In an increasingly competitive scenario, marketplaces have been seeking new ways to monetize beyond traditional commissions. One of the most promising strategies is Retail Media, that 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 US$ 75 billion by 2026, with an average growth of 22% per year. And although this practice is already established in markets like the United States, especially with Amazon, that today dominates the segment with substantial investments in paid advertising within the platform itself, in Brazil this movement is still gaining traction
What we see in the United States is a maturity in the use of internal advertising, mainly on Amazon, where investment within the marketplace already surpasses that made on platforms like Google, explain Rodrigo Garcia, CEO of Petina Digital Solutions. "In Brazil", we are still just starting this journey, highlighting initiatives from Mercado Livre and Shopee, that are increasingly 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, be on the homepage, in search results or in strategic areas of the site, the visibility of the offers increases exponentially
It works like a digital billboard. Salespeople can stand out among thousands of products, and the marketplace, in turn, generate recipe with the exhibition, affirms Rodrigo
2. Partnerships with brands and companies
In addition to the sellers already operating on the platform, is it possible to attract big brands for exclusive actions. These companies see the marketplace as a powerful showcase. Partnerships for banners, special campaigns and exclusive discounts create new revenue streams and make the user experience richer, score Rodrigo
3. Affiliate and influencer programs
Inspired by successful models like Shopee, that allows influencers to promote products directly from the platform in exchange for a commission, this strategy is growing. It is an efficient way to segment campaigns. You choose the creators most aligned with your audience and share the revenue with them, explain Rodrigo
With the arrival of TikTok Shop, this trend tends to intensify, creating a network of micro-influencers directly connected to the marketplace
4. Geolocated advertising
For marketplaces operating regionally, Segmenting ads by location is a powerful strategy. Geolocation enables more relevant campaigns, with the highest conversion rate. This makes the experience more personalized and increases effectiveness for the sellers, concludes
