Trending, the marketplace channel has established itself as a significant source of income, data, and relationships. Today, 86% of Brazilian consumers already use marketplaces for daily purchases and, according to Mirakl, the volume of purchases made exclusively on these channels in the country grew twice the global average. With this advance, retail media also gained space, entering the so-called “third wave of digital media.” A study by SEMrush shows that the traffic generated by Amazon, Magalu, and Mercado Livre already exceeds Google by 135% in searches for products. In this scenario, platforms are more than just shop windows and have started to require 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 — in the reformulation of the Brand Pages of Rexona, Dove, and TRESemmé. These pages, which serve as the official stores of the brands within Amazon, were redesigned to deliver a more fluid, informative, and consumer-search-intent-aligned experience.
The strategy unified practices of SEO, CRO, enhanced content, and user experience, applied in a one-shot format. Coordinated with investment in retail media, the focus was on organically improving navigability, information organization, and page relevance — resulting in direct gains in visibility and conversion.
“Content has ceased to be just a complement. When well-positioned and designed to address consumer doubts, it naturally drives sales, without relying solely on paid media,” said Tiago Dada, SEO & CRO Manager at Cadastra. “It was a game-changer: from simply registering a product, we started 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 North American market — to understand how big brands structure their digital presence in high transaction volume environments. Cadastra led the analysis and adaptation process for the Brazilian context, taking into account navigation behaviors, product presentation preferences, and locally high-search volume terms. The diagnosis also mapped hidden buying intentions in search patterns, guiding not only the creation of enhanced content but also the reorganization of categories, prioritization of visual elements, and page architecture. Based on 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 to perform better by bringing our brands and consumers closer in the digital environment,” summarized Daniela Pereira, Media Leader at Unilever Brazil and Director of Digital and Media for the Home Care business unit in Latin America.
