In an increasingly competitive scenario, marketplaces have been seeking new forms of monetization beyond traditional commissions. One of the most promising strategies is Retail Media, which turns the platform into a true media channel, allowing sellers to promote their products directly within the digital environment.
According to a study by the Boston Consulting Group (BCG) in partnership with Google, the global retail media market is expected to generate approximately US$ 75 billion by 2026, with an average annual growth of 22%. And although this practice is already established in markets like the United States, especially with Amazon, which currently dominates the segment with significant investments in paid advertising within its platform, this movement is still gaining traction in Brazil.
“What we see in the United States is a maturity in internal advertising use, especially at Amazon, where the investment within the marketplace already exceeds that made on platforms like Google,” explains Rodrigo Garcia, executive director of Petina Digital Solutions. “In Brazil, we are still starting this path, with an emphasis on initiatives by Mercado Livre and Shopee, which are expanding the use of internal ads and affiliate models.”
Rodrigo shares the following 4 key strategies of Retail Media 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, search results, or strategic areas of the site, the visibility of offers increases exponentially.
“It works as 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 big brands for exclusive actions. “These companies see the marketplace as a powerful showcase. Partnerships for banners, special campaigns, and exclusive discounts create new sources of revenue and make the user experience richer,” points out Rodrigo.
3. Affiliate programs and influencers
Inspired by successful models like Shopee’s, which allows influencers to promote products directly from the platform in exchange for a commission, this strategy is growing. “It is an efficient way to target campaigns. You choose creators most aligned with your audience and share the revenue with them,” explains Rodrigo.
With the arrival of TikTok Shop, this trend is expected to intensify, creating a network of micro-influencers connected directly to the marketplace.
4. Geolocated advertising
For marketplaces operating regionally, targeting ads by location is a powerful strategy. “Geolocation enables more relevant campaigns, with a higher conversion rate. This makes the experience more personalized and increases effectiveness for sellers,” concludes.
