its complete ecosystem, which includes logistics (Mercado Envios), payment (Mercado Pago), and ad optimization (Mercado Livre Ads). Furthermore, the "Decola Mercado Livre" program offers benefits for new sellers to gain visibility and achieve professional seller status.
For those starting on the platform, Ludke emphasizes that it is common for entrepreneurs to have difficulty reaching the first ten sales, which are essential to activate the sales thermometer. He recommends that sellers focus on high-demand products in the marketplace, using multiple ad techniques to create different offers with varied titles, descriptions, and photos. The goal is to test and understand what works best.
“Being on Mercado Livre positions the retailer strategically to reach new customers and generate an additional source of revenue for e-commerce. It is important to then work on after-sales to bring the customer from the marketplace to your own ecosystem. One tip is to send a flyer with a QR Code along with the product, inviting the customer to visit your store,” he says.
Shopee
With an approach focused on lower average ticket products, Shopee stands out for its marketing tools and free shipping program, which attract a price-sensitive audience.
“It offers features such as live broadcasts, sending messages to customers and creating specific audiences. These factors can significantly boost sales, but many salespeople still don’t take advantage of these tools. Learning how to use them can help you stand out,” he explains.
Amazon
Amazon is one of the fastest-growing marketplaces in Brazil and holds a privileged position in international trade, with opportunities even for retailers to sell Brazilian products to the United States. The specialist states that the ideal for those who want to harness Amazon's power is to understand the demand on the platform to know which products are more likely to perform better, by searching for the 'best-selling' items on the site.
Another important point to consider when selling on Amazon is the use of FBA and DBA, which are the marketplace's logistics systems to expedite delivery. This not only allows for faster delivery to customers but also generates greater visibility for the ads.
Multichannel Strategy to Maximize Sales
According to Ludke, the ideal is to invest in both your own online store and marketplaces, using complementary strategies with the aim of multiplying revenue.
“The sales potential that marketplaces provide is fundamental in the digital age. Your customers may not yet know your brand, but they are certainly already looking for products like yours on Amazon, Mercado Livre or Shopee,” highlights the expert.
Despite this, he explains that successful e-commerce diversifies its sales channels, reducing risks through multichannel operations and, therefore, growing safely.
